American Floral Endowment Update - Spring 2003
Trustees Host Outreach Dinner in Miami, Florida
The American Floral Endowment recently held its board meeting and made several industry-related site visits in Miami. Florida. Trustee Gustavo Moreno was the host and, with the help of Lin Watts. Executive Director of the Association of Floral Importers, Trustees were able to witness firsthand how various importer businesses operate.
The visits started with a tour of LaChile Air Cargo Company to observe how flowers are shipped from outside the United States and to learn about the USDA inspection process. Continental and Esmeralda Farms provided a firsthand look into the daily tasks of a floral importer. Trustees also toured the Dole Fresh Flowers facility and Armellini Trucking Company.
During each board meeting, the Trustees host an Outreach Dinner to share with the local floral leadership the importance of the Endowment and its mission. Pictured at the left, trustees share some personal stories during this informal time.
New Brochure, ‘Growing a Future in the Floral Industry’…
The American Floral Endowment has teamed with the Society of American Florists to develop a floriculture brochure titled "Make People Smile Grow Your Future in the Floral Industry."
A lot of research \vent into this project, with the end result being an excellent recruitment tool for the floral industry," said Steve Martinez. Executive Vice President, American Floral Endowment.
The brochure gives a brief overview of the industry and leads the reader through the rewarding career paths available in the floral industry. For people who love flowers, there exists a growing demand for trained professionals who have strong business skills and horticultural knowledge. Careers are available as commercial growers, floral wholesalers, retail florists, researchers. and other segments, such as botanic garden staff, teachers/professors. bard goods merchants, importers. sales representatives, wire service, and many other areas.
The brochure can be viewed by logging on to the EndowmentÕs website, or it can be ordered for a small fee plus shipping and handling by contacting the American Floral Endowment at 618-692-0045.
…distributed at ASCA Convention
Wanda Weder and Tony Fiannaca, Trustees for the American Floral Endowment, and Karen Yoho, Director of Communications for the Society
of American Florists (SAF). attended the 2002 American School Counselors Association (ASCA) Convention. School counselors have been targeted as a group to help attract young people to the floral industry. A concerted effort is being made to educate the membership about the career opportunities throughout the floriculture industry. An article exploring the career opportunities in floriculture industry appeared in the ASCA magazine.
The "Make People Smile Grow Your Future in the Floral Industry" career booklet was distributed at the convention. The SAF trade show booth was set up with beautiful floral decorations. Visitors to the booth were able to speak with retail florist Tony Fiannaca, an Endowment Trustee and owner of Sparks Florist Shops in Sparks, Nevada. The Endowment also will attend the 2003 ASCA Convention in St. Louis to continue marketing the floral industry to school counselors.
