A Legacy in Bloom: Recap of the 2026 Fun ’N Sun Floral Convention in Pasadena

Every two years, Greg and I always enjoy attending the Fun ’N Sun Convention. It’s an event we always look forward to—a space where growers, wholesalers, florists, and technology partners come together under one roof. The atmosphere in Pasadena this August was fantastic, and CalFlowers outdid themselves to ensure there was nonstop momentum throughout the event.

Beyond the traditional keynotes and panel discussions, the event organizers went above and beyond to provide rich, experiential programming. Attendees had the opportunity to take behind-the-scenes tours of the historic LA Flower Markets and Rose Parade float construction at Fiesta Productions, take part in hands-on design workshops with Amy Balsters and Jenny Barker, and attend insightful sessions led by J Schwanke and keynote speaker Brett Culp.

The social schedule kept everyone connected after the educational sessions wrapped up each afternoon. Wednesday evening set a relaxed, warm tone for the week with "The Secret Garden" dinner party under the Pasadena sky. Thursday night elevated the experience, with attendees dressing up for an Old Hollywood Glam dinner that matched the classic elegance of the Langham Huntington. Adding to the memorable night, our very own industry band took the stage to perform live, bringing incredible energy and genuine camaraderie to the room.

The defining moment of the week took place during Thursday evening’s dinner, when the association made a historic announcement: CalFlowers has officially rebranded as the American Floral Alliance.

Celebrating 85 years of leadership—dating back to its 1941 roots as the Northern California Flower Growers and Shippers Association—the shift reflects how much our community has evolved over the decades. Today, nearly 70 percent of the organization’s members are based outside of California, representing hundreds of wholesalers, growers, retailers, suppliers, and logistics providers nationwide.

"Our industry is strongest when we work together... The American Floral Alliance creates a place where those voices can come together, address shared challenges, pursue new opportunities, and shape the future of flowers in America."

— Lane DeVries, President of the American Floral Alliance

The new visual identity features a stylized California poppy, paying homage to 85 years of Golden State history while signaling a unified national future for the entire supply chain.

Friday’s Flower Fair was buzzing with activity. Greg and I spent the day representing Details Flowers Software on the floor, connecting with our peers, meeting new faces, and discussing how technology continues to support businesses across every link of the floral network.

Between the interactive sessions, vibrant product displays, live music, and an incredible lineup of themed events, the organizers created an atmosphere that kept everyone engaged and moving forward together. Fun ’N Sun 2026 was a wonderful celebration of our floral history and an exciting step into the future as the American Floral Alliance. We cannot wait to see everyone in 2028!