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Traci Adams, vice president and general manager for Safeway corporate floral in Pleasanton, CA, was named 2012 Floral Marketer of the Year during the Oct. 27 Floral Networking Reception held during the PMA Fresh Summit in Anaheim, CA. The award, in its 32nd year, recognizes an outstanding floral professional who has served the mass-market floral industry with dedication and distinction.

Presenting the award to Ms. Adams was 2011 award winner and consultant to the international floral industry, Terril Nell, who noted, “She not only has vision, but she is also a master at making that vision happen. Her unique vision for floral departments has effectively raised the bar for the competition.”

Colleagues who nominated Ms. Adams commended her for continually growing the floral business in sales and profitability by focusing on quality and creative packaging and products. They also noted she has made great gains in working with suppliers on sustainable packaging initiatives and on in-house conservation, recycling and composting efforts at the corporate and store levels.