The Flower Movement

Creating an Environment for Collaboration, Storytelling, and Oneness

The Flower Family Movement is a grassroots effort intended to bring the floral community together by highlighting the work done by those that drive the industry forward. Originating from a vision held by the current Wholesale Florist & Florist Supplier Association’s (WF&FSA) President Gabriel Beccera, the goal is to create an environment for collaboration, storytelling, and oneness.

With consumer floral demand at an all-time, we need a platform to tell our collective stories and share successes. So much good is already happening in and around our local communities, with flowers as the impetus. The Flower Family Movement is the force to unite and showcase those stories.


What Makes the Flower Movement Different from Other Movements in the Industry

The Floral Movement is not an initiative to promote end consumers to buy more flowers for business gains. The Flower Movement is the catalyst to encourage and promote community activism and collaboration among individuals with a passion for flowers and a love for how flowers promote social, emotional, and mental well-being.


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We Are #OneFlowerFamily

We would be thrilled to have you become a part of our growing #OneFlowerFamily. Let us know of the transformational work you are already doing with flowers as the focus.

We know you have stories to share with us! Think about the following:

  • What positive impacts are you making in and around your local communities?
  • What types of corporate social initiatives are you undertaking?
  • Where are you witnessing the greatest impact within your communities?
  • How are you using flowers to spread love, happiness, and cheer?

Email to get involved with The Floral Movement. Check back soon for additional resource materials.


Socially Flourishing

WF&FSA is recruiting the best of the floral industry to spread the Flower Movement through social media. Save the date for our upcoming Instagram Live talks with WF&FSA members and friends on how we're becoming #OneFlowerFamily.


The Flower Movement Upcoming Instagram Live Sessions

December 21, 2021
Jena Gizerskiy

Watch the Live

January 12, 2022
Gabriel and Mariana Becerra
Golden Flowers

Watch the Live

January 27, 2022
Carolina Sanchez
Valley Springs LLC

February 10, 2022
Ricardo Jaramillo
Sky Flowers

February 22, 2022
Juan David Lecuona


How You Can Get Involved

If you would like to get involved with The Flower Movement and be a featured guest on one of our live Instagram sessions, or to simply share how you are living out the #OneFlowerFamily mission, please email

WF&FSA on Instagram