Washington, DC – November 20, 2025 – The Wholesale Florist & Florist Supplier Association (WFFSA) recently convened its mid-year Board of Directors and Committee Meetings in San Antonio, Texas, at The Westin Riverwalk. The multi-day gathering brought together association leaders to review progress across key initiatives, align on strategic goals and plan for WFFSA’s continued growth through 2026 and beyond.
The meetings opened with sessions of the Marketing Committee and Education Committee. The Marketing Committee focused on membership growth strategies, a review of marketing performance over the past year and initiatives designed to enhance the experience for both wholesaler and supplier members. The Education Committee reviewed this year’s highly successful events — the Floral Distribution Conference (FDC) and DevX — while continuing preparations for next year’s programs.
Following the committee discussions, attendees enjoyed a barge cruise along the San Antonio Riverwalk and an evening dinner, celebrating the collaboration and camaraderie that define WFFSA’s leadership community.
The following morning, the Board of Directors met to review committee insights and finalize strategic plans for 2026, with a continued focus on advancing WFFSA’s mission to strengthen the floral distribution industry through connection and education.
“WFFSA’s success is driven by the dedication, insight and passion of our volunteer leaders,” said Freddy Melero, WFFSA President. “This mid-year meeting reinforces our shared commitment to advancing the floral supply chain and ensuring a thriving future for our members and the industry.”
WFFSA extends its sincere gratitude to all committee and board members for their time, expertise and leadership in shaping the association’s strategic direction.
For media inquiries, please contact:
Adam Robertson
Director of Marketing, WFFSA
[email protected]
