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    PMA Floral Presence Blooms

    NEWARK, Del. -- The Produce Marketing Association's (PMA) representation of floral retailers and suppliers has prompted national coalitions to include the trade association, based here, to lead national initiatives including promoting the industry to consumers and controlling costs and inefficiencies in the distribution channel.

    NEWARK, Del. -- The Produce Marketing Association's (PMA) representation of floral retailers and suppliers has prompted national coalitions to include the trade association, based here, to lead national initiatives including promoting the industry to consumers and controlling costs and inefficiencies in the distribution channel.

    PMA recently joined the Floral Logistics Coalition, which was organized by the Wholesale Florist and Florist Suppliers of America to facilitate improvements in the floral distribution channel through the identification of value-added best practices, including ways to drive costs and inefficiencies from the distribution channel.

    PMA's v.p. of technology and standards, Gary Fleming, will contribute his knowledge of data standards to the coalition, while PMA v.p. Terry Humfeld will aid the coalition's understanding of transportation issues. Humfeld is leading PMA's development of transportation best practices, much of which is applicable to the floral industry.

    PMA Floral Council chair Cindy Rapshus of Albertsons and Humfeld will represent the supermarket floral industry at the next meeting, set for July 11, 2006 in Columbus, Ohio. Other coalition members include the American Floral Endowment, Asocolflores, the Association of Floral Importers of Florida, BloomNet of 1-800 Flowers, FTD, the Flower Promotion Organization, the Society of America Florists, and Teleflora.

    "PMA understands the growing need for floral promotion and representation in the supermarket floral industry and will provide additional value to PMA floral members by participating in these important industry-advancing initiatives and acknowledging excellence among our members," said PMA president Bryan Silbermann.

    Each year PMA recognizes the individual who has made significant contributions to supermarket floral retailing through its annual Floral Marketer of the Year award. Nominations for the 2006 Floral Marketer of the Year are currently being accepted. The honoree will be recognized during PMA's 2006 Fresh Summit International Convention & Exposition, to be held in San Diego, Oct. 20 to Oct. 24, 2006.

    "Recognizing outstanding leaders not only rewards the recipient, but also inspires others to continue working toward enhancements in floral marketing tactics," said Rapshus.

    An online nomination form for the Floral Marketer of the Year may be obtained by visiting http://www.pma.com/floralaward.

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