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APRIL 4-18, 2016 | THE PRODUCE NEWS
Covering Floral Mass Marketing in Supermarkets
Irises are at their peak in spring. With jewel
tones and an elegant shape, they are in con-
siderable demand as cut flowers. These iris
were grown by Mellano & Co. in California.
FLORAL F O CU S
BY RICHARD LUTES
Spring holidays, caffeine and a new look
Valentine’s Day, Women’s Day and Easter are all behind us and we’re rapidly heading
into Passover, Administrative Professionals Week, Mother’s Day and Memorial Day. Have
you needed to boost your caffeine intake during this spring floral holiday marathon or do
you have healthier ways to increase your stamina?
I’ve recently returned from the World Floral Expo in Los Angeles and in this edition I
provide on-the-scene coverage of that truly international event. Also, we recap some industry
Women’s Day celebrations; Nick Fronduto discusses Mother’s Day hardgoods trends; Elissa
Mast writes about Mother’s Day balloon merchandising; Karli Nelson and Denise McPart-
land offer tips for increasing Mother’s Day sales; and we have a report on the Memorial Day
Flowers Foundation’s tradition of honoring our fallen military.
Because we have officially entered spring (although you could’ve fooled me by the several
inches of snow I awoke to on the day of this writing), we feature the iris — an elegant and
versatile bulb flower that is rising in popularity with designers and consumers.
Have you noticed the new look of our Floral Marketing section in The Produce News?
What do you think? I would love to hear your feedback about it, or any other comments you
have regarding the news and views of supermarket floral.
See you next month.
Richard Lutes is the floral editor and floral sales manager of The Produce News. He can be
contacted at 763/595-9559 or email@example.com.
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