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‘American Grown Flower Month’ Shines Spotlight on U.S. Growers

by | Jun 27, 2018 | Floral Industry News, Week In Review | 0 comments

Sen. Dianne Feinstein’s recent resolution is the latest victory for Certified American Grown, a coalition of U.S. flower farms. Last year, Congressman Salud Carbajal (D-California) introduced a similar resolution to the House of Representatives. In 2017, Floral Management magazine awarded its Marketer of the Year honors to the Field to Vase dinners, organized by Certified American Grown.

Sen. Dianne Feinstein’s recent resolution is the latest victory for Certified American Grown, a coalition of U.S. flower farms. Last year, Congressman Salud Carbajal (D-California) introduced a similar resolution to the House of Representatives. In 2017, Floral Management magazine awarded its Marketer of the Year honors to the Field to Vase dinners, organized by Certified American Grown. (Photo by Connie Whitlock.)

An influential U.S. senator from the Golden State recently introduced a resolution celebrating the contributions of American flower growers and designating July “American Grown Flower Month.”

On June 18, Dianne Feinstein (D-California) delivered a moving speech on the Senate floor extolling the country’s flower growers. “Cut flower growers in the United States are hard-working, dedicated individuals who bring beauty, economic stimulus, and pride to their communities and the nation,” she began.

In addition to declaring July “American Grown Flower Month,” the resolution recognizes that growing flowers and greens in the United States is a vital part of the country’s agricultural industry, that cultivating flowers domestically enhances the ability of Americans to festively celebrate holidays and special occasions and that purchasing American-grown flowers supports, growers, small businesses and the U.S. economy.

Feinstein’s resolution is the latest victory for Certified American Grown, a coalition of U.S. flower farms. Last year, Congressman Salud Carbajal (D-California) introduced a similar resolution to the House of Representatives.

“I have seen firsthand the value the cut flower industry adds to our economy and communities during my visits with our Central Coast growers,” Carbajal said during his address. “California produces three-quarters of all cut flowers grown in the United States. I am committed to recognizing their contribution by designating July as American Grown Flowers Month, in order to celebrate the beauty this industry brings to our homes and celebrations year-round.”

Kasey Cronquist, PFCI, CEO of the California Cut Flower Commission and administrator of Certified American Grown, said Congress’s attention to American flower growers is encouraging.

“Recognizing that 74 percent of consumers acknowledge that they don’t know where flowers come from, we know that declarations like these are important for raising awareness,” he said. “This gives our industry the opportunity to celebrate our domestic farms at a time when we like to say, ‘America’s in season!’ July is a great month for a lot of domestic production.”

To generate awareness for American Grown Flower Month, Certified American Grown collaborated with retailers on a merchandising contest. Entrants are challenged to incorporate Certified American Grown and American Grown Flower Month signage into their displays and to educate consumers about the value of domestically grown flowers.

“Marketers see opportunity to leverage the growing consumer interest in buying homegrown flowers, the great quality, variety and production in July and continuing to drive floral sales after the spring holiday season,” Cronquist said. “This is also an exciting opportunity for our industry to connect the patriotic theme of July with the growing consumer demand for domestic products.”

Eleven retailers, representing more than 1,200 stores across the country, will have American Grown Flowers displays up all month long. “We look forward to seeing the creative marketing efforts and the impressions the campaign will make and recognizing all those involved,” Cronquist said.

Certified American Grown was launched July 1, 2014. Certified American Grown flower farms participate in an independent, third party supply-chain audit to verify both origin and assembly of the flowers they grow. One of the organization’s biggest promotional efforts is its Field to Vase dinner series, which earned Certified American Grown the coveted Floral Management Marketer of the Year Award in 2017. Read more about it here.

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