California Cut Flower Commission | 2012 Annual Progress Report

2012 annual report

California Flowers: Making a Difference

“I am unwavering in my support for our flower farmers in

California. These family farms not only bring value to our

economy, but they provide the nation with locally grown

flowers. California’s Flowers are truly America’s Flowers.”

—Congresswoman Lois Capps, CA-24

2012 Annual Report California Cut Flower Commission | www.ccfc.org

Lane DeVriesChair

erving as Chair of the California Cut Flower Commission over the past year has been one of the most rewarding experiences in my 30+ years in the cut flower industry. During this one year alone, I have gained a tremendous amount of perspective, insight and encouragement by

serving in this capacity. Being involved, working with my fellow flower farmers and seeing what we can accomplish by focusing our collective attention and resources has been very inspiring.

During this past year, we have seen continued momentum for locally grown, California Grown and American Grown Flowers. On behalf of our farms, the CCFC not only keeps its finger on the pulse of this American Grown Movement, but also continues to work to ensure that this movement is not lost on flowers. We, as flower farmers, are fortunate to have this collective voice, providing our customers, consumers and lawmakers with a consistent drumbeat of information about the value of buying “CA Grown” flowers.

In many ways, the work to address this dynamic change in our industry is just beginning. While tremendous progress has been made by the CCFC over the past several years positioning California’s Flowers as America’s Flowers, we are just beginning to see the many open doors of opportunity that the work has provided for. There are so many people, consumers and retailers, wanting to tell the “field to vase” story, that want to know a farmer, that we must continue to work together to provide people with what they really want; locally grown, California Grown, American Grown Flowers.

I consider it a privilege to serve as the Chair of the CCFC and I am proud of this Commission’s work. I am also proud to be a California Flower Farmer, associated with such a fine group of fellow farmers that are working together to make a difference.

Thank you.

It’s Making a Difference

S

Invested Leaders A Sponsorship ProgramInvesting in the Success of California’s Flower Farmers

BECOME INVESTED!

The Invested Leaders program

provides a unique and valuable

opportunity to become involved

with the Commission’s efforts.

Join Today!

www.ccfc.org/InvestedLeaders

1

“I feel extremely fortunate to be a part of the CCFC’s

efforts advocating for California’s flower farmers.

I have personally seen and felt the difference being made

on our behalf.”

—Tony orTiz, JOSEph & SONS


g O V E r N M E N TA l A f f A I r S

Making a Difference in Advocacy

3

Delivering the message: Flowers for CongressOver the past five years, the CCFC has successfully established a tradition of delivering California Grown flowers to each of the 53 offices of California’s Congressional delegation and both Senate offices.

• Over 400 deliveries made

• Information cards explain the value of California’s flower farms

• Generates industry recognition and notes of appreciation

Fly-in: Because it mattersThe CCFC is actively engaged with educating lawmakers, regulators and policy makers on the specific issues facing California’s flower farms at the federal, state and local levels. Over the past four years, the CCFC has successfully coordinated an annual trip to Washington DC for our farmers to meet with members of Congress and members of the Administration to accomplish the following on behalf of all California’s flower farmers:

• Access to a stable workforce

• Fair federal trade policy

• Improved access to USDA programs and resources

California’s cut flower farmers represent approximately 80% of United state’s flower production.Generating $278 million in farmgate value in 2011, California’s 225 flower farms employ over 14,000 people and create a $10.3 billion economic impact.

225 FArMS

10.3 BILLIOn DOLLArS

eCOnOMIC IMpACT

14,000 DIreCT JOBS

“The CCFC has really inspired an important effort to connect people

with our greenhouse. We have been in Santa Cruz for over 40 years

and this event has done more to connect us with our neighbors and

our community then anything we’ve ever done before.”

—STuarT KiTayama, KITAYAMA BrOThErS


California’s Flowers are america’s Flowers• With imports representing approximately 80% of flowers sold in the United

States, California Grown flowers provide consumers with a locally grown choice.

• California’s flower farmers represent the largest group of registered licensees of the “CA Grown” brand, providing consumers with origin based information.

p r O M O T I O N

Making a Difference in Promotion

inviting the public: Know Your Flower FarmerOver the past 4 years the CCFC has worked regionally to encourage farms to open their greenhouse doors to their community annually.

• public events at flower farms are now held in each of the CCFC’s four districts

• Over 5,000 people have attended the Carpinteria & Monterey Bay events over the past 4 years

• Approximately $25,000 has been raised for local non-profits during these events

97,157 UnIqUe weBsite

pAGe vIeWS

65,000 the CaLiFornia

grown experienCe

vIeWS

5506 TOTAL LIkeS On

FaCeBooK In 2012

8.6 MILLIOn OnLIne

IMpreSSIOnS OF

rose paraDe pr

“I feel very fortunate to have the Commission continuing to research

and develop programs that improve my opportunity to succeed.

I consider both F.R.A.M.E. and the California Sustainability to be

perfect examples of such programs.”

—Winfred Van Wingerden, MAxIMuM NurSErY

E C O N O M I C D E V E l O p M E N T

Making a Difference in Research and Development


sustaining CaliforniaCalifornia’s flower farmers are committed to being America’s source for the most sustainably grown flowers in the U.S. market.

• Increasingly consumers recognize that source of origin plays an important role in sustainable production.

CALIFOrnIA

3 times to 16 times CALIFOrnIA’S transportation

Footprint IS 3x T0 16x LeSS

ThAn ThAT OF SOUTh AMerICA

SOUTh AMerICA

+

Ca grown: the sustainable ChoiceIn 2012, California’s flower farmers selected Sureharvest to develop a sustainability program exclusive to growing flowers in California.

• research shows that California’s flowers represent a unique sustainability position

• The Commission is committed to help certify over 50% of California’s flower production by 2015.

• The CCFC has made a $250,000 commitment towards program development

2 0 1 2

Numbers Report

8

% of annual CCFC Budget Distribution2011 California-grown top Crops

cropamount sold x1,000

value of sales x1,000

Gerbera 112,741 31,906

Lilies 134,286 73,589

Iris 52,987 13,700

Roses 36,089 17,287

Tulips 87,187 30,482

2010 California-grown top Crops

cropamount sold x1,000

value of sales x1,000

Gerbera 107,053 32,330

Lilies 85,506 53,869

Iris 47,920 11,884

Roses 38,294 16,045

Snapdragons 29,636 7,765

2012

17% governmental affairs

50% administration

19% promotion

10% gred

2% transportation

2% cdfa grant

2011

12% governmental affairs

52% administration

16% promotion

3% gred

12% transportation

5% cdfa grant

2012 Annual report California Cut Flower Commission | www.ccfc.org

2 0 1 2

Commissioners


1

1

3

2

42

43

Chad nelsonEufloria flowErs

June Van wingerdenoCEan BrEEzE int.

Lane DeVriesthE sun VallEy

Group

tom Lemus farmErs’ wEst

flowErs

michael a. mellanomEllano &

Company

Jennifer everettCalifornia floral

GrEEns

David Van wingerdenwEstland floral

Diana royrEsEndiz

BrothErs protEa

California Cut Flower Commission

p.O. Box 90225

Santa Barbara, CA 93190-0225

www.CCFC.org | [email protected]

@caflowers | @ccfcnews

Documents

California Cut Flower Commission | 2012 Annual Progress Report