Coast to Coast

Westbrook Floral Adjusts Operations

Westbrook Floral, a wholesale grower and distributor of flowers, recently announced a slew of changes to the company.

“Our industry is changing significantly in response to new consumer patterns, including online buying, international trade issues, and cost increases,” said PJ Vermeer, chair of the board of Westbrook Group.

Operational changes include growth in Vancouver, Montreal, and Mississauga to support the company’s cut flower product segment.
The current Beamsville greenhouse locations will continue to grow and supply quality indoor plants for Canadian and U.S. wholesalers, as well as mass-market retailers.

Current office and warehouse space will be consolidated in Beamsville, resulting in some layoffs.

“Unfortunately business decisions like this are hardest because they impact the personal lives of our people,” Vermeer said.

Westbrook Systems, also located in Beamsville, whose core business is in greenhouse manufacturing, is experiencing strong growth and expansion, and will not be affected by the changes.

The Westbrook Group includes four operating divisions: Westbrook Floral, Sierra Flower Trading/Savoir Fleur, Westbrook Greenhouses, and Westbrook Greenhouse Systems. The company has been part of the Grimsby/Beamsville community for more than 50 years and is recognized as a leader in the growing and distribution of cut flowers and potted plants.

CALENDAR

JULY

1-5: AIFD Symposium
Seattle, Washington
Aifd.org
22: Society of American Florists 1-Day Profit Blast
St. Louis, Missouri
Safnow.org
25: Floral Strategies Webinar: Advanced Sympathy Sales
Floralstrategies.com

AUGUST

13-16: Toronto Gift Fair
Toronto, Ontario
Cangift.org
27-30: Alberta Gift Fair
Edmonton, Alberta
Cangift.org

SEPTEMBER

6: Floral Strategies Webinar: Advanced Customer Service Skills
Floralstrategies.com
6-9: Society of American Florists annual convention
Palm Beach, Florida
Safnow.org
17-18: Florists Supply Design Show and Workshop with Neville MacKay, CAFA, PFCI
Edmonton, Alberta
Floristssupply.com
17-18: Florists Supply Design Show and Workshop with Donald Yim, AIFD
Winnipeg, Manitoba
Floristssupply.com
17-18: Florists Supply Design Show and Workshop with Loann Burke, AAF, AIFD, PFCI
Vancouver, British Columbia
Floristssupply.com
23: Society of American Florists 1-Day Profit Blast
Boston, Massachusetts
Safnow.org

OCTOBER

10: Floral Strategies Webinar: Easily Cut Costs and Boost Profits with Derek Myers, CPA, CFP, PFCI
Floralstrategies.com
22-23: Canadian Academy of Floral Art Fall Show and Workshop
Toronto, Ontario
Cafachat.com



Katie Hendrick
Katie Hendrick is the editor-in-chief of Canadian Florist.
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