Miami – March 5, 2025 – The Wholesale Florist and Florist Supplier Association (WFFSA) welcomed around 650 attendees, nearly 100 exhibiting suppliers and over 50 wholesaler companies to the 2025 Floral Distribution Conference (FDC) in Miami.
The conference began on Sunday, March 2, with pre-conference activities, including the Second Annual WFFSA Golf Tournament, Marketing and Education Committee meetings, and a dinner and reception for the Board of Directors.
Our Committee meetings featured strategic conversations on enhancing WFFSA’s offerings for its current members, elevating its benefits for prospective members and adding more touchpoints throughout the year.
On the first official day of the conference, Monday, March 3, the WFFSA Board of Directors had its annual strategic meeting, the table top exhibit show floor debuted, Wholesaler Discussion Groups made its way back for the fourth year, Industry Roundtables were held, and the winners of the new Floral Xcellence Awards — sponsored by Flowers of Colombia and Proflora 2025 by Asocolflores — were announced.
During the Wholesaler Discussion Groups and the new Industry Roundtables, participants talked about the adoption of AI tools, offsetting increased costs, sustainable practices, the impact of potential tariffs, employee recruitment and retention, using social media for business and more.
The winners of the Floral Xcellence Awards are as follows:
- Breeder Excellence Award: Danziger for UNICORN
- Grower Excellence Award: Florisol & Co. for Chrysanthemum – Super Magnum
- Member Favorite Award: Ayurá SAS for Carnation Apple Tea
On the following day, Tuesday, March 4, attendees were welcomed to the table top exhibit show floor for a full day of networking, business and discovery of new products and partnerships; Karen Oie, Smithers-Oasis, gave her President’s Address; the 2025 Leland T. Kinzele (LTK) Award was presented to Tim Dewey, DVFlora; Mary Ann McLaughlin, Butler Street, delivered her presentation as the keynote speaker, “Unlock the Power of ChatGPT to Grow Your Business;” numerous activations were held in the new WFFSA Member Lounge; and the yearly WFFSA Party, themed “Yacht-Rock!”, was held, featuring nautical attire, boating-inspired food and beverages, a mixture of soft rock and Latin music, and a mechanical shark.
Dewey’s family surprised him during the LTK Award presentation, and he took to the stage to give a brief speech. Click here to watch the live video recording of the presentation.
Our keynote speaker talked about how AI is changing the way businesses connect, with the floral industry being no exception. Attendees learned how generative AI can help them craft compelling marketing messages, engage more customers and streamline operations.
At the new WFFSA Member Lounge, attendees were invited to meet WFFSA’s Past Presidents, enjoy a special reception for first-time FDC attendees, learn about volunteer opportunities and hear about our yearly Development Experience event.
The WFFSA Party received a large turnout, with attendees commenting on the elevation of this year’s party compared to other years. Click here to watch the recap video of the party.
On the final day, Wednesday, March 5, Karen Oie officially passed the WFFSA presidential gavel to Fredrick Melero, Choice Farms; past presidents of WFFSA went on stage for the Past Presidents Panel; and the Table Top Exhibit Show Floor was open for the final few hours of the conference.
As of today, March 5, Melero is officially WFFSA President, and Oie is WFFSA Immediate Past President.
Panelists on the Past Presidents Panel included:
- Rob Shibata, Mt. Eden Floral Company (Moderator)
- David Armellini, Armellini Express Lines
- Pat Dahlson, Mayesh Wholesale Florist
- Nick Fronduto, Jacobson
- Gabriel Becerra, Golden Flowers
The 2025 Floral Distribution Conference ended on an incredible high note with feedback from attendees throughout the event being strong and positive about business on the show floor, the WFFSA Party and the addition of the new Floral Xcellence Awards.
Click here to view all photos from the conference.
WFFSA thanks all of its sponsors of the conference and looks forward to welcoming members to the 2026 Floral Distribution Conference, March 1-4, back in Miami; and to the 2025 Development Experience (DevX 2025) later this year in Cleveland, July 23-25.
