John Moore, branding expert and former Starbucks marketing manager and Whole Foods director of marketing, will be the keynote speaker at the International Floriculture Expo on June 12, according to a news release from the show organizers, Diversified Communications. Moore’s presentation, “Espresso Shots of Business Wisdom,” will provide industry insights that all floral professionals can apply to their floral businesses.

The 27th edition of IFE takes place June 10-13 (education sessions June 10; exhibits and events June 11-13) at the Morial Convention Center in New Orleans, and offers a seventh annual Iron Designer competition, a Buyer Walkabout, demonstrations, exhibits and awards. The fifth annual flower-naming ceremony will honor an industry leader at a Happy Hour presentation on June 12.

John MooreMoore’s keynote address will offer business advice that promises to “help reinvigorate businesses to survive and grow in any economic climate,” the news release stated. Following his address, Florist Review Enterprises will host Moore in their at-show bookstore for a book signing of his 2013 book, The Passion Conversation, which details how businesses can benefit from getting personal with customers.

Several education sessions have been announced, including a presentation by Peggy Williams and Robert DeBellis entitled, “Balloon Rescue 911.” The “emergency doctors” promise to “rescue uninspired supermarket floral designs with a ‘prescription’ for creative balloon ideas that will help to cure challenges and increase profits.” Williams is education coordinator for burton+BURTON in Bogart, GA, and DeBellis is a designer and education specialist for World Class Flowers in Egg Harbor City, NJ.

Other sessions include one on communication presented by Cindy Hanauer from Grand Central Floral in Jacksonville, FL; a Lunch n’ Learn Trend Watch presented by Rawlins Gilliland, an industry consultant from Dallas; and a wedding business presentation by Sharon McGukin, designer and past president of the American Institute of Floral Designers, including bridal trends, tips on how to work with brides and party planners, and secrets to marketing your store to the profitable wedding customer.

The State of the Industry panel session assessment will be given on June 11, this year from the grower’s perspective. Also, the Buyer Walkabout on June 11 happens before the exhibit hall opens, so buyers can walk the exhibit floor for an hour and take notes and plan ahead. Then when the hall opens they’re ready to do business.

This year, 500 buyers are expected to attend the IFE, along with 250 exhibiting companies. The 2013 IFE show drew 450 buyers from close to 100 supermarket chains in the United States, and 200 exhibiting companies to Miami Beach, FL.