Winners of First-Ever American Grown Flowers Month Merchandising Contest Announced

National Contest Included 12 Divisions Representing Over 1200 Stores

Eighteen stores that wowed consumers with their displays and promotional efforts for Certified American Grown Flowers were selected as winners of the first-ever American Grown Flowers Month merchandising competition held throughout the month of July.

The winners represent first, second and third place honorees from among four large grocery retailers nationwide. Twelve mass market divisions representing over 1200 stores participated in the competition – an amazing number for a first-time event, and one that will propel the competition into the future.

First place winners were: Big Y store #103 in Norwell, Massachusetts; Dave’s Marketplace store #08 in North Kingstown, Rhode Island; Safeway NorCal store #3031 in Daly City, California; King Soopers store #112 in Bennett, Colorado; Fry’s Store #64 in Gilbert, Arizona; and Whole Foods Market store in Lancaster, Pennsylvania.

First Place Winner Safeway NorCal store #3031 in Daly City, California

Second place winners are: Big Y store #86 in Wilbraham, Massachusetts; Dave’s Marketplace store #04 in Warwick, Rhode Island; Safeway NorCal store #1648 in Lodi, California; King Sooper store #98 in Colorado Springs, Colorado; Fry’s Store #675 in Buckeye, Arizona; and Whole Foods Market store in Cincinnati, Ohio.

First Place Winner Whole Foods Market store in Lancaster, Pennsylvania.

Third place winners are: Big Y store #90 in Shelton, Connecticut; Dave’s Marketplace store #01 in Warwick, Rhode Island; Safeway NorCal store #691 in Berkeley, California; King Sooper store #102 in Longmont, Colorado; Fry’s store # 60 in Glendale, Arizona; and Whole Foods Market store in Philadelphia, Pennsylvania.

First Place Winner Big Y store #103 in Norwell, Massachusetts

Participating retailers were judged on the quality and beauty of their in-store displays promoting American Grown Flowers Month, their ability to increase flower sales in July and their efforts to promote the celebratory month overall, as well as promoting the Certified American Grown brand.

First Place Winner Dave’s Marketplace store #08 in North Kingstown, Rhode Island

Participating retailers were judged on the quality and beauty of their in-store displays promoting American Grown Flowers Month, their ability to increase flower sales in July and their efforts to promote the celebratory month overall, as well as promoting the Certified American Grown brand.

First place winner at Fry’s store #64 in Gilbert, AZ.

The average sales increase for the top five stores from each company was more than 17.5 percent. Overall, participating stores reported an average increase in sales of 6.7 percent throughout the month of July.

First place winner at King Soopers Store 112 in Bennett, CO.

All we can say is “wow.”

The contest was launched after Congress declared July American Grown Flowers Month, which happens to be a high-production month for flowers but a traditionally slow time for retail flower sales. Until now.

Store campaigns were judged by Travis Rigby, publisher of Super Floral magazine and Florists’ Review; Keith White, AIFD, creative director for American Floral Trends Forecast and AANDK Productions; and Tom Bowling, AIFD, PFCI, education director for Syndicate Sales.

Participating stores that earned the highest marks had large attractive displays that were saturated with American Grown messaging. In fact, the more ways stores communicated the message visually and with verbal support from staff, the higher their sales.

And retailers got very creative in their efforts to attract attention to American Grown Flowers, using balloons, buttons worn by employees, the American Grown logo on signage and even red, white and blue pinwheel hats!

Look for information about next year’s contest starting in June 2019. With sales increases like we saw in the inaugural year of the contest, we’re expecting more retailers to get on board.

After all, consumers appreciate knowing the origin of their flowers, and as nearly 1,200 retailers found out this summer, make buying decisions based on that knowledge.

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