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 ...
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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, ...
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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 ...
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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 ...
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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 ...
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How WFFSA Supports the Next Generation of Industry Leaders
By: Lauren Howkins, President, Continental Farms July 17, 2026 Highlights WFFSA provides education, leadership development, and networking opportunities that help prepare future floral industry leaders. ...
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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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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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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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