Resendiz Brothers Protea Growers Earns Prestigious Marketer of the Year Award

Certified farm Resendiz Brothers Protea Growers received this year’s “Marketer of the Year” award from the Society of American Florists’ Floral Management magazine.

Resendiz Brothers Protea Growers, a Certified American Grown Farm, has earned the 2018 Marketer of the Year Award from the Society of American Florists’ (SAF) Floral Management magazine for its successful efforts to bring protea to the national stage.

Flower farmer Mel Resendiz and Diana Roy, business manager for Resendiz Brothers and a past chair of the California Cut Flower Commission (CCFC), accepted the award Sept. 14 at the SAF Annual Convention in Palm Springs, California.

The Resendiz Brothers Protea Growers team with Dwight Larimer of Design Master, the sponsor of the $5,000 prize money.

The prestigious award recognizes a unique, innovative and successful marketing effort that increased the overall sales volume of cut flowers. The award includes a $5,000 cash prize.

In presenting the award, Floral Management’s Editor in Chief Mary Westbrook noted that Resendiz Brothers’ myriad marketing efforts put protea on the national scene, creating real, growing demand for a product that was previously virtually unknown in the U.S.

Resendiz Brothers Protea Growers will be featured on the front cover of Floral Management magazine.

How?

Resendiz and Roy took advantage of every marketing opportunity they could find, including hosting an American Grown Field to Vase Dinner on their Fallbrook, California farm, participating in SAF’s Petal It Forward campaign, bringing protea to the floral designs at the annual First Lady’s Luncheon and donating protea to Rose Parade Floats.

They also used their passion, flower knowledge and thousands of incredible photos to share protea with wholesalers, designers and consumers garnering media coverage with an estimated value of $1.7 million.

 

Every effort, big and small, was designed to increase consumer awareness, influence floral trends and drive sales of the previously anonymous protea.

In accepting the award, Roy thanked Resendiz Brothers customers who have made protea part of their daily inventory as well as floral designers who are incorporating protea into their arrangements. She also announced that Resendiz Brothers is collaborating with farmers from around the world to bring new protea varieties to the U.S. market.

Mel Resendiz welcomes guests to his farm during the American Grown Field to Vase Dinner in April.  Photo by Carrie McCluskey Photography.

“So many of our marketing efforts are about the education process and making sure that people know these flowers are grown right here in California. We’re proud that many of our marketing tactics were tied to supporting the homegrown flowers message,” Roy said. “I see winning this award as a boost for California flower farmers and for floral designers who are meeting the requests of consumers who are now seeking out protea.”

Mel Resendiz with Harry VanWingerden of Myriad Flowers on the Miracle Gro float during the 2016 Rose Parade.

As the Marketer of the Year Award winner, Resendiz Brothers’ efforts to promote protea will be the cover story for the October 2018 issue of Floral Management.

Previous winners of the award, now in its 25th year, include the American Grown Field to Vase Dinner, an app that drives customer loyalty and engagement, a re-imagined florist’s business in Pennsylvania and a campaign by Lane DeVries of Sun Valley Floral Farms to engage and encourage the floral industry to celebrate Women’s Day.

WF&FSA Institute Attendees Visit Certified American Grown Farms

Participants in the Wholesale Florist & Florist Supplier Association’s (WF&FSA) Management Institute recently made stops at two Certified American Grown flower farms – Kendall Farms in Fallbrook, California and Mellano & Company’s farm at San Luis Rey. The stops were part of the institute’s third annual “road trip.”

At the San Luis Rey farm, institute participants (aka young and aspiring wholesale executives) were given a 90-minute walking tour by farmer Mike A. Mellano.

Photo by Carrie McCluskey Photography.

At Kendall Farms, guests were treated to a bus tour of the farm and a walking tour of the warehouse with farmer Jason Kendall. Conversations continued during a networking happy hour and a farm dinner served on wood tables and chairs made on-site in the Kendall Farms workshop. Each attendee left with a complimentary Kendall Farm grocery tote and farm poster.

“We love to build relationships with the industry the old-school way – sitting down and breaking bread,” shares Kendall Farms sales director Cathy McClintock.

Photo courtesy of Kendall Farms

WF&FSA board member Alan Tanouye, general manager of Americas at Floralife and a past president of WF&FSA, says that those who participate in the institute benefit greatly from seeing how others in the floral industry run their businesses. “It gets people jazzed to see how varied the floral industry is, how hard people work and how much passion they have,” Tanouye shared.

He noted that participants were impressed by the scale of the Mellano farm, the quality of the flowers and what they’re doing with water issues. “The Mellano team speaks so well about what they are doing and experiencing,” Tanouye says.

And he called Kendall Farms one of the most beautiful places in the world! “Everyone said we should be paying more for Kendall’s product. When you see how hard they work on those slopes to plant and harvest and care for the products, it’s really impressive – you can just see the passion there.”

Star Valley Flowers Draws A Record-Breaking Crowd

200 Guests Enjoyed An Enchanting Evening On The Flower Farm

Photo by Kelleghan Productions Inc.

 

The table was set for 200. That’s quite a table!

Certified American Grown hosted a record-breaking crowd during this weekend’s American Grown Field to Vase Dinner at Star Valley Flowers in Soldiers Grove, Wisconsin.

Originally set for 150, the table grew to 175 and then to 200, breaking the previous record of 183 in Detroit in 2015.

“It really isn’t about the number of people,” explained Kasey Cronquist, Certified American Grown Administrator and emcee of the award-winning national dinner tour. “We really focus on our guest experience and have always wanted to keep the experience intimate, but we had a lot of demand and a willing farmer embraced the idea of  ‘the more the merrier.’ So, it just kept growing and it all turned out beautifully.”

One guest commented, “even though there were 200 guests, it felt intimate. The setting could not have been lovelier and the weather was perfect.”

Another first for the tour was bench seating. The beautiful wooden farm tables were accompanied by matching wooden benches. The benches complimented the family-style dining experience and tradition of the tour, and made for some beautiful photography.

Erick New (left) and Greg Campbell of the Garden District in Memphis were responsible for the floral tablescape and install for the evening. Authors of Florists to the Field, Erick and Greg signed books for guests during the reception.  Photo by Kelleghan Productions Inc.

Of course, the floral-focused evening wouldn’t have been as magical without the incredible talent of Greg Campbell and Erick New of The Garden District. The dynamic duo created one of the most dramatic tablescapes we’ve ever seen, complete with beautiful pussy willow arches that covered the table and accented by the bittersweet berries that Star Valley Flowers is known for. Stunning fall-colored arrangements flowed down the entire length of the table.

“The decorations, including the flowers, were over the top; kudos to the floral designers who came in from Tennessee.” ~ Sharon C.

The team at Driftless Cafe, lead by Chef Luke, did an outstanding job with the menu for the evening. And the response from attendees was outstanding, with praise for every single course. The main course was organic beef tenderloin provided by Organic Valley, one of the evening’s sponsors, and headquartered just down the road from Star Valley Flowers.  The menu was paired beautifully with the wine provided by Geyser Peak.

Chef Luke from the Driftless Cafe.  Photo by Kelleghan Productions Inc.

It was a beautiful evening on the farm. The weather held and the sunset was picturesque. Diners were able to meet an American flower farmer, hear from the floral designers about their aesthetic and what makes designing with homegrown flowers special and converse with other flower lovers throughout a multiple-course meal.

Guest Laura M. shared, “The evening was so beautiful. I loved the chance to walk around the farm and hear some comments from John and Phil. We were so glad John allowed a few more people into the dinner. The lovely women I sat across from gave me a hug at the end of our evening. We sat down with strangers and left as friends.”

Guests left happy, arms full of flowers and enjoying the ever popular Field to Vase Dinner swag bag. It was a perfect early fall evening where 200 strangers became friends and the love of flowers sealed the deal.

Put Your Farm On The Map in 2019!

We're Looking For New Places To Take the American Grown Field to Vase Dinner Tour

Click to apply!

It’s hard to believe that the American Grown Field to Vase Dinner is turning 5.

Launched in 2015, the national dinner tour concept was developed by the Certified American Grown program to help spread the news and shine a spotlight on the value and beauty America’s flower and foliage farmers bring to the economy, the floral industry and their communities.

The tour has exceeded all expectations.

Recognized by the Society of American Florists as an award-winning promotion and marketing effort, the dinner’s reputation as a cause-based agri-tourism experience now sells itself, with dinners selling out on flower farms all over the country.

Millions of impressions from great media coverage, social media posts by guests, blog posts and digital influencer support have combined to help us translate consumer fascination for the farm-to-fork movement to floral, and it keeps getting better.

So, now what?

We keep going.

There are so many more places for this tour to go, so many beautiful farms to share and stories to tell. More importantly, there are so many people that still don’t know where the flowers they buy come from, and for that reason, we’re really just getting started.

So where will we go in 2019 as we look to celebrate the fifth anniversary of this incredible flower-filled tour?

That’s what we’re working on now. We certainly have a list of farms that have raised their hand and volunteered to have the tour come by. We’ll certainly be considering those farms as possibilities, but we’re always looking for more locations, unique and special places and for farms in regions of the country that the tour hasn’t yet been to.

If you or someone you know would like their farm considered for the 2019 season, please consider filling out our farm application.

Farm Application

 

Certified American Grown Leader to Serve on PMA’s Floral Council

Cronquist will serve on PMA’s Floral Council.

Certified American Grown Administrator Kasey Cronquist has been selected to serve on the Produce Marketing Association’s 2018-19 Floral Council.

Kasey Cronquist, Administrator of Certified American Grown and CEO and Ambassador of the California Cut Flower Commission.

Floral Council representatives provide input and guidance to help deliver year-round value to members of the association and to retain and recruit membership.

In addition to his new role with PMA, Cronquist was a speaker at the association’s 2017 Fresh Summit held last fall.

In his role as administrator of Certified American Grown, Cronquist has worked closely with floral mass marketers on the award-winning American Grown Field to Vase Dinner Tour and recently helped to drive mass market sales through the American Grown Flowers Month Merchandising contest in July.

Cronquist’s term on the council begins in September.

 

Safeway Launches Certified American Grown Debi Lilly Bouquet

Bouquet Debuts in Stores During American Grown Flowers Month

They say timing is everything! That’s absolutely the case when it comes to the recently released Certified American Grown Debi Lilly bouquet, now available at Safeway’s Northern California stores.

After all, the bouquet began arriving in stores in July, which Congress has declared American Grown Flowers Month. Perfect timing.

The design features lilies, gerberas and lisianthus and is available in a range of hues – pinks, yellows and oranges. All flowers in the bouquet are grown by Pyramid Flowers in Oxnard, California, a Certified American Grown flower farm and marketed by B-Fresh Floral.

“I love these beautiful bouquets and soft summer color palettes to help celebrate American Grown Flowers Month,” shares Lilly. “This Certified American Grown bouquet is a Debi Lilly dream come true. I’m so proud to share this design and support our American flower-farming families.”

Lilly first announced plans for the Certified bouquet at the American Grown Field to Vase Dinner held at The Flower Fields in Carlsbad, California, in April. From there, Crystal Hedgpeth, floral sales manager for Safeway’s Northern California Division, worked with Lilly and Albertson’s corporate team, to launch the program.

 

“This Certified American Grown Debi Lilly Bouquet is a wonderful addition to our flower program and quickly becoming a customer favorite,” explained Hedgpeth. “Since our pilot launch earlier this month, we’ve already sold over 5,000 bouquets which actually helped drive a positive sales lift in our bouquet category across all of our stores.”

To be labeled Certified American Grown, the bouquet is required to be 100 percent American Grown Flowers and assembled in the United States. The farm providing the flowers is also required to go through a third-party audit (administered by Where Food Comes From out of Castle Rock, Colorado) to ensure the flowers provided are American Grown.

“This is just the beginning,” said flower farmer Fred Van Wingerden of Pyramid Flowers. “We love working with Debi and Safeway and look forward to producing our farm-fresh flowers for customers everywhere.”

Declared in 2017 and again in 2018, July continues to be officially recognized by Congress as American Grown Flowers Month. The Debi Lilly bouquet will continue to be offered by Safeway throughout the year and going forward.

Certified American Grown Celebrating Its Fourth Anniversary

Coalition Represents Over Half of All Domestically Grown Flowers

Certified American Grown, a unified and diverse coalition of U.S. flower farms that includes small and large farms in multiple states nationwide, is celebrating its fourth anniversary this month.

Click on the photo above to visit americangrownflowers.org and learn more about Certified American Grown and all 57 farms in the program.

Today, the coalition includes 57 farms that represent over half of all U.S. cut flower and foliage production.

Launched in July 2014, Certified American Grown is now the largest and most successful consumer-facing brand that promotes the origin of flowers. In just four years, the brand has become a widely sought-after guarantee, appreciated by retailers, designers and consumers alike.

More than just a logo, farms Certified American Grown farms participate in a third-party  certification process that guarantees the flowers and foliage adorned with the American Grown logo were grown locally and meet established quality, freshness and sustainability standards.

Certified American Grown takes its Field to Vase Dinner Tour to flower farms across the country where guests experience the beauty of the flower farm. Photo by Carrie McCluskey Photography.

Certified American Grown is also the host of the award-winning American Grown Field to Vase Dinner Tour, now in its fourth year. The dinner tour is a series of intimate, must-attend gatherings that place seasonal, local and sustainable American Grown Flowers at the center of the table where locally grown food, beer and wine is served by a farm-to-table chef. Each artisan-style dinner is held at a breathtaking venue — an American flower farm that encourages guests to experience the age-old art and science of flower farming.

Certified American Grown was featured in the September issue of Floral Management as the 2017 Marketer of the Year for the success of the American Grown Field to Vase Dinner Tour to promote American Grown Flowers.

 

In 2017, the dinner tour earned the 2017 Marketer of the Year Award from the Society of American Florists’ (SAF) Floral Management magazine. The prestigious award recognizes original, highly successful marketing campaigns that increase awareness and the overall sales of cut flowers.

Today the Certified American Grown logo is the most widely used consumer facing brand promoting origin in the floral industry.

 

And just this June, the U.S. Senate declared July “American Grown Flowers Month.” The resolution supporting the designation notes that Senate recognizes: that purchasing flowers grown in the United States supports the farmers, small businesses, jobs and the U.S. economy; that growing flowers and greens in the United States is a vital part of the U.S. ag industry; and urges “all people of the United States to proactively showcase flowers and greens grown in the United States in order to show support for our flower farmers, processors and distributors as well as agriculture in the United States overall.”

 

To help spread this important recognition and awareness, Certified American Grown is working with retailers across the country on in-store promotion programs to help consumers identify and celebrate our homegrown blooms all month long. Photo provided by Fry’s Food Stores.

More than 1,200 stores are promoting American Grown Flowers Month this July!

It’s Here! Our Most Important Publication of the Year!

Welcome To the 2018 American Grown Farm & Flower Guide

It feels like Christmas morning here at Certified American Grown!

Why? We just received the 2018 American Grown Farm & Flower Guide, perhaps our most important publication of the year.

Our largest and most beautiful edition yet! You’ll want to make sure to get a copy for yourself.

The guide features profiles of America’s flower farms, a floral arrangement gallery, an illustrated glossary of ALL American Grown Flowers and a national directory of hundreds of flower farms from throughout the United States. It’s chock-full of flower photos, examples, descriptions and stories from America’s flower-farming families.

This resource is a must-have for wholesalers, florists and flower-lovers everywhere – and it’s never been more vibrant and informative.

Subscribers to Florists Review and SuperFloral magazines will receive the guide with their September issue, but if you just can’t wait or would like one now, just let us know! (Special thanks to our friends at Florists Review for helping us produce this beautiful guide!)

Email our very own Andrea Philpot at andrea@americangrownflowers.org to get one headed your way!

Breathtaking doesn’t begin to describe it …

Flower Farmer Beth Van Sandt Discusses the Doors That Opened Post-Dinner Tour

 

Beth Van Sandt of Scenic Place Peonies in Homer, Alaska, was in on the ground floor of the Certified American Grown Flowers movement. As Van Sandt puts it, she saw the value of the certification early on and knew there would be benefits from American flower farmers coming together under a single brand.

Beth Van Sandt and her husband, Kurt Weichhand on their peony farm in Homer, Alaska.  Photo by Joshua Veldstra Photography.

In fact, Scenic Place was the first farm in Alaska to become Certified American Grown.

Left to Right; Jerry Hagstrom of the Hagstrom Report, Tim Dewey of Delaware Valley Wholesale, first lady Melania Trump, Kasey Cronquist, administrator for Certified American Grown, Beth Van Sandt of Scenic Place Peonies and Kurt Weichhand of Scenic Place Peonies.

But that was just the starting point for Van Sandt who has since leveraged nearly every aspect of the brand, including attending the First Lady’s Luncheon in Washington, D.C., that features all American Grown Flowers and hosting an American Grown Field to Vase Dinner on her farm in 2017.

The tables were filled with flower-loving guests at the Scenic Place Peonies Field to Vase Dinner.  Photo by Joshua Veldstra Photography.

And oh the connections and opportunities that came from that dinner!

“The exposure the Field to Vase Dinner gave our farm made us recognizable and gave us a seat at the table industrywide. People know who we are now,” Van Sandt explains. “Wholesalers who may not have looked at us in the past see us as a reputable farm today.”

 

While volunteering for the the First Lady’s Luncheon in 2017, VanSandt met floral designer Kelly Shore of Petals by the Shore. The two hit it off, and later Shore agreed to be the designer for Field to Vase Dinner at Scenic Place Peonies. “Sitting at the table and meeting the designers, that was a great opportunity and it helped us promote the dinner tour at the farm,” Van Sandt recalls.

(Photo: Beth Van Sandt and Kelly Shore, of Petals by the Shore, designing arrangements for the First Lady’s Luncheon)

 

And when the American Grown Field to Vase Dinner Tour came to Homer, the real fun (and exposure) began!

Florists Review did a feature on the dinner and included lots of images from the farm.

While in Alaska, Shore did a photo shoot featuring Van Sandt’s peonies for the Slow Flowers section of Florists Review, helping to further the exposure of Alaskan peonies for the industry to see.

And, last but not least, thanks to an introduction to Cal Poly Pomona Plant Sciences Department Chair Valerie Mellano, wife of Mellano & Company’s Mike Mellano (both who attended the dinner at Scenic Place Peonies), Van Sandt was able to start an internship program with four Cal Poly students.

Cal Poly students are spending their summer interning at Scenic Place Peonies learning about flower farming as a result of the connections made during the Field to Vase Dinner at Beth’s farm.

But how does Van Sandt know hosting the dinner tour stop was worth it?

“My phone blows up continuously with requests and my email inbox is always full. That’s proof that it worked. And it correlates with more cuts and more shipments out the door,” Van Sandt says.

Since hosting the dinner last summer, Van Sandt has continued her efforts to raise the profile of her Certified American Grown peonies, including having her Certified American Grown-branded truck in the Homer Fourth of July parade, along with Cal Poly interns wearing flower crowns!

And she shares the unique benefits and opportunities that come from connection to the brand with all who will listen.

During American Grown Flowers Month, You Can’t Miss Alaskan Peonies

There’s nothing like a field of peonies to positively impact your mood.  Even their names can brighten your day: Sequestered Sunshine, Blaze, Festiva Maxima.

Photo: Alaska Peony Cooperative

The peony’s beauty is certainly at the root of its popularity status with flower fans and brides. Available in every color but blue, the flower is popular in bridal bouquets (they are seen as a symbol of good luck) and are the superstars in summer arrangements and in bunches to bring home.

Photo: Jacqueline Patton Photo

Alaskan peonies just happen to be in all their glory in July – which is also American Grown Flowers Month! So we’re celebrating these gems, along with the thousands of other varieties grown right here in the U.S.

Photo: Arctic Alaska Peony

Here’s what you need to know about American-Grown peonies:

Alaska’s warm summers and perpetual daylight are the fuel peonies need to grow larger, bloom more vibrantly and enjoy a growing season that’s three weeks longer than in other locations. But it’s the state’s famous cold winters that are the secret ingredient: herbaceous peonies need a minimum of 400 hours of temperatures below 40 degrees and tree peonies need between 100 and 300 hours in that colder ground in order to flower.

Photo: Alaska Perfect Peony

The Alaska Peony Cooperative, formed in 2015 to help support the state’s burgeoning flower industry, has grown from a handful of farms with fewer than 1,000 stems to nearly a dozen growers expecting to sell a total of 40,000 stems this year.

“The secret is out: Our peonies are fantastic,” explains farmer Martha Lojewski.

Scenic Place Peonies’ delivery truck sports a new truck wrap showcasing the beauty of these stunning blooms, while proudly waving the flag for Certified American Grown.

Certified American Grown peony farms include Alaska Peony Cooperative, Alaska Perfect Peony, Arctic Alaska Peonies Co-op, Boreal Peonies, Cool Cache Farms, Giggly Roots Gardens, Joslyn Peonies, Scenic Place Peonies and Slimtree Farm.

Look for Certified American Grown peonies throughout American Grown Flowers Month in July and into August. You’ll be glad you did!