Cal Poly Rose Float Team Shares the Floral Love 

Petal It Forward is an annual event organized by the Society of American Florists that elicits squeals of delight and encourages a pay-it-forward attitude. On this special day, florists nationwide randomly surprise people on the street with flowers. Lucky recipients receive two bouquets – one to keep and one to share.

This year, the California Cut Flower Commission (CCFC) partnered with Cal Poly Universities’ Rose Parade Float teams to bring Petal It Forward to the Cal Poly Pomona and San Luis Obispo campuses on Oct. 24.

At Cal Poly Pomona, students assembled bouquets from more than 1,000 stems donated by Myriad Flowers, Mellano & Company, Resendiz Brothers Protea Growers and Ocean View Flowers. They then handed out their bouquets from a booth outside the Rose Parade Float Office and at a cultural center office on campus.

In San Luis Obispo, the Rose Parade Float team handed out 300 bouquets donated by Holland America Flowers in the University Union Plaza and at Dexter Lawn, a campus social center. The bouquets disappeared in 45 minutes, much more quickly than the planned three hours.

In addition to spreading the flower love, Rose Float teams, outfitted in Rose Float shirts and flair, took the opportunity to tell recipients about the annual Cal Poly Rose Parade Float – currently under construction for Jan. 1, 2019. They also shared that flower donations from California’s flower farmers, with help from CCFC, make both the float and Petal It Forward possible.

“Through our tradition of support for the CalPoly Rose Float team, we have a great relationship with the students on both Cal Poly campuses,” shared Kasey Cronquist, CEO & Ambassador of the CCFC. “So, our farms were quick to support these students wanting to encourage their fellow students with flowers during Petal It Forward.”

Summer Blanco, Rose Float deco chair for Cal Poly Pomona, said the event “made a lot of people’s day.” Adding, “It was great to do on campus. You could see people’s faces light up. They were thrilled.”

In San Luis Obispo, deco chair Sydney Strong said that surprising people with a random act of kindness and spreading joy with flowers was both fulfilling and exciting.

“It was also nice in that it allowed our program, Cal Poly Rose Float, to interact with parts of our community that we usually don’t see on the day-to-day. We got many ‘this made my day!’ reactions. What was especially cool was how excited those that we gave flowers were to then give a bouquet to someone else,” Strong said.

Both Blanco and Strong said they hope Petal It Forward becomes an annual tradition for the Cal Poly Rose Float teams.

“It would be a great Rose Float tradition to have on campus!” Blanco said.


Dan Vordale, a longtime flower industry executive, has taken the helm at Ocean View Flowers, a Certified American Grown farm in Lompoc, California. The past chair of the California Cut Flower Commission (CCFC) also returns as a commissioner for District 3.

Dan Vordale, CEO of Ocean View Flowers was recently appointed  to the Board of Commissioners for CCFC.

Vordale, previously vice president at Ocean View, says he’s thrilled to lead a great team at a time when there’s a lot of excitement in the floral industry and from consumers around homegrown flowers.

As president, he plans to continue improving the quality and consistency of the blooms grown at Ocean View and extend efforts to improve the customer experience. He’s also working toward earning BloomCheck certification, recognizing the high sustainability standards involved with growing flowers at Ocean View.

Ocean View Flowers was a sponsor of the 2018 American Grown Flowers Month Contest, a merchandising contest held during the month of July to drive awareness and sales for mass market retailers.  Here with Yvette Trevino, also of Ocean View,  Dan shows his continued support for American Grown Flowers Month at PMA Fresh Summit.

His vision for Ocean View includes connecting with millennials and generation Z, both through hiring decisions and via social media campaigns, along with a refreshed website.

“Consumers’ decision on how and where to buy flowers continues to evolve, so we’re positioning the company to continue and meet those needs,” Vordale says.

Ocean View is committed to sustainable growing practices, including the investment into to two “solar farms,” to help drive their production operations.

He’ll also work to share Ocean View’s story and commitment to sustainability that includes two solar farms – one that runs the farm’s plant and one that runs the entire farming operation. “It’s a great story to share with mass-market customers who want to hear about sustainability and transparency.”

Other innovations, including increasing yields thanks to an improved flower seed line and improving operations efficiencies will continue to be a focus.

“We are continuously looking for ways to improve. It’s part of our culture,” Vordale explains.

He’s also always looking for ways to give back to the industry as evidenced by his return to the CCFC board.

“The fact that I get to meet new board members, listen to what they bring to the table and share my knowledge is exciting. The Commission has some great stories to tell and has made great headway in sharing what we do and strengthening the industry and our farms.”


Flower Donations, Ambassadors Needed

Plans for the first two Certified CA Grown entries at the 2019 Tournament of Roses Parade are already underway, and the ramp up to the New Year’s Day tradition has begun.

The entries from Cal Poly Universities and FTD Companies Inc. – the first to announce so far – will both feature CA Grown flowers and foliage. Additional CA Grown entries will be announced in coming weeks, including a number of equine entries.

The theme for the 2019 Rose Parade is “The Melody of Life,” an effort that pays homage to music as a language for all. This year’s Cal Poly’s float is titled “Far Out Frequencies.”

The float will feature two giant astronauts who are rocking out with a group of green aliens. At the front of the float will stand Morgan, a 12-foot astronaut who strums an electric guitar, and his new alien friend “Ketchup,” who plays air guitar. The space concert also includes Astronaut Sally on tambourine, two aliens on accordion and Tuba Head, a little alien whose head is stuck inside the instrument.

In addition to the featured characters playing their instruments, animation on the 2019 float includes the movement of eyes and arms on some of the aliens. LED lights will add sparkle to the planet’s crystal formations and the guitar amp.

The California Cut Flower Commission’s (CCFC) Anna Kalins, who leads the organization’s Rose Parade efforts, is seeking donations of flowers and greens for the Cal Poly float. In the past, 25 farms have donated flowers to the effort.

Also needed are Rose Parade ambassadors to help at the event itself and in the days leading up to the parade. It’s a great way to connect with consumers directly, share your passion for California Grown Flowers and spend time with industry friends!

To donate flowers or volunteer, email Kalins at

Many thanks to the following farms who have already graciously planned to donate flowers and greens:

Ocean View Flowers

Joseph & Sons

Sun Valley Group




Money Will Fund Retail Promotional Campaign


The California Cut Flower Commission (CCFC) now has yet one more way to promote California Grown Flowers, thanks to a Specialty Crop Block Grant valued at $176,730 from the California

Department of Food and Agriculture (CDFA).

This is huge news (received just this week)! The funding will supercharge the Commission’s efforts to promote hardworking California flower farmers and tout the “origin matters” message.

Specifically, the grant will fund a retailer-specific California Grown Flowers promotional campaign in the month of June, also known as California Grown Flower Month, thanks to a declaration from the Legislature.

The campaign will launch in stores statewide in June 2019 and include custom marketing materials for each retailer, videos featuring California flower farmers for use during in-store promotions and a social media program touting the overall retail campaign and sharing the farmer videos.

In other words, we’ll be telling our farmers’ stories and sharing the bounty of flowers and greens they grow right here in California.

The goal of the campaign is to increase sales of California Grown Flowers in retail stores statewide and bring consumer attention to the origin of the flowers they purchase.

“This funding to promote California Grown Flowers and California Grown Flower Month could not be more timely,” shared Kasey Cronquist, CEO and Ambassador of CCFC. “We’ve seen how this celebration of California Grown Flowers really drives sales for our retailers during the month of June. It also helps raise awareness among consumers about the quality and value of buying California Grown and supporting our farms. It really does make a difference.”

Safeway’s Northern California Division experienced double digit growth by creating a Blue Bucket Campaign to showcase California Grown flowers.

After all, consumers continue to tell us that origin plays a huge part in their purchasing decisions, trumping terms like “organic” and “sustainable.” So it makes sense to drive home that message in hundreds of stores at the height of growing season.

We can’t wait to get this promotion underway! Your stories, your blooms, your efforts are worth sharing!


The CSFA booth was full of CA Grown Flowers during the state fair. CCFC was a sponsor of CSFA’s efforts.

For 17 days this summer, California Grown Flowers were center stage at the California State Floral Association’s (CSFA) booth at the California State Fair. This year’s theme was “Back to the Floral Future.”

The fair’s run was kicked off at the California State Fair Gala on June 21 that featured flowers and foliage donated by California Pajarosa, Dramm & Echter, Glad-A-Way, Holland America Flowers, Joseph & Sons, Mellano & Company, Myriad Flowers International, Resendiz Brothers Protea Growers and Sun Valley Floral Farms.

Lizet Arnold of Bloem Decor in Sacramento volunteered as a designer. Floral designers from throughout the state donated their time to help provide designs for the booth.

For more than two weeks, fair visitors learned about the value of buying California Grown Flowers and visiting local florists as they viewed floral arrangements at the CSFA booth. Visitors were also provided with post cards and other information about California Grown Flowers that was provided by the California Cut Flower Commission (CCFC).


California flower farmers Robert Kitayama of Kitayama Brothers, Janet Louie of Green Valley Floral and Hannah Muller of Full Belly Farm also made appearances at the booth each weekend of the fair.

Allan Nishita of FloraFresh (back right) along with Mary Espe help provide the logistics necessary to help bring the CSFA booth together each year.

And flowers were the focus of the fair on July 22  which was declared Flower Day at the State Fair for the fourth year in a row.

CSFA Associate Director, Karli Quinn, spearheaded the Celebrity Floral Design Competition featuring three local news personalities. This event drew a crowd and there was a friendly rivalry among the contestants. Frances Wang, ABC 10, Ashley Williams, CBS 13, and Lisa Gonzales, KCRA 3 competed in this highly entertaining competition with the judges proclaiming each designer a winner with the overall winner Ashley Williams.

In a love tribute, extra donated floral product was given to The Petal Connection, a nonprofit organization whose mission is to connect beautiful floral bouquets with local hospice patients and seniors in need of a little joy.




On Monday, the California Senate officially declared June to be “California Grown Flowers Month.” The resolution was put forth by Sen. Mike McGuire who represents the state’s 2nd Senate District.

Members of the state Senate acknowledge California’s flower farmers for the value they bring to their communities and the state’s economy. Pictured left to right: Sen. Bill Monning, Sen. Henry Stern, California flower farmer Anthony Vollering (back), Sen.Hannah-Beth Jackson, Sen. John Moorlach, California Cut Flower Commission CEO and Ambassador Kasey Cronquist, Senate President Pro Tempore Toni Atkins, Sen. Kevin de Leon and Sen. Mike McGuire.
Members of the Senate arrived on the Senate floor to find a beautiful bouquet of CA Grown Flowers on their desk.


In honor of the declaration and accompanying resolution, senators, flower farmers and California Cut Flower Commission CEO and Ambassador Kasey Cronquist gathered on the Senate floor – California Grown Flowers in hand.

The resolution notes that the designation is designed “to recognize and honor the men and women of the California grown flower industry for their dedication and productivity,” and describes that statewide, flowers are grown across 701 million square feet, spanning the distance from San Diego through the Inland Empire to Carpinteria and north all the way to Oregon.

The resolution also recognizes the flower industry’s impact on the state’s economy, creating 145,665 jobs, generating $12.2 billion in business activity and creating $1.1 billion in additional taxes.

It was a proud day, and we’re thrilled to celebrate California Grown Flowers Month throughout June. Join us!

Carlos Cardoza has an enviable problem. He can hardly keep up with demand for the novelty flowers grown at CamFlor in Watsonville where he’s the sales manager.

Kale growing in a CamFlor high tunnel.


Since 2012, CamFlor has been growing at a steady rate of 10 to 12 percent a year. Some months it’s closer to 30 percent.

Something had to give.

In addition to recently renewing a 50-acre lease for flower-growing land, CamFlor is adding another (more…)

Take Inspiration From Them, Then Promote Women’s Day March 8!


Neighbors used to call Diana Roy “Flower Girl.”

Diana Roy of Resendiz Brothers Protea speaking to Congressman Jimmy Panetta (right) during a reception in Washington, D.C. Photo by Nony Park of Ken Pak Photography.

“I never seemed to have quite enough flowers in my own yard, so I was always asking neighbors if I could cut some of theirs,” she says.

Now the business manager of Resendiz Brothers Protea Growers, Roy has all the blooms she could possibly want. She’s combined her passion for flowers with her background in public relations to help make the farm one of California’s largest suppliers of (more…)

Rene Van Rems, Debi Lilly to Design Tablescapes at California Dinners

We’re always excited when things really start coming together for each of the American Grown Field to Vase dinners, but this year, the excitement is through the roof as we announce that two renowned floral designers have joined the tour.


Meet Rene Van Rems and Debi Lilly!

Rene Van Rems

Designing tablescapes at the April 7 Field to Vase Dinner at Resendiz Brothers Protea Growers in Fallbrook, California, is Rene Van Rems, a renowned ambassador to the floral industry. Van Rems is a leading speaker, educator and demonstrator who has led workshops and design shows in the U.S., Europe and Asia. He’s also frequently featured at art museum events, including “Art Alive” in San Diego. (more…)

It’s not just floats that glide down Colorado Boulevard during the annual Rose Parade. There’s also an incredible group of vintage and contemporary cars – and for the last 5 years, all were adorned in California Grown flowers.

Kieth White leads the California Grown design effort for FTD and the Tournament of Roses Parade vehicles.

The floral designs for the VIP parade vehicles are the handiwork of Keith White, AIFD, lead designer for FTD, and breathtaking doesn’t begin to describe them.

Since 2006, White has arrived in Pasadena on Christmas Day; he begins working on the cars on Dec. 26, using “trade secrets” to be sure the vintage cars are protected as the flowers and foliage are added. Each car takes a full day to adorn, and this year there were two Honda pace cars and five vintage cars, each receiving unique floral designs.

Here’s a behind-the-scenes look at this year’s FTD California Grown car fleet: (more…)

Check out the 2018-19 American Floral Trends Forecast

Wrapped inside the pages of the January 2018 issue of Florist’s Review is the 2018-19 American Floral Trends Forecast.

And it’s glorious!

This year, the annual report includes more flowers from Certified American Grown farms, more designers, more voices, more photos and, of course, an in-depth look into (more…)

5 Breathtaking Stops Announced for the 2018 American Grown Field to Vase Dinner Tour


The fourth season of the American Grown Field to Vase Dinner Tour is underway, and Certified American Grown wants you to grab all of your flower-loving friends and head to a flower farm for an award-winning experience you’ll never forget.


Click the video above and imagine yourself at one of this year’s American Grown Field to Vase Dinners.


They have an exciting lineup of farms involved with this year’s floral-infused dinner tour. Known for stopping at America’s most beautiful flower farms, this year’s tour includes amazing destinations, and they’ve also made some notable tweaks to (more…)

Kelly Shore was the featured designer at the American Grown Field to Vase Dinner at Scenic Place Peonies in July last year. She taught a class prior to the event, encouraging the use and support for Certified Ameican Grown Flowers.

Kelly Shore’s Doing Her Homework

A week spent in Alaska with flower farmers was the tipping point for Kelly Shore, owner and lead designer at Petals by the Shore in Maryland.

Shore was in Alaska to design the tablescapes for an American Grown Field to Vase Dinner being held at Scenic Peonies last summer. She went there with a job to do, but when she left Alaska 10 days later, her gut told her that her next job would be to consider an awesome possibility: Sourcing 100 percent of the flowers and foliage she uses in her designs from American flower farms.

“When I went to Alaska and I saw what the farmers there face, it sparked something in me. I had some really good conversations with the flower farmers on the host farm and with other farmers in attendance, and I thought (more…)

Co-Owner of Ocean Breeze Farms Has Long History of Service, Advocacy  

Past CCFC Chair Diana Roy of Resendiz Brothers Protea Growers, passes the gavel to June VanWingerden of Ocean Breeze Farms who was elected chair of the board for 2018.  Photo by Linda Blue Photography.

June Van Wingerden has been a constant force in the ag community, advocating for California cut flowers and water and labor issues for decades. The California State Senate recognized her dedication when they named her California’s Woman of the Year in 2005. Now, she’s bringing her heart for (more…)

Customers who visit The Bouqs Company website might be surprised to see some smiling faces posted alongside the flowers and custom bouquets sold on the site.

Just who are they? They’re the American flower farmers who grow a variety of blooms sold at the popular site. And in addition to getting a glimpse of the farmers and their locations, customers can also click to see a one- to two-minute documentary video about the farmer and their flower operation and read a brief bio of each farmer.   (more…)

It’s a year-end tradition that helps us both remember where we’ve been and chart a successful path into the new year – the top 10 list, that is.

And so as 2017 winds down, the California Cut Flower Commission (CCFC) is pleased to share our top 10 blog posts of the year. As you’ll see, the past year brought the flower industry growth, optimism, consumer awareness and a bit of anxiety toward to the end thanks to a round of wildfires.

An interactive map highlighting the proximity of the fire to the flower farms in Carpinteria Valley was included in our number one blog post of the year.

Here’s a look at our most-read posts of 2017 (more…)

Andrea Grist, business manager for Florasource KC in Overland Park, Kansas, was preparing for a customer open house when she had a bright idea. Why not have some issues of Florists’ Review available to hand out at the event?

When the magazines arrived, Grist was happy to find the publication included copies of the new Certified American Grown Farm & Flower Guide as an added bonus. What she didn’t foresee was how that bonus publication would (more…)

The motorcycles used during the Tournament of Roses parade by the Pasadena Police Department will be joining Cal Poly Universities and FTD as another certified CA Grown parade entry in 2018.

This year’s Cal Poly float is entitled “Dreams Take Flight” and features baby animals flying prop planes amid a whimsical landscape.


Certification requires that over 85 percent of the flowers and foliage used in the parade entries are grown in California.


FTD will once again certify the flowers on the official Rose Parade vehicles.  Photo by Linda Blue Photography


“Each year these special motorcycles kick off this iconic parade leading the pack of floats, cars, bands and equestrian entries,” says CCFC CEO & Ambassador Kasey Cronquist. “It just seems fitting that those motorcycles, ridden by Pasadena’s finest, be decorated in all-California Grown Flowers.”


The last stop on the 2017 American Grown Field to Vase Dinner Tour was not only the perfect finale, it was among the tour’s most unique destinations.

Over 150 people attended the last American Grown Field to Vase Dinner of 2017 at FernTrust, Inc. in Seville, Florida.  Photo by Wings of Glory Photography.

After all, how many people can say they’ve dined on a fern and foliage farm in the middle of the “Fern Capital of the World?” A sold-out crowd did just that Nov. 18 when the Field to Vase Dinner Tour came to FernTrust Inc. in Seville, Florida.

FernTrust, a farm cooperative, is one of the most trusted foliage producers in the country. Guests learned all about the 126 varieties of best-in-class foliage and ferns grown by FernTrust during a tour with farmer David Register. Jana Register provided a tour of FernTrust’s packing house where she shared FernTrust’s many product lines including their patented ColorFresh program that extends vase life of foliage and greens through a unique color sealing process.

Fern Farmer David Register gave guests a guided tour of FernTrust, sharing information about the wide variety of foliage grown on the property. Photo by Wings of Glory Photography.

Following the farm tour, guests then dined at tables adorned with hundreds of feet of lush fern garland and topiaries created by floral designer J Schwanke. Tour sponsor Syndicate Sales provided all of the hard goods and vases that were incorporated into J’s beautiful tablescape design. Nearby, an all-foliage American Flag added to the evening’s wow factor, as did old oak trees dripping with Spanish moss and vistas that provided views of the beautiful ferns and an incredible sunset over the lake.

Field to Vase Dinner guests enjoying a beautiful November evening on the fern farm in Florida.  Photo by Wings of Glory Photography.

Chef Justin Timineri of Fresh From Florida created a wonderful Floridian themed menu and Joe Hearn and his team from Joe Hearn Events did an outstanding job managing all of the event’s special touches for this floral filled event.

“This Field to Vase dinner was such a fun event. Getting to meet the farmers and families that have worked the land and listen to the stories was a great experience,” shared former chef Dennis Littley of “The setting at the farm was picture perfect and the tables were magazine worthy, looking like something out of Martha Stewart.”

Guests enjoyed the bountiful wines of national sponsor, Geyser Peak Winery. Photo by Wings of Glory Photography.

Microbrewery Persimmon Hollow Brewing Co. shared its craft beers, Geyser Peak Winery served up wine varietals and Copper Bottom Craft Distillery provided signature citrus cocktails featuring names with a nod to local ferns.

Find out where the tour is going in 2018, and then plan to attend one of these one-in-a-lifetime dinners at

Each year, a delegation of America’s flower farmers head to Washington, D.C. and join together to advocate, share the #originmatters message, connect with members of the Congressional Cut Flower Caucus and do a whole lot of storytelling to elected officials.

The trip, which has grown in scale and momentum, is coming up in February.

Farmers from across the United States came together for the largest Fly-In to date in 2017. Photo by Nony Park of Ken Pak Photography.


Once again, farmers and representatives from the Certified American Grown program and the California Cut Flower Commission (CCFC) will meet with lawmakers and the administration about how to remedy the competitive challenges America’s flower farming families face in today’s market.

Delegates from Virginia to Alaska came together to advocate for America’s flower farmers.  Photo by Nony Park of Ken Pak Photography


It’s a big trip.

It involves so many people leaving their families and businesses to passionately share the importance, value and sheer joy of growing their flowers here in the United States.

Rep. Duncan Hunter, Co-Chair of the Congressional Cut Flower Caucus, visits with California growers at the Wine and Flowers Reception. Photo by Nony Park of Ken Pak Photography.


But it’s worth it. Every time. And every time more flower farmers sign on to make the trip and share their stories.

Because origin really does matter. And lawmakers and consumers are getting it. And they’re starting to ask about the origin of the flowers they bring into their homes and give as gifts. And that makes all the difference.

If you’d like more information about this year’s trip, contact Andrea Philpot at

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