A huge congratulations goes to California’s Sun Valley Floral Farms on winning SAF’s Marketer of the Year award! For those of you who aren’t familiar, SAF is the Society of American Florists, an industry association that annually recognizes a progressive and successful company for their marketing efforts in the floral industry. The award is announced at their annual convention, held this year on Marco Island in Florida.
This year’s award recognizes CCFC past chair Lane DeVries and his team at Sun Valley for their efforts to encourage industry-wide collaboration and alignment on improving the health of United States floral market by promoting Women’s Day on March 8th.
During the award ceremony presentation, a photo of the Grand Canyon was used to highlight th issue facing our farms and our industry, with the high canyon walls on either side representing Valentine’s Day and Mother’s Day, with this deep valley floor left below, representing the fall off of the market between those two major holidays. While extremely important to our industry, these two major holiday also pose tremendous challenges for our flower farmers and all segments of the supply chain (trucking companies, wholesalers, florists, retailers, etc).
How do we reduce our dependency on Valentine’s Day and Mother’s Day?
How do we increase floral consumption with consumers during other times of the year?
How do we improve flower quality and value?
Since 2010 Lane has been championing Women’s Day as one way to help answer these questions. Working with his fellow flower farmers on the Commission’s promotion committee, the board of Commissioners, with SAF and with Sun Valley’s customers, Lane has continued to recruit support for Women’s Day promotions to reduce our dependency on Valentine’s Day and Mother’s Day, increase floral consumption and improve flower quality and value for consumers. And while Women’s Day has proven to be a viable means to improving the United States’ floral industry, it isn’t the only example of Sun Valley’s progressive leadership in marketing. Recognizing the growing demand for local, seasonal, American Grown flowers, Sun Valley has been a brand leader with the CA Grown campaign and the first farm in the United States to become certified “American Grown.” These two initiatives are also aimed at improving floral consumption and providing an increasing audience of consumers who care with fresh locally grown blooms.
Not one to seek out the spotlight, Lane instead turned his acceptance speech into a recruitment opportunity, encouraging the 300 attendees at the annual convention to join together on the promotion of Women’s Day. As a gesture of his commitment and collaborative spirit, Lane also returned the $5,000 of awarded prize money to SAF asking that it be earmarked for the promotion of Women’s Day in 2015. Please join me in congratulating Lane and his team at Sun Valley for this important recognition. Also, please consider how you can become involved with Women’s Day on March 8th by acknowledging and honoring the women of our country by providing them with some American Grown flowers. It can make a difference.
What do you think? Have you incorporated the promotion of Women’s Day? Will you?
What results have you seen? What other ways can the consumption of flowers be encouraged in the United States?