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 leaders in the floral industry.
- The intentionally limited attendance creates meaningful opportunities for networking, collaboration, and relationship-building.
- Participants gain firsthand exposure to wholesale, supplier, and retail operations through immersive experiences and industry tours.
- DevX combines professional development with practical industry insights that attendees can immediately apply to their businesses.
- The connections made at DevX often become long-term professional relationships that strengthen our industry as a whole.
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One of the greatest strengths of the floral industry has always been its people.
While products, technology, and business models continue to evolve, our industry’s success ultimately depends on knowledgeable, engaged leaders who are willing to learn, collaborate, and help shape the future. That’s exactly why WFFSA created the Development Experience, better known as DevX.
DevX is much more than a conference. It’s an investment in the future of our industry and the people who will lead it.
Unlike larger industry events, DevX is intentionally designed to maintain a manageable group size. By keeping attendance limited, participants have greater opportunities to engage with speakers, interact with peers, and build genuine professional relationships. The result is a highly collaborative environment where meaningful conversations happen naturally and ideas are freely exchanged.
For many attendees, those relationships become one of the most valuable aspects of the experience.
The floral industry is unique in that suppliers, wholesalers, and retailers all rely on one another for success. DevX brings together professionals from across those segments, creating opportunities to better understand different perspectives and challenges. These conversations often lead to new ideas, stronger partnerships, and solutions that participants can take back to their organizations.
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Another defining feature of DevX is the opportunity to learn through experience.
Each year, participants have the chance to step outside the meeting room and engage directly with businesses operating throughout the floral supply chain. The road trip portion of the program consistently ranks among attendee favorites because it offers something that cannot be replicated through presentations alone: firsthand exposure to how other organizations operate.
Whether visiting a wholesale distributor, supplier facility, retail florist, or another industry partner, participants gain valuable insight into best practices, operational excellence, customer service strategies, and innovative approaches to business growth. These experiences often spark ideas that can be adapted and applied within attendees’ own organizations.
Just as important as what participants learn is who they learn it with.
Throughout DevX, attendees are surrounded by peers who are facing similar challenges, pursuing similar goals, and seeking opportunities to grow both personally and professionally. The environment encourages open discussion and honest dialogue. Participants are able to ask questions, share experiences, and learn from one another in ways that simply aren’t possible in larger, more formal settings.
Many past participants describe DevX as a turning point in their professional development. It helps emerging leaders gain confidence, broaden their industry perspective, and strengthen the leadership skills needed to navigate an increasingly complex business environment.
For employers, sending team members to DevX is an investment that extends far beyond the event itself. Participants return with fresh ideas, expanded industry knowledge, and new professional connections that continue to provide value long after the program concludes. Organizations benefit from employees who are more engaged, more informed, and better equipped to contribute to long-term success.
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As our industry continues to evolve, developing future leaders becomes increasingly important. We need professionals who understand the interconnected nature of the floral supply chain, who are committed to continuous learning, and who are willing to collaborate for the benefit of the entire industry.
That’s what DevX helps create.
The future of the floral industry will not be shaped by products alone. It will be shaped by the people who build relationships, embrace new ideas, and lead with curiosity and purpose. DevX provides a unique opportunity to cultivate those qualities while connecting with some of the brightest and most passionate professionals in our industry.
If you’re looking to invest in your own development—or in the growth of a future leader within your organization—there may be no better place to start than DevX.
Registration for the next WFFSA Development Experience is now open. Whether you’re an emerging leader, a high-potential team member, or an organization committed to developing talent, we encourage you to make DevX part of your professional development journey.
Join us, expand your network, gain new perspectives, and help shape the future of the floral industry. Looking forward to seeing you in Atlanta!
