The American Institute of Floral Designers hosted its annual international symposium June 30-July 4 in Denver. It was also the 50-year anniversary of the organization and “Journey” was the title they chose for this prestigious event that attracted over 900 industry members and enthusiasts from 18 countries.

James Hynd Jr., floral director at Fiesta Parade Floats, based in Irwindale, CA, was presented with the 2015 Award of Distinguished Service to AIFD for his outstanding service to the institute. A charter member since AIFD’s inception in 1965, Hynd has spent 50 years tirelessly supporting and volunteering with the organization. A charter member since AIFD’s inception in 1965, Hynd has spent 50 years tirelessly supporting and volunteering with the organization.

AIFD is considered the powerhouse of top-notch floral education and inspiration. After rigorous testing, 64 professionals were inducted as new members into AIFD. A true journey it was.

Why is AIFD increasingly more important to the cut flower category? Creating art with flowers is the focus and then selling this perishable art for a profit. The symposium offered 14 stage/educational presentations and 12 hands-on workshops to further advance your floral career.

Retailing of cut flowers, plants and accessories has morphed in the United States. The floral channels are still moving toward mass marketers, e-commerce and specialty studios, and away from what we traditionally know as local florist shops.

Raw product sales, like consumer bunches and pre-made bouquets, are the mainstay of any floral department. Many savvy supermarket companies are seeing the potential of providing their customers a full retail florist experience and are seeking out AIFD designers to fulfill this market.

Retail florists are known for their designing ability and creative applications and leading supermarket brands recognize the value of design.

This symposium was attended by representatives from some of the most respected mass market brands and all came with the objective to learn what the high-end international design community is doing.

Most important, design in commerce should add value and impact to what we sell. AIFD is all about the “wow” of working with flowers and related materials. Not too long ago, this was the world of fine retail florists only. Now everyone can see the hot-off-the-press trends in your local supermarket.

The 2016 AIFD National Symposium “Inspiration”is slated for July 3-7 in Orange County (Anaheim), CA.

Rene van Rems operates a consulting, marketing and publishing firm in Carlsbad, CA. He can be contacted at 888/824-7363 or at [email protected].