Produce Marketing Association Plans Floral Supply Chain Networking Events In Anaheim And Miami This Summer

Produce Marketing Association Plans Floral Supply Chain Networking Events In Anaheim And Miami This Summer

PMA Floral AnaheimCompanies across the floral supply chain know that networking is a great way to get the information you need to seize market opportunities and spur sales. Two newly scheduled regional events presented by the Produce Marketing Association (PMA) — one for each coast — are designed to combine networking and learning and are aimed at the entire floral supply chain, from breeders to growers to retailers.

At the June 9 Fresh Connections: Floral event in Anaheim, CA, speakers will unveil new supermarket floral market research funding by PMA and the Food Marketing Institute (FMI), and offer tools to help small floral businesses harness their business data.


The PMA/FMI market research will give insight into the changing landscape of supermarket floral retailing, what’s selling and why, and where future opportunities for growth can be found. The floral and green plant research leaders Prince & Prince, Inc., conducted that research for PMA and FMI.

“Peeking behind the curtain at the supermarket floral industry has historically been a challenge. This research offers a rare look at that market, uncovering a number of findings that can help floral suppliers and retailers position their businesses now and into the future,” says Prince & Prince, Inc., President Thomas Prince, Ph.D.

Small business advisor Eric Peters will help attendees of the Anaheim event understand how to analyze their business information, and how to identify new product and sales opportunities while also streamlining operations to save costs.

“It can be a challenge for small businesses in any industry to collect and use business data; we’re going to shed some light on how and why for the floral supply chain,” Peters says.

This will be the first PMA Fresh Connections: Floral event to be held on the West Coast. PMA’s inaugural Fresh Connections: Floral event was held in Miami in 2015; it was so well received that the association immediately planned two 2016 events, for opposite coasts.

For more information and to register online, visit

Second Fresh Connections: Floral Event In Miami

When Fresh Connections: Floral returns to Miami on July 14, the agenda will feature a floral-specific design trends update, and will explore methods of collaboration. The event will also include Buyer Roundtables, to help bring floral sellers and buyers together.

Recognizing that new floral products capture customers’ attention, speaker Brian Numainville of the Retail Feedback Group will provide attendees with ways to collaborate across the supply chain to spur innovation, and how to connect with consumers to deliver the products they want to increase market reach and sales.

“Attendees will learn about effective tools for collaborating with internal and external customers, as well as actionable tips on how to utilize these tools yourself,” Numainville says.

Interior designer and design trends analyst Jane Lockhart will also explore emerging materials and color trends in home décor that can influence floral product design and marketing innovations. “Creating the right mix of potted and cut floral products can transform the traditionally seasonal floral business into a year-round success,” Lockhart says.

Supplier attendees can also register for Buyer Roundtables, 10-minute meetings designed to give a floral supplier the opportunity to introduce themselves to floral retail buyers attending the Miami event. The Buyer Roundtable program is limited, so suppliers should register early. Each Buyer Roundtable supplier registration includes two complimentary registrations to Fresh Connections: Floral Miami.

The Fresh Connections: Floral Miami event will also include university students who are exploring career opportunities in the mass-market floral industry. The students will be part of the first-ever “Career Pathways” student university attraction program for the floral industry, conducted by the Center for Growing Talent by PMA (formerly the PMA Foundation for Industry Talent).

The Miami Floral Career Pathways Program joins eight other Career Pathways programs the Center for Growing Talent already plans to host this year at national and regional industry events, including at PMA’s Fresh Summit in October.

For more information and to register online, visit

The Produce Marketing Association is the leading trade association representing companies from every segment of the global produce and floral supply chain. PMA helps members grow by providing connections that expand business opportunities and increase sales and consumption.