Podesta Baldocchi Explained

Podesta Baldocchi (Podesta^[1] & Baldocchi^[2]) is one of the oldest operating florists in San Francisco, founded in 1871.

Their headquarters on 224 Grant Avenue, with Italian marble artwork and tile floors, acquired from the 1915 Panama-Pacific International Exposition, was featured in Alfred Hitchcock's 1958 film Vertigo.^{[3] [4] [5] [6] [7]}

In September 1999, Podesta Baldocchi was sold to Gerald Stevens Inc., which once operated a network of 231 floral online locations, delivering flowers, in 28 markets in the United States.^[8]

In November 2001, San Francisco native Marc Rovetti took ownership of Podesta Baldocchi.^[9] Marc's father had emigrated from Italy in the 1950s and had worked at Podesta Baldocchi before starting his own floral business.^[10] Marc sold Podesta Baldocchi to the Rossi & Rovetti floral shop in 2001.^[11]

Notes and References

1. Web site: Amedeo Podesta Obituary (1922 - 2016) - San Francisco, CA . Legacy.com . San Francisco Chronicle.
2. Web site: ABOUT US . Baldocchi & Daughters: Florals . 18 July 2023 . en.
3. Web site: Podesta & Baldocchi . flickr . 18 July 2023 . 25 October 2012.
4. Web site: Podesta Baldocchi - San Francisco, California . OldPostcards .com . 18 July 2023.
5. Web site: Podesta Baldocchi . Getty Images . 18 July 2023 . 1994.
6. News: Stein . Ruthe . `Vertigo' Reality - A guide to the real and imaginary San Francisco landmarks of Hitchcock's film . 18 July 2023 . SFGATE . 19 October 1996.
7. Web site: Lady Eve . A Month of Vertigo . Lady Eve's Reel Life . 18 July 2023.
8. News: Venerable S.F. florist Podesta Baldocchi sold . 18 July 2023 . sfgate.com . September 8, 1999.
9. Web site: San Francisco: 7 Films Showcasing the City . Spotlight on Film . 18 July 2023 . en . 27 March 2023.
10. News: Vincent Rovetti . 16 February 2024 . sfgate.com . June 14, 1997.
11. News: San Francisco Style. 16 February 2023 . floristsreview.com . November 1, 2019.