Some of the best floral designers in the world are about to put their talent on display tomorrow in hopes of winning the $2,500 grand prize, or one of two $250 runner-up prizes, in SAF's 40th Annual Sylvia Cup Competition. "We have 19 competitors, many of whom have already won national, international, regional and state honors," says SAF's director of marketing, Jenny Stromann.

Sarah Mischler of Mischler's Florist in Williamsville, N.Y. readies an entry in the Outstanding Varieties Competition. She and her husband Frank Mischler, AAF, have been co-coordinators of the competition for more than 20 years.

"It's going to be very exciting to see them work." The Sylvia Cup is sponsored by Eufloria Flowers, and the cash prizes are provided by Smithers-Oasis.

The event is one of two open to the public during SAF Palm Springs 2007, which begins this evening in California. SAF's Outstanding Varieties Competition is opening its doors to consumers for the first time. A total of 367 entries representing the best varieties and finest products from 36 growers will be on display Thursday through Saturday, and the news is already attracting media attention. Local station KMIR TV has planned to tape a segment for its early morning "Today Show" — an interview with SAF President Bob Luthultz, AAF — in the Outstanding Varieties exhibit area.

"This is such a great opportunity to show consumers the kind of quality product they can get from their local florist," says Jennifer Sparks, SAF's vice president of marketing.

For retailer and wholesaler attendees, the exhibit is a rare and valuable opportunity to be exposed to so many of the latest varieties. "We try to show our newest varieties" at the competition, says Peter Van Antwerpen whose company, Virgin Farms in Miami, has eight entries in the "Standard Rose" category. Van Antwerpen adds that, since newer varieties tend to be more expensive, they're less likely to be found at a mass-market retailer, so retailers scoping out the exhibit have an opportunity to get a leg up on their mass-market competition.

As this issue of E-Brief arrives, judging in the Outstanding Varieties Competition's 12 categories is drawing to a close. Winners will be announced at the convention's Kick-Off Breakfast tomorrow morning, before more than 300 floral industry retailers, growers, wholesalers, educators and independent floral designers who've gathered in Palm Springs, Calif., for SAF's 123rd Annual Convention.

The "convention is a great place to meet new people and to learn from the best in the business," says Lisa Greene, AAF, AIFD, PFCI, of Nunan Florist & Greenhouses in Georgetown, Mass. She's also looking forward to the Sylvia Cup Competition — as one of the contestants:  "It's a challenge to show the best in the industry what you can do."

Learning from peers and building relationships that enhance their professional and personal lives are among the top reasons attendees give when asked what brings them back to SAF's annual convention. David Boulton, AAF, of Flowers by George in Arlington, Wash., says he always looks forward to "networking with [people from] all segments of the industry ... the cream of the crop. I always come home with something new and exciting to share with my employees."

Watch for more convention news on www.safnow.org.

--Shelley Estersohn
sestersohn@safnow.org

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