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The annual Tournament of Roses Parade presents a stage like no other for the U.S. floral industry. More than a million people attend the event live. Millions and millions more watch on television. A remarkable flower focused event that kicks off the New Year.
Front and center this year will be four entries featuring California Grown flowers. Miracle Gro, Cal Poly Universities, FTD and the California Milk Advisory Board, all past Rose Parade award winners, will be certified "California Grown" for their entries that will feature at least 85 percent of flowers from California.
Miracle Gro's float theme is "Everything's Coming Up Roses," while Cal Poly Universities float is called "A New Leaf."
The Milk Advisory Board says its theme, "Legacy of Generations," pays homage to the success that comes from the knowledge passed from generation to generation and the essential partnership among farmers, the land, the animals and their communities.
FTD, the Official Floral Partner of the Tournament of Roses will use California Grown flowers to decorate it's 11 parade vehicles.
As part of the festivities leading up to the parade, California flower farmers will be volunteering as ambassadors during "Deco Week." These ambassadors speak with the crowds, answer questions and tell the story of how the flowers made their way from "farm to float."
It's just another way that consumers are learning about the importance of sustainability and environmental practices that guide the field to vase movement. After all, we're still hearing that consumers value knowing where their flowers are grown and think it's important to support America's flower farmers.
California's flower farmers serve as ambassadors, sharing information about their flowers going on the floats.
There's simply no larger forum for sharing the amazing work of flower farmers, wholesalers and designers than the Rose Parade. We encourage you to tune in Jan. 2 to appreciate the dazzling array of flowers adorning all of the amazing entries.
At the same time, know that we're wishing you all the best in 2017 from an event that represents a breathtaking kick off to the new year! We hope it's a prosperous one for you and yours.
Post-parade, look for the exciting, timely and reader-friendly changes coming to Field Notes in 2017.