The Pursuit of Purpose with Lane DeVries

We had an inspiring and insightful session with Lane DeVries, a true floral industry leader whose career spans 40 years of growth, purpose, and passion in the world of flowers. Lane shared his journey—from the tulip fields of Holland to building one of the most recognized floral enterprises in the United States—and gave us a deeper look into what drives him, his work, and his vision for the future. If you could not make this month's session, here is a full recap!

Lane’s story is rooted in his Dutch heritage and lifelong connection to floriculture, beginning as a fourth-generation flower farmer and ultimately building Sun Valley Floral Farms into a major floral leader with hundreds of team members. His career has been shaped by resilience, values-based leadership, and a focus on growing people as much as flowers. Today, Lane serves as Executive Director of CalFlowers, where he continues to champion industry growth and community.

The Pursuit of Purpose

Lane devoted a powerful portion of our session to discussing his new book, The Pursuit of Purpose: A 40-Year Journey of a Dutch Flower Farmer in America. More than a memoir, the book is a reflection on how a life built with intention, resilience, and faith can shape a meaningful career—and a meaningful legacy.

Lane shared that purpose has been the guiding force behind every chapter of his journey: from immigrating to the U.S. with a horticultural background and a big dream, to transforming a small farm in Northern California into an industry-leading company known for its quality and its people. The book delves into the values that shaped him as a leader—integrity, perseverance, gratitude, team empowerment, and a deep respect for the craft of flower farming.

During the session, Lane spoke openly about the challenges he’s faced over the decades: economic downturns, the pressures of scaling a business, and the constant need to innovate within an evolving floral landscape. These stories form the backbone of The Pursuit of Purpose, offering an honest look at the realities of leadership. But he also emphasized the beauty in those struggles—the way adversity builds character and strengthens one’s sense of mission.

Lane also highlighted one of the book’s central messages: purpose is not just found, it’s cultivated. For him, that purpose came from nurturing both flowers and people. He believes that leaders flourish when they create environments where their teams can grow, thrive, and contribute to something bigger than themselves. 

CalFlowers

Lane also walked us through the value of CalFlowers membership for floral businesses. Members enjoy significant transportation discounts (including major savings on FedEx and GLS shipping), access to exclusive services like marketing tools and recruitment support, and opportunities for networking, promotion, and industry events—all designed to help floral companies grow and connect with customers and colleagues.

We got an exciting preview of Fun ’N Sun 2026, CalFlowers’ flagship event set for August 5–8 in Pasadena, CA. Celebrating 85 years of floral excellence, this convention will blend education, tours, creativity, and community—including behind-the-scenes experiences at places like the Original LA Flower Market and Southern California Flower Market. The event welcomes everyone—members and non-members alike—to celebrate, learn, and be inspired. 

International Women's Day

Lane shared his passion for elevating International Women’s Day (March 8) as a meaningful floral holiday. IWD celebrates the social, economic, cultural, and political achievements of women and calls for continued progress toward gender equality. Flowers have become a part of how many cultures honor this day globally, symbolizing appreciation, empowerment, and recognition of women’s contributions—especially within our own floral community.

We want to thank Lane for joining us and sharing his inspiring story. Do not forget to purchase your copy of The Pursuit of Purpose today! If you are interested in joining CalFlowers, please visit their website and contact them with any questions you may have. We wish you a wonderful holiday season and look forward to seeing you all in January!

About Lane

Lane is a seasoned executive with 40 years of experience in the U.S. floral industry. He successfully built a small floral enterprise in rural Northern California into an industry-leading company recognized for its high-quality tulips, iris, and lilies, employing over 700 team members. Lane has extensive expertise in team leadership, company culture development, and strategic goal setting, with a strong focus on measurable results.

Throughout his career, Lane has developed an extensive network across the floral supply chain, working closely with domestic and international flower growers, wholesalers, and mass market retailers. His deep involvement in sales, marketing, and relationship-building has contributed to the industry’s growth. Passionate about increasing floral consumption in the U.S., Lane has championed initiatives such as the promotion of new floral holidays like Women’s Day.

Lane earned a B.S. in Horticulture from Aalsmeer Horticultural College in the Netherlands. He has held several leadership roles within the industry, including serving as Chairman of the California Cut Flower Commission, a board member of The Society of American Florists, a board director for Certified American Grown, a trustee for the American Floral Endowment, and President of the Arcata Rotary Club.