Blog - WFFSA

Flowers, Ideas and Connections: Floral Express Prepares for Its First Open House

Floral Express is opening its doors – and bringing its floral community together. On October 28–29, 2026, the wholesaler will host its first Open House ...

Paul Hoogenboom Bids Farewell to Holex Flower After 32 Years

Aalsmeer, the Netherlands — October 1, 2026 — Paul Hoogenboom, Managing Director of Holex Flower, part of Dutch Flower Group (DFG), has announced that he ...

Small Steps, Shared Impact: Shining a Light on Sustainabloom’s Sustainability Planning Template for Wholesale Florists

By: Kim Jennings, Co-Owner, Green Mountain Floral Supply, Inc. October 16, 2026 Key Takeaways Sustainability goes beyond environmental practices. Sustainabloom’s free Sustainability Planning Template ...

WFFSA Celebrates the Retirement of Past President Gabriel Becerra

A longtime WFFSA leader and the driving force behind The Flower Movement, Becerra retires after 35 years in the floral industry. WFFSA celebrates the retirement ...

WFFSA Opens Registration for FDC 2027, Unveiling Expanded Conference Experience in Miami

New venue, expanded education and a refreshed conference format bring more opportunities for business, networking and industry collaboration to the 2027 Floral Distribution Conference. Washington, ...

AI in Floral Distribution: What It Means for Forecasting and Sales

By: Melanie Spilbeler, Director of Marketing, Choice Farms September 25, 2026 Key Takeaways AI could help floral wholesalers improve forecasting by identifying patterns across ...

WFFSA Wholesalers Talk Staffing, Team Development and Planning for the Future

Building a strong team means more than filling open positions. It requires developing existing employees, setting clear expectations, preserving valuable industry knowledge and preparing for ...

What Floral Leaders Are Prioritizing Now: Lessons From WFFSA DevX 2026

By: Melanie Spilbeler, Director of Marketing, Choice Farms August 14, 2026 Highlights Growth is still the goal but focus and differentiation matter more than ...

CalFlowers Becomes American Floral Alliance

A new national identity built on 85 years of floral industry leadership. San Marcos, CA — August 6, 2026 — After 85 years of serving ...

Nearly 70 Floral Industry Professionals Gather in Atlanta for WFFSA’s DevX 2026

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 ...

That Flower Feeling Celebrates New and Renewing Q2 Donors Powering“Just Add Flowers” National Campaign

[Carlsbad, CA] – That Flower Feeling, the national 501(c)(6) marketing initiative working to increase floral consumption across the United States, is pleased to recognize a ...

Danziger to Host First-Ever Chrysanthemum Open Days in Bogotá

Danziger will host its first-ever Chrysanthemum Open Days in Bogotá, Colombia, from July 27–31, 2026, showcasing varieties developed to perform in cooler growing conditions and ...