International Floriculture Expo Keynote Presentation - 2013

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I provided a brief "State of the Industry" from the domestic flower farming communities' standpoint at the International Floriculture Expo in Miami on Wednesday June 19th in Miami, FL. The …

I provided a brief "State of the Industry" from the domestic flower farming communities' standpoint at the International Floriculture Expo in Miami on Wednesday June 19th in Miami, FL. The presentation included the latest consumer research done by the California Cut Flower Commission and the Buy California Marketing Agreement. The presentation highlights the disparity between imports and domestic flower farming in today's U.S. marketplace and encourages retailers to consider the consumer research that supports promoting U.S. Grown flowers to consumers seeking more locally grown blooms.

The top three reasons consumers support U.S. Grown flowers included:
1. The Economy
2. Standards
3. Freshness

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  • Historically, California Grown has been tied to a strong economic message…but, in 2010 – 2012, the California Grown campaign evolved to focus on the California farmer and the locally grown nature of California-grown products. Because of this we expanded the economic messaging by introducing new concepts such as stewardship & sustainability…while maintaining a strong focus on the seasonality angle, which for CA Grown has always be a part of the story. That said, we are not subtle about the California Grown overarching call-to-action…Buy California Grown. For in-state use, we believe it continues to work very well. Currently we are finishing an in-depth research project o determine the receptiveness of the California Grown brand outside of the state. In our latest consumer survey, we found: 69% awareness of the California Grown license plate logo 85% strongly agree or agree that if they see that blue license plate on their produce or flowers, they are more likely to purchase that product over one not produced in California 86% strongly agree or agree that it is important for them to feel connected to the people and place where their food comes from 58% Would prefer CA Grown flowers, if given the choice.
  • Historically, California Grown has been tied to a strong economic message…but, in 2010 – 2012, the California Grown campaign evolved to focus on the California farmer and the locally grown nature of California-grown products. Because of this we expanded the economic messaging by introducing new concepts such as stewardship & sustainability…while maintaining a strong focus on the seasonality angle, which for CA Grown has always be a part of the story. That said, we are not subtle about the California Grown overarching call-to-action…Buy California Grown. For in-state use, we believe it continues to work very well. Currently we are finishing an in-depth research project o determine the receptiveness of the California Grown brand outside of the state. In our latest consumer survey, we found: 69% awareness of the California Grown license plate logo 85% strongly agree or agree that if they see that blue license plate on their produce or flowers, they are more likely to purchase that product over one not produced in California 86% strongly agree or agree that it is important for them to feel connected to the people and place where their food comes from 58% Would prefer CA Grown flowers, if given the choice.
  • Historically, California Grown has been tied to a strong economic message…but, in 2010 – 2012, the California Grown campaign evolved to focus on the California farmer and the locally grown nature of California-grown products. Because of this we expanded the economic messaging by introducing new concepts such as stewardship & sustainability…while maintaining a strong focus on the seasonality angle, which for CA Grown has always be a part of the story. That said, we are not subtle about the California Grown overarching call-to-action…Buy California Grown. For in-state use, we believe it continues to work very well. Currently we are finishing an in-depth research project o determine the receptiveness of the California Grown brand outside of the state. In our latest consumer survey, we found: 69% awareness of the California Grown license plate logo 85% strongly agree or agree that if they see that blue license plate on their produce or flowers, they are more likely to purchase that product over one not produced in California 86% strongly agree or agree that it is important for them to feel connected to the people and place where their food comes from 58% Would prefer CA Grown flowers, if given the choice.
  • The word on the street. What Consumers want.
  • Horticultural Society of New York held their annual Urban Agriculture Conferencekeynote speaker George Ball , Chairman and CEO of seed company Burpee
  • The 50 Mile Bouquet
  • SlowFlowers.com
  • I wouldn’t be doing my job today if I didn’t encourage you all to come to California.The table is set! While foks are focused on “Farm to Fork” we are interested in working with people who want to talk “Field to Vase.”

Transcript

  • 1. Heart & Soil
  • 2. State of CaliforniaThe State of California
  • 3. Farms 225Size < 77%> 18%Value $278mImpact $10.3bJobs15,000Impact 122,000
  • 4. Cut Flower Wholesale Value (in million dollars)
  • 5. What Do They Want?
  • 6. 75% 77%25% 23%National CaliforniaYes, prefer U.S. grown No, it doesnt matterPreference for U.S. GrownAgricultural Products18-24 25-34 35-44 45-54 55+67% 70% 72% 76% 82%California• Residents in San Joaquin Valley arethe most likely to have a preferencefor U.S. grown products (86%) whilethose in San Diego are the least likelyto have a preference for U.S.products (72%).National• As consumers age they are morelikely to prefer that their agriculturalproducts are grown in the U.S.Q.2 Do you prefer agricultural products grown in the United States to products grown in andthen imported from other countries?
  • 7. About three-fourths(74%)of American’s don’t know where the flowersthey purchased or received are from.
  • 8. However, if giventhe choice, morethan half(58%)would prefer tobuy California-grown flowers.
  • 9. #1 The Economy• Your Neighbors• Jobs• Local Taxes• Schools#2 Standards• Regulations• Safety• Enviromental#3 Freshness• Quality• Vase Life
  • 10. Eighty Five percent (85%)of consumers surveyed strongly agree or agreethat when they see the blue license plate on theirproduce or flowers, they are more likely topurchase that product over one not grown inCalifornia
  • 11. Eight six percent (86%)of consumers strongly agree or agreethat it is important for them to feelconnected to the people and place wheretheir food comes from.
  • 12. The Morrison Group ResearchBuyer Interviews:• “Buy local/USA” drew little interest from largebuyersbut enthusiasm from retail florists.
  • 13. The Opportunities Ahead
  • 14. Be Who You Are!
  • 15. "Ten or 15 years ago, the organic labelwas more important to ourcustomers, but we started to feel, overthe last five to seven years, that ourcustomers were more interested inbuying produce thats local."A.C. Gallo, President & COO
  • 16. How Local Can You Get?
  • 17. "Consumers are also starting to consider the distancetheir flowers travel. Jennifer Juhos Grey, owner of FioreDesigns in Venice, CA, has seen an increasing amountof her high end clients demanding locally sourcedflowers to minimize the ecological footprint for theirweddings and events. A real opportunity exists now torestart local flower production without the use ofpesticides and urban rooftops may be the ideal spot."- Trey Sheltonpsfk.comon June 16, 2013.
  • 18. Come to California!
  • 19. T H A N K Y O U