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PMA Fresh Connections bridges the floral industry with new consumer insights

Members of the floriculture industry joined forces in Miami to develop new strategies for the future of retail and hear insights from experts from both inside and outside of the floral industry.

Screen-Shot-2019-05-20-at-7.26.47-AM The event began on Wednesday, May 15 with roundtable meetings, where floral suppliers and retailers were carefully matched according to criteria provided in pre-meeting applications. The 10-minute sessions allowed floral suppliers to connect face-to-face with retailers, opening the door for more in-depth conversations in the future.

On Thursday, May 16 Carlos Oramas; chief executive officer of Gems Group served as Master of Ceremonies, launching the daylong event filled with education and inspired breakout sessions. Becky Roberts, Director of Floral for PMA, shared the state of the floral industry followed by PMA’s Chief Marketing Officer, Lauren M. Scott, who examined changing customer segments and the trends to influence, engage and drive sales. The first breakout session was based on the customer segments identified in this session: Holiday Purchasers, Adult Purchasers, Everyday Purchasers, and Reluctant Shoppers.

Francis J. Ciabattoni, a professional trade and financial strategist delved into economic insights that charged attendees with preparing for economic fluctuations, and how to recognize indicators that would allow the industry to proactively adapt new business strategies. A breakout session followed, where strategies were discussed that could shield the effects of a recession and satisfy consumers who have limited disposable income.

Capping off the day was Kevin Coupe, author of, who explored the ever-changing evolution of omnichannel platforms and consumer shopping habits. A breakout session followed where attendees shared strategies to engage consumers in new ways by identifying the greatest opportunities in this ever-changing environment.

The Floral Pulse was the Media Sponsor for this event, as well as the upcoming Fresh Connections — Anaheim scheduled for June 6, at the Anaheim Convention Center.  

To register: