2:00 p.m. – 3:15 p.m.

Birth of a Blossom: The Art and Science of Flower Breeding

Moderator: Paul Miller, AIFD, Sunshine Bouquet Company

Panel: Alejandra Fernandez, Dummen Orange,  JD Lecuona, Deliflor Americas, Carmen Marquez, Ball SB, Ana Ramirez, Danziger, 

How does a “big hit” variety even happen? Why are some varieties so much more expensive than others? What can buyers do to influence variety development and supply? Get a firsthand look at new variety development in the making, from a superstar panel of breeding experts who pull back the curtain on how they identify new varieties, from tracking consumer trends to tapping into retail preferences, to pitching a grower to test it out for commercial production. Get the inside scoop on trends influencing what’s being grown in the coming years.

You’ll learn:

• What it takes to develop a new variety, from petri dish to a commercially grown product
• A better appreciation for the factors that influence product availability and pricing
• How consumer trends and retail preferences factor into new variety development
• Some cool new varieties in the pipeline

3:30 p.m. – 5:00 p.m.

Industry Trends and Challenges Discussion

What are our industry’s biggest trends? Where are the opportunities for growth? What are the challenges – and how do we overcome them? What role can next generation leaders play in tackling challenges – identifying and leveraging opportunities? Join your peers in this thought-provoking discussion where you challenge conventional thinking and consider new approaches to common industry issues — in this dynamic, interactive and provocative discussion.

Takeaways: 

• Practical solutions – you’ll have actionable solutions to take back to your business.
• Leadership and professional development – tap into your own skills for solving problems and seizing opportunities. 
• Community-building – foster connections and keep the dialogue going, well after the event is over.

7:00 p.m. – 9:00 p.m.

Dinner and Team Design Competition 

Enjoy a networking dinner while cheering on your favorite team at this lively design competition!

7:30 a.m. – 8:30 a.m.

Early Morning Wellness

Speaker: Laura Walsh, PFCI, Smithers Oasis

Take time for yourself during this early morning session. Laura Walsh, PFCI, a certified yoga instructor, will share her best practices of guided meditation and movement. She’ll also teach you about the importance of work/life balance and share the top 5 things that you can do to improve your own work/life balance. 

9:00 a.m. – 10:15 a.m

The Empathetic Leader: Strategies for Effective Team Engagement

Speaker: Lori Wilson, PFCI, Flower Clique 

Empathetic leadership is not just a soft skill; it’s something that gives a business a competitive advantage. Employees are more likely to be engaged and satisfied in their roles – and more productive — when they feel understood by their leaders. Explore the profound impact of empathetic leadership on employee engagement, culture, and overall success. 

You’ll learn how to: 

• Truly listen to your team members, understanding their perspective.
• Enhance your ability to recognize, understand, and manage your own emotions and those of others
• Navigate diverse personalities and build a positive workplace culture
• Hone your communication skills to convey messages with empathy.

10:45 a.m. – 12:00 p.m

Productivity Unleashed: Embracing Tech for Success

Panel: Ryan Black, Jet Fresh Flower Distributors, Megan Gerace, GravityFree, Ellie LaFever, PFCI, Flower Clique

Overwhelmed by your to-do list? Do some things just take too long? You’re not alone. Discover a treasure trove of proven hacks for increasing productivity by learning how Canva, Trello and MidJourney can help you automate your project management, design AI generated images and branded templates, and streamline team collaboration and much more.

Takeaways: 

• Peer-endorsed strategies for using tech to boost productivity
• Insight into how to learn and get the most out of Canva, Trello and MidJourney
• Practical skills you can immediately integrate into your daily tasks

Seasonal Splendor: Guide to Year-Round Product Development 

Moderator: Derek Woodruff, AAF, AIFD, CFD, PFCI, Floral Underground

Panelists: Doug Bates, AIFD, CF, CFD, Designs by Vogts, Holly Haveman, Kennedy’s Flowers and Gifts,  Jen Linehan, AIFD, CF, CFD, Beautiful Blooms by Jen, Dani Pritt, Cactus Flower Florists

Need some inspo – and some tried and true processes to elevate your shop’s product line? In this session, led by some of your most seasoned industry designer peers, you’ll learn about the trends from the 2024 Flower Forecast by revered trendspotter Talmage McLaurin, AIFD, and watch the designers incorporate those trends into profitable arrangements for all occasions.

You’ll learn:

• How to price arrangements for profitability.
• How to consider local market demands and current supply chain dynamics to develop relevant, profitable arrangements.
• How to promote trendy designs.

Succeed in Sales: Strategies to Build Loyal Customers

Moderator: Erik Hagstrom,  Albin Hagstrom & Son

Panel: Casey Black, Jet Fresh Flowers, Irving Casiano Flores, Flower Shop Network, additional panelist coming soon

Cultivate your sales skills in this session designed for growers, importers, and suppliers. Dive deep into proven techniques and cutting-edge technology that will help you build relationships and close sales. This session is your chance to unlock sales secrets from industry experts and gain practical skills you can implement immediately.

You’ll learn:

• The art of the cold call
• Follow-up finesse
• Strategies to convert leads into loyal customers
• How to negotiate like a ninja and seal the deal

2:30 p.m. – 3:30 p.m

Pitch-Perfect: How to Propose a New Idea

Panel: Lisa Nason, Kennicott, Brian Kusuda, Jimmy’s Flower Shop, Regina Mancini, Rosaprima, Angelique Witcher, Accent Décor

Got a new idea, but aren’t sure how to make a case for it? Learn from your peers some proven tactics for presenting an idea in a way that effectively showcases the idea, taking into account the business priorities as well as potential obstacles.

You’ll learn how to:

• Ensure your idea is strategically aligned with the business’s goals
• Articulate your ideas with confidence, clarity and charisma
• Re-evaluate your approach and explore alternative perspectives if the answer is “no”

4:00 p.m. – 5:00 p.m

Grower Tour Insights

Speakers: Troy Conner, Kendall Farms, Michelle Castellano, Mellano and Company, more speakers coming soon. 

Mellano & Company and Kendall Farms get in-depth about their operations in preparation for Tuesday’s tours.  Learn about Mellano and Company’s commitment to community service and special benefits for their employees.  Plus, Kendall Farms will show how they use technology like drones and discuss their sustainability practices for the environment and workers — and how they add up to increased efficiencies.

7:00 a.m. – 4:00 p.m.

San Diego Area Farm Tours (Optional)

Get a behind-the-scenes look at three leading flower growers and distributors, the International Floral Trade Center, Mellano & Company, and Kendall Farms, during this optional tour. At the International Floral Trade Center, attendees will have the opportunity to browse a plethora of fresh product and learn how the trade center supplies flowers for a variety of customers. The farm tours will highlight the growing, harvesting, post-harvest, bouquet making and shipping operations, as well as the ways in which the companies are practicing sustainability and staying competitive in a crowded marketplace.   

Details

• Additional fee to attend: $65 per person. Sign up on the registration form.
• Mexican fiesta lunch, snacks, and transportation included.
• Please be sure to bring a jacket – temperature will be in the mid 40’s on the farms and inside the coolers at tour locations.
• Make sure to wear shoes that you do not mind getting dirty, as fields will likely be muddy.