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Floral priorities will be on display at PMA Fresh Summit

When the global mass-market floral retail supply chain gathers at Produce Marketing Association’s Fresh Summit Convention & Expo Oct. 19-21 in New Orleans, Fresh Summit’s floral programming will address three priority industry needs identified by PMA’s Floral Council: research on trends and their business implications; professional and leadership development; and networking, according to a news release.

The Floral Council’s mission is to ensure that PMA delivers year-round value to its mass-market floral retail industry members, including but not limited to Fresh Summit, notes Floral Council Chair Debora Coleman, vice president of floral at retailer Albertson’s Co. The council’s 46 members hail from across the supply chain, and include large and small companies alike. Carlos Oramas, chief executive officer at floral seller Gems Group, is the council’s vice chair.

PMA-FLORAL-2-2016The Floral Pavilion will offer a destination on PMA Fresh Summit’s famous trade show floor for both floral buyers and sellers.

“This year’s Fresh Summit will be filled with opportunities to help you grow your floral business, including on-trend workshop and general session topics, Floral Buyer Roundtables, and the innovation-filled Floral Pavilion,” said Coleman.

The convention will open with educational workshops on Thursday, Oct. 19, three of which specifically apply to the mass-market floral retail industry and others that are relevant to floral. Floral Buyer Roundtables on Friday morning Oct. 20, will bring floral buyers and sellers together for introductory meetings akin to speed dating; these roundtables have sold out at all recent PMA floral events. The famous Fresh Summit Expo and its Floral Pavilion will open Friday and conclude on Saturday, Oct. 21. The first floral workshop will offer a glimpse into the dramatically transitioning global floral market, highlighting emerging trends, innovative approaches, and related challenges and opportunities. During the second workshop, the color experts from Pantone will explore how evolving color trends are influencing the floral landscape. The third floral-specific workshop will highlight groundbreaking floral technologies, and advise attendees how to harness new tech to thrive in today’s rapidly changing environment.

The convention’s general sessions will also provide business-building fuel, including PMA chief executive officer Cathy Burns’ annual State of the Industry outlook on Thursday; futurist Brian David Johnson on Friday; and author Dan Thurmon on mastering innovative creativity on Saturday.

The Floral Pavilion will offer a destination on Fresh Summit’s famous trade show floor for both floral buyers and sellers. On display will be plenty of floral innovation inspiration, with new floral products and services at your fingertips.

“At the end of this year’s Fresh Summit, we will be announcing some very exciting news about 2018’s expo,” previewed Coleman.

Fresh Summit’s Floral Networking Reception on Friday evening is designed to sustain and grow PMA’s expanding floral community.

“The council prioritizes networking for two reasons —because of its business value, and because of its psychological value,” said Coleman. “In addition to helping us to make business connections, we need times like this to come together to celebrate our community.”

The 2017 Floral Marketer of the Year award winner will be named at the reception. This award program is designed to promote leadership development in the mass-market floral retail industry. The 2016 winner, Michael Schrader, floral director at Schnuck Markets, Inc., will announce the 2017 winner.

“This award program encourages our industry to raise our collective bar,” said Coleman.

For more information and to register, visit www.freshsummit.com. Mass-market floral buyers receive significant discounts. The Floral All Access Pass offers the best registration package value, according to Coleman, because it includes the expo as well as educational programming and networking receptions.