Governor Bush and the First Lady, Columba Bush, visited Colombia in March 2005. Mrs. Bush took some time from her busy schedule to visit the children at one of the day care facilities located at a flower farm. During her visit, Mrs. Bush read a book to the children. The Association of Floral Importers of Florida (AFIF) commissioned an artist in Colombia to paint a picture of Mrs. Bush reading to the children. Gabriel Becerra, President and Christine Boldt, Executive Vice President of AFIF, presented Mrs. Bush with the painting, on behalf of AFIF members, during the International Arts Partnership Forum hosted by First Lady Columba Bush and Secretary of State Glenda Hood on Tuesday, June 7, 2005. Mrs. Bush was overcome with emotion at the painting and the memories of visiting the children in Colombia
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Every year customers bring up the same issue. Some even go as far as to suggest that price hikes are geared only to rake in a quick profit. Nothing is so far from the truth. According to Alvaro Varela, President of Agriflora Corporation, one of the leading fresh cut flower importers and distributors in Miami, “the most important reason is to compensate for lost production. When farms “pinch” rose plants in November they are actually aborting flowers and thus losing some production, which would have bloomed throughout November, December and part of January. The effect is that they bloom later on Valentine’s Day when they are necessary to satisfy very high demand. The same costly production shift is necessary for Mother’s Day and other peak holidays.

Higher Prices are not all profit for flower marketers. The extra prices charged on peak demand occasions are not entirely converted into extra profits since personnel have to work and be paid for extraordinary amount of overtime at farms in export country’s, trucking companies, airlines, Customs Agriculture Department, Miami importers (warehouse, sales and administrative people) and trucking companies of Miami.

Inordinately high supermarket demand for 50 cm bouquet and consumer bunches. On peak demand, growers sacrifice longer grades (60 and 70 cm) to satisfy this need. Therefore, stems have to command a higher price to partially offset the losses caused by reduced grading.

The preference for reds. Christmas and Valentine’s Day are particularly difficult to stage since all customers want a maximum of red. Suppliers have to fill very large orders of red for everyone in the industry, while their total production is limited by “unwanted colors” colors that cannot be stopped from growing since plants continue to live and bloom. “Other floral varieties besides roses cannot be pinched so they require extra planting which necessitates not only the extra vegetative material. But also land and greenhouse space, cultivation and harvesting time, fertilizers, and pesticides,” says Mr. Varela.

Airlines from export countries raise rates enormously. The raise in fairs can be as much as 50% since they have extra aircraft that fly empty to the exporting countries to get the extra load needed for increased grower shipments. Therefore, flowers wind up having to pay the cost of two-way transportation. Due to the same phenomena, truckers out of Miami also raise rates.

Extra cooler and warehouse space is needed. Extra cooler space is leased by most companies operating in Miami, especially those that service supermarket chains. It becomes a must since the extra volume in wet packs that chains require takes up three times as much space as dry packs.

“I’m very excited about this new position and look forward to tackling the issues and working with the AFIF Board, the Members and the Industry as we move forward in these challenging times,” commented Christine. Noted Lin Watts, AFIF’s Executive Vice President for the past 13 years, “We all are looking forward to working with Christine. We interviewed a variety of candidates for this position and Christine really filled the bill. I know that everyone will give Christine the same warm welcome given me so many years ago. Drop Christine a note to say “hi” at Christine@afifnet.org.”

When asked what she plans to do now that she’s retired, Lin commented, “The news of my retirement has been greatly exaggerated.” Although Lin and her husband moved from Weston to their home in Ormond Beach, Florida, Lin has two new enterprises: Lin & Company, Inc. and The Solution Team. “Both of these are made up of a team of top-notch professionals offering a variety of skill sets to the perishable industry and associations.” Lin also noted, “I will still be doing transition work with AFIF as Christine assumes her new responsibilities, but I’m also looking forward to my new ventures, as well as spending more time with my husband and family.”

Supporting the interests of South Florida importers since its inception in 1982, AFIF’s Mission is to: (1) advocate Members’ interests on national public policy issues and international trade matters to ensure the free flow of imported floral products into the United States, (2) promote the AFIF Member as the most efficient source for imported fresh cut flowers, and (3) serve as a mechanism for sharing and creating ideas and programs to develop better skills among its Members.

Approximately two-thirds of the flowers consumed in the United States come through Miami International Airport, and Members of the Association of Floral Importers of Florida represent the majority of that volume. Fresh cut flowers are Miami’s number-one import, and flower sales continue to maintain its billion-dollar industry for the city thanks to the help of AFIF’s Members.

“As AFIF moves into its 22nd year of ensuring the free flow of imported fresh cut flowers, I’m very pleased and honored to serve as AFIF’s President,” noted Jordan. “The entire floral industry is faced with the challenge of ensuring each consumer gets quality flowers that meets or exceeds their vase enjoyment expectations. AFIF and its Members will do their part by continuing to work with Congress, the Department of Homeland Security (Customs & Border Protection and Agriculture Quarantine Inspections) and the U.S. Department of Agriculture to ensure that flowers move expeditiously, efficiently and cost-effectively through the regulatory processes in Miami.”

“We have a solid Board of Directors representing many years of experience in the floral industry as growers, importers and marketers of the best fresh cut flowers,” said AFIF’s Executive Vice President Lin Watts. “I’m looking forward to working with Herbert and Gabriel in the coming months.”

The AFIF Board of Directors are elected by AFIF Members in good standing. Each Board Member is elected to serve a three-year term and three seats expire each year.

AFIF 2004 Board of Directors
Herbert Jordan, The Queen’s Flowers, President
Gabriel Becerra, Golden Flowers, Vice President
Jairo Rengifo, Falcon Farms, Treasurer
Jorge Constain, Choice Farms, Director
Sue Conyers, World Flowers, Director
Bill Fernandez, Continental Flowers, Director
Jim Teper, Continental Farms, Director
Nick Trujillo, Equiflor Corporation – Rio Roses, Director
Alvaro Varela, Agriflora Corporation, Director

Supporting the interests of South Florida importers since its inception in 1982, AFIF’s Mission is to: (1) advocate Members’ interests on national public policy issues and international trade matters to ensure the free flow of imported floral products into the United States, (2) promote the AFIF Member as the most efficient source for imported fresh cut flowers, and (3) serve as a mechanism for sharing and creating ideas and programs to develop better skills among its Members.

Approximately two-thirds of the flowers consumed in the United States come through Miami International Airport, and Members of the Association of Floral Importers of Florida represent the majority of that volume. Fresh cut flowers are Miami’s number-one import, and flower sales continue to maintain its billion-dollar industry for the city thanks to the help of AFIF’s Members.

In particular, the AFIF website offers information on the environmental and social efforts of flower label programs in Colombia, Ecuador and farms around the world; studies on the positive impact of flowers on consumers; and previous positive holiday articles and video news clips.

“Every year during the floral holiday season, misleading media articles are published on the flower industry,” says AFIF’s Executive Vice President Lin Watts. “AFIF’s goal for these proactive efforts, in conjunction with its advocacy mission to ensure the efficient, expedited and cost-effective clearance of imported flowers, is to become a source of information for our Members, their customers, the media and the rest of the floral industry and to provide factual information on the positive programs in the floral industry.”

WHAT WILL YOU FIND?
Click the “Press Information” button for:
1. Press Releases – Find press releases on AFIF, its programs and efforts to fulfill its Mission.
2. Environmental & Social Issues in the Floral Industry (NEW!) – Find information on four major environmental guideline/certification (label) program adopted by growers: Florverde, Flower Label Program, MPS and La Flor de Ecuador. Each summary covers the program’s environmental and social requirements, including health/treatment/social issues, pesticide/chemical usage and environmental conservation.
3. Positive Floriculture Articles/TV Coverage/Studies (NEW!) – Find positive floral holiday information, including: articles from the nation’s top newspapers like USA Today, videos of past holiday television coverage from local and national networks (from CNN to PBS), and floriculture studies linking flowers with life satisfaction/happiness and productivity/creativity in the workplace.

OTHER USEFUL INDUSTRY INFORMATION AT WWW.AFIFNET.ORG
U.S. Industry Statistics
Click the “U.S. Industry Statistics” button for vital floral industry statistics (by volume and value), including answers to questions such as: What is the size of the floriculture industry (retail value)? How many flowers are imported into the United States on an annual basis?

U.S. Consumer Statistics
Click the “U.S. Consumer Statistics” button for access to informative statistics and holiday information, including: Why do flowers cost so much during holidays? Where are consumers purchasing flowers? How often and how much do consumers spend on flowers?

“Should anyone receive queries or comments that question the environmental and social consciousness of the floral import industry, or if someone just wants to know more about the industry in general, encourage them to visit the AFIF website for the real story,” says Watts. “They’ll find out the facts on the industry itself and what it’s really doing to help conserve the environment and promote the health and social well-being of floral farm workers.”

Supporting the interests of South Florida importers since its inception in 1982, AFIF’s Mission is to: (1) advocate Members’ interests on national public policy issues and international trade matters to ensure the free flow of imported floral products into the United States, (2) promote the AFIF Member as the most efficient source for imported fresh cut flowers, and (3) serve as a mechanism for sharing and creating ideas and programs to develop better skills among its Members.

Approximately two-thirds of the flowers consumed in the United States come through Miami International Airport, and Members of the Association of Floral Importers of Florida represent the majority of that volume. Fresh cut flowers are Miami’s number-one import, and flower sales continue to maintain its billion-dollar industry for the city thanks to the help of AFIF’s Members.

"The festival's 50,000 square feet of floral exhibits, nationally recognized speakers and exciting networking events proved to be a winning combination," explains Nicolas Trujillo, 2002 Tradeshow Chair. "We attained a 14 percent increase in attendance and a 33 percent increase in exhibiting companies from year's past."

With this year's theme - Miami, Where the Magic Begins - Miami's "magic" not only shines through its superb beaches, hot celebrities, international models, art deco facades and exotic South Beach scene, but also through the "magic" created by AFIF's Member Importers who represent over two-thirds of all fresh-cut flowers distributed in North America. These importers hold the key to ensuring that the "magic of flowers" is expeditiously facilitated from the farm to the consumer.

Here are some highlights from this industry-leading event:

Opening Event
On Thursday evening, attendees and exhibitors alike flocked to the show's opening reception where the atmosphere proved to be magic itself. Colorful floral arrangements, lush foliage donned with warm-hearted images of the magic created between people when giving/receiving flowers, flamenco music and the aroma of fine cuisine filled the hotel ballroom, providing the perfect ambiance for gathering and socializing with existing customers and meeting new.

Nationally Known Speakers
After breakfast, Friday and Saturday morning began with educational sessions from nationally known speakers including Don Hutson, Robert Nadeau and Brian Myrland. Each presentation gave attendees the chance to gain new ideas and insights into the challenges and opportunities of the changing marketplace.

"The speakers were excellent. Don Hutson was enthusiastic with his insight into improving communication; Robert Nadeau showed us how be more profitable with just a little more thought; and Brian Myrland had us thinking about processing flowers more than anyone thought they had to," says attendee B.J. Parsons of Cortez Floral.

50,000 Square Feet of Flower Displays
The sweet scent of flowers filled the exhibit hall, as 50,000 square feet of colorful displays were unveiled Friday afternoon. Fifty-two AFIF Member companies showcased the industry's finest products, including fresh-cut flowers, greens, preservatives and flower sleeves. "This year's booths were very creative and impressive," says Lin Watts, Executive Vice President of AFIF.

Networking Events
One very special networking event included a visit to where E! Entertainment's television series "Wild On" and the Travel Channel have ventured - South Beach! Guests enjoyed a V.I.P. evening at Mango's Tropical Café, one of the hottest spots on Miami's famed Ocean Drive. The food was hot, the drinks were cool and the Mango's dancers were sizzling. Getting into the true spirit of the city, many partygoers let their hair down and stayed until the wee morning hours.

"The show was fabulous," says Parsons. "I had productive business meetings, and will remember the music, dancing, laughter and especially the company."

AFIF's Festival of Flowers is directed to traditional wholesale florists and bouquet manufacturers by invitation only. Offering educational seminars, networking opportunities and a spectacular exhibit hall, the AFIF Festival of Flowers is a complete tradeshow experience. If you missed out on any of the action, be sure to visit our photo album of all the events at www.afifnet.org. Information on the next AFIF Festival of Flowers will be determined soon. Don't miss out!

With 52 importer members, 8 affiliate members and 3 associate members, AFIF has represented the interests of South Florida fresh-cut flower importers since its inception in 1982. AFIF's Member Importers represent over two-thirds of all fresh-cut flowers distributed in North America. These importers hold the key to ensuring that these flowers are expeditiously facilitated from the farm to the consumer.

"We have focused the AFIF website to answer many of the frequently asked questions the association receives on a day to day basis, as well as provide detailed statistical information and informational tools that benefit our industry members," explains AFIF President Nicolas Trujillo.

Included on afifnet.org:
Statistical Information
• South Florida Industry Statistics - Fresh-cut flowers are Miami's number-one import. Get the latest statistics on this billion-dollar industry and how flower sales continue to maintain its strength thanks to the help from AFIF's Members.
• U.S. Industry Statistics - From industry size to sales, learn about the floriculture industry on a national basis.
• U.S. Consumer Statistics - Who's buying flowers? Find out who is most likely to be a floral consumer.

AFIF & its Members
• About AFIF - Discover AFIF's Mission and the benefits of becoming a Member.
• AFIF Members - Need to get in touch with an AFIF Member? Find their contact information here.
• AFIF Officers & Directors - See who is leading AFIF and its Members through this competitive industry.
• AFIF Festival of Flowers - Educational seminars, networking opportunities and 50,000 square feet of fresh-cut flowers, greens, preservatives and flower sleeves. Find out about this "must-see" industry tradeshow.
• Press Releases - Get the latest news on AFIF and the floral industry.
• Membership Information - See how to become a member of this innovative association.

The Role of AFIF Members…
• …to its Grower Partners - Find out why AFIF importers are the most value-added link between the fresh-cut flower growers and the North America wholesale and mass-market distribution chain.
• …to its Customers - From the farms to the consumer, discover how AFIF Member importers add value to the end-consumer, following specific steps in the "Chain of Life" process and ensuring quality products with every stem purchased.
• …with U.S. Customs - See what issues are at hand as AFIF actively works with U.S. Customs on a variety of matters both locally and nationally.
• …with the Department of Agriculture - Learn about the work AFIF does with the U.S. Department of Agriculture on a local, national and international level.

AFIF is a niche association, serving Members whose primary business is the importation of fresh-cut flowers through Florida for sale in the United States to traditional wholesalers, bouquet manufacturers and supermarkets/mass markets and whose principal location and majority of employees are in Florida. For more information, contact AFIF, 8725 NW 18th Terrace, Suite 106, Miami, Florida, 33172. Phone: 305-593-2383. Fax: 305-593-0309. E-mail: info@afifnet.org. www.afifnet.org.

Miami's "magic" not only shines through its superb beaches, hot celebrities, international models, art deco facades and exotic South Beach scene, but also through the "magic" created by AFIF's Member importers who represent over two-thirds of all fresh-cut flowers distributed in North America. These importers hold the key to ensuring that the "magic of flowers" is expeditiously facilitated from the farm to the consumer. But those aren't the only things attendees will learn and witness at this "can't miss" three-day industry event.

"We have focused our AFIF Festival of Flowers tradeshow to provide attendees with a truly worthwhile combination of exhibits, practical education, forums for open discussion and an opportunity to strengthen supplier-distributor relationships," explains Nicolas Trujillo, 2002 Tradeshow Chair, AFIF Board Member and President of Equiflor Corporation.

This multi-faceted event promises to deliver all this and much, much more; a great value for only $195! What can people expect? According to attendees at previous AFIF Festival of Flower shows: "I've been traveling all over the world and this tradeshow gives me the opportunity to see flowers of great quality and the great standards that AFIF is trying to promote."

Guests will also learn about the process of sourcing and importing, says another attendee: "You have the opportunity to see where the suppliers are, visit with the sales people we talk to on a daily basis, see the product coming into Miami from South America or Central America and how it's handled - all of the processes that are involved. It really gives you a greater appreciation of the wonderful job the people are doing here in Miami."

"It's a pretty tremendous opportunity to find everybody in one place connected with the flower business, as well as this opportunity to meet my peer group," explains another attendee.

And there's more…

Nationally Known Speakers
Attendees will have an opportunity to gain new ideas and insights into the challenges and opportunities the changing marketplace offers from such renowned speakers as Don Hutson, Robert Nadeau and Bryan Myrland.

Don Hutson, Chairman & CEO of U.S. Learning and regular speaker on television's Public Broadcasting Station, has addressed over two-thirds of the Fortune 500 companies and is featured in over 100 training films. He will kick off the morning by speaking about the "Essential Keys to Improved Communication." His dynamic program will prove extremely valuable in gaining a competitive edge through positive, "value-based" relationships with both external and internal customers, as well as delivering insight on how to add to your company's "value box."

Robert Nadeau of Industrial Performance Group will encourage new thinking on "Leveraging Change in the Distribution Process." Nadeau will discuss the changes in the competitive marketplace for distribution businesses with thought-provoking ideas about today's relentless changes driven by customers, the emergence of new and aggressive forms of competition and the ultimate impact on traditional supplier/distributor strategies, channel structures and working relationships.

A topic that hits home to nearly everyone in the floral industry is care and handling. Bryan Myrland will demonstrate how to increase product vase life with his innovative care and handling techniques, and give attendees tools and ideas to take back to their companies to help ensure consumer satisfaction with every flower purchased.

50,000 Square Feet of Flower Displays
The 50,000 square foot AFIF Tradeshow exhibit area will be unveiled Friday afternoon with the industry's finest products displayed by AFIF Members, including fresh-cut flowers, greens, preservatives and flower sleeves. This lavish display, mostly comprised of 20' x 20' island booths, is sure to "knock your socks off," says Lin Watts, Executive Vice President of AFIF.

Results-Driven Networking
Of course, this event is not all work and no play. Friday night, head where E! Entertainment's television series "Wild On" and the Travel Channel have ventured - South Beach! Guests will enjoy a V.I.P. evening at Mango's Tropical Café right on Miami's famed Ocean Drive, complete with buffet dinner, drinks and live entertainment, including the hottest bands and dancers in the city. A not to miss event for a true taste of Miami!

Saturday afternoon, get ready to cheer for your favorite football team as guests head to Dave & Buster's entertainment center for a football tailgate party. In this relaxing, casual atmosphere, AFIF Members and guests can watch their favorite team on a big-screen TV, visit the private "flower" bar and enjoy their favorite libation, shoot pool, enjoy barbecue, practice their golf swing at the indoor driving range and take advantage of one-on-one time with suppliers. Networking has never been done like this before!

"AFIF and its tradeshow is the best thing that has ever happened for wholesale fresh-cut flower buyers and bouquet manufacturers. With all of the educational sessions, networking events and of course, the thousands upon thousands of flowers we get to offer our customers, I wouldn't know why anyone in the industry would not want to be a part of this event, especially for the terrific value and knowledge guests take back with them," noted Cindy McPherson, General Manager of Blumex, an AFIF Member exhibitor.

AFIF's Festival of Flowers is directed to traditional wholesale florists and bouquet manufacturers by invitation only. If you haven't received your invitation (or already registered), contact your AFIF Member importer to see how you can be a part of this exciting event or contact AFIF at (305) 593-2383 or tradeshow@afifnet.org.

Continuing with the "Miami: Magic in Bloom" theme, the 2002 event opens Thursday evening with cocktails, a buffet dinner and the opportunity to meet in person the folks who comprise our segment of the industry.

After breakfast Friday morning, attendees will have an opportunity to gain new ideas and insights into the challenges and opportunities that the changing marketplace offers. Robert Nadeau, of Industrial Performance Group, will encourage new thinking with the topic "Leveraging Change in the Distribution Process". Nadeau will discuss the changes in the competitive marketplace for distribution businesses with thought-provoking ideas about the relentless change today driven by customers, the emergence of new and aggressive forms of competition and the ultimate impact on traditional supplier/distributor's competitive strategies, channel structures and working relationships.

Nadeau's presentation will set the stage for a panel discussion with importers and progressive wholesalers/bouquet manufacturers, focusing on how the changing marketplace provides new ways to develop and keep profitable customers.

The 2002 AFIF Tradeshow Exhibit area will be unveiled after lunch on Friday. The evening entertainment is scheduled to include a moonlight cruise on Biscayne Bay, where, after cocktails and hors d'oeuvres, guests will enjoy a gourmet dinner. The evening will conclude with music, dancing and cocktails "under the stars."

After breakfast Saturday, the tradeshow will open from 10 AM to 1 PM. Then we will board buses for a short ride to a private football-tailgate party at the new Dave & Buster's near the flower district. In this relaxing, casual atmosphere, members and guests can cheer for their favorite college team on a large-screen TV, or visit the private "flower" bar with over 20 TV's, shoot pool, play backgammon, enjoy free bar-b-que and one-on-one time with suppliers.

"We have focused our AFIF Festival of Flowers tradeshow to provide attendees a truly worthwhile combination of fresh cut flower exhibits, practical education, forums for open discussion, and an opportunity to strengthen supplier-distributor relationships," concluded Nicolas Trujillo, 2002 Tradeshow Chair, AFIF Board Member and President of Equiflor Corporation.