Santiago Brown, director of research at Ball FloraPlant, was part of a panel at a past Next Gen LIVE! conference that helped young professionals understand the floral supply chain.
Carmen Lucia Marquez, marketing manager for the breeder Ball SB, wants to change a decades-long challenge in breeding — the disconnect between market demands and what’s being developed and grown.
She hopes that the “Birth of a Blossom: The Art and Science of Flower Breeding,” session at the Society of American Florists’ Next Gen LIVE! conference Feb. 25-27 in San Diego will be one step in doing just that.
“Understanding cut flower breeding is crucial for the entire floral supply chain,” she says. “For breeders, it provides us with valuable insights into market needs, allowing us to strategically set objectives such as developing pest resistance, introducing new colors, creating unique varieties, and/or extending vase life among others.”
A panel of experts from Ball and other leading, international breeders including, Dümmen Orange, Deliflor Americas, and Danziger, will give attendees an in-depth look at the science of breeding, how sustainability factors in, and an understanding of the significant investment of time and money that goes into developing new varieties.
These types of sessions are valuable for young floral pros, says SAF President Oscar Fernandez, of Equiflor-Rio Roses in Doral, Florida, who will emcee this year’s event. “Many times, it’s hard for young floral pros to learn about the supply chain outside their segment,” he says. “The education and tours at this event are designed to do just that.”
That played out for Carrie Moore, AAF, owner at Jenny’s Floral in Custer, South Dakota, who attended past Next Gen LIVE! conferences and tours of importing facilities in Miami. “ really helped me understand the supply chain better,” she says. “It’s also helped me educate my customers. These types of experiences are invaluable.”
The breeding session is one of more than a dozen on the schedule to help young floral pros grow in their careers. Next Gen LIVE! also features a design competition, two receptions for networking, time to visit with vendors at the Supplier Expo, and an optional tour of San Diego-area flower farms and a flower market. To learn more about Next Gen LIVE! or register, click here.
Amanda Jedlinsky is the managing editor of SAF News Now.
