Floral enthusiasts attending the Society of American Florists’ (SAF) Next Gen LIVE! event, scheduled for February 25-27, are in for an immersive experience as they embark on tours to explore two prominent San Diego-area flower farms – Mellano & Company and Kendall Farms. The itinerary also includes a visit to the International Floral Trade Center in Carlsbad, California.
The curated tours aim to provide attendees with a firsthand understanding of the intricate factors contributing to a flourishing floral supply chain. Participants will gain insights into sustainable practices, cutting-edge technology, and various elements vital to the vibrant floral industry.
Michelle Castellano Keeler, AAF, Immediate Past President of SAF and a representative of Mellano & Company, expressed the value of on-site experiences, stating, “It’s so helpful for everyone in the floral industry to understand what’s happening along the supply chain, and there’s no better way to do that than with boots on the ground.”
The tours are a key component of the third annual Next Gen LIVE! conference, designed specifically for young professionals in the floral industry. Beyond the immersive farm experiences, the event offers networking activities, a supplier expo, and a design competition. The educational sessions, tailored for young professionals, cover a diverse range of topics including pitching ideas, sales strategies, product development, productivity hacks, leading with empathy, work-life balance, and insights into breeding.
While the tours are optional, they present a unique opportunity for participants to witness the behind-the-scenes operations of the floral industry. The final day of the conference will commence with a visit to the International Floral Trade Center in Carlsbad, featuring a market for florists and the public. Attendees will have the chance to explore fresh products from California growers and imported items from South America, Holland, New Zealand, and Israel.
The second stop on the tour is Kendall Farms in Fallbrook, California, known for its cultivation of eucalyptus, waxflower, protea, and pincushion on approximately 500 acres. Highlights include a showcase of the farm’s technological advancements, including the use of drones for pest control and bouquet-making machines, along with a focus on sustainability practices.
The final destination is Mellano & Company in Oceanside, California, a farm spanning nearly 400 acres and specializing in cut flowers, foliage, and succulents for wholesale and mass market. Attendees will gain insights into bouquet-making processes, the farm’s reputation for hosting events, and its employee-centric initiatives, including onsite housing.
SAF’s Next Gen LIVE! event promises to be an enriching experience for young professionals in the floral industry, combining practical farm tours with networking opportunities and educational sessions tailored to the next generation of floral enthusiasts.