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Traci Adams, vice president and general manager for Safeway corporate floral in Pleasanton, CA, was named 2012 Floral Marketer of the Year during the Oct. 27 Floral Networking Reception at the Produce Marketing Association’s Fresh Summit in Anaheim, CA.

PMA-FLORAL1212-TRACI-ADAMS-Traci Adams at the Fresh Summit in California.The award, in its 32nd year, recognizes an outstanding floral professional who has served the mass-market floral industry with dedication and distinction. Presenting the award to Ms. Adams, was Terril Nell, the 2011 award winner and floral consultant.

Dr. Nell noted, “She not only has vision, but she is also a master at making that vision happen. Her unique vision for floral departments has effectively raised the bar for the competition.”

Colleagues who nominated Ms. Adams commended her for her love of being a part of other people’s success, and for sharing credit for achievements with the team. They noted she has made great gains in working with suppliers on sustainable packaging initiatives and on in-house conservation, recycling and composting efforts.

The reception also featured a town hall meeting at which volunteer leaders of PMA’s Floral Council discussed plans for a new floral membership affiliate that will allow grassroots floral community involvement dedicated to a particular set of objectives that will support the floral industry, while also being connected to the association.

“Our floral members have asked for a place they can call home, a strong community that will allow them to have a more active voice on important issues and to provide more value and business solutions to help the industry grow,” Floral Council Chairman Michael Schrader, floral director for Schnuck Markets in St. Louis, told reception attendees, according to a news release.