June 4-6, 2025 • Broward County Convention Center • Fort Lauderdale, FL

International Floriculture Expo Gets a Colorful Kick Off

— North America's Largest B2B Floral Show —

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Diversified Communications, producer of the International Floriculture Expo, is launching the premiere floral event by filling the streets of their local community with hundreds of colorful flowers.

Based in Portland, ME, Diversified partnered up with local florist Fiddleheads Flowers in Cape Elizabeth to share the joy of flowers with Portland commuters on Wednesday, February 10th.  The event complements the national “Petal it Forward” campaign by the Society of American Florists, and comes just in time for Valentine’s Day, as Diversified gears up to launch the 2016 International Floriculture Expo, held this year in Chicago in June.

“We work with floral professionals all over the world, and are proud to produce this global industry event. But we’re also proud to be part of the Portland community where we’re headquartered, so we thought—what better way to kick off the 2016 Expo than by sharing the universal joy of flowers with local people,” said Lora Burns from Diversified Communications. “The Society of American Florists launched a great campaign this year with ‘Petal It Forward,’” so this is also our way of supporting them and spreading the message that flowers make people happy, they put a smile on your face.”

Members from Diversified and Fiddleheads will be hitting the streets of Portland’s Downtown District Wednesday morning, passing out flowers to passersby. Hundreds of people will get the unexpected surprise of receiving two individual rose bouquets as they head to work, run errands, or go about their morning routines. They’ll then be asked to “Petal it Forward,” by passing one along to a friend, loved one, or stranger.

“It’s timely, because we have Valentine’s Day around the corner, and we’re kicking off the 2016 International Floriculture Expo,” continued Burns. “But we also chose this day because it’s just your average regular weekday, and we wanted to say, ‘sometimes the best reason to send or give flowers is no reason at all.’”

“It is efforts like this that remind me how passionate our employees are about the industries we serve and our local community,” said Bob Callahan, Vice President of Diversified Communications. “Such staff-driven initiatives perfectly reflect our values of cooperation, caring and community.”

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