As we wrap up 2025, I find myself reflecting on the goals we set at the beginning of the year and the progress we have made together. When I stepped into this role, I talked about how people are at the heart of WFFSA. I said then that our greatest strength comes from the relationships we build, the ideas we share, and the purpose we bring to this industry. That belief has guided every step of this year.
What stands out most is that our momentum came from steady, focused work across the association. Committees, board members, volunteers, and staff all stepped up with energy and intention. It has been inspiring to watch what happens when our industry comes together with a shared mission.
What We Accomplished in 2025
Strengthening Governance and Leadership
One of our top goals was to continue modernizing WFFSA’s structure so we are positioned for long term success. We made significant progress this year, supported by constructive conversations and strong participation from our members. The engagement we saw confirms that our community is invested in shaping a sustainable and forward-thinking future for this association.
Growing Membership and Expanding Reach
Membership growth was a major priority, especially on the wholesaler side. We launched a refreshed acquisition campaign that included new digital tools, improved messaging, and a clearer value proposition for prospects. We also saw encouraging activity in both wholesaler and supplier applications, along with strong early renewal trends for 2026. The work our Membership Subcommittee put in this year has created a healthier and more diverse pipeline for the year ahead.
Elevating Events and Education
Our events continue to be a defining part of WFFSA’s value. We strengthened the foundation for FDC 2026 with early sales momentum, a refreshed exhibit floor layout, and the launch of a new registration platform. DevX reached new levels of preparedness with branding and planning completed farther in advance than ever before.
Introducing the Virtual Wholesaler Discussion Groups
A major highlight of the year was launching our new Wholesaler Discussion Groups. We hosted three virtual roundtables with over 50 wholesaler attendees and the engagement was outstanding. The conversations were candid, relevant, and clearly valuable for everyone involved. This initiative fills an important need for peer connection and we are already planning an expanded session in January.
Building a Stronger Brand and Industry Presence
Another major focus in 2025 was strengthening how WFFSA shows up in the industry. Our marketing became more consistent, more aligned with our mission, and more representative of the people behind this association. We expanded media partnerships, increased PR outreach, and improved the overall clarity and tone of our communications. All of this helps reinforce WFFSA’s position as a trusted voice and connector in the floral supply chain.
Deepening Industry Partnerships
We also strengthened collaboration with aligned organizations that share our commitment to advancing the floral industry. Through joint efforts in education, outreach, and communication, we built partnerships that will help amplify our message and create greater visibility for the wholesaler community in 2026.
Looking Ahead
What we achieved this year reflects more than effort. It reflects alignment. It reflects vision. Most importantly, it reflects the dedication of the people who believe in WFFSA and give their time and talent to move this association forward.
In 2026 we will continue to focus on growth, modernize our systems and infrastructure, expand member value, and elevate the experiences we offer through our events and programs. We have a strong foundation, a motivated membership, and an exciting path ahead.
Thank you to every committee member, board leader, sponsor, volunteer, and staff member who helped make this year such a success. Thank you for the trust you place in WFFSA and in one another. The floral industry is a people business at its core, and this year proved once again that when our community comes together with intention, we can accomplish incredible things.
I am grateful for the opportunity to serve and excited for what the year ahead will bring.
Warmly,
Freddy Melero
President, WFFSA
