Details team members Corrine, Greg, Brandy, and Christina traveled to Miami to attend the WFFSA Floral Distribution Conference. This event is the perfect opportunity to see the latest and greatest products that are available on the market today. If you could not attend this year, here is our official recap!
The conference provided an incredible platform for networking, collaboration, and exploring emerging industry trends. Attendees participated in insightful conversations through the Wholesaler Discussion Groups and the newly introduced Industry Roundtables, where key industry challenges and innovations were addressed. Discussions focused on topics such as the adoption of AI tools, where industry leaders shared how artificial intelligence is transforming the floral space, from predictive ordering to personalized customer experiences. Leveraging these tools can streamline operations and boost sales.
Strategies for offsetting rising costs were also discussed, with participants exploring creative ways to manage expenses while maintaining profitability. Maximizing social media for growth was another key topic, as experts shared actionable tips for enhancing social media presence to connect with consumers and boost engagement. Sustainability in floral design was a priority, with companies discussing eco-friendly practices such as biodegradable packaging and responsible sourcing. Navigating potential tariffs was another important topic, as attendees explored the possible impact of tariffs on imported floral products and discussed proactive strategies to mitigate challenges. Lastly, employee recruitment and retention strategies were highlighted, addressing ways to attract and retain talent to ensure businesses thrive with strong, reliable teams.
The conference welcomed Freddy Melero as the newly appointed president of WFFSA. His leadership brings fresh energy and ideas to the organization, and we are excited to see the positive impact he will have in guiding WFFSA's growth and success!
One of the most exciting moments at this year’s conference was the debut of the Floral Xcellence Awards, recognizing remarkable achievements within the floral industry. The Breeder Excellence Award was presented to Danziger for their stunning Unicorn variety. Danzinger created a beautiful dress from the Unicorn and had the model walk around the exhibitor floor. It was certainly a site to see! The Grower Excellence Award went to Florisol & Co. for their Chrysanthemum – Super Magnum, known for its unique beauty and longevity. The Member Favorite Award was awarded to Ayurá SAS for the Carnation Apple Tea. Congratulations to all the winners!
We had a fantastic time designing our booth for the exhibitor expo! A huge thank you to our incredible partners — Jet Fresh, Ball SB, Smithers-Oasis, and Rosaprima — for supplying such stunning products. Your support brought our vision to life, and we couldn’t have done it without you.
We were thrilled to support the Bloom Together Afterparty, hosted by New Bloom Solutions at Copper Blues Rock Pub & Kitchen. The evening was filled with fantastic company, lively conversations, and great music — including a memorable performance by Williee Armellini, whose musical talents never fail to impress! It was a wonderful way to unwind after a full day of conference activities and connect with fellow industry professionals in a relaxed and enjoyable setting.
We had the pleasure of speaking with Joost from Florabundance to learn more about the exciting new Netflix show, With Love, Meghan, where Florabundance is featured in episode five! This is an incredible opportunity for the floral industry to gain well-deserved recognition on such a prominent platform.
A standout takeaway from the conference was the emphasis on celebrating more holidays to encourage floral sales and consumer engagement. As highlighted by Lane DeVries, the new Executive Director of CalFlowers, there’s significant potential in expanding floral promotions beyond traditional holidays like Valentine’s Day and Mother’s Day. By actively promoting holidays such as Memorial Day, Women's Day, and even Employee Appreciation Day, businesses can inspire consumers to incorporate flowers into more celebrations year-round.
The conference weekend concluded with the unforgettable Yacht Rock Party — a lively and entertaining event filled with fun memories. From dressing in nautical-inspired attire to riding the mechanical shark, it was a fantastic way to unwind, bond with fellow attendees, and celebrate the floral industry in true Miami style. The energy and excitement were contagious, leaving everyone with lasting memories and new connections.
The WFFSA Floral Distribution Conference continues to be a pivotal event for floral professionals seeking to stay informed, inspired, and connected. We’re grateful for the opportunity to participate, share ideas, and celebrate the incredible creativity within our industry. We look forward to bringing these insights back to our community and continuing to support floral businesses in their journey to bloom and thrive!