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American Grown Field to Vase Dinner Tour wins 2017 Marketer of the Year Award

The American Grown Field to Vase Dinner Tour received the Society of American Florists’ Floral Management magazine’s 2017 Marketer of the Year Award.

The award recognizes original, highly successful marketing campaigns that increase awareness and the overall sales of cut flowers, according to a news release.

The award also includes a $5,000 cash prize sponsored by Design Master color tool Inc., headquartered in Boulder, CO.

MARKETER-OF-THE-YEAR “The Field to Vase Dinner Tour has certainly inspired a national conversation about the importance of buying American Grown flowers, while providing an intriguing way for consumers to show their support,” said Kasey Cronquist, administrator for Certified American Grown, in the release.

The official presentation of the award and prize was scheduled to take place at the SAF Annual Convention in Palm Beach, FL, but that event was cancelled due to Hurricane Irma, so instead the presentation was made via a SAF Facebook Live event on Sept. 8.

“Marketer of the Year judges were impressed with the American Grown Field to Vase Dinner campaign on several fronts. It was so professionally executed — the branding is beautiful and carried throughout all elements of the campaign so thoroughly. And the media pickup was impressive. But what the judges really liked was that it is a smart and effective use of experiential marketing,” said SAF chief content and publishing officer Kate Penn in the release. “The campaign immerses the consumer in a floral experience in such a unique way — they’re on the farm with the farmers and the designers, and then they’re surrounded by the beautifully designed flowers during the dinner, and then they leave with their own bouquet. As one of the judges commented, ‘when a consumer experiences flowers in this way, it’s a win for the industry.’”

The Field to Vase Dinner Tour — now in its third year — is a cross-country series of gatherings located on U.S. flower and foliage farms. Guests make a personal connection between flowers and agriculture during farm tours and design demonstrations, savor a four-course, farm-to-table dinner prepared by a local chef, and enjoy stunning floral tablescapes created by top U.S. designers.

“Winning Marketer of the Year is no small deal and the tour I think exemplifies the best of what American flower farmers do, and certainly the designers that have come alongside these farms, and the trend that is taking place and the movement for American Grown flowers. There is so much storytelling wrapped up in all that and the Marketer of the Year Award helps to tell that story,” Cronquist told The Produce News. “It’s certainly a fantastic tribute to the strategic initiative that the tour is. I think everyone is excited about this thing we’ve built and it’s now receiving industry-wide recognition.”

As the 2017 Marketer of the Year award winner, the American Grown Field to Vase Dinner Tour is the September issue cover story in Floral Management magazine.