COM 0281.001 2012-2014 - Laserfiche WebLink

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organizations of floriculture and nursery businesses in the State. It was observed from the 2012 PIFS that this statewide collaboration strengthened the skills and capacity of Hawaii's producers to promote and represent their products at the East coast markets. It also strengthened the partnerships with Hawaii's visitor and music industries that added to the efficient and effective use of resources and the expansion of the Hawaii brand in the market place. Goals of the 2013 PFS Project These goals are in line with the HDOA's Agriculture Development and Food Security Program under the area of Market Expansion, i.e. "Stabilize Existing Market" and with the Governor's New Day Plan under the area of Small Business and Entrepreneurship, i.e. "Protect and Market Hawaii's Brand". The 2013 PFS marketing program built on the momentum and success or the 2012 PFS Hawaii Island's of Aloha. Participation was aimed at increased use of Hawaii grown products at the event, development of designer awareness, usage of tropicals in traditional flower style arrangements, and end user market penetration for expanding direct to consumer web-based sales. Direct to customer sales provides higher value and returns for producers. It also allows for longer distance shipments and sales and supports quality product management goals. Thus, supporting Hawaii's brand image, and quality message in the eyes of the designer and/or final customer and its lead position for tropicals in the international flower industry. The goals of the 2013 PFS project were: 1. To promote Hawaii's floriculture and nursery products at the 2013 PIFS. In March of 2013, with support from HDOA and under the direction of the County of Hawaii R & D, HTFC organized 14 representatives representing more than 150 producers to travel from Hawaii to participate in the PIFS's "Brilliant"Exhibit. Participation was in three program areas including Direct to Consumer Sales, the Celebrity Designers Showcase Pods, and the Designer's Studio Workshops. Direct to Consumer sales was accomplished at 4 booth spaces (1 per island) where Farm Owners/Flower Producers had the opportunity to put a face to the Hawaii grown products sold and those used in the displays presented as a "Hawaii Market Place". This market place featured an assortment of Hawaii grown floral and other agriculture products, value added products, Hawaiian Music CDs, and informational brochures, educational handouts, marketing postcards, contact information, and travel brochures and distribute 1,000 HawaiisFlowers.com logo bags. In addition, one Hawaii producer, Green Point Nursery partnered with Designer Bill Schaffer Designs to supply Hawaii floral products for one of the major themed installations, "Jack the Ripper". The designer conducted guided tours for attendees during the 11-day event. This Installation won the First Place Award for "Best in Show".