International Floriculture Expo Keynote Presentation - 2013

Heart & Soil

State of California

The State of California

Farms 225Size < 77%

> 18%Value$278m Impact

$10.3bJobs15,000Impact122,000

Cut Flower Wholesale Value (in million dollars)

What Do They Want?

National California

75% 77%

25% 23%

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.

#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 Sheltonpsfk.com

on June 16, 2013.

Come to California!

T H A N K Y O U