East and west coast PMA Fresh Connections: Floral events announced

Two newly-scheduled regional events from Produce Marketing Association will combine both networking and business-building learning with one event for each coast.

 

The events are designed specifically for the entire floral supply chain, from breeders to growers to retailers, and the businesses in between.

 

“You will want to join us for two reasons: to be the first to hear the new information our speakers have to offer, and because many of the industry’s leading retail floral buyers – your customers – will be there, too,” says Joe Don Zetzsche, director of floral and blooms for H-E-B, and chair of PMA’s Floral Council. Zetzsche will emcee both events for PMA.

 

At the June 9 Fresh Connections: Floral event to be held in Anaheim, Calif., speakers will unveil new supermarket floral market research funded by PMA and Food Marketing Institute (FMI), and offer tools to help small floral businesses harness their business data.

 

The PMA/FMI market research will give insight into the changing landscape of supermarket floral retailing, what’s selling and why, and where future opportunities for growth can be found. The floral and green plant research leaders Prince & Prince, Inc., conducted that research for PMA and FMI.

 

“Peeking behind the curtain at the supermarket floral industry has historically been a challenge. This research offers a rare look at that market, uncovering a number of findings that can help floral suppliers and retailers position their businesses now and into the future,” says Prince & Prince, Inc. President Thomas Prince.

 

Small business advisor Eric Peters will help Anaheim event attendees wrap their heads around how to analyze their business information, to identify new product and sales opportunities while also streamlining operations to save costs.

 

“It can be a challenge for small businesses in any industry to collect and use business data, we’re going to shed some light on how and why for the floral supply chain,” says Peters.

 

This will be the first PMA Fresh Connections: Floral event to be held on the West Coast. PMA’s inaugural Fresh Connections: Floral event was held in Miami in 2015 and was so well received that the association immediately planned two 2016 events, for opposite coasts.

 

Register for the Anaheim event by April 29 to save; register in advance by June 3. Savings are available to PMA members. For more information and to register online, visit www.pma.com/fc-floral-anaheim.

 

When Fresh Connections: Floral returns to Miami on July 14, the agenda will feature a floral-specific design trends update, and will explore methods of collaboration. The event will also include Buyer Roundtables, to help bring floral sellers and buyers together.

 

Recognizing that new floral products capture customers’ attention for retail customers and consumers alike, speaker Brian Numainville of the Retail Feedback Group will provide attendees with ways to collaborate across the supply chain to spur innovation, and how to connect with consumers to deliver the products they want to increase market reach and sales.

 

“Attendees will learn about effective tools for collaborating with internal and external customers, as well as actionable tips on how to utilize these tools yourself." says Numainville.

 

Then, interior designer and design trends analyst, Jane Lockhart will explore emerging materials and color trends in home décor that can influence floral product design and marketing innovations.

 

“Creating the right mix of potted and cut floral products can transform the traditionally seasonal floral business into a year-round success,” says Lockhart.

 

Supplier attendees can also register for Buyer Roundtables, 10-minute meetings designed to give a floral supplier the opportunity to introduce themselves to floral retail buyers attending the Miami event. The Buyer Roundtable program is limited, so suppliers should register early. Each Buyer Roundtable supplier registration includes two complimentary registrations to Fresh Connections: Floral Miami.

 

Register for this event by June 3 to save; register in advance by July 8. PMA members will also receive discounts. For more information and to register online, visit www.pma.com/fc-floral-miami.

 

When Fresh Connections: Floral Miami gets underway on July 14, attendees will include university students who are exploring career opportunities in the mass-market floral industry.

 

The students will be part of the first “Career Pathways” student university attraction program for the floral industry conducted by the Center for Growing Talent by PMA (formerly the PMA Foundation for Industry Talent).

 

The Miami floral Career Pathways Program joins eight other Career Pathways programs the Center for Growing Talent already plans to host this year at national and regional industry events, including at PMA’s Fresh Summit in October.

 

“We are thrilled to host this floral-specific Career Pathways program in Miami, and we have other plans in the works to help the floral industry to attract, develop and retain the talent they need to thrive,” says Margi Prueitt, executive director of the Center for Growing Talent by PMA.