2018 Institute Program Schedule

Tuesday, July 31  
All Day Arrivals 
Wednesday, August 1  
6:20 AM – 4:00 PM  WF&FSA California Road Trip (see details below)
5:30 PM Opening Reception for Road Trip Participants
Thursday, August 2  
8:00 AM – 9:00 AM Breakfast
9:00 AM – 12:00 PM Educational Session #1: Every Yes Begins with a No; Web Search Secrets To Know More, So You Can Win More
  Speaker Sam Richter
12:00 PM – 1:00 PM Lunch
1:00 PM – 4:00 PM Educational Session #2: Managing, Leading and Coaching for Results
  Speaker Glenna Hecht
5:00 PM Networking Reception
Friday, August 3  
8:00 AM – 9:00 AM Breakfast
9:00 AM - 11:30 AM Education Session #3: Don't Steal the Cheesecake: Digital Reputation Management in an "Everything You Do is Posted Online" World
  Speaker Sam Richter
11:30 AM – 12:00 PM Graduation


WF&FSA’s 2018 Management Institute Road Trip

Wednesday, August 1, 2018

7:00 AM Depart Newport Beach Marriott Bayview Hotel
8:00 AM Stop #1: Los Angeles Flower Market
10:30 AM Stop #2: Gelson’s Markets
2:00 PM Stop #3: First Grower, Mellano & Co
3:30 PM Stop #4: Second Grower, Kendall Farms
5:00 PM Stop #5: Dinner at Kendall Farms


MellanoMore About Mellano & Co

We sell beauty in the form of high quality flowers from high quality sources in addition to our own 400-acre farming operations in Oceanside and the Carlsbad Flower Fields. Our job is to make sure that your customers get the best flowers at the best value so that every sale is a beauty. Our bouquets and bunches bring novelty and flair.

Mellano GrowerFor decades our family and team members have tirelessly grown and cared for flowers. Innovation has been a main ingredient in our nearly 100 years of operations. For example, Mellano & Company was the first grower in CA to begin precooling flowers to ensure that they arrive in as good of condition as they left our farm. Meticulous growing and beautiful California coastal climate make for a powerful combination.

As both a grower and wholesale distributor of flowers we don’t just talk “beauty without compromise”, = we live it. Every order matters! Every event, every gift, and every token of love are made better with the beauty we bring to market.

Click here for more details

Kendall Farms Logo

More About Kendall Farms

In 1987 Kendall Farms was established with 50 acres of land. Today the family-run farm headed by Jason Kendall (owner/CEO) and his cousin, Troy Conner (President) boasts over 500 acres of farm land in Fallbrook, California.  

Kendall Farms is not only the biggest waxflower grower in North America but more importantly is committed to bringing you the best quality waxflower – each variety is selected based on post-harvest longevity, appearance and seasonality. Quality starts in the fields where flowers are carefully monitored by our team to prevent damage from disease and pests. Post-harvest the bunches are treated with fungicide and packed with EthyBloc sachets, chlorine dioxide shipping sheets and placed in the precooler. This attention to care shows – when independently studied our wax flower gave at least 21 days of vase life in tested varieties. We continually test early and late season varieties and hybrids to ensure a full wax season from starting as early as September and into May.

Kendall Farms OverviewThe Farm’s unique microclimate is similar to that of Australia and South Africa and allows Kendall Farms the perfect environment to grow those native varieties such as waxflower, Protea and Leucadendrons. Our flowers are grown with environmental sustainability in mind as we make use of our 4.5 acre solar array, comprehensive composting program, water recycling systems and water efficiencies such as wells, precision drip irrigation, and storage reservoirs. Kendall Farms is always evolving as we test and bring on new flowers and plants such as succulents - branching into new crops when we see a market need for varieties that would benefit from our climate, high production standards, and commitment to overall quality and value.