Newark, Del. — Growth-minded companies across the floral supply chain know that networking is a great way to get the information you need to seize market opportunities and spur sales. Two newly-scheduled regional events will combine both networking and business-building learning – one event for each coast – from Produce Marketing Association. 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,” said 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.
June 9 Anaheim event to feature market research, data demystification
At the June 9 Fresh Connections: Floral event to be held in Anaheim, California, speakers will unveil new supermarket floral market research funding 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,” said Prince & Prince, Inc., President Thomas Prince, Ph.D.
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,” said 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; it was so well received that the association immediately planned two 2016 events, for opposite coasts.
Register for this Anaheim event by April 29 to save; register in advance by June 3. Significant savings are available to PMA members. For more information and to register online, visit
www.pma.com/fc-floral-anaheim.
July 14 Miami event to focus on design trends, demand creation strategies
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 – retail customers and consumers alike – speaker Brian Numainville of the Retail Feedback Group will provide attendees 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." said 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,” said 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 receive significant discounts. For more information and to register online, visit www.pma.com/fc-floral-miami.
Floral-specific student attraction program planned
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-ever “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,” said Margi Prueitt, executive director of the Center for Growing Talent by PMA.
About Produce Marketing Association (PMA)
Produce Marketing Association is the leading trade association representing companies from every segment of the global produce and floral supply chain. PMA helps members grow by providing connections that expand business opportunities and increase sales and consumption. For more information, visit www.pma.com.
About the Center for Growing Talent by PMA
Center for Growing Talent by PMA was created by the produce and floral industry to grow the people across our industry. We help attract, develop and retain the talent needed to feed our industry’s growth, including educational programming and networking events. We offer a variety of industry-specific solutions across the career continuum, for university students, young professionals and women, emerging leaders, mid-level individuals and senior executives. We were created December 2005 as the PMA Education Foundation and later became PMA Foundation for Industry Talent; now we are evolving into Center for Growing Talent by PMA. For more information, visit GrowingTalentbyPMA.org.
Source: Produce Marketing Association (PMA)
