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New floral promotion, American Flowers Week, set for June 28-July 4

Since 2015, Debra Prinzing, creator of , an online resource that connects consumers with local, seasonal and sustainable flowers, has staged a weeklong celebration of domestic flowers in order to raise consumer awareness and unite America’s flower farmers with the U.S. floral industry. Last year, that effort generated more than 1.3 million social media impressions in a single month on Twitter and Instagram, according to a news release.

Prinzig described American Flowers Week, June 28 to July 4, as “a new floral holiday that gives retailers a cost-effective theme for promoting bouquets, flower bunches and plants that are sourced from domestic nurseries and flower farms. During a week when flower sales are usually flat or down, this campaign gives floral departments a patriotic, festive and beautiful message around which to merchandise and market locally grown and American-grown flowers.”

American Flowers Week is designed to engage the public, the media and policymakers in a conversation about the origins of their flowers. The campaign coincides with Independence Day, providing retailers, wholesalers and growers a patriotic opportunity to promote American-grown flowers.

AMERICAN-FLOWERS-WEEK-no-caption“Participating grocery stores have leveraged American Flowers Week using our free logo and graphics to create in-store signage and labeling,” said Prinzing. “They’ve created point-of-purchase, red-white-and-blue Mason jar arrangements with promotional pricing; they’ve hosted ‘meet the flower farmer’ demonstrations with suppliers, and offered hands-on design workshops to give customers a make-and-take option. Packaged around American Flowers Week, these activities generate traffic, sales and a sense of pride among staff and shoppers.”

For the 2017 campaign, Slow Flowers has commissioned five floral style fashion shoots featuring American-grown flowers including sunflowers, roses, peonies and more. The wearable floral fashions, designed by five member florists, will be unveiled during American Flowers Week.

“Certified American Grown is excited to be part of promoting a week focused on America’s flower farming families and the flowers they grow,” said Kasey Cronquist, administrator at Certified American Grown, in the release. “Origin matters, and we believe a week like this helps drive public awareness about the quality, beauty and economic benefits of supporting and buying homegrown blooms. Buying American-grown flowers makes a difference.”

A “50 States of American Grown Flowers” contest will highlight local flowers from across the country. “ member farms and florists are invited to submit their designs to a gallery to be shared with media during American Flowers Week,” Prinzing said. “Our goal is to showcase the botanical and seasonal beauty from flower farms and designers in all 50 states.”

In addition, American Flowers Week will be celebrated during a one-day Slow Flowers Summit, a symposium for progressive thought and action in the floral industry. Called a “Ted Talk for Flower Lovers,” the summit takes place on July 2 at the Surf Incubator Event Space in Seattle.

“Syndicate Sales is an American manufacturer of vases and supplies for the professional florist, so it’s entirely fitting to promote the vibrant, American-grown floral palette from local flower farms and floral designers who fill our vases,” said Kelvin Frye, director of sales and marketing at Syndicate Sales, in the release. “We salute American Flowers Week.”

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