Development Experience Delivers Hands-On Learning, AI Innovation and Behind-the-Scenes Industry Access
Atlanta, Ga. — The Wholesale Florist & Florist Supplier Association (WFFSA) welcomed nearly 70 floral industry professionals to Atlanta, Georgia, July 28–31, for DevX 2026, the association’s immersive educational experience designed to bring members closer to the people, businesses and ideas shaping the future of floral distribution.
Formally known as the Development Experience, DevX combines hands-on learning, exclusive facility access and meaningful networking into a collaborative experience unlike any other in the floral industry. This year’s program featured a signature Road Trip through Atlanta’s floral distribution community, a full-day AI Workshop & Buildathon, and multiple opportunities for attendees to build lasting relationships with peers from across the industry.
Learning Beyond the Classroom
DevX 2026 began with a welcome reception before attendees embarked on the event’s signature Road Trip, offering exclusive behind-the-scenes access to four unique businesses representing different segments of the floral supply chain.
Throughout the day, participants toured facilities, met with industry leaders and explored the operations, logistics and business strategies that help move flowers from growers to florists. The experience highlighted the importance of collaboration across every stage of the supply chain while providing attendees with practical ideas they can apply within their own organizations.
Putting Artificial Intelligence Into Practice
On Thursday, attendees participated in WFFSA’s immersive AI Workshop & Buildathon, where they explored practical ways artificial intelligence can improve communication, marketing, productivity and day-to-day business operations.
Rather than focusing on theory, the workshop emphasized real-world applications, giving participants the opportunity to experiment with AI tools, collaborate with peers and leave with actionable ideas they can begin implementing immediately.
Building Connections That Last
While education remained at the heart of DevX, the relationships built throughout the week proved equally valuable.
From networking receptions and shared meals to conversations on the Road Trip and collaborative workshop sessions, attendees exchanged ideas, discussed common challenges and strengthened the professional relationships that continue to make WFFSA a trusted community for the floral industry.
Thank You to Our Sponsors and Hosts
WFFSA extends its sincere appreciation to the sponsors, Road Trip hosts and volunteers whose generosity and support helped make DevX 2026 possible. Their commitment to education and collaboration played an important role in creating an engaging and memorable experience for every attendee.
The association also thanks every attendee for contributing their time, ideas and enthusiasm throughout the week. DevX continues to thrive because of the willingness of members to learn from one another and strengthen the floral industry together.
Looking Ahead
Planning is already underway for WFFSA’s next major event, the 2027 Floral Distribution Conference (FDC), taking place March 1–4, 2027, in Miami, Florida. Bringing together wholesalers, suppliers and floral industry leaders from across North America, FDC remains WFFSA’s premier annual event for business development, education and networking.
WFFSA is also excited to announce that DevX 2027 will head to Chicago, Illinois, where members will once again experience an engaging blend of hands-on learning, behind-the-scenes industry access and meaningful connections. Additional details about both events will be announced in the coming months.
WFFSA events are exclusive to WFFSA member companies and their employees.
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