Resendiz Brothers Protea Growers , a attest American Grown Farm , has earn the 2018 Marketer of the Year Award from the Society of American Florists ’ ( SAF ) Floral Management magazine for its successful movement to make for protea to the interior stagecoach .
Certified farm Resendiz Brothers Protea Growers received this year ’s “ Marketer of the Year ” honor from the Society of American Florists ’ Floral Management magazine .
bloom James Leonard Farmer Mel Resendiz and Diana Roy , business manager for Resendiz Brothers and a past chair of the California Cut Flower Commission ( CCFC ) , accepted the laurels Sept. 14 at the SAF Annual Convention in Palm Springs , California .
The prestigious award realise a unique , innovational and successful merchandising effort that increased the overall sales volume of cut flowers . The award include a $ 5,000 cash award .
Resendiz Brothers Protea Growers will be featured on the front book binding of Floral Management cartridge .
How ?
Resendiz and Roy took vantage of every marketing opportunity they could recover , let in host an American Grown Field to Vase Dinner on their Fallbrook , California farm , participating in SAF ’s Petal It Forward campaign , take protea to the flowered designs at the yearly First Lady ’s Luncheon and donate protea to Rose Parade Floats .
They also used their passion , flower noesis and thousands of incredible photos to share protea with wholesalers , designers and consumers collect media coverage with an reckon economic value of $ 1.7 million .
Every effort , crowing and small , was designed to increase consumer awareness , influence floral trends and drive sales of the antecedently anonymous protea .
In accepting the prize , Roy thank Resendiz Brothers client who have made protea part of their daily inventory as well as floral interior decorator who are incorporating protea into their arrangements . She also announced that Resendiz Brothers is collaborate with granger from around the man to bring novel protea motley to the U.S. marketplace .
Mel Resendiz welcome Edgar Guest to his farm during the American Grown Field to Vase Dinner in April . Photo by Carrie McCluskey Photography .
“ So many of our marketing efforts are about the education mental process and take certain that people know these flowers are uprise in good order here in California . We ’re proud that many of our selling maneuver were link to supporting the homegrown flowers substance , ” Roy say . “ I see winning this award as a boost for California flower farmers and for floral room decorator who are meeting the requests of consumers who are now seek out protea . ”
Mel Resendiz with Harry VanWingerden of Myriad Flowers on the Miracle Gro be adrift during the 2016 Rose Parade .
As the Marketer of the Year Award winner , Resendiz Brothers ’ efforts to promote protea will be the screening story for the October 2018 issue of Floral Management .
Previous winner of the award , now in its 25th year , let in the American Grown Field to Vase Dinner , an app that take customer trueness and engagement , a re - imagined florist ’s business enterprise in Pennsylvania and a campaign by Lane DeVries of Sun Valley Floral Farms to employ and promote the floral manufacture to lionise Women ’s Day .
For more information : AmericanGrownFlowers.org916.441.1701[email protected]www.americangrownflowers.org
