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Fair Trade Certified Blossoms at the Super Floral Show

08/03/2009 - 6:03 PM
Super Floral Show 2009This past June, the TransFair USA floral team exhibited at the SuperFloral Show, the biggest tradeshow of the year for the floral industry.  For top buyers in the industry, we explained how Fair Trade Certified is a vehicle and movement for companies to increase sales by marketing sustainability and good ethics in a down economy. TransFair USA had three Fair Trade exhibits at the show, received donated space to exhibit from World Flowers and the Mavuno Group and the design was given free of charge by InBloom Group LLC.  One of the exhibits was featured at the entrance of the show and received phenomenal responses about the design.  The main TransFair USA was located in the Fair Trade Pavilion of licensed importers of Fair Trade flowers and growers from Ecuador, Ethiopia, and Colombia. The African Fair Trade growers exhibited in the African Pavilion. In addition to exhibiting, our floral team hosted an educational session called, “Maximize Flower Sales by Effectively Cross-Merchandising Fair Trade Certified Products” with feature speakers Pieter Landman and Rose Clayton, A&P, Director of Category Floral leading the conversation and presenting a reality-type demonstration for cross merchandising Fair Trade products in floral departments.  Products for the demonstration were donated by Tcho Chocolates, Gyspy Tea, Peerless Coffee, Biagio Cru & Estate’s Ecologica Wine and Tony’s Coffee. Buyers were curious as to how to continue the momentum for such a great idea and where the products were available on the market. The session proved as a wonderful vehicle for cross-marketing Fair Trade Certified flowers with all products that are available Fair Trade Certified. It also gave TransFair USA and opportunity to exhibit ways of attracting new floral purchasers that are already loyal Fair Trade consumers of other products. Next year, TransFair USA will again build on this theme.  The SuperFloral Show is changing names to become the 2010 International Floriculture Expo and will no longer be exclusive to just producers of flowers and top level buyers in the floral industry.  Next year’s show will focus on collecting, compiling, and exhibiting all businesses related to floriculture.  For more information about Fair Trade Certified flowers please visit the TransFair USA minisite for flowers: or contact Kazuko Golden at
08/03/2009 - 6:03 PM
08/03/2009 - 6:03 PM