Festivalgoers gravitated to the all California Grown Flowers “Flowers On Your Head” tent during this weekend’s Arroyo Seco Weekend.

California Grown Flowers were a beautiful addition to this weekend’s festivities at Arroyo Seco Weekend. The CCFC collaborated with Mud Barron of Muir Ranch to provide fresh California Grown Flowers for his crowd favorite “Flowers On Your Head,” activation.

The crowd loved it.

A nice banner highlighting the celebration of California Grown Flowers in June hung proudly in Pasadena during Arroyo Seco Weekend.

And we loved being a part of Mud’s team of students who were on hand to help spread the #CAGrown news through an engaging display in the shadow of the Rose Bowl. CCFC Chair Diana Roy of Resendiz Brothers led the charge, ensuring our farms’ flowers arrived to Pasadena this weekend and helping with the activation.

Thank you to our farms for contributing their beautiful California Grown Flowers this weekend!

It was estimated that over 25,000 people attended the inaugural event.

Thank you to all of our farms that responded to Mud’s request for California Grown Flowers.  He reported back with his deep appreciation for the flowers that were sent, highlighting it was all for a good cause. Mud is the man responsible for the student flower farm and design program at Muir Ranch. You can learn more about Muir Ranch by visiting their website.

This weekend, one of our farmers reached out to me asking me to send him, “one sentence to describe the mission of the CCFC.” He was preparing to give a presentation and wanted to be able to clearly articulate the purpose of the CCFC to his audience.

Helping to keep your organization focused on your mission, your message and the people you serve is why a mission statement is so important.

The good news is that the CCFC’s mission is only once sentence:

“To provide a unified effort by farmers to enhance the performance of the California cut flower and foliage industry.”

I quickly shared this with him, but also forwarded him a less formal, more conversational version that I often use when I’m asked what the CCFC is about.

“The CCFC is a state agency that serves as the lead advocacy and promotion organization for California’s flower farmers.”

I was inspired to share this story in light of how important a mission statement is during times of challenge and uncertainty. At both the federal and state level, California’s flower farmers continue to face some difficult issues.

California’s flower farmers recently rallied in Sacramento to advocate for their farms.

The availability of labor, transportation, unbalanced trade agreements, a $15 minimum wage, family estate and succession planning and regulatory overreach are all threats to the continuation of California’s hallowed flower-farming heritage and tradition.

At the same time, we’re seeing signs of opportunity and progress. Increasing production of flowers by farms in Southern California. An increasing number of new and beginning flower farmers throughout the country. Increasing promotion and consumer demand for California and American Grown Flowers. A groundswell of support from lawmakers and consumers for America’s flower farmers. More requests for all-American Grown Flowers at major events such as this year’s First Lady’s Luncheon. Origin-based campaigns by major retailers such as Safeway’s “Blue Bucket Campaign” featuring flowers labeled California Grown.

A mission statement is important not only because of what it says, but also what it doesn’t say.

The CCFC doesn’t represent lettuce, cucumbers or tomatoes. You’re not going to see the California Cut Flower Commission discuss or get involved in the promotion or advocacy of crops that do not reflect our mission.

Our mission statement also makes it clear who we serve. The CCFC was created for and is focused on California’s flower farmers. It is a “unified effort by farmers” for flower farmers. As we look at issues, develop strategy and identify opportunities, we have to keep asking the question, “How does the work we do better serve California’s flower farmers?”

June is California Grown Flowers month. Our flower farmers recently rallied in Sacramento to help raise the profile of flower farming in California and encourage lawmakers to support this year’s resolution to declare June as “California Grown Flowers Month.”  This was a great example of farmers working together, staying focused and promoting what value they bring to their communities and the economy. To help us celebrate this special month, the CCFC featured a campaign that really symbolizes how coordinated efforts from the field to the store can produce successful mission-oriented results.

Just check out this fantastic “Blue Bucket Campaign” by Safeway. The entire Northern California division of Safeway has adopted the California Grown program and made it their own, increasing sales and getting the customer recognition they deserve for their efforts to source California Grown Flowers.

This is just one example of the kind of mission-driven initiatives that help our farms grow and succeed; the kind of effort that unites farmers and shows how working together on a common cause can make a difference.

Farmers join together in Pasadena to recognize float teams committed to California Grown Flowers.

New video captures Safeway’s “Blue Bucket Campaign” featuring California Grown Flowers.

To help celebrate California Grown Flower Month throughout June, we’re featuring photos, examples and stories from farmers, designers and retailers who are championing California Grown Flowers.

We’ll be looking for standout examples, people who are making the extra effort to highlight California Grown Flowers and programs that help people connect with why origin matters.

One such story and amazing example is Safeway.

NorCal Safeway Sales Manager Crystal Hedgpeth and her team have an amazing campaign underway that really helps consumers connect with the origin of their flowers, communicates clearly their support for California’s flower farmers and, just as importantly, helps increase Safeway’s sales.

We wanted to learn more about the campaign and what inspired Crystal and her team to take such extraordinary efforts to spotlight the California Grown Flowers in their floral departments. So, we interviewed her.

Her testimony speaks for itself and really confirms what a difference it makes for consumers to know that Safeway cares where their flowers come from. It also highlights what a difference marketing the origin of flowers makes when you give customers a choice, and it confirms the consumer research we’ve done that shows the majority of consumers are looking for homegrown blooms.

On behalf of California’s flower farmers, thank you to Crystal and her team at Safeway for promoting California Grown Flowers.

It makes a difference.

Celebrating California Grown Flowers Month with an official declaration by California’s state Legislature. Pictured with me are Sen. Hannah-Beth Jackson and Sen. Mike McGuire.

Today, I had the privilege of representing California’s flower farmers on the floor of the state Senate while Sen. Mike McGuire shared his remarks of appreciation for an industry that brings so much beauty to the Golden State. Sen. McGuire sponsored SCR 58, declaring June as California Grown Flowers Month.

Senators from up and down the state joined in their support for SCR 58 that declared June as California Grown Flowers Month.

Sen. John Moorlach and Sen. Jackson also voiced their support for the resolution during remarks prior to the unanimous vote in favor of the resolution.

Sen. McGuire giving his remarks from the Senate floor.