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Letter from the Executive Director, Lane DeVries
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As the new CalFlowers Executive Director, I attended the WFFSA Floral Distribution Conference in Miami. Many of the conversations among the attendees centered around how well Valentine's Day sales went this year. For many the focus now shifts to preparations for Mother’s Day. These two holidays are very important to the floral industry, but here is the question: what about the period between these holidays and what can we do about the dreadfully long summer slump? This is the reason for all of us to be looking at ways to keep consumers engaged and buying flowers throughout the year. The mission of Calflowers is “More Americans enjoying more flowers more often.”
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CalFlowers members, please keep an eye out for your membership dues renewal invoice arriving via email starting April 1, 2025. This year members can opt into auto-pay by following these directions. Be sure to renew by May 31, 2025, to continue enjoying your member benefits.
Questions? Contact us.
Please note our updated address:
310 S. Twin Oaks Valley Rd.
#107-380
San Marcos, CA 92078
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With Love, Meghan – A Blossoming Opportunity for the Floral Industry
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The new Netflix series With Love, Meghan, which premiered on March 4, beautifully showcases the power of flowers in storytelling. Many of its floral scenes were filmed inside the Florabundance flower cooler in Carpinteria, providing a stunning backdrop that highlights the beauty and artistry of fresh-cut flowers. This moment in the spotlight is not just a win for Florabundance—it’s a celebration of the entire floral industry and a powerful reminder of how flowers enhance everyday life.
"As a longtime board member of the California Association of Flower Growers & Shippers (CalFlowers) and a That Flower Feeling Liaison & Ambassador, I’ve seen firsthand the impact of a united industry working toward a common goal: increasing floral consumption. The That Flower Feeling national campaign is a testament to this effort, bringing together growers, wholesalers, flower breeders, and florists to encourage the daily and weekly use of flowers," Joost Bongaerts shares.
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"Our mission—More Flowers to More People More Often—is about making flowers a part of everyday life, not just a luxury for special occasions. The exposure from With Love, Meghan presents an exciting opportunity to amplify this message. When flowers are prominently featured in mainstream media, they reinforce their emotional and aesthetic value, inspiring consumers to integrate them into their daily lives."
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Sustainabloom - Employee Continued Education & Professional Development Guide
Have you checked out one of Sustainabloom’s recently released Industry Guides, Employee Continued Education? Focusing on the importance of continued learning and skill development, this guide offers valuable information on how employers can support their employees’ growth through educational opportunities. Read the guide.
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New Season of Life In Bloom Debuts in April!
The season premiere of Life In Bloom on public television (PBS) is just days away! The first episode becomes available April 1, with a new episode dropping each week after. All CalFlowers members, have FREE access to Life In Bloom content PLUS paid subscriber sections of the uBloom.com website. Read more about where to watch and how to sign up.
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Contribute What you Can - CalFlowers Will Match Your Donation!
You may recall a time when Texas State Florists' Association worked in concert with the AIFD Foundation to support victims of Hurricane Harvey. Following, there were similar efforts where we assisted florists in Florida. Other catastrophic situations soon followed, such as fires in California, where there was no specific fund in place to help.
These occurrences led the AIFD Foundation Board of Trustees to establish the AIFD Foundation
Catastrophic Fund to assist with property damage resulting from a natural disaster. Most recently, multiple wildfires ignited quickly amid high winds and dry brush causing untold devastation in California. CalFlowers has offered a matching funds program in support of these efforts. Learn more.
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Applications Open for Undergraduate & Graduate Scholarships!
Applications are currently being accepted for the American Floral Endowment's 30+ scholarships through their online scholarship platform. Both undergraduate and graduate students in the floriculture and horticulture fields are invited to submit their applications by the May 1 deadline. Learn more and apply here.
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Flowers as a Learning Tool: SF Flower Market Supports Floral Education in Schools
At the San Francisco Flower Market, they believe in the transformative power of flowers—not just in floral design, but in education, therapy, and child development. That’s why they’re proud to support a remarkable initiative at Montair Elementary in Danville, CA, where flowers are being used as a hands-on learning tool for all students from kindergarten through fifth grade.
What started as a small project in Special Day classes—led by Sylvia Leick (School Psychologist) and Kara Yeoman (Teacher)—has now expanded to the entire school, proving that flowers can:
- Foster creativity and sensory exploration
- Improve emotional well-being and social connection
- Enhance hands-on learning and engagement across subjects
As part of their new nonprofit mission, the San Francisco Flower Market is committed to introducing more children to flowers and the floral industry, inspiring the next generation to appreciate nature, creativity, and hands-on learning.
SFFM invites members of the floral industry, educators, and community leaders to join them in expanding this initiative. Let’s bring flowers into more classrooms and show the world the power of flowers in education! Stay tuned for more on how flowers are shaping young minds!
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Member Spotlight: Rocky Mountain Liners
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Based in Arvada, Colorado, Rocky Mountain Liners is a premier grower of young plants, offering a broad selection of high-quality varieties from the most trusted breeders. With over 30 years in the wholesale business, Rocky Mountain Liners knows what it takes to build a strong, successful program for wholesalers and growers alike.
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FedEx Updates & Service Disruptions:
With Spring on the horizon, we can look forward to better weather, however, Winter is still with us and it's an essential practice to check for service delays or alerts before shipping. Knowing to what to expect before you ship can limit any unexpected delays and headaches.
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FedEx International Shipping:
See here for an excellent resource from FedEx that walks shippers through the process step by step. First time international shippers inherently have questions on the process and paperwork required. If you'd like to talk to someone in person whether on the phone or at FedEx office, professional assistance available when needed.
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Additional Reminders:
- Although FedEx First Overnight is available to any FedEx customer. It is HIGHLY recommended that you do not select this service unless it is absolutely necessary and you fully understand the pricing. FedEx First Overnight (8am) is a remarkable service but please understand FedEx does not discount this option. Rates are VERY expensive and cannot be re-rated once shipped.
- Did you know that our Priority Overnight rates (10:30am delivery), typically are only a few dollars more than Standard Overnight? The Standard Overnight delivery commitment is around 5 hours later (3:30pm), which can make a difference with many varieties in terms of arrival condition. Take a look - you will be surprised how close these rates are.
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- For those wanting to know who your FedEx representative is, or if you want to be contacted by FedEx, please email Chris Johnson your FedEx account number and he will respond with information on your FedEx contact. It’s a good practice to establish a relationship with your FedEx representative. They can be of great assistance when needed.
- Call (877) 339-2774 for FedEx’s tech support team, who can help with many tech-related issues including guidance regarding on-line shipping platforms.
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- You can have your shipments held at your nearby FedEx Office instead of being delivered to your door. Having shipments held at your local FedEx office can help with temperature management since your boxes will be stored in a temperature-controlled office rather than riding in a truck all morning. It’s also true that you can drop off your shipments at your local FedEx office. This can be an advantage for some parts of the country where having your packages standing by in FedEx office is preferable to being in a truck for hours.
- Find the latest news from FedEx here.
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Surcharges & Claims Resources:
For those members looking for good general information on Surcharges and Claims, the following information can be helpful.
This first resource offers information regarding surcharges and fees. Keep in mind that the CalFlowers program offers members MANY surcharge and fee reductions that are significantly lower than these standard surcharges, however it’s still a good reference point and has some clear definitions on what each fee/surcharge is. If you would like a summary of your program surcharge/fee discounts and waivers, please check our website or email Chris Johnson for a copy.
The second resource is very helpful when you need to file a claim for damaged or lost product. Keep in mind, a product claim is different from our Money Back Guarantee, which applies to shipping charges and is handled differently. Product claims are more involved and can be confusing, but this resource helps navigate the process.
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FedEx New Member Resources:
New members who are just starting with FedEx shipping can utilize the “Customer Training” service that is available upon request. This service offers shippers direct one-on-one assistance from FedEx covering many of the questions new shippers may have. If you are interested in signing up, please contact Chris Johnson. Visit this webpage for excellent information for new shippers and a summary of FedEx's offerings.
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We would also like to remind members to stay current with their FedEx Express shipping invoices. FedEx payment terms are 15 days. All members shipping on FedEx Express are expected to stay within the FedEx payment terms. Failure to stay current with FedEx risks your account being delinked from the program. For more information on this issue, contact Chris Johnson, Director of Transportation.
To obtain your invoice details and payment options, please contact FedEx Customer Service.
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GLS Updates & Transit Map:
Exciting News! We’ve introduced NEW GLS Ground rates exclusively for our members. This service covers the entire domestic U.S. and is ideal for non-perishable items, though perishable goods can also be shipped. Our rates are highly discounted and available to all shipping members. For complete pricing and additional details, please email Chris Johnson.
The CalFlowers GLS program is one of our popular, most value-priced offerings, with discounts well over 70% off standard rates. GLS offers later pick-ups and earlier deliveries while providing express door-to-door services covering CA, AZ, NV, OR, WA, NM, UT, and ID. Members who want to ship on GLS must sign up in advance. It’s easy and just takes a few minutes. Please contact Chris Johnson for more details at (760) 533-5580 or chris@cafgs.org.
Check out the GLS interactive Time and Transit map. Plug in your ZIP code and a handy map will show you your 1-day, 2-day transportation options.
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GLS Program Improvements:
GLS has been very receptive to our requests for program improvements. They have added the following features to our program for members to utilize when shipping Priority.
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- GLS will now honor product claims. If GLS is at fault (acts of God, not included) and the product arrives damaged, significantly late, or just missing, members now can file a claim. We highly recommend member shippers to indicate the correct Declared Value to be covered.
- GLS will credit 100% of shipping costs if your shipment is not delivered on the day promised. Bad weather is excluded. Members will need to request this within 48 hours at customerservice@gls-us.com.
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- GLS has given our account access to a special premium team of Customer Service agents. This high-level group was designed for fast response and problem solving. Please contact Chris Johnson for access to this important resource.
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Alaska Air Cargo Program:
If you've been using our new CalFlowers/Alaska Airlines shipping program, you’ve likely experienced the exceptional value it offers. Our program provides outstanding rates to numerous regions across the country, including shipments from California, Portland, Seattle, and now Alaska.
Looking ahead to 2025, we anticipate some changes to the program. We're currently finalizing the details and will provide an update soon. In the meantime, be sure to explore all the program details on our website.
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Did you know Alaska Airlines provides one of the most comprehensive intra-California services, with San Diego serving as its largest hub in the state? Even better, through our exclusive partnership with Alaska Airlines, we offer truly exceptional rates that you won’t find anywhere else.
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For the latest News and updates please visit the Alaska Airlines webpage.
Alaska Air commonly asked questions.
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For the latest in Alaska Cargo News see here.
For questions about our Alaska Air Cargo program, please contact Chris Johnson, 760-533-5580.
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Air Canada Cargo Program:
In case you missed it, we now have Air Canada rates available to our membership! They can be viewed on our website. These are the standard Floral Rates from Air Canada, and they offer good value. However, we are currently working with Air Canada with the goal of securing exclusive rates for CalFlower members. More information to follow.
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Looking to take your marketing on the road? Don't miss out on this awesome member benefit with Signature Graphics, Inc. CalFlowers members enjoy top-tier production, an extensive installation network, premium materials at competitive prices, and a 5% discount on all orders, ensuring exceptional value and high standards.
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Check out Armellini's new trailer wrap completed by Signature Graphics, Inc!
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Membership Drive Raffle Winner
Congratulations to Unsolicited Plant Talks for winning the February Membership Drive referral raffle! There is one more opportunity to win a $100 gift card so be sure to tell your friends and colleagues about CalFlowers!
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CalFlowers & That Flower Feeling Shine as Petal Sponsors at FDC 2025
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CalFlowers and That Flower Feeling were thrilled to attend the 2025 Floral Distribution Conference (FDC) in Miami as a proud Petal Sponsor of the event. We had a fantastic time connecting with some of our members, meeting industry leaders, and engaging in valuable networking opportunities. It was inspiring to see the floral community come together to share ideas, explore new opportunities, and strengthen relationships. Click here to see all photos from the event.
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Ag Employer Immigration Webinar
Join ABIC and the State of California for a webinar designed to help employers stay up to date on key federal and state regulations.
Agenda Highlights:
- Compliance & Readiness – Practical recommendations
- Key Topics – I-9 audits, worksite enforcement, No-Match letters
- Non-Compliance Consequences – Risks & Penalties
- Best Practices – Proactive employer strategies
- Overview of AB 450 – Employer obligations & worker protections
- Key Labor Code Sections – Regulations on verification & worker rights
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Date: Monday, March 17
Time: 1pm PDT
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USDA FSA Disaster and Farm Loan Programs/Resources Information Session
The USDA Farm Service Agency (FSA) and the USDA Office of Partnerships & Public Engagement (OPPE) will host a virtual information session to discuss Disaster & Farm Loan Programs/Resources.
The session will provide an overview of disaster programs and resources available at the USDA FSA to support the farmer and rancher community. Additionally, FSA will discuss loan programs including those available to beginning farmers and ranchers, direct farm operating loans, and loan assistance tools.
For more information on this event, please contact Brooke Raffaele or Juan Alvarez.
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Date: Thursday, March 27
Time: 10am PDT
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XX International Protea Association Conference & XV International Protea Research Symposium – ‘United by Proteas’
The XX International Protea Association Conference & XV International Protea Research Symposium is set to take place in Temecula, California, from March 30 to April 4, 2025. With the theme of ‘United by Proteas,’ this event promises to bring together a passionate and diverse group of individuals from around the world to celebrate and advance the knowledge of these captivating plants.
This year’s conference and symposium will be an extraordinary event, with participants from nine countries spanning the globe, creating a truly international gathering of protea experts, researchers, farmers, nurserymen, and enthusiasts.
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