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Visitors line up to smell the roses at Floriexpo

By
Adam Campbell, digital publisher

The floral industry came together once again for the 2022 Floriexpo convention in Miami Beach, FL, from June 7 to June 9. The three-day show led off with educational sessions. Data from the Floral Marketing Fund was highlighted by Derek Woodruff, owner of Floral Underground, who outlined key decision-making points from the FMF study, citing that the amount consumers are willing to spend has increased in the recent year.

Additional sessions focused on engaging employees, increasing revenue and building visually engaging floral displays based on current color trends. The day was anchored by an opening reception poolside at The Royal Palms, which proved to be an excellent opportunity to network with new contacts and reconnect with old friends.

“This was one of the most user-friendly shows in recent memory,” said Tatiana Perez, vice president of sales and marketing of Temkin. “Seeing the industry come together again was amazing.”

The expo opened on Wednesday, June 8 and proved to be a successful opportunity to meet key retail and wholesale buyers. Sahid Nahim, owner of New Bloom Solutions, said "The best part of the expo experience was the amount of different vendors and the quality of the interaction with a wide variety of customers."

“They have been coming through the booths, they are intrigued, you can see the new excitement as many of them haven't been out in two years,” he told The Produce News. “And now they have come out, they are interacting with the exhibitors, they are looking at new and different things and really having great questions.

“So you have wholesalers, florists and you have supermarket buyers,” he said. “It's becoming much more multi-channel than it ever was, so I find that to be a benefit.”

Eric Fernandez, general manager of Continental Flowers echoed Nahim’s sentiment: “It’s been a very unique opportunity to reconnect with buyers and create new solutions for the changing floral consumer.”

Fernandez is also part of a committee drafting a proposed cut flowers and greens promotional order hoping to rally the floral industry around creating new consumers and demand for floral products. While the order is still in the draft stage, current elements include a 1 percent assessment on import border value and a 0.5 percent assessment on domestic producers and would generate $15-20 million in revenue to achieve its stated goals.

The industry is encouraged to learn more about the proposed marketing order at www.floralboard.org.

 

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