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CSFA LEGISLATIVE ACTION DAY

WEDNESDAY, MARCH 21ST


CALIF FLORA 2011
A HUGE SUCCESS!

 

Mellano Family Honored At Calif Flora 2011

The California State Floral Association (CSFA) honored the Mellano Family for their meritorious service, leadership, and exemplary contributions to the floral industry at Calif Flora 2011 held on Sunday, October 9th at The Original Los Angeles Flower Market. 

Robert (Bob) Otsuka, General Manager, San Francisco Flower Mart, presented the awards to Johnny Mellano, Battista (Batti) Castellano and Michael Mellano Sr. (in absentia).  Bob narrated the power point presentation depicting Giovanni Mellano’s arrival to America at the age of eighteen in 1921 to begin what would truly become “A Flower Market Success Story”.  Bob explained the growth of Mellano & Company from their early beginnings.  Johnny and Michael grew up helping their mother in the flower fields and later helping their father at the market.   Brother-in-law Battista (Batti) Castellano is the company’s third partner with Johnny and Michael.  Today, Mellano & Company employs approximately 300 people year-round.  Although Johnny, Mike and Batti have retired, they are still involved in the industry.  The third generation of the family has picked up the reins including three of Johnny’s sons (Bob, Jim and Michael Anthony), Mike Sr.’s son (Michael Matthew Mellano) and son-in-law (Phil Kenney) and Rose Marie and Batti’s daughter, Michelle Castellano. 

CSFA President, Catherine Zikakis, and EVP Ann Quinn, joined Bob Otsuka to present the awards to the recipients along with beautiful floral bouquets to Diane Mellano and Rose Marie Castellano. 

President Zikakis lauded the Mellano Family’s tremendous contributions to the entire floral industry and especially the gratitude of CSFA for the weekend events (Calif Flora 2011) being held at The Original Los Angeles Flower Market.

Congratulations to all involved with Mellano & Company on this well deserved award!

 

CALIFORNIA PAJAROSA FLORAL WINS CSFA NEW VAARIETY PEOPLE’S CHOICE COMPETITION AT CALIF FLORA 2011!! 

Sacramento, Calif.---California Pajarosa Floral Rosa spp ‘Baroness’ took the People’s Choice Award at the California State Floral Association’s (CSFA) Calif Flora 2011 “California Fresh” event held at The Original Los Angeles Flower Market on October 9th.

‘Baroness’ proved to be a designer’s favorite as well as it was used in the Sunday afternoon design program featuring René van Rems AIFD, CCF, PFCI.

Florists, wholesalers, growers and floral students were impressed with all of the varieties shown but ‘Baroness’ won the hearts of the crowd.

Congratulations to California Pajarosa Floral and Sales Manager, Paul Furman!

The California State Floral Association Annual Event
Calif Flora 2011 – ‘California Fresh’

A Huge Success!

The California State Floral Association's (CSFA) annual event - "Calif Flora 2011" - 'California Fresh' - was held October 8th - 9th at The Original Los Angeles Flower Market. The entire weekend was a huge success!

CSFA President, Catherine Zikakis, officially kicked off the convention with a welcome on Saturday morning. The day was filled with education classes featuring instructors, Anthony Alvarez AIFD, CCF, Michi Burrell AIFD, CFD, Roslyn Dodds AIFD, CCF, CFD, Del Langdale, and Darlene Montgomery CCF. The California Certified Florist (CCF) exam was held throughout the day on Saturday.

Over two hundred attendees joined in on Sunday to cheer on the Top Ten and Student competitors. The 2011 Top Ten Winner is Mae Lakia Chhim, from Long Beach Community College. Greg Lum AIFD, CFD, sponsored by Kitayama Brothers, took second place. The third place winner is Albert Carranza, The Flower Shop at Forest Lawn, Covina, sponsored by Teleflora, So. Calif/Nevada Unit. Charlene Park, Compani's Flowers, Costa Mesa, sponsored by Teleflora - So. Calif/Nevada Unit received the People's Choice Award. The following designers were among the Top Ten finalists: Suzie Bowen AIFD, CFD, Mission Hills Florist, San Diego; Kathleen Castagnoli, Kat's Creations Floral Design, Costa Mesa; Ivana Royse CCF, CFD, Bellflower; Lily Chan AIFD, Freelance Floral Designer, San Francisco; Vanae Rivera, Kaleidoscope Flowers, Santa Barbara; Benjamin Lee, Edelweiss Flower Boutique, Santa Monica, and Charlene Park, Compani's Flowers, Costa Mesa. The Top Ten Competition was sponsored by the California Cut Flower Commission. The Top Ten Commentator was Lee Burcher AIFD, CCF, CFD, PFCI, Floral Design Concepts. Mae will represent CSFA in the Society of American Florists Sylvia Cup Competition in 2012. Congratulations to Mae and all those who competed in this year's competition!

The California State Floral Association honored the Mellano Family for their meritorious service, leadership, and exemplary contributions to the floral industry during the afternoon program on Sunday at The Original Los Angeles Flower Market. Robert (Bob) Otsuka, General Manager, San Francisco Flower Mart, presented the awards to Johnny Mellano, Battista (Batti) Castellano and Michael Mellano Sr. (in absentia). Bob narrated the power point presentation depicting Giovanni Mellano's arrival to America at the age of eighteen in 1921 to begin what would truly become "A Flower Market Success Story". Bob explained the growth of Mellano & Company from their early beginnings. Johnny and Michael grew up helping their mother in the flower fields and later helping their father at the market. Brother-in-law Battista (Balli) Castellano is the company's third partner with Johnny and Michael. Today, Mellano & Company employs approximately 300 people year-round. Although Johnny, Mike and Balli have retired, they are still involved in the industry. The third generation of the family has picked up the reins including three of Johnny's sons (Bob, Jim and Michael Anthony), Mike Sr.'s son (Michael Matthew Mellano) and son-in-law (Phil Kenney) and Rose Marie and Batti's daughter, Michelle Castellano.

CSFA President, Catherine Zikakis, and EVP Ann Quinn, joined Bob Otsuka to present the awards to the recipients along with beautiful floral bouquets to Diane Mellano and Rose Marie Castellano. President Zikakis lauded the Mellano Family's tremendous contributions to the entire floral industry and especially the gratitude of CSFA for the weekend events (Calif Flora 2011) being held at The Original Los Angeles Flower Market. Congratulations to all involved with Mellano & Company on this well deserved award.

CSFA's seventh annual New Varieties Display was a great success with 24 entries. California Pajarosa Floral's Rosa spp 'Baroness' took the People's Choice Award for this event. 'Baroness' proved to be a designer's favorite as well as it was used in the Sunday afternoon design program featuring Rene van Rems AIFD, CCF, PFCI. Florists, wholesalers, growers and floral students were impressed with all of the varieties shown but 'Baroness' won the hearts of the crowd. Congratulations to California Pajarosa Floral and Sales Manager, Paul Furman!

The winner of the 2011 student competition is Farnoosh Givehki from Mission College; 2nd place winner is Jamie Dunn, Golden West College and third place winner, Thorne Lam, Golden West College. Vananh Bui, Mission College, received the People's Choice award. The eighth annual CSFA student design competition was held on Sunday morning with Anthony Alvarez AIFD, CCF, Floral Phenomenon, as Commentator. Twenty-one students representing A To Z Floral Design Classes, Cal Poly San Luis Obispo, Golden West College, Long Beach City College and Mission College competed in this timed competition. Congratulations to Farnoosh and all the students who competed in this year's competition!
The first ever and sure to become annual CSFA Silent Auction with co-chairs Catherine Stocker, Shinoda Design Center, Miriam Somoano AIFD, CCF, CFD, Golden West College and Chris Czyzewicz, Shinoda Design Center was truly a success with incredible auction items and friendly bidding wars!

Attendees were delighted with not one but two brilliant afternoon design programs featuring:

Alex Jackson AIFD, PFCI, Sponsored by Teleflora entertained the audience with an educational and fun "Wedding Reception" design show.
Rene van Rems AIFD, CCF, CFD, PFCI, Rene van Rems International, treated the audience to a lively "Bouquet Bash - Wedding Floral Demonstration and Fashion Showcase" complete with exquisite wedding gowns and beautiful and entertaining models including Amanda and Tyla Farris (daughter and granddaughter of Tony and Debbie Alvarez respectively), Kattey Haislip and our very own CSFA members Ania Norwood CCF and Cindy Pham!


Vendor display booths were open all day Sunday featuring spectacular new products and services.

CSFA 2010 Top Ten Winner Gerry Gregg AIFD, CFD designed the podium arrangement and Top Ten trophy table.
Sincere thanks to the following convention sponsors:


The Original Los Angeles Flower Market for hosting Calif Flora 2011
A To Z Wholesale Floral Supply Baker Party Rental Bloomin' News California Cut Flower Commission CamFlor, Inc.
FTD
Hortica Insurance & Employee Benefits Jasmine Creek Florist
Jessup Transportation Inc.
Kitayama Brothers
Lee's Berkeley Florist & Nursery Master Florists Association Mayesh Wholesale Florist, Inc.
Mellano & Company Mission Hills Florist Norcal - CAFG&S
Rene van Rems International Duane Rose
San Francisco Flower Mart Shinoda Design Center Smithers-Oasis USA Syndicate Sales Teleflora
Western Pulp
White Flower Bridal Boutique


Thank you to the many growers who donated their beautiful California flowers/foliage to Calif Flora 2011. And to every person who dedicated countless hours to volunteer their time and expertise to ensure the success of this program and the California State Floral Association. Our sincere appreciation to every Committee Member, Instructor, Judge, Designer, Commentator, Coordinator, Grower, Supplier, Wholesaler, Camarillo ROP Students, Workroom Volunteers, and Friends and Family for your outpouring of generosity!

 

 

 


CALIFORNIA STATE FLORAL ASSOCIATION TOGETHER WITH ROP CAMARILLO

Present a Floral Design Workshop
March 31, 2012


Floral Architectonics: the Art of Incorporating Architectural Elements into Dynamic Floral Designs
Instruction by Tony Alvarez AIFD, CCF & Debbie Alvarez AIFD, CCF
Place: ROP Camarillo, 465 Horizon Circle, Camarillo, CA 93010
Time: 9:00 am - 4:00 pm

In this class we will explore a number of architectural elements developed since man first began building shelters right up to the modern age of towering steel structures and modern conceptual theories in architecture.  We will integrate these architectural elements in our design constructions using assorted building materials, plant materials, flowers and branches as well as decorative wire and glassware. 
Come spend a day with friends and learn new ways to add interest, value, drama and innovation to everyday designs!
Class fee:  $125.00

click here for flyer

CALIFORNIA FLORAL INDUSTRY 2011
LEGISLATIVE ACTION DAY
HUGE SUCCESS!

The California State Floral Association (CSFA) and the California Cut Flower Commission (CCFC) co-sponsored Legislative Action Day (LAD) and joined together with the California Department of Food and Agriculture (CDFA) and legislative and agriculture leaders for a celebration of California Agriculture Day on Wednesday, March 23rd at the State Capitol.

A special thank you to LAD Co-chairs, Allan Nishita and Marty Espe, Floral Fresh, Inc. for all their efforts in procuring the tremendous volume of gorgeous product that was distributed to every attendee waiting in line.  CSFA would like to thank Kasey Cronquist and the California Cut Flower Commission for co-sponsoring this event and the beautiful legislative bouquets.   A huge thank you to the following schools and their students that designed over 3000 bouquets which were handed out at the event: Davis High School, Delta High School, Esparto High School, Pleasant Grove High School and Woodland High School.  Karen Genoud AIFD, CCF and Philip Rice CCF created the gorgeous designs that graced the tables at the breakfast at the Sutter Club and the program stage at the Capitol. 

The California Association of Nurseries and Garden Centers and California Seed Association joined CSFA in participating in the first member co-sponsored  Legislative Action Day(LAD) and Ag Day at the State Capitol.  Even the threat of wind and rain did not put a damper on the excitement of the day.

In the weeks leading up to the event deliveries of native wildflower seed and tomato seed, bare root fruit trees and floral bouquets were made to each Legislators office with a reminder to “save the date”. Wednesday began with a breakfast at the Sutter Club and an opportunity to hear from Assembly Member David Valadao, Senator Michael Rubio and Assembly Member Alyson Huber.  Chris Zanobini, EVP, California Seed Association & President, California Association of Nurseries and Garden Centers and Kasey Cronquist, EVP/Ambassador, California Cut Flower Commission & Chairman, Buy California Marketing Agreement were keynote speakers at the breakfast meeting.  Orientation and tips for the meeting with Legislators was provided to the group by our Legislative Advocates Dennis Albiani and Debbie Murdock. At each of the appointments they were encouraged to share a little about their own stories and concerns and each Legislator was given a packet of information including a sheet of key concerns.



Ag Day 2011 was a big success even with the periodic sprinkles.  Thirty-seven booths were set up on the West side of the Capitol showcasing the wonderful diversity of agriculture in California. This is a highly anticipated activity for not only the Legislative staffers but others with offices in the downtown area. Products including strawberries, cheese, deviled eggs, and tri tip sandwiches could be sampled. However, the tradition continues with the favorite booth being the  California State Floral Association booth that passes out floral bouquets to each Legislative office and every attendee that stops at our booth. 
Governor Jerry Brown and California Department of Food and Agriculture Secretary (newly confirmed on Ag Day), Karen Ross were on hand to welcome legislators, staff and the general public. 
 
CSFA’s President, Catherine Zikakis, noted, “What a wonderful opportunity it is to be able to talk to our legislators about all of the critical issues facing our industry and at the same time, have so much fun distributing all of the flowers to over 3000 people who attended and visited our booth.  The goodwill that was demonstrated by the California Floral Industry was priceless!”

The day closed with an Ag Day “Legislative Dinner” hosted by California Grain and Feed Association and 11 of our I Street Associations including CSFA at The Grange in downtown Sacramento.  Catherine Zikakis, Edgar Engert, Richard Gourd, and Ann Quinn represented CSFA at this Legislative Dinner.  Dennis Albiani and Chris Zanobini, working with  Assembly Member Henry Perea, were able to bring together several “Freshman” Legislators including Assemblymembers; Luis Alejo, Nora Campos, Roger Hernandez, Ben Hueso, and Ricardo Lara to mingle and get to know our members and learn more of the issues that are of concern to us.  There was a high energy level in the room and all would agree that it was a very successful event. 

The California Floral Industry would like to thank the following companies for their generous donation of beautiful product for this event:

Legislative Action Day 2011 Product Sponsors

A & M Flower Growers, Inc.   
B & H Flowers Inc. 
Botanic Mechanic 
Burchell Nursery, Inc.
CallaCo 
Casitas Gardens, Inc.
Central California Flower Growers, Inc.  
Central Coast Greenhouses, Inc.
Coastal Floral
Continental Floral Greens
Davis High School 
Delta High School
Dos Gringos
East Sac Florist
Esparto High School
Eufloria Flowers
Ever-Bloom, Inc. 
Fisher Farm, Inc.  
Flora Fresh, Inc.
Gallup & Stribling Orchids
Golden State Floral
Green Acres Nursery & Supply 
Green Valley Floral, Inc.
Growers Logistics, LLC.
Holland America Flowers
Joseph & Son Inc.
Kendall Farms
Koch California Ltd.
Kohara Nursery, Inc.
Kuramura Nursery
Lake Flower Shippers
Maximum Nursery Inc.
Mayedo Cut Flower Company, Inc.
Mellano & Company
Mt. Vernon Flower Shop
Myriad Flowers International
Newport Wholesale Floral
O & J Growers
Obies Floral
Pacific Growers, Inc.
Paseo Floral
Pleasant Grove High School
Rainbow Protea
Resendiz Brothers Protea Growers
Rudvalis Orchids
San Diego Wholesale Florist
Sun Valley Floral Farms
Sunlight Farms
Twins Flower Growers & Shippers
West Flower Growers, Inc.
Westland Floral
Woodland High School
Yamashita Flower Farms, Inc.


And to the following Sponsors – Thank you for supporting our industry!

 

2011 Legislative Action Day
Sponsors

On behalf of the California Floral, Nursery and Seed Industries, we would like to thank the following companies for co-sponsoring this event:

A To Z Wholesale Floral Supply
Burchell Nursery, Inc.
California Association of Flower Growers & Shippers
CA Association of Nurseries And Garden Centers
California Cut Flower Commission
California Seed Association
California State Floral Association
East Sac Florist
Flora Fresh, Inc.
Green Acres Nursery & Supply
Growers Logistics, LLC.
Master Florists Association
Mt. Vernon Flower Shop
Nursery Growers Association of California
San Francisco Brannan Street Wholesale Florist, Inc.
Seeds By Design Inc.
Seminis
Stover Seed Company
Sun Valley Floral Farms
Teleflora

Please review CSFA’s Issue Sheet as presented to each Legislative Office:

The California Floral Industry
Legislative Action Day
Key Issues for 2011

The California State Floral Association (CSFA) founded in 1948, is a trade association dedicated to representing California's floral industry - from seed to consumer (and everything in between).  As the only state-wide association that encompasses the entire industry, we are in the unique position of strengthening unity within our industry through governmental relations, research support, educational programs, floral design certification, annual membership meetings, trade shows and the State Top Ten Design Competition.  Our strong governmental relations program includes two lobbyists, regulatory and pesticide registration specialists, and a voluntary Political Action Committee that is committed to improving and protecting the floral industry in California.

The California Cut Flower Commission (CCFC) is an organization funded by cut flower and greens farmers to do for all of them what none of them could do alone. The Commission is uniquely focused on our farms and helping them survive and thrive while ensuring consumers in the United States have quick and affordable access to the freshest, highest quality flower possible. The Commission focuses on four main areas to improve the vitality of the California cut flower and greens industry: Transportation, Public Relations, Governmental Affairs and Grower Research and Economic Development. 

California Flower Industry

  • Farm Gate sales of California Flowers and foliage is approximately $330 million
  • 250 flower growers and approximately 20,000 floral outlets in California
  • California accounts for 75% of domestic production
  • Cut flower growers alone account for $64.7 million in taxes
  • Retail Florist sales are in excess of $1 billion per year
  • There are approximately 2000 retail flower outlets in California

SUPPORT

AB 914 Atkins – Directs the California Cut Flower Commission to collect market information including price and variety data for an annual report on sales data.
SB 353 Blakeslee – Requires economic peer review of all regulations that may impact business in California. 

CONCERN

AB 243 Alejo - Establishes joint liability for hiring farm labor contractors

AB 10 Alejo – Raises Minimum wage to $8.50 an hour and indexes it to the Consumer Price Index.

AB 26 Donnelly – Creates Liability on employers for hiring illegal aliens.

AB 66 Chesbro – Continues the funding of .15 cent of sales tax revenue for the rural crime task force.

AB 197 Monning – Increases the remedy for underpayment of wages to twice the damages plus interest.

AB 400 Ma – Paid sick days, requires the employer to allow employees to use paid sick days if they are victims of domestic abuse or sexual assault. 

AB 804 (Yamada) Paid leave to care for a seriously ill grandparent, grandchild, sibling, or parent-in-law.

SB 104 Steinberg – Card Check for agricultural employees.  This bill allows for unions to be recognized upon submission of a petition containing a majority of the employees of any employer.  This process would replace the secret ballot elections.

 

 

 

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Gerry Gregg AIFD, CFD - “The Flower Mkt: Chico”
Wins CSFA’s Top Ten Competition

Gerry Gregg AIFD, “The Flower Mkt: Chico”

The California State Floral Association (CSFA) held its annual event – “Calif Flora 2010 themed Discover The Splendor Of Northern California, October 9-10 at the San Francisco Flower Mart.

The 2010 Top Ten Winner is Gerry Gregg AIFD, CFD, from “The Flower Mkt: Chico”. Junko Yamamoto, Compani Flowers, Costa Mesa, took second place. The third place winner is Anna Starkey AzMF, Mayesh Wholesale Florist, Tempe, AZ. Svenja Brotz AIFD, CCF, CFD, Chestnut & Vine Floral Design, Berkeley, received the People’s Choice Award. The following designers were among the Top Ten finalists: Svenja Brotz AIFD, CCF, CFD, Chestnut & Vine Floral Design, Berkeley; Amanda Rounds, Shell Beach Floral Design, Grover Beach; Emil Yanos, Rosebowl Florist, San Francisco; Masako Lesure, Compani Flowers, Oceanside; Miguel Solis, Bixby Knolls Florist, Long Beach; Kiku Goto-Berry, Unique Floral Shop, Montebello; and Suzie Bowen AIFD, CCF, CFD, Mission Hills Florist, San Diego.

The Top Ten Competition was sponsored by TELEFLORA. The Top Ten Commentator was Lee Burcher AIFD, CCF, CFD, PFCI, Bixby Knolls Florist and Lee was sponsored by THE MASTER FLORISTS ASSOCIATION. Gregg will represent CSFA in the Society of American Florists Sylvia Cup Competition in 2011.

Congratulations to Gregg and all those who competed in this year’s competition!

*****

Rosa spp ‘Mariathersia’ Charms Audience


GREEN VALLEY FLORAL WINS CSFA NEW VARIETY PEOPLE’S CHOICE COMPETITION AT CALIF FLORA 2010!!

Sacramento, Calif.---Green Valley Floral Rosa spp ‘Mariathersia’ took the People’s Choice Award over 47+ cut flower varieties at the California State Floral Association’s (CSFA) Calif-Flora “Discover The Splendor of Northern California” event held at the San Francisco Flower Mart this past weekend October 9th & 10th.

‘Mariathersia’ proved to be a designer’s favorite as well as it was used in the Sunday afternoon design program featuring FTD Design Instructor Ian Prosser AAF, AIFD, NDSF.

Florists, wholesalers, growers and floral students were impressed with all of the varieties shown, but ‘Mariathersia’ won the hearts of the crowd.

Congratulations to Green Valley Floral and Janet Louie,Sales and Marketing Manager, who was on hand to accept the award.

 

 

 

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BIXBY MANSION – “ROOMS IN BLOOM
CD NOW AVAILABLE 

More than 800 attendees strolled the grounds and toured the Bixby Mansion at 11 La Linda Drive in Long Beach this past August.  Designated a historical residence, this home was built in 1887.  Designed by renowned architect Ernest Coxhead, the house underwent changes and a major restoration in the late 20th century, and its current owner lovingly restored the gardens and reflection pools and furnished each room with exquisite antiques. 

California growers sponsored spectacular floral product and CSFA designers created breathtaking arrangements in every room.  Seventeen rooms and courtyards were transformed into a floral wonderland.

CD’s of this incredible event are available for purchase from the California State Floral Association for $20.00.  This cd not only highlights hundreds of incredible floral designs, but the magic and beauty of this historical home as well.  For more information or to order a cd, please call the CSFA office at 916-448-5266 or email Ann Quinn at aquinn@cgfa.org

 

 



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