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US (CA): How CalFlowers provides support for the floral industry

Hortica's Key Partner for the month is a leader in bringing fresh-cut flowers to the U.S. market and promoting the benefits of flowers to new generations of American consumers. The California Association of Flower Growers & Shippers (CalFlowers)—formerly known as NORCAL—was founded in 1941 by a small group of flower shipping companies with the goal of boosting California’s floral industry within the United States.

Today, CalFlowers is a leading floral trade association in California, serving 48 states and more than 700 members. Those members include flower growers, shippers, specialty non-ornamental flower growers, manufacturers of floral hard goods, packaging companies, flower wholesalers, and retail florists. They represent every step of the process that ships California flowers across America. CalFlowers also welcomes members from non-floral professions and industries that work with the floral industry, such as accountants, legal firms, insurance brokers, and financial institutions.

CalFlowers’ goal is to strengthen member businesses, provide industry leadership, and foster fresh flower sales and enjoyment through research, education, logistical support, and promotion.

As part of its educational efforts, CalFlowers sponsors an annual industry convention that promotes learning and networking. Fun ‘N Sun 2019 offers educational sessions, a flower fair, networking opportunities—including a golf tournament—and tours of three California farms where flowers are grown. Here are the details for this year’s event:

  • Hilton Santa Barbara Beachfront Resort
  • July 24–27
  • Santa Barbara, CA
  • org/fns for more information

Hortica will again be at this year’s Fun ‘N Sun convention. Look for their representatives at Booth #1.

To learn more about the California Association of Flower Growers & Shippers (CalFlowers), go to its website.

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