Growing a wholesale floral business over four decades takes more than good timing. It takes a willingness to try new things, the resilience to get through hard years and a commitment to the people who make the business run.
Those themes shaped WFFSA’s latest Virtual Wholesaler Discussion Group, held November 10 and featuring Tim Dewey, former WFFSA President and longtime DVFlora executive.
Moderated by WFFSA Board Members John Burk (DVFlora) and Alex Shibata (Mt. Eden Floral Co.), the members-only conversation, A Conversation with Tim Dewey: 40 Years of Leadership, Growth & Lessons in Wholesale Floral, gave wholesalers an inside look at how DVFlora grew, adapted and persevered, along with Tim’s perspective on the role WFFSA’s network has played along the way.
Taking Calculated Risks
Tim described how DVFlora embraced technology long before it was common in wholesale floral, at a time when growers overseas were reached by fax and computers were basic. Getting it right took years of trial and real investment, but it reshaped how the company bought, sold and delivered. DVFlora also encouraged fellow wholesalers to make the leap.
Investing in People
Bringing in outside leaders, rethinking long-held practices, training teams on new tools and restructuring sales around the customer all played a part in the company’s growth, including its well-known hub-and-spoke model.
Leading Through Adversity
Tim spoke candidly about guiding the business through the 2008 recession and the COVID-19 pandemic, and what it took to protect the company, work with growers and rebuild afterward.
The Value of an Open Industry Network
Tim also reflected on WFFSA’s role as DVFlora’s main connection to the wider industry, and on how wholesalers leaned on one another through some of the industry’s hardest moments.
As the conversation wrapped up, participants summed up Tim’s reflections in two ideas: take the calculated risk, and develop your people.
These are just a few highlights. Members who joined live heard the full stories behind each lesson and had the chance to ask Tim their own questions.
Interested in Joining Future Discussions?
WFFSA Virtual Wholesaler Discussion Groups are exclusive to WFFSA wholesaler members and are one of many opportunities throughout the year to connect with peers, exchange industry insights and strengthen your business.
The next Virtual Wholesaler Discussion Group will take place in January. Watch for details soon.
If your company is interested in taking part in conversations like this one, we encourage you to explore WFFSA wholesaler membership.
Learn more about wholesaler membership and submit an application to join us.
