Oceanside, Calif. — Bruce Brady, Vice President of Business Development for Mellano & Co., has been named Chair of the California Cut Flower Commission's (CCFC) Promotion Committee. Brady succeeds Rodi Groot, Product Coordinator for Sun Valley Floral Farms who has voluntarily served in the post for the past three years.
The CCFC Promotion Committee is charged with advocating for the sale of California grown flowers and greens through advertising and promotion activities with the goal of improving the market share for California's flower farms here in the United States. Currently, over 80% of flowers sold in the United States are imported, primarily from South America.
CCFC Chair Mike Mellano thanked Groot for his dedication, years of service and for his strong leadership which drove important brand development and consumer education initiatives. He noted that Brady's willingness to head the committee moving forward positions CCFC well to continue to build on the growing momentum for American Grown flowers.
"We are fortunate to have Bruce step up to take on the Promotion Committee at this critical juncture. His years of experience in the flower industry, with CCFC and in the marketing business are just what we need to maximize the opportunities that have emerged from the successful groundwork laid by Rodi and the promo team."
Brady greeted the new role with excitement. "In the past few years, the committee has done amazing work and has forged new directions. I look forward to leveraging the work done and to seizing and creating new opportunities to promote our California flowers and our hard working family farms."
About the California Cut Flower Commission
The CCFC is a state commission, created by the state legislature to promote California-grown cut flowers and foliage. The CCFC is overseen by the California Department of Food and Agriculture and is funded by assessments on flower farms with gross sales over $500,000. There are approximately 225 flower farms throughout the Golden State.
Source: California Cut Flower Commission
