Super Floral Draws Record Numbers
Powered by enhanced educational programming, new features and a vast selection of new products, The Super Floral Show reached record highs in attendance from high-volume buyers at its 17th consecutive show held June 21–25, 2005 in Houston, Texas. Six hundred thirty two buyers representing supermarkets, mass marketers, garden centers and other volume retailers flocked to the show to see the newest products, learn the latest information, build relationships with new and existing suppliers, and gain inspiration to grow sales and profitability.
Buyers at this year’s show, which included large retailers and mass marketers representing more than 23,000 retail outlets and $2.6 billion in purchasing power, were able to take in a broad selection of products and services. There were 373 growers, importers, manufacturers, distributors and wholesalers from around the world exhibiting more than 121,000 sq.ft. of products and services in more than 60 categories of products. This included the largest display of fresh cut flowers, foliage and potted plants of any event in North America, according to The Super Floral Show.
“There was more serious business being done on the show floor. Many exhibitors enhanced the visual impact of their displays, enticing buyers into their booths by showing their products in a retail setting,” said Tom Lavagetto president of floral program management and industry consultant.
Larry Campbell of Costa Nursery Farms, Goulds, Fla., said, “This is the most important show for us. We’ve taken a lot of orders this year.”
For Thomas Reedy of TRT Floral Co., Carlsbad, Calif., The Super Floral Show 2005 was also successful. “The show is outstanding. I've seen more buyers this year. It’s a great opportunity for me to meet new buyers and interact with our customers and long time friends in the business."
Don Berey, The Super Floral Show director, attributes many reasons for the success of the 2005 Show. Among them were the hundreds of new products on the show floor. “This year’s show featured an even broader selection, giving high-volume buyers rare opportunities to see them up close. Our New Products Awards Program is the only program of its kind in the industry that empowers buyers to select the industry’s best new products.”
“There's really no other place where supermarket buyers and mass retailers can find out about new products," said Norm White, president, White's Nursery & Greenhouses, Inc. Chesapeake, Va.
Buyers at this year’s show were equally impressed with the selection of new products. “The show was amazing. I’ve seen a lot of products that I’ve never seen before. The New Product Pavilion was a great opportunity to see them all up close,” said Libby Tabb, Associated Wholesale Grocers Kansas City, Kansas.
Kathey Bennett of Ukrop’s,, also found this year’s show helpful. “The show is wonderful. It’s where I get new ideas, see new products and interact with the people I do business with. I just love it.”
Another key contributor to the success of the Show was the daylong Educational Program, which kicked off The Super Floral Show on June 22, 2005. This year’s program was expanded into four tracks, including a new track designed exclusively for garden centers, and featured more than 350 registrants.
"The Education Program was very enlightening. I was surprised by the number of new things that I learned, particularly in the area of care and handling. We have multiple stores, and I was already able to implement some of those new ideas,” said Kay Kiekbusch, general manger floral services, English Gardens, throughout the Detroit, Mich. area.
In addition to the educational program, The Super Floral Show 2005 featured an informative conference program. Kicking off the Conference was a Keynote Breakfast address by Jeff Tobe, author of Coloring Outside the Lines…Creative Thinking for the Retail Professional.”We really enjoyed Jeff Tobe’s presentation. He was very interesting and certainly challenged you to think differently. We were very pleased with the entire program,” said Meghan Gilhooly, Whole Foods Market, Austin, Texas.
“The Super Floral Show continues to be the premier event for high-volume floral buyers to see the newest products, develop new business and forge powerful relationships,” added Berey. “We will continue to use buyer and exhibitor feedback and explore the latest trends to ensure our attendees and exhibitors continue to access the resources they need to grow business and reach new levels of success.”
The Super Floral Show 2006 will be held in Salt Lake City during June 7-10. For more information on attending or exhibiting at next year’s show, visit www.superfloralshow.com.