Anaheim, Calif. — Produce Marketing Association’s (PMA) floral community gathered Saturday evening, Oct. 27, at the 2012 Fresh Summit International Convention and Exposition to name their Floral Marketer of the Year and to discuss plans for a new floral membership model.
Safeway’s Traci Adams earns industry honors
Traci Adams, vice president and general manager for Safeway corporate floral, Pleasanton, Calif., was named 2012 Floral Marketer of the Year during Saturday evening’s Floral Networking Reception. 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 Adams, 2011 award winner and consultant to the international floral industry, Dr. Terril Nell 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. Her creativity and innovation is reflected in cutting-edge new products and fresh marketing initiatives.”
Colleagues who nominated Adams commended her for her love of being a part of other people’s success, and for sharing credit for achievements with the team. She is known 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.
“She always aims to make sure the whole team has fun when working. Having fun is a common thread for her, not only at work, but also in life,” Nell read from nominators’ comments about Adams.
Floral Council explores membership models
Saturday’s reception also included a town hall meeting at which volunteer leaders of PMA's Floral Council discussed plans for a new floral membership model. In response to industry requests, council leaders have been exploring opportunities that will allow grassroots floral community involvement dedicated to a particular set of objectives that will support the floral industry, while also being connected to the association.
"Our floral members have asked for a place they can call home, a strong community that will allow them to have a more active voice on important issues and to provide more value and business solutions to help the industry grow,” Floral Council Chair Michael Schrader, floral director for Schnuck Markets Inc., St. Louis, told reception attendees. “We heard you, and will need a high level of industry involvement and volunteerism to bring this to life."
The council plans to host other town hall meetings to discuss plans with industry. A dedicated floral pavilion is also planned for Fresh Summit 2013, to build awareness, engage floral buyers and provide easy access.
About Produce Marketing Association (PMA)
Produce Marketing Association is the leading trade association representing companies from every segment of the global produce and floral supply chain. PMA helps members grow by providing business solutions that expand business opportunities and increase sales and consumption. For more information, visit www.pma.com.
Source: Produce Marketing Association (PMA)