Bloomin' News




Flower Powered Since 1949

Leave it to Southern California’s floriculture industry to cultivate and support a trade
publication that’s as engaging as it is timely and informative. But that’s precisely what
Bloomin’ News is, and has been, for over 60 years.
Published quarterly, Bloomin’ News regularly serves up its own down-to-earth take on
industry news and topics to more than 5,000 growers, wholesalers, vendors, retail florists,
designers, event and wedding planners.
Amazingly, this popular publication covers local, regional and even global
happenings, while also keeping the industry connected to its past, present and future.

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The Goldberg family has been growing flowers for four generations. During the Great Depression, single mother Gertrude Goldberg and her children began selling flowers purchased from a potato peeler salesman. The farm they started was across the street from a cemetery in Salt Lake City, and business boomed. After World War II and the Korean War, Gertrude's son LeRoy moved to Oxnard and began his own greenhouse farm named Skyline Flowers. Today, LeRoy's children and grandchildren continue the family tradition of growing and selling flowers from their nurseries in Oxnard and Nipomo.

Read more about the Skyline Flowers and the Goldberg family in the Winter 2013 issue of The Bloomin' News!

When the Sumabat family bought Fitzgerald's Flower Shop in 1990, they had no idea what they were in for. Reina Sumabat AIFD CFD says that the past 22 years have seen many exciting changes in the floral industry, from design to styles and trends. Along with her husband Ferdinand, Reina has learned along the way how to divide the work that comes with flower shop ownership: Ferdinand does the buying at The Original LA Flower Market, paperwork and driving, while Reina handles customer service, design, merchandising and keeps the shop clean.

Read more about the Sumabat family and Fitzgerald's Flower Shop in the Fall 2012 issue of The Bloomin' News!

Many local floral design instructors participate in area design events and give their time by serving on the floral associations’ boards and work teams. We saw many of them here at the Original Los Angeles Flower Market last October- and we’ll see them again for this year’s “Calif Flora” and Top Ten Design Contest. We thank three of these volunteers, Gail Call AIFD, Kathe Hayden CCF and Del Langdale, full-time design instructors who are known to many of our readers, who share a bird’s eye view of their teaching techniques here.

Read more about these teachers and volunteers in the Summer 2012 issue of The Bloomin' News!

Kate Hubin Piliero of design company Floret Cadet loves to shop the fresh variety of flowers offered at The Original Los Angeles Flower Market. After visiting for years as a customer who simply loved flowers, her creativity grew into a small business. Piliero loves the arrangement ideas that come to her more readily when browsing the market, rather than placing pre-orders online. "Combinations come to you that you never would have through of when placing a pre-order. I love being able to pair flowers right there and start dreaming up combinations."

Read more about Piliero in the May - June 2012 issue of The Bloomin' News!

Floral creative consultant René van Rems AIFD is very excited for what 2012 holds. In January, van Rems moved his studio to a new 3,000 square-foot space in Carlsbad, close to the San Diego Floral Trace Center.
This new space will allow van Rems to continue doing what he loves-- creating and marketing his business. Van Rems is also active in consulting and speaks at events across the United States. Learn more about van Rems in the March and April edition of Bloomin' News, now available online and at The Original Los Angeles Flower Market!