Exotic Flowers in Boston

Yearly, the Society of American Florists (SAF) sponsors the Outstanding Varieties Competition where distributors offer the floral world their best fresh cuts in hopes of taking home 'Best in Show.' In 2010, the competition took place in Orlando, Florida at SAF's Annual Convention.

Rick Canale of Exotic Flowers in Boston, Massachusetts was chosen to be one of the nine judges. Rick was chosen to judge spray roses and standard roses as well as "The Best in Show,".

Below are some of Rick's comments regarding the competition.

"By judge Rick Canale's evaluation, Equiflor/Rio Roses 'hit a homerun.' 'It's a true red, has a big head and opens beautifully,' said the owner of Exotic Flowers in Boston. 'Consumers will love it,'."

Canale: "You get a lot of bang for your buck with this variety,". 'For prom work in particular, he'd reach for 'Purple Sky,' as one stem easily yields a corsage and a boutonniere.'

"Canale called it 'an instant conversation piece,'."

The Orange Vision Spray Roses from Esmeralda Farms: "For celebratory orders, Canale suggests this mandarin-colored variety beside lime green flowers, adding that its long laterals make 'Orange Vision' a dream for designing."

The Silver Bell Spray Rose from Golden Flowers: "It's the perfect petal to please purple seekers, Canale added, of what he calls a 'season-less' hue, not too light nor too dark." He also awarded high marks for the bud's uniform head size. "That offers great symmetry and balance,".

Snowflake Spray Roses from Golden Flowers: "It's perfect in every way," said Boston Florist Rick Canale who considered Snowflake second only to Best in Show winner, Jiuhabo Sweetie. "It's a real, true white and buds' opening are just picturesque," he said.

Most of the commentary of this blog post was taken from Katie Hendrick's article regarding Best in Show in the November, 2010 issue of Floral Management

September, 2010 - Orlando, FL - 126th Annual SAF Convention

by Rick Canale of Exotic Flowers in Boston

I just got back from the SAF Orlando floral convention in Florida. The convention celebrated its 126th anniversary this year. 289 people from 35 states and four countries attended the event. Fifteen percent of the registrants attended for the first time.

The numbers from the show exhibit a small sliver of the floral industry.

The highlight of my trip however was three-fold.

One - the people. Floral industry members are some of the hardest working and kindest people there are. I was able to have coffee with industry leader Mark Nance AAF of Bloomnet. I chatted with Floral Management 'capo' Amanda Long. And it was great getting pats on the back by industry icons Stan Pohmer and Teleflora Chairman Tom Butler AAF, PFCI.

Two - I served as a judge for the 2010 Floral Management Marketer of the Year Contest and also served as a judge for the Outstanding Varieties Competition.

 Left: This year's winner is magical.

Three - Educational Sessions

I was honored and thrilled to participate in an engaging panel with two marketing muses. Our job was to present "Finding the Right Social Networking Strategy for Your Business,". Along with Georgianne Vinicombe of Monday Morning Flower and Balloon Company and Mandy Majerick, AIFD, PFCI of HotHouseDesign Studio.  What an engaging response from the attendees ! It was great. Renato Sogueco, CIO at SAF put together a great panel and executed the session flawlessly.

It was a joy to see industry heavies, Brian Wheat of Lafayette Florist, Paul Bachman of Bachman's of Minnesota, Paul Brockaway of Conklyn's of Virginia, Don Coleman of Mayfield Florist and Kathy Dudley of The Bloomery in Butler PA all in the audience. 

Just seeing a full audience engaged in our session was worth the time trip alone. 

My only disappointment at the convention - why was I the only florist, grower or wholesaler there from Massachusetts? Massachusetts is one of the largest consumption states of fresh flowers in the United States. We even boast the most recent Florist of the Year. Yet me, Rick Canale of Exotic Flowers in Boston was the only Massachusetts representation. Too bad for Massachusetts and too bad for Boston florists.

Above Photo; Boston Florist, Rick Canale speaking at CFA convention in 2008.

Put the Social Back into Networking in Orlando
By Shelley Estersohn
Remember brainstorming over a cup of coffee or perking up when you heard someone else ask a question about his business? Those moments can’t happen if you have your face buried in your BlackBerry or you’re updating your Facebook page.

The potential for those unexpected “aha” moments — inspiration sparked when people with different experiences just get together and talk — is a big part of what draws people to industry meetings. That’s why opportunities for networking between wholesalers, retailers and growers are a mainstay of the SAF convention schedule.

“Everybody in business needs a little face time with folks from similar businesses as well as from other segments of the industry,” said SAF convention chairperson Dottie Pannepacker of Penny’s Flowers in Glenside, Pa. “I go to SAF conventions to get away from the day-to-day.”

Or attendees can walk the SAF Winners Circle and hear experts from Professional Floral Communicators – International talk about the top entries in the Outstanding Varieties and Sylvia Cup Design competitions. That night it’s all about the chatter as attendees gather under the stars for the Networking Reception. 

* * * * * 

 As a florist from Boston, MA  I look forward to not only attending the convention, but also participating in the forums and discussions. I have also been invited to serve as a judge for 2 of the more presigious awards for the event.

My most honored role at the SAF convention wil be serve as a panelist for the importance of social media in the floral industry. Whether you're a florist in Boston or Belgium, or specialize in funerals or weddings; this social media seminar should be attended.