We had a great conversation with Joost Bongaerts for our June Details University Live session. He shared insights from his journey with Florabundance, his involvement in the new Netflix show With Love, Meghan, and his work with That Flower Feeling. Joost brought a wealth of knowledge and inspiration that will spark fresh ideas and deepen your passion for our industry. If you couldn't join us, here is a full recap of our session!
Joost has a deep love for the floral industry, starting with living in the tulip capital of the world, the Netherlands.
Joost’s career in flowers began in The Hague and has since spanned decades, countries, and trends. After immigrating to the U.S. as a horticultural student, he carved out a path that led him from selling tulips and bulbs in the Northeast to eventually becoming the owner of Florabundance in Santa Barbara, California.
Today, Florabundance is known for high-quality, boutique-style wholesale flowers shipped nationwide. With a dedicated (and mostly female-led!) team and longstanding relationships with domestic growers, Florabundance now sources over 70% of its inventory from American farms between March and October. If you are interested in purchasing from Florabundance online, please use code FIRSTORDER10.
With Love, Meghan
Florabundance is featured in the new Netflix show starring Meghan Markle titled "With Love, Meghan." She wanted to create a love letter to California and featured many local business in her show. In episode 5, Florabundance was featured to highlight the beautiful flowers available from a local wholesaler, highlighting American and California-grown flowers. Joost praised her messaging in the episode: “It’s not about perfection—it’s about expression.” A sentiment we can all get behind.
If you want to learn more about this exciting collaboration--check out our blog to learn more!
Promoting Flowers Nationwide: That Flower Feeling & CalFlowers
Joost’s passion for industry advocacy was on full display during the session. As a longtime board member of CalFlowers—the California Association of Flower Growers & Shippers—Joost has played a key role in launching and supporting That Flower Feeling, a national campaign designed to increase everyday floral consumption through lifestyle messaging.
The campaign’s viral 30-second ad, filmed in Poland during COVID, uses humor and self-care themes to highlight how flowers can bring calm and joy to daily life. From sending a bouquet “just because” to wrapping delivery vans and even launching a thank-you billboard to Miley Cyrus for her hit song Flowers, the campaign has captured attention—and sparked action.
As Joost shared, the success of That Flower Feeling depends on industry-wide support. You can sign up (for free!) at thatflowerfeeling.org, download marketing assets, and even contribute financially to keep the momentum going. Every wholesaler, florist, and flower fan has a role to play in growing demand and keeping flowers top of mind.
Looking Ahead: Education, Trends & the Next Generation
Joost also touched on the importance of education—from former “Design Days” hosted at Florabundance to newer events like “Petals of Appreciation,” which thanked local growers with public floral installations. He emphasized the need to continue inspiring future generations and supporting FFA programs, high school floral classes, and industry newcomers.
As for trends? Joost noted bold color palettes, garden roses, and wildflower-inspired designs are currently in high demand—and he’s keeping an eye on what’s next, including flower “sprinkles” and new product innovations.
We want to thank Joost for joining us this month! If you would like to watch the replay, check out our video below!
About Joost
Joost Bongaerts, born in 1959 in Den Haag, The Netherlands, has a rich background rooted in agriculture and horticulture. Growing up in a family that managed agricultural land holdings across the Netherlands, Joost developed a keen interest in the field from a young age. He honed his expertise at Wellant College in Gouda, earning a degree in Plant Science, and further broadened his horizons during a semester at Michigan State University.
Joost's professional journey began in 1981, marketing fresh-cut flowers for The Dutch Flower Auctions & Exporters Organizations. His passion for floriculture took him to the United States and Canada, where he worked with several Dutch Flower Bulb Companies, catering to specialty cut flower growers. In 1991, Joost and his wife Alexandra ventured into entrepreneurship with Bonfleur (Bongaerts Flowers), a European-style retail flower shop in New Canaan, CT, which they successfully ran until 2002.
Joost's foray into the wholesale market began with his role as president of First American Florist.net an online wholesale flower company importing flowers from Holland. His journey with Florabundance started in 2002, initially as a partner, eventually becoming the full owner in 2008. Under his leadership, Florabundance has become one of the premier wholesalers in the United States.
Joost and Alexandra moved from Connecticut to California in 2008, where they continue to thrive both personally and professionally. With two grown children, Joost's legacy extends beyond his business endeavors, embodying a life dedicated to the beauty and cultivation of flowers.