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United Fresh Retains Expert Floral Strategist Cindy Hanauer To Help Lead New Floral Membership Programs

Nov 14, 2014

Floral industry veteran Cindy Hanauer will work with the United Fresh team as an expert strategist for the association and its new Floral Advisory Board to help develop programs and services to serve members across the floral supply chain.

“I’m thrilled to have such a respected floral industry leader as Cindy to share her expertise as we launch our new member services for the floral sector,” said United Fresh President & CEO Tom Stenzel.  “Our new partnership with the International Floriculture Exposition (IFE) at our show in Chicago jumpstarts the resources that we can provide for our members in the floral sector, and Cindy’s expert guidance will now provide a deeper level of value to our mass market floral retail members and their many suppliers across the industry.”

“I am so grateful for United Fresh and its trade show partnership with IFE, and look forward to working with the association and the new Floral Advisory Board,” said Hanauer.  “We’ll be working together to initiate brand new ways to support the industry from the very beginning at farm-level, through the supply chain and on to the thousands of floral sellers in our stores who are inspiring our consumers on a daily basis to purchase floral products,” she said.

Hanauer has held key positions in the mass market floral business during her 40-year career, working for leading supermarket floral retailers including The Kroger Company and Winn-Dixie Stores, Inc., as well as online retailer 1-800-Flowers.  She is currently the founder and owner of Grand Central Floral, a web-based platform for the education, communication, inspiration and training for all channels of the floral industry.  Her goal is to help strengthen the floral industry’s future by converting floral enthusiasts into loyal and frequent floral purchasers.  She has become one of the floral industry’s leading experts on the latest forms of multi-channel marketing and social media.

Hanauer is a veteran industry speaker, trainer and frequent contributor to many industry organizations such as IFE, PMA, SAF, WFFSA, TPIE, Super Floral Retailing and The Produce News.  She has been recognized with many awards throughout her career, including a tulip breed named after her at the 2012 International Floriculture Expo called, “Bright Light”.  She is also a 4th generation florist with family lineage in the floral business dating to 1875.

In her work for United Fresh, Hanauer will help organize and staff the new Floral Advisory Board made up of leading floral retailers and suppliers.  The new Board will focus on understanding challenges and opportunities for the floral industry, and developing programs and services to help enhance the industry’s overall growth.  The Board will consider a wide variety of potential projects, including research and benchmarking reports, white papers on key issues from international trade to merchandising trends, retail and supply chain tours, connecting with consumers through social media, and more.

The new Floral Advisory Board will be appointed later this fall, and hold its first meeting at the United Fresh Midwinter Leadership Forum in La Quinta, CA, January 12-13.

“With Cindy’s expertise, we look forward to rapid expansion of programs to serve our floral members, and a top-notch launch of our new floral show partnership with IFE in June 2015,” Stenzel said.

Members who are interested in serving on the initial Floral Advisory Board are invited to contact Miriam Wolk at mwolk@unitedfresh.org.

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Founded in 1904, the United Fresh Produce Association brings together companies across every segment of the fresh produce and floral supply chain, including growers, shippers, fresh-cut processors, wholesalers, distributors, retailers, foodservice operators, industry suppliers and allied associations. We empower industry leaders to shape sound government policy. We deliver the resources and expertise companies need to succeed in managing complex business and technical issues. We provide the training and development individuals need to advance their careers in produce. And, through these endeavors, we unite our industry with a common purpose – to build long-term value for our members and grow produce consumption. For more information, visit www.unitedfresh.org or call 202-303-3400. 

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