Washington, DC – July 29, 2025 – The Wholesale Florist & Florist Supplier Association (WFFSA) has officially wrapped its 2025 Development Experience (DevX), held July 23–25, in Cleveland — and the energy, connection and momentum from the event are still buzzing.
With the support of full event sponsor CalFlowers, DevX 2025 delivered on its promise of being not your average conference. From hands-on industry tours and engaging education to bold keynote moments and iconic receptions, this year’s DevX gave attendees an experience as dynamic as the floral supply chain itself.
From Greenhouses to the Rock Hall: A Journey Through the Floral Industry
The event kicked off with the DevX Road Trip, a full-day, behind-the-scenes tour of standout floral operations in the region. Attendees got an insider’s look at:
- Green Circle Growers: One of North America’s largest greenhouse operations, specializing in orchid ecosystems and sustainable growing.
- Kennicott Brothers: A legacy floral distributor showcasing its logistics, fresh flower and supply operations.
- Smithers-Oasis: A global innovation leader in floral foam and postharvest solutions, who also hosted a refreshing outdoor lunch.
- Cleveland Plant & Flower Company: A family-owned business for over a century, CPF demonstrated large-scale floral distribution at its Parma Branch.
Keynote: “The Unstoppable YOU” with Alex Weber
The second day of DevX featured a high-impact keynote from Alex Weber, American Ninja Warrior host and leadership coach, whose “The Unstoppable YOU” message encouraged attendees to break through self-doubt and lead with resilience and purpose. His combination of humor, vulnerability and actionable takeaways left the crowd inspired — and reenergized.
Connection Over Cocktails . . . and Rock & Roll
DevX is about more than education; it’s about connection. From welcome conversations at Margaritaville Cleveland (sponsored by Syndicate Sales) to a memorable evening reception at the Rock & Roll Hall of Fame (sponsored by Continental Flowers), attendees were given multiple opportunities to connect, relax and celebrate the industry.
Real Conversations at Industry Roundtables
The final day closed with Industry Roundtables, giving attendees the chance to share openly with peers, problem-solve collaboratively and walk away with real strategies for today’s challenges.
Join the WFFSA Community
If you were at DevX 2025, you know: This event is different. It’s hands-on, personal and packed with value. And if you weren’t, we’d love to welcome you next year at our upcoming events:
- 2026 Floral Distribution Conference | Miami, Florida | March 1-4, 2026
- DevX 2026 | Atlanta, Georgia | July 28-31, 2026
WFFSA events are open to members only; interested companies can join here: https://wffsa.org/join-wffsa/
Review coverage of DevX 2025 at the following links:
- Instagram: https://www.instagram.com/wffsa/
- LinkedIn: https://www.linkedin.com/company/wffsa/
- Photo Album on Facebook: https://www.facebook.com/media/set/?set=a.1168617061979591&type=3
- Videos on YouTube: https://www.youtube.com/playlist?list=PLVw3-b8owG8gwZMDfYj6dEqikhiSmx3id
For media inquiries, please contact:
Adam Robertson
WFFSA Director of Marketing
[email protected]
