By: Jenna Ferleman, Fresh Cut Buying Manager, Baisch & Skinner
June 23, 2026
In the floral industry, change is constant. Markets shift, logistics get complicated, labor challenges arise, and product availability can change overnight. For wholesalers, success is not just about having the right flowers and supplies at the right time, it is also about having the right relationships, the right information, and the right support system behind you.
At Baisch and Skinner Wholesale, Inc., we have been part of the floral industry since 1952. Today, we operate six locations across the Midwest, along with a production department offering cut flowers, supplies, plants, and decorative items, plus a year-round Christmas showroom. Over the decades, one thing has remained clear: no wholesaler can navigate this industry alone. That is why being a member of the Wholesale Florist & Florist Supplier Association (WFFSA) has been so valuable to our business for as long as we can remember.
The biggest benefits we have gained from our WFFSA membership come down to two things: community and connection, and education and insight. Both have helped our company grow stronger, stay informed, and better serve our customers in an ever-changing industry.
A Community You Can Count On
One of the greatest strengths of WFFSA is the community it creates among wholesalers, suppliers, and industry partners. In a business where challenges can arise quickly, having a trusted network to lean on makes all the difference. If there is one event that truly brings the value of WFFSA membership to life, it is the Floral Distribution Conference (FDC) in Miami.
I have attended FDC six times, and every year it reinforces how important it is to step away from the day-to-day and fully engage with the bigger picture of our industry. The conference is central to everything happening in the floral world, from importing and logistics to supplier partnerships and emerging products.
There is something powerful about meeting suppliers face to face. In today’s world, so much communication happens through online ordering platforms, emails, and messages that important context can easily get lost. Being together in person helps bridge that gap. You can have better conversations about what is happening at the farms, what challenges suppliers are facing, and what opportunities may be ahead to benefit both of you. That kind of communication builds understanding, and over time, those relationships grow into true partnerships that feel more like family.
Over the years, our relationships within WFFSA have helped us solve more than a few “floral emergencies.” Whether it is locating hard-to-find products like delphinium, sourcing inventory in a pinch like gloriosa, or moving a surplus of local product like coxcomb, those connections matter and have helped us solve issues quicky.
Attending the conference has also delivered practical value for our business. We have discovered new suppliers, found ways to improve quality, explored opportunities to reduce costs, and see new varieties first-hand. We have toured logistics facilities, bouquet-making operations, and vendor offices. Those experiences help deepen our understanding of how the entire floral supply chain works, which ultimately makes you better informed.
Just as important, these events help keep the next generation engaged. When younger team members get the chance to experience the industry beyond their desk or warehouse, it opens their eyes to a much broader understanding of how the floral world operates. That exposure helps create energy, perspective, and a stronger sense of purpose. It makes a difference when real connection is made in person and can often improve customer service.
The Value of Information Sharing
Even when wholesalers are technically competitors, there is so much common ground. Most businesses are spread far enough across the country in different territories that there is room to share ideas, discuss challenges, and learn from each other in a meaningful way. That kind of collaboration is rare, and WFFSA helps make it possible.
WFFSA hosts a wholesale discussion group that has been especially insightful for us. Only wholesalers are allowed on the calls, thus creating a safe space where people feel comfortable to speak openly. Topics like tariffs, labor, inventory, logistics, technology, and industry trends are all at the forefront. In a time when uncertainty is common, hearing how others are responding is incredibly valuable. These discussions are a chance to hear what others are seeing in their market and how they are navigating some of the same challenges we all face.
In addition to the wholesale discussion groups, we have had valuable conversations with other wholesalers we have networked with at FDC about our ERP system and how we use NetSuite. Those discussions have allowed us to share practical insights with others as they evaluate which direction to take with their own systems or how to better use the system after implementation. Those kinds of conversations are incredibly beneficial because the choice in software systems is the base of how a company operates.
You Get Out of It What You Put Into It
Like any membership or network, the value of WFFSA comes from participation. The more you engage, the more your business benefits.
WFFSA has been a meaningful part of our journey at Baisch and Skinner, and we continue to see the value in the organization year after year. It offers a place to learn, connect, collaborate, and stay informed in an industry that never stands still.
Click here to view all WFFSA wholesaler member benefits and start a membership application.
