What’s New with WFFSA?
That Flower Feeling Names Joe Don Zetzsche Interim Executive Director
Carlsbad, CA] – That Flower Feeling Foundation (TFF), the cooperative effort behind the floral industry’s national consumer marketing campaign, “Just Add Flowers,” has appointed Joe ...
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Why WFFSA Membership Matters: A Wholesaler’s Perspective
By: Jenna Ferleman, Fresh Cut Buying Manager, Baisch & Skinner June 23, 2026 In the floral industry, change is constant. Markets shift, logistics get complicated, ...
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The Past Six Months in Review: Key Shifts Impacting the Wholesale Floral Supply Chain
By: Mark Allen, FloraLife, a division of Smithers-Oasis Company, and Alex Shibata, Mt. Eden Floral Company June 19, 2026 Over the past six months, ...
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Why DevX Matters: Investing in the Future of Floral Leadership
By: Karen Oie, WFFSA Immediate Past President; Director of Sales, Smithers-Oasis North America June 17, 2026 DevX is designed to develop the next generation of ...
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Labor, Logistics, and Margins: The Operational Pressures Facing Floral Wholesalers
By: Emily Gorg, Director of Marketing & Product Management | Len Busch Roses June 10, 2026 Labor is your biggest controllable cost. Focus on labor ...
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Where Every Rose Tells a Story: Why Ecuador Is the Destination You Can’t Miss in 2026
By Caridad Sáenz – Editor-in-chief Ecuador y sus flores Ecuador produces some of the best roses in the world. That is not marketing — it ...
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WFFSA Remembers Fernando “Fern” Ortega
The Wholesale Florist & Florist Supplier Association (WFFSA) joins the floral community in mourning the loss of Fernando “Fern” Ortega, a colleague, mentor, advocate and ...
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Danziger Sets the Stage for an Extraordinary Season at Flower Trials 2026
The Netherlands | June 9–12, 2026 Danziger, a global leader in bedding plant breeding, cut flower breeding, and foliage production, invites growers, retailers, wholesalers, ...
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Fun ‘N Sun 2026 Registration & Room Block Now Open—Don’t Miss the Floral Event of the Year
San Marcos, CA — May 12, 2026 — The California Association of Flower Growers & Shippers (CalFlowers) is thrilled to announce that registration and ...
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Flower Genetics: The Invisible Engine Behind the Ecuadorian Rose
How genetic innovation defines Ecuador’s competitiveness in the global floral market By: Ecuador y sus flores Editorial Team Behind every Ecuadorian rose that reaches a ...
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WFFSA Wholesalers Reflect on Mother’s Day, Market Pressures and What Comes Next
Just two days after one of the floral industry’s busiest holidays, WFFSA wholesalers came together for another candid and collaborative Virtual Wholesaler Discussion Group focused ...
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Choice Farms Welcomes Mery Sanchez to Sales Team
Miami, FL — May 2026 — Choice Farms is pleased to announce the addition of Mery Sanchez to its sales team. Mery brings 15 years of ...
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