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Heart & Soil
State of California
The State of California
Farms 225
Size < 77%
> 18%
Value $278m
Impact $10.3b
Jobs
15,000
Impact 122,000
International Floriculture Expo Keynote Presentation - 2013
Cut Flower Wholesale Value (in million dollars)
What Do They Want?
75% 77%
25% 23%
National California
Yes, prefer U.S. grown No, it doesn't matter
Preference for U.S. Grown
Agricultural Products
18-24 25-34 35-44 45-54 55+
67% 70% 72% 76% 82%
California
• Residents in San Joaquin Valley are
the most likely to have a preference
for U.S. grown products (86%) while
those in San Diego are the least likely
to have a preference for U.S.
products (72%).
National
• As consumers age they are more
likely to prefer that their agricultural
products are grown in the U.S.
Q.2 Do you prefer agricultural products grown in the United States to products grown in and
then imported from other countries?
About three-fourths
(74%)
of American’s don’t know where the flowers
they purchased or received are from.
However, if given
the choice, more
than half
(58%)
would prefer to
buy California-
grown flowers.
International Floriculture Expo Keynote Presentation - 2013
#1 The Economy
• Your Neighbors
• Jobs
• Local Taxes
• Schools
#2 Standards
• Regulations
• Safety
• Enviromental
#3 Freshness
• Quality
• Vase Life
Eighty Five percent (85%)
of consumers surveyed strongly agree or agree
that when they see the blue license plate on their
produce or flowers, they are more likely to
purchase that product over one not grown in
California
Eight six percent (86%)
of consumers strongly agree or agree
that it is important for them to feel
connected to the people and place where
their food comes from.
The Morrison Group Research
Buyer Interviews:
• “Buy local/USA” drew little interest from large
buyers
but enthusiasm from retail florists.
The Opportunities Ahead
Be Who You Are!
"Ten or 15 years ago, the organic label
was more important to our
customers, but we started to feel, over
the last five to seven years, that our
customers were more interested in
buying produce that's local."
A.C. Gallo, President & COO
How Local Can You Get?
"Consumers are also starting to consider the distance
their flowers travel. Jennifer Juhos Grey, owner of Fiore
Designs in Venice, CA, has seen an increasing amount
of her high end clients demanding locally sourced
flowers to minimize the ecological footprint for their
weddings and events. A real opportunity exists now to
restart local flower production without the use of
pesticides and urban rooftops may be the ideal spot."
- Trey Shelton
psfk.com
on June 16, 2013.
International Floriculture Expo Keynote Presentation - 2013
International Floriculture Expo Keynote Presentation - 2013
International Floriculture Expo Keynote Presentation - 2013
Come to California!
International Floriculture Expo Keynote Presentation - 2013
T H A N K Y O U

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International Floriculture Expo Keynote Presentation - 2013

  • 2. State of California The State of California
  • 3. Farms 225 Size < 77% > 18% Value $278m Impact $10.3b Jobs 15,000 Impact 122,000
  • 5. Cut Flower Wholesale Value (in million dollars)
  • 6. What Do They Want?
  • 7. 75% 77% 25% 23% National California Yes, prefer U.S. grown No, it doesn't matter Preference for U.S. Grown Agricultural Products 18-24 25-34 35-44 45-54 55+ 67% 70% 72% 76% 82% California • Residents in San Joaquin Valley are the most likely to have a preference for U.S. grown products (86%) while those in San Diego are the least likely to have a preference for U.S. products (72%). National • As consumers age they are more likely to prefer that their agricultural products are grown in the U.S. Q.2 Do you prefer agricultural products grown in the United States to products grown in and then imported from other countries?
  • 8. About three-fourths (74%) of American’s don’t know where the flowers they purchased or received are from.
  • 9. However, if given the choice, more than half (58%) would prefer to buy California- grown flowers.
  • 11. #1 The Economy • Your Neighbors • Jobs • Local Taxes • Schools #2 Standards • Regulations • Safety • Enviromental #3 Freshness • Quality • Vase Life
  • 12. Eighty Five percent (85%) of consumers surveyed strongly agree or agree that when they see the blue license plate on their produce or flowers, they are more likely to purchase that product over one not grown in California
  • 13. Eight six percent (86%) of consumers strongly agree or agree that it is important for them to feel connected to the people and place where their food comes from.
  • 14. The Morrison Group Research Buyer Interviews: • “Buy local/USA” drew little interest from large buyers but enthusiasm from retail florists.
  • 16. Be Who You Are!
  • 17. "Ten or 15 years ago, the organic label was more important to our customers, but we started to feel, over the last five to seven years, that our customers were more interested in buying produce that's local." A.C. Gallo, President & COO
  • 18. How Local Can You Get?
  • 19. "Consumers are also starting to consider the distance their flowers travel. Jennifer Juhos Grey, owner of Fiore Designs in Venice, CA, has seen an increasing amount of her high end clients demanding locally sourced flowers to minimize the ecological footprint for their weddings and events. A real opportunity exists now to restart local flower production without the use of pesticides and urban rooftops may be the ideal spot." - Trey Shelton psfk.com on June 16, 2013.
  • 25. T H A N K Y O U

Notes de l'éditeur

  1. Historically, California Grown has been tied to a strong economic message…but, in 2010 – 2012, the California Grown campaign evolved to focus on the California farmer and the locally grown nature of California-grown products. Because of this we expanded the economic messaging by introducing new concepts such as stewardship &amp; sustainability…while maintaining a strong focus on the seasonality angle, which for CA Grown has always be a part of the story. That said, we are not subtle about the California Grown overarching call-to-action…Buy California Grown. For in-state use, we believe it continues to work very well. Currently we are finishing an in-depth research project o determine the receptiveness of the California Grown brand outside of the state. In our latest consumer survey, we found: 69% awareness of the California Grown license plate logo 85% strongly agree or agree that if they see that blue license plate on their produce or flowers, they are more likely to purchase that product over one not produced in California 86% strongly agree or agree that it is important for them to feel connected to the people and place where their food comes from 58% Would prefer CA Grown flowers, if given the choice.
  2. Historically, California Grown has been tied to a strong economic message…but, in 2010 – 2012, the California Grown campaign evolved to focus on the California farmer and the locally grown nature of California-grown products. Because of this we expanded the economic messaging by introducing new concepts such as stewardship &amp; sustainability…while maintaining a strong focus on the seasonality angle, which for CA Grown has always be a part of the story. That said, we are not subtle about the California Grown overarching call-to-action…Buy California Grown. For in-state use, we believe it continues to work very well. Currently we are finishing an in-depth research project o determine the receptiveness of the California Grown brand outside of the state. In our latest consumer survey, we found: 69% awareness of the California Grown license plate logo 85% strongly agree or agree that if they see that blue license plate on their produce or flowers, they are more likely to purchase that product over one not produced in California 86% strongly agree or agree that it is important for them to feel connected to the people and place where their food comes from 58% Would prefer CA Grown flowers, if given the choice.
  3. Historically, California Grown has been tied to a strong economic message…but, in 2010 – 2012, the California Grown campaign evolved to focus on the California farmer and the locally grown nature of California-grown products. Because of this we expanded the economic messaging by introducing new concepts such as stewardship &amp; sustainability…while maintaining a strong focus on the seasonality angle, which for CA Grown has always be a part of the story. That said, we are not subtle about the California Grown overarching call-to-action…Buy California Grown. For in-state use, we believe it continues to work very well. Currently we are finishing an in-depth research project o determine the receptiveness of the California Grown brand outside of the state. In our latest consumer survey, we found: 69% awareness of the California Grown license plate logo 85% strongly agree or agree that if they see that blue license plate on their produce or flowers, they are more likely to purchase that product over one not produced in California 86% strongly agree or agree that it is important for them to feel connected to the people and place where their food comes from 58% Would prefer CA Grown flowers, if given the choice.
  4. The word on the street. What Consumers want.
  5. Horticultural Society of New York held their annual Urban Agriculture Conferencekeynote speaker George Ball , Chairman and CEO of seed company Burpee
  6. The 50 Mile Bouquet
  7. SlowFlowers.com
  8. I wouldn’t be doing my job today if I didn’t encourage you all to come to California.The table is set! While foks are focused on “Farm to Fork” we are interested in working with people who want to talk “Field to Vase.”