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  CEO, Farm Direct International, LLC

Business Consultant and Trainer 

 "The Trouble Shooter"

Have a problem with your sales, inventory or managing your business and want an outside professional opinion, another pair of eyes looking in. John Genovesi has developed innovative products and programs for the garden center, supermarket and floral industry for over 47 years as a retailer, wholesaler, grower, and educator. 


Significant industry awards and programs:


  •   The Silent Salesman™ – A color-coded educational care tagging program used today in many retail floral departments.

  •   My-Care CD™ - An educational plant and fresh cut flower cd rom for consumers and in-store floral personal.

  •   Floral Vision™ - A touchscreen kiosk for floral care in garden centers.

  •   My-Care - Floral labeling for fresh flower care for consumers.

  •   My-Clean Air Program - A tagging and poster system promoting the beneficial impact of plants for clean air; supported     by the NASA research.

  •   Primo-Plants™, Primo-Flowers™, Upgraded Planters - Award-winning upgraded products.

  •   Aqua Plants™ -A hydroponic program using many varieties of tropical foliage, designer planters, and accents.

  •™ - Internet direct-ship to consumers direct from the greenhouse.

  •   JG Floral Design Center – Retail fresh cut floral training design center.

  •   A La Carte Upgrades - Designing and upgrading potted plants by adding the sizzle.

  •   Floral Business Review - A business professional looking at your company from an outside-inside approach.  



As past President of Plant Care Center, Inc. a division of World Wide Growers, Inc., and now CEO of Farm Direct International, LLC., John has presented floral care training seminars and developed educational programs for florists, supermarket chains garden centers, growers, floral wholesalers throughout the US. 


John is an experienced business consultant always seeking new opportunities in the floral and produce industry. An operations, procurement, and systems executive with a proven track record and wide-ranging experience. Highly detail-oriented professional with strong motivational and problem-solving skills. Demonstrated ability to achieve sales and improve profit margins by developing programs and building retailer, vendor and grower relationships.  Effective communicator, innovative and recognized as self-directed, with the ability to meet organizational goals.


Specialties: Floral marketing consultant, strategic planning, operational execution, merchandising planning, product upgrading and development, in-store execution, website internet experience, results in leadership, relationship building, large-scale initiatives, procurement, logistics, educational, sales and floral marketing programs.



FDI Consulting

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