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CalFlowers supports AIFD as diamond partner at National Symposium

The annual American Institute of Floral Designers’ National Symposium is known for showcasing the floral artistry of its members. Entitled “Discover,” this year’s conference held in Washington, D.C., June 30-July 4 was no exception.

CALFLOWERS-TABLE-DISPLAYThis CalFlowers table exhibit at the AIFD 2018 National Symposium’s Partner’s Expo in Washington, D.C. June 30-July 4 was created by floral designer Derrick VasquezMore than 1,100 attendees, including floral designers, educators, and other floral industry representatives, learned about the latest design techniques and floral trends, while surrounded by beautiful flowers donated by California growers. The symposium also featured the Partner’s Expo, where attendees could browse new products from industry suppliers, growers and service providers and AIFD partners were able to demonstrate new products.

“As a diamond partner again this year, our support of AIFD reflects the importance we place on education efforts that move our industry forward and AIFD’s long-standing reputation of excellence,” said Michael LoBue, chief executive officer at the California Association of Flower Growers & Shippers.

CalFlowers sponsored “A Passion for Parties,” which featured innovative, over-the-top event designs and décor from designer Derrick Vasquez. Offering a wealth of ideas, techniques and tips, Vasquez’s presentation was a real showstopper.

Attendees at “A Passion for Parties” were also treated to a gift bag and invitation to CalFlowers’ Fun ‘N Sun event to take place in Santa Barbara, CA, July 24-27, 2019. The biannual convention offers education sessions, grower tours and the industry’s largest all-California floral display and exhibit. Five Fun ‘N Sun event registrations were given away during the presentation.

“The giveaway was a great way to highlight our upcoming Fun ‘N Sun convention, which offers an excellent opportunity for retailers, wholesalers and mass marketers to engage with many of our growers and shippers in California,” said Mike Mooney, CalFlowers board member.

Vasquez also designed the CalFlowers table exhibit at the Partner’s Expo, which was well received by attendees. Expo attendees demonstrated a strong interest in CalFlowers’ shipping benefits.

“This year, we noticed that more and more attendees recognized CalFlowers and knew how we could help their business,” said Lisa Filice, CalFlowers board member. “There was a big uptick in interest from event companies and retailers who are considering grower direct as an option to meet their special needs. We are pleased to be expanding our reach to leaders in other floral industry sectors to strengthen and enhance their success.”

Deborah Erickson is marketing director at CalFlowers. She can be contacted at Deborah@cafgs.org.