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FLOWER MEANINGS The true story of Valentine s teaches us much about love sacrifice and commitment In the third century the Roman Empire was ruled by Emperor Claudius II Gothicus One legend contends that Valentine was a priest who served during the third century in Rome When Emperor Claudius II decided that single men made better soldiers than those with wives and families he outlawed marriage for young men Valentine realizing the injustice of the decree defied Claudius and continued to perform marriages for young lovers in secret When Valentine s actions were discovered Claudius ordered that he be put to death The very first Valentine s Day was celebrated in the year 496 Having a particular Valentine s Day is a very old tradition thought to have originated from the Roman festival Lupercalia the official beginning of spring Saint Valentine s feast day was the same as the Roman fertility festival of Lupercalia which resulted in the association between Valentine s day and love Love True Love Admiration Friendship Desire Love at First Sight Beauty Innocence Declaration of Love Devotion Fascination New Love Faithfulness During the Victorian era specific flowers and colors began to have significance in the language of flowers Present day Valentine s symbols and expressions are no exception here are just a few Top 3 Symbols of Valentine s 1 Roses Roses Roses The quintessential symbol of love the rose remains the top choice for flowers on Valentine s day 2 Hearts True love stories never have endings Richard Bach 3 Cupids A red heart pierced by Cupid s arrow is a traditional symbol of Valentine s day

FLOWER MEANINGS The true story of Valentine s teaches us much about love sacrifice and commitment In the third century the Roman Empire was ruled by Emperor Claudius II Gothicus One legend contends that Valentine was a priest who served during the third century in Rome When Emperor Claudius II decided that single men made better soldiers than those with wives and families he outlawed marriage for young men Valentine realizing the injustice of the decree defied Claudius and continued to perform marriages for young lovers in secret When Valentine s actions were discovered Claudius ordered that he be put to death The very first Valentine s Day was celebrated in the year 496 Having a particular Valentine s Day is a very old tradition thought to have originated from the Roman festival Lupercalia the official beginning of spring Saint Valentine s feast day was the same as the Roman fertility festival of Lupercalia which resulted in the association between Valentine s day and love Love True Love Admiration Friendship Desire Love at First Sight Beauty Innocence Declaration of Love Devotion Fascination New Love Faithfulness During the Victorian era specific flowers and colors began to have significance in the language of flowers Present day Valentine s symbols and expressions are no exception here are just a few Top 3 Symbols of Valentine s 1 Roses Roses Roses The quintessential symbol of love the rose remains the top choice for flowers on Valentine s day 2 Hearts True love stories never have endings Richard Bach 3 Cupids A red heart pierced by Cupid s arrow is a traditional symbol of Valentine s day

ROSE GROWING CYCLES Rose production fluctuates throughout the year but as we all know too well Valentine s is the main event Valentine s is the holiday that sets the tone for the rest of the year when it comes to rose production Growers consider first the production needs for Valentine s then program the rest of the year The necessity to produce such an increased amount of stems for such narrow window of time results in utilizing a technique Growers call pinching During this period the pinched stems yield absolutely nothing until the next harvest and because of the pinch some varieties are harder to get at certain times of the year Example red roses in December are limited The average growing cycle from pinch to harvest is a range of 75 85 days You can see below a snapshot of when pinching needs to occur in order to maintain the growing cycles throughout the year to be on point for Valentine s shipping This isn t an exact science as there are always variables to consider but this is a good rule of thumb 75 85 days NOV DEC 75 85 days Thanksgiving Christmas Valentine s Day JAN 75 85 days FEB MAR APR 75 85 days 75 85 days MAY JUN JUL 75 85 days Easter Mother s Day National Rose Month Although we plan with the best intentions sometimes Mother Nature has a plan of her own There are three weather related issues that can dramatically influence the planned production schedule 1 Luminosity or Light Too much sunlight accelerates the plants maturing causing the production to hit too early and harvest needs to happen sooner than planned Too little light and plants do not have enough fully developed stems 2 Temperature When temperatures dip too low roses tend to develop less than desirable characteristics such as cabbage heads and burnt or blackened edges especially in red varieties Higher than normal temperatures yield smaller heads shorter stems and accelerated maturity 3 Precipitation or Rainfall Too much rain is really bad news especially for roses Rain can mean the possible development of mold or diseases such as botrytis Each year presents its own challenges to be certain Since there are so many factors better understanding of how and why production and availability flow in a certain way will help you to plan well your pricing and promotions throughout the year Your Fresca sales rep will always keep very close tabs on what s happening with rose production and will help you to stay informed We welcome any and all questions you may have We are at your service THE FRESH APPROACH

ROSE GROWING CYCLES Rose production fluctuates throughout the year but as we all know too well Valentine s is the main event Valentine s is the holiday that sets the tone for the rest of the year when it comes to rose production Growers consider first the production needs for Valentine s then program the rest of the year The necessity to produce such an increased amount of stems for such narrow window of time results in utilizing a technique Growers call pinching During this period the pinched stems yield absolutely nothing until the next harvest and because of the pinch some varieties are harder to get at certain times of the year Example red roses in December are limited The average growing cycle from pinch to harvest is a range of 75 85 days You can see below a snapshot of when pinching needs to occur in order to maintain the growing cycles throughout the year to be on point for Valentine s shipping This isn t an exact science as there are always variables to consider but this is a good rule of thumb 75 85 days NOV DEC 75 85 days Thanksgiving Christmas Valentine s Day JAN 75 85 days FEB MAR APR 75 85 days 75 85 days MAY JUN JUL 75 85 days Easter Mother s Day National Rose Month Although we plan with the best intentions sometimes Mother Nature has a plan of her own There are three weather related issues that can dramatically influence the planned production schedule 1 Luminosity or Light Too much sunlight accelerates the plants maturing causing the production to hit too early and harvest needs to happen sooner than planned Too little light and plants do not have enough fully developed stems 2 Temperature When temperatures dip too low roses tend to develop less than desirable characteristics such as cabbage heads and burnt or blackened edges especially in red varieties Higher than normal temperatures yield smaller heads shorter stems and accelerated maturity 3 Precipitation or Rainfall Too much rain is really bad news especially for roses Rain can mean the possible development of mold or diseases such as botrytis Each year presents its own challenges to be certain Since there are so many factors better understanding of how and why production and availability flow in a certain way will help you to plan well your pricing and promotions throughout the year Your Fresca sales rep will always keep very close tabs on what s happening with rose production and will help you to stay informed We welcome any and all questions you may have We are at your service THE FRESH APPROACH

When we find true romance nothing can compare Our hearts aflutter we celebrate Valentine s by showering our loved one with heartfelt sentiments and tokens of our affection Classic timeless roses in rich reds blushing pinks plum and pomegranate make the perfect gift for that perfect someone About this Line Mono duo or trio color pallets traditional Valentine s colors Mixed Construction Focus on Roses Coordinating Seasonal arrangements to complete the line

When we find true romance nothing can compare Our hearts aflutter we celebrate Valentine s by showering our loved one with heartfelt sentiments and tokens of our affection Classic timeless roses in rich reds blushing pinks plum and pomegranate make the perfect gift for that perfect someone About this Line Mono duo or trio color pallets traditional Valentine s colors Mixed Construction Focus on Roses Coordinating Seasonal arrangements to complete the line

ALWAYS FOREVER MOON CARN BERRY ROMANTIQUE MY PRINCESS ISN T SHE LOVELY HYDRANGEA ANTIQUE SPRAY ROSE VINTAGE VALENTINE S VASE GRAND DOZEN ROSE VASE APPLAUSE

ALWAYS FOREVER MOON CARN BERRY ROMANTIQUE MY PRINCESS ISN T SHE LOVELY HYDRANGEA ANTIQUE SPRAY ROSE VINTAGE VALENTINE S VASE GRAND DOZEN ROSE VASE APPLAUSE

MODERN LOVE Flirty texts cute pics together on IG posting your relationship status just par for the course in the age of modern love Fun funky this collection puts a new spin on the time honored tradition of Valentine s Day with bright vibrant color combinations About this Line Mono duo or trio color pallets non traditional Valentine s colors Mixed or Grouped Construction Enhanced Product Coordinating Seasonal arrangements to complete the line

MODERN LOVE Flirty texts cute pics together on IG posting your relationship status just par for the course in the age of modern love Fun funky this collection puts a new spin on the time honored tradition of Valentine s Day with bright vibrant color combinations About this Line Mono duo or trio color pallets non traditional Valentine s colors Mixed or Grouped Construction Enhanced Product Coordinating Seasonal arrangements to complete the line

HOT STUFF ALSTROEMERIA ENHANCED BUNCH SWEET N SASSY TIE DYE ROSES OMBRE ROSE BUNCH ENHANCED LOVE HYDRANGEA TRIO FUN BUNCH VANITY FAIR DEVOTED TO YOU ROSE SHIMMER I LOVE YOU HEART S DESIRE

HOT STUFF ALSTROEMERIA ENHANCED BUNCH SWEET N SASSY TIE DYE ROSES OMBRE ROSE BUNCH ENHANCED LOVE HYDRANGEA TRIO FUN BUNCH VANITY FAIR DEVOTED TO YOU ROSE SHIMMER I LOVE YOU HEART S DESIRE

WILD ABOUT YOU It s natural beauty that makes me wild about you Gorgeous stems styled in that fresh picked way are a breath of fresh air for a free spirit Soft whites and blush pinks coupled with accents of green peach purple and lavender whisper romance About this Line 100 Natural Colors Color pallets assorted Mixed Wildflower Construction Coordinating Seasonal arrangements to complete the line

WILD ABOUT YOU It s natural beauty that makes me wild about you Gorgeous stems styled in that fresh picked way are a breath of fresh air for a free spirit Soft whites and blush pinks coupled with accents of green peach purple and lavender whisper romance About this Line 100 Natural Colors Color pallets assorted Mixed Wildflower Construction Coordinating Seasonal arrangements to complete the line

COLOR CALLA BUNCH BOUNTIFUL BLOOMS FOOL FOR YOU MAKE ME BLUSH CHARMANT GARDEN LAV GYP HYPERICUM TUSSIE MUSSIE VASE HIPPIE CHICK GARDEN ROSE

COLOR CALLA BUNCH BOUNTIFUL BLOOMS FOOL FOR YOU MAKE ME BLUSH CHARMANT GARDEN LAV GYP HYPERICUM TUSSIE MUSSIE VASE HIPPIE CHICK GARDEN ROSE

SPRING ROMANCE Spring is a time of rejuvenation and new beginnings We marvel at Mother Nature s handiwork as the world around us blooms Spring is a time steeped in traditional flowers always a part of spring celebrations Blushing pinks sunny yellows pure whites and fresh greens are delightfully accented with hues of peach orange lilac and indigo About this Line Pastels play with accent colors Mono duo or trio color pallets Mixed or Grouped Construction Coordinating Seasonal arrangements to complete the line

SPRING ROMANCE Spring is a time of rejuvenation and new beginnings We marvel at Mother Nature s handiwork as the world around us blooms Spring is a time steeped in traditional flowers always a part of spring celebrations Blushing pinks sunny yellows pure whites and fresh greens are delightfully accented with hues of peach orange lilac and indigo About this Line Pastels play with accent colors Mono duo or trio color pallets Mixed or Grouped Construction Coordinating Seasonal arrangements to complete the line

COTTAGE RANUNCULUS SPRING AFTERNOON SPRING GARDEN SPRING ROMANCE ROSES SPRING ABUNDANCE ORIENTAL LILY SPRING DELIGHT GARDEN ROSE SPRAY PETITE VINTAGE SPRING VASE

COTTAGE RANUNCULUS SPRING AFTERNOON SPRING GARDEN SPRING ROMANCE ROSES SPRING ABUNDANCE ORIENTAL LILY SPRING DELIGHT GARDEN ROSE SPRAY PETITE VINTAGE SPRING VASE

A time of year full of energy and enthusiasm our spring floral fashion gets a makeover too Bright fun colors in clusters of flowers or artfully arranged these bouquets and arrangements are the perfect decoration for any spring celebration About this Line Vibrant combinations Mono duo or trio color pallets Mixed or Grouped Construction Enhanced Product Coordinating Seasonal arrangements to complete the line

A time of year full of energy and enthusiasm our spring floral fashion gets a makeover too Bright fun colors in clusters of flowers or artfully arranged these bouquets and arrangements are the perfect decoration for any spring celebration About this Line Vibrant combinations Mono duo or trio color pallets Mixed or Grouped Construction Enhanced Product Coordinating Seasonal arrangements to complete the line

UNICORN KISSES ENHANCED SHIMMER RUSCUS HYDRANGEA PICASSO MAGIC FUN FUN BUNCH WATERMELON ENHANCED ROSE STATICE TINTED STRIKE A POSE I LOVE UNICORNS VINTAGE VASE ARRANGEMENT

UNICORN KISSES ENHANCED SHIMMER RUSCUS HYDRANGEA PICASSO MAGIC FUN FUN BUNCH WATERMELON ENHANCED ROSE STATICE TINTED STRIKE A POSE I LOVE UNICORNS VINTAGE VASE ARRANGEMENT

BE AMONG THE WILDFLOWERS Wild and free this collection s natural beauty comes shining through That just gathered from the field or garden look with vibrant colors and lots of texture creates the perfect bouquet for those who crave something off the beaten path About this Line 100 Natural Colors Assorted color pallets Mixed Wildflower Construction Coordinating Seasonal arrangements to complete the line

BE AMONG THE WILDFLOWERS Wild and free this collection s natural beauty comes shining through That just gathered from the field or garden look with vibrant colors and lots of texture creates the perfect bouquet for those who crave something off the beaten path About this Line 100 Natural Colors Assorted color pallets Mixed Wildflower Construction Coordinating Seasonal arrangements to complete the line

BEST OF GARDEN HONEYMOON SUNFLOWERS PREMIUM WILDFLOWER BE AMONG THE WILDFLOWERS BLOOMING BEE VASE GERBERA BE AMAZED HYDRANGEA ANTIQUE ANEMONE SCABIOSA

BEST OF GARDEN HONEYMOON SUNFLOWERS PREMIUM WILDFLOWER BE AMONG THE WILDFLOWERS BLOOMING BEE VASE GERBERA BE AMAZED HYDRANGEA ANTIQUE ANEMONE SCABIOSA

Tips Tricks Rose Care Handling 1 Receiving roses process immediately preferable or store in a 34 36 degree cooler with 75 relative humidity until you can process 2 Prepare a non metallic container with clean cold water and flower food solution Remember not too much and not too little The wrong dose will result in a reduced vase life Tip Buckets should be cleaned with an anti bacterial solution to prevent bacteria growth with could clog stems and prevent proper hydration 3 Remove any foliage from stems that would be below the solution level 4 Make a fresh cut at least 2 from the bottom of the stems with a clean sharp cutting utensil Tip Dip stems for a couple of seconds in hydration solution to increase the uptake of flower food This keeps the stems free flowing and guarantees maximum hydration 5 Place in prepared container and into the cooler immediately if not processing inside the cooler already Roses will fully hydrate in 4 to 6 hours Keep in cold storage until ready to put out for sale at room temperature roses will begin to bloom Tip Leave hard wraps on during hydration in cooler to support rose heads as they hydrate Buying Tips Ask Different varieties have different characteristics learning variety traits will help you select the best roses for your customers Avoid 1 Fully open blooms 2 Limp stems soft roses 3 Damaged or diseased foliage 4 Rose blooms with mold What to look for Roses with firm stems foliage and blooms DON T FORGET It s never too early to start planning a successful holiday and Valentine s will be here again before you know it A few to do list items that will help you stay organized during the rush 1 Pre books pre books pre books Most growers including Fresca offer great pre book specials take advantage of the savings by getting your orders in early Valentine s pre books should be received by December 3rd at the latest to guarantee orders 2 Have approved substitutions in mind this time of year can be tricky especially with add on orders Be sure to have a 1st and at least 2nd choice when it comes to colors and varieties especially for roses 3 Take a look around your place can you feel the love Be sure the Valentine s vibe is alive and well to create impulse purchases as your customers are shopping 4 Ready to Rock Employees should have all the tools they need in order to keep moving Check equipment tools supplies etc 5 There is no I in Team You need your team now more than ever Be sure you have everyone scheduled job responsibilities clearly defined and extra help hired so everything is runs smoothly Training for seasonal employees prior to beginning of season is essential 6 Get Preppie and no we don t mean to pop your collar Prep all that you can in advance for upgrades and mass production items Make bows stock shelves pre greens Anything and everything you can do in advance will save you time and money later 7 Stay sharp This time of year can have you losing money hand over fist if people are adding extra stems to arrangements or wasting flowers Cost in advance recipes you will produce and stick to it so profit margin stays intact The most important thing to remember is RELAX Everything will be great You ve got a plan you ve prepared now it s time to make it happen

Tips Tricks Rose Care Handling 1 Receiving roses process immediately preferable or store in a 34 36 degree cooler with 75 relative humidity until you can process 2 Prepare a non metallic container with clean cold water and flower food solution Remember not too much and not too little The wrong dose will result in a reduced vase life Tip Buckets should be cleaned with an anti bacterial solution to prevent bacteria growth with could clog stems and prevent proper hydration 3 Remove any foliage from stems that would be below the solution level 4 Make a fresh cut at least 2 from the bottom of the stems with a clean sharp cutting utensil Tip Dip stems for a couple of seconds in hydration solution to increase the uptake of flower food This keeps the stems free flowing and guarantees maximum hydration 5 Place in prepared container and into the cooler immediately if not processing inside the cooler already Roses will fully hydrate in 4 to 6 hours Keep in cold storage until ready to put out for sale at room temperature roses will begin to bloom Tip Leave hard wraps on during hydration in cooler to support rose heads as they hydrate Buying Tips Ask Different varieties have different characteristics learning variety traits will help you select the best roses for your customers Avoid 1 Fully open blooms 2 Limp stems soft roses 3 Damaged or diseased foliage 4 Rose blooms with mold What to look for Roses with firm stems foliage and blooms DON T FORGET It s never too early to start planning a successful holiday and Valentine s will be here again before you know it A few to do list items that will help you stay organized during the rush 1 Pre books pre books pre books Most growers including Fresca offer great pre book specials take advantage of the savings by getting your orders in early Valentine s pre books should be received by December 3rd at the latest to guarantee orders 2 Have approved substitutions in mind this time of year can be tricky especially with add on orders Be sure to have a 1st and at least 2nd choice when it comes to colors and varieties especially for roses 3 Take a look around your place can you feel the love Be sure the Valentine s vibe is alive and well to create impulse purchases as your customers are shopping 4 Ready to Rock Employees should have all the tools they need in order to keep moving Check equipment tools supplies etc 5 There is no I in Team You need your team now more than ever Be sure you have everyone scheduled job responsibilities clearly defined and extra help hired so everything is runs smoothly Training for seasonal employees prior to beginning of season is essential 6 Get Preppie and no we don t mean to pop your collar Prep all that you can in advance for upgrades and mass production items Make bows stock shelves pre greens Anything and everything you can do in advance will save you time and money later 7 Stay sharp This time of year can have you losing money hand over fist if people are adding extra stems to arrangements or wasting flowers Cost in advance recipes you will produce and stick to it so profit margin stays intact The most important thing to remember is RELAX Everything will be great You ve got a plan you ve prepared now it s time to make it happen

BEHIND THE FLOWER Introducing Amy Mather Question What is your position with Fresca Farms Answer Sales Manager Question How long have you been employed with Fresca Farms FLORVERDE Sustainable Growing Absolutely Certifiable FlorVerde Sustainable Flowers ensures growers test and demonstrate that they can deliver the promise they make on a flower s vase life Consumers also benefit from the certification by knowing their purchase is making a positive difference to workers and the environment Rainforest Alliance Certified 2014 SUSTAINABLE FLOWERS After being in the industry all these years flowers still inspire wonder in me There is an undeniable creativity beauty and a sense of awe that s recognized by almost everyone when it comes to flowers To work in an industry that creates these feelings in people is so unique and continues to be refreshing and rewarding Answer 18 years Question If you want people to know one thing about Fresca Farms what would it be Answer Fresca Farms is a culture of passion creativity diversity and a shared conviction that fresh flowers make the world a better place

BEHIND THE FLOWER Introducing Amy Mather Question What is your position with Fresca Farms Answer Sales Manager Question How long have you been employed with Fresca Farms FLORVERDE Sustainable Growing Absolutely Certifiable FlorVerde Sustainable Flowers ensures growers test and demonstrate that they can deliver the promise they make on a flower s vase life Consumers also benefit from the certification by knowing their purchase is making a positive difference to workers and the environment Rainforest Alliance Certified 2014 SUSTAINABLE FLOWERS After being in the industry all these years flowers still inspire wonder in me There is an undeniable creativity beauty and a sense of awe that s recognized by almost everyone when it comes to flowers To work in an industry that creates these feelings in people is so unique and continues to be refreshing and rewarding Answer 18 years Question If you want people to know one thing about Fresca Farms what would it be Answer Fresca Farms is a culture of passion creativity diversity and a shared conviction that fresh flowers make the world a better place

Feel the love this Valentine s season with award winning Freedom roses from Fresca Farms Book early and save big Call your Fresca rep today for more info