Industry News | Florists' Review

Breaking the Marigold’s autumn-only reputation

FR Team — Fri, 16 May 2025 14:00:00 +0000

With a growing trend toward vibrant and diverse floral color palettes, there’s increasing potential for marigolds to complement arrangements throughout the year,

Full Article Here

Source: Floraldaily.com

Carmen Márquez, BallSB: “Marigold Coco shines beyond fall”

Breaking the Marigold’s autumn-only reputation

“We still too often see marigolds being associated only with autumn, which we find unfortunate, especially since they come in more colors than just orange. It’s such a beautiful flower,” says Carmen Márquez of BallSB. “That’s why we’re giving our Marigold Coco a push to break free from seasonality. It’s available not only in deep orange, but also in yellow and gold.”

While the deep orange shade has long been tied to fall decor, BallSB is aiming to shift perceptions. “People are used to seeing only orange marigolds in autumn, likely because it’s such a warm, seasonal color. And many growers tend to plan marigolds only as an autumn crop.”

However, with a growing trend toward vibrant and diverse floral color palettes, there’s increasing potential for marigolds to complement arrangements throughout the year, she explains. “We see opportunities for Marigold Coco to be planted and used year-round—especially when combined with other flowers. But this requires a shift in planting schedules, not just perception,” she says.

What makes Marigold Coco special?
Marigold Coco is bred by Sakata specifically for cut flower production and distributed by BallSB “It features long stems and large, bold double blooms, characteristics that are highly valued by both florists and commercial growers,” says Márquez. “For growers, it’s also a practical choice: the variety is well-suited for tighter space production, especially when disbudded, and it delivers uniform earliness.” The series comes in three vibrant colors, including what Márquez describes as “the deepest orange available on the market.”

Not new, but newly promoted
Although the variety has been on the market for more than six years, introduced in 2019 its potential outside the autumn season is only now gaining attention. “Now we’re giving it a renewed push to highlight its full color range and break out of the seasonal mindset.”

Changing grower habits
Despite its versatility, some growers continue to plant only the orange variety for the fall season. “We need to break that pattern. There’s so much more potential with Marigold Coco than just seasonal use. We’re encouraging growers to think differently and take advantage of its year-round appeal.”

Marigold throughout the year, some examples
So how can Marigold Coco be used for different occasions throughout the year? Márquez explains: “From Easter to winter, Marigold Coco brings warmth, color, and joy to every bouquet. It’s more than just a bloom—it becomes the glowing centerpiece of any arrangement.” Below she gives some examples of how Marigold Coco can shine year-round, across seasons and celebrations.

“From a soft golden glow for Easter to a radiant bloom for Mother’s Day.””To burst of joy in summer celebrations and that comforting warmth as we Fall into Fall”

“To burst of joy in summer celebrations and that comforting warmth as we Fall into Fall”

“Even in Winter, Marigold Coco surprises with a sunlit touch.”

“Bold in color, rich in presence, and full of life, Marigold Coco transforms every bouquet into something unforgettable. It becomes the glowing centerpiece, like the sun lighting up the sky. ‘Marigold Coco is ready to shine far beyond fall. So, are you a grower in Colombia, Ecuador, Central America or Kenya and eager to try something new by growing Marigold Coco year round? Feel free to contact us”, Márquez concludes.

BallSB
Carmen Lucía Márquez
Email: cmarquez@ballsb.com
www.ballsb.comPublication date: Mon 12 May 2025

BloomNation Achieves Record-Breaking Mother’s Day

FR Team — Fri, 16 May 2025 14:00:00 +0000

Despite economic uncertainty, BloomNation saw steady performance across its platform during Mother’s Day.

Full Article Here

Source BloomNation

Photo credit Mercury Flowers, Los Angeles, CA

BloomNation Achieves Record-Breaking Mother’s Day Amid Economic Uncertainty

May 13, 2025

PRESS RELEASE

BloomNation Achieves Record-Breaking Mother’s Day Amid Economic Uncertainty

LOS ANGELES, May 2025 — BloomNation, the leading e-commerce platform for independent florists in the U.S. and Canada, announced a record-breaking Mother’s Day across its platform, with the highest number of total orders and overall revenue to date.

This milestone comes at a time when many florists are facing a tough economic landscape. Tariffs on imported floral goods, rising supply costs, and cautious consumer spending all presented unique challenges this season. While many florists on the BloomNation platform reported exceeding last year’s revenue, others saw flat or lower sales year-over-year, reflecting how unevenly the broader economic climate is affecting the floral industry.

Despite these challenges, BloomNation saw steady performance across its platform, showing that many florists continued to grow and adapt.

Key Highlights Across the Platform:

Order Volume: Up 17% from last year
Revenue: Up 18% year-over-year
Point-of-Sale Orders: Up 77%
Average Order Value: $129.00
Top Sellers: Designer’s Choice and custom arrangements
Most Popular Flowers: Roses, tulips, stock, carnations, hydrangeas, gerbera daisy
Trending Colors: Pink, white, red, and surprisingly… orange

“This Mother’s Day, our florists demonstrated incredible adaptability and creativity,” said Farbod Shoraka, CEO and Co-Founder of BloomNation. “Despite economic headwinds, they delivered exceptional value and personalized experiences that resonated with customers. And with exclusive features like video card messaging, especially popular for Mother’s Day gifts, we helped turn one-time purchases into lasting, personal memories.”

Increased Point-of-Sale Adoption Reflects Tech Success
BloomNation also saw a notable increase (77%) in the percentage of orders placed through its Point-of-Sale 2.0 system, indicating strong adoption among florists. The growth reflects the impact of key enhancements made to the system, including advanced delivery management, recipes and stem counter, subscriptions, and more.

“Our increase in Point-of-Sale utilization shows that our holistic approach to shop management is resonating with our florists,” said Pierce Fortin, Senior Director of Technology Operations at BloomNation. “We’re giving them the tools to run both online and in-store operations efficiently.”

This year also marked BloomNation’s strongest performance to date from its built-in email and SMS marketing services, contributing to 13% of the revenue. These channels helped drive early pre-orders, boost average order value, and keep partner florists top of mind throughout the holiday week.

Gregg Weisstein, Co-Founder and COO, added, “Our latest investments in SEO, website performance, and conversion optimization have helped florists attract more customers, convert even more orders, and ultimately grow their revenue.”

BloomNation’s commitment to supporting independent florists through innovative tools and services continues to drive growth and success, even in challenging economic climates.

Looking Ahead

BloomNation remains committed to supporting independent florists with advanced tools, data-driven marketing, and a mission that puts florists at the heart of everything we do. This Mother’s Day performance is not only a reflection of our ongoing product evolution and our florist-first philosophy, but also a growing shift in consumer behavior toward supporting local, community-based businesses.

In the coming months, BloomNation will introduce new enhancements aimed at helping florists increase revenue, simplify operations, and succeed in any economic environment.

About BloomNation:

Founded in August 2011, BloomNation is dedicated to empowering local florists with comprehensive e-commerce solutions, including high-performing custom websites, a modern point-of-sale system growing, and best-in-class marketing services. By enabling florists to showcase their unique designs and connect directly with customers, BloomNation fosters the growth of small businesses in the floral industry.

For more information, visit joinbloomnation.com.

AFE Named Funds Celebrate Special Anniversaries

FR Team — Fri, 09 May 2025 14:00:00 +0000

In 2025, AFE recognizes eleven incredible anniversaries for our Named Funds and programs, ranging from five years to over 50 years of impact.

Full Article Here

Source: American Floral Endowment

2025 Milestones: AFE Named Funds Celebrate Special Anniversaries and Impact!

April 22, 2025

Big milestones deserve big celebrations! In 2025, we’re recognizing eleven incredible anniversaries for our Named Funds and programs, ranging from five years to over 50 years of impact.

For six decades, AFE has been providing for industry growth through research, education, and programs that fuel growth and innovation. None of this would be possible without the visionaries and industry champions who have established legacy funds to support the floral industry for generations to come. These funds are making a real difference, and we are excited to celebrate their ongoing impact!

Celebrating 50 Years!

Mosmiller Internship Program

For half a century, the Mosmiller Internship Program has been a gateway for students seeking hands-on experience in the floral industry. The program was named in honor of the late Colonel Walter E. Mosmiller Jr. Colonel Mosmiller was a past chairman of the Endowment and a former retail florist; He demonstrated a strong, lifelong interest in professional training and encouraged young people to pursue careers in the floral industry. His legacy lives on through this program.

Mosmiller Interns train at a leading retail, wholesale, or allied trade operation for 10-16 weeks, getting valuable on-the-job work experience. By bridging the gap between education and real-world careers, this program has shaped the futures of countless young professionals. Cheers to 50 years of growing talent!

“This internship allows me the opportunity to have the ‘hands-on’ experience that I need to further enhance my floral abilities, learn new techniques, and improve my business skills,” reflects Mackenzie Hartley, a 2024 Mosmiller Intern.

Celebrating 10 Years!

Altman Family Scholarship Fund

Established to support full-time M.S. or Ph.D. students in floriculture or horticulture with a career goal of becoming a leading floriculture scientist, marketer, and/or educator, the Altman Family Scholarship Fund embodies the Altman family’s commitment to education and the future of the industry.

“This award helps me build a sturdy foundation for my career, expand my leadership skills, and stand out in academic excellence,” Henry Gonzalez, 2023 Altman Family Scholar, said. “I am confident I am already paving the way for other children from my family and community to access high-quality education and have the courage to take on the world.”

Young Professionals Council

The Young Professionals Council (YPC) of the American Floral Endowment has spent the last decade empowering young industry members and students through networking opportunities, leadership development, and fostering the next generation of floral leaders. The YPC directly engages with the Endowment through writing articles, moderating webinars, and strengthening the industry by participating in networking events both online and in person. This group fosters the next generation and ensures that the pipeline of new leaders continues to grow. The YPC is free to join and includes in-person meet-ups, webinars, career resources, and volunteer opportunities.

Ball Horticultural Company Fund

Ball Horticultural Company is an internationally renowned breeder, producer, and wholesale distributor of ornamental plants. The Ball Horticultural Company Fund is an unrestricted fund that provides support for the industry’s greatest needs. Ball Horticultural Company also has a scholarship through AFE that supports students pursuing careers in commercial floriculture.“If we are to maintain and grow our industry, we need the incredible work of AFE in the critical areas of research and education. Their work helps keep the industry resilient, vibrant, and innovative. We give to AFE because we want to see our industry remain wonderful,” noted Anna Ball, CEO of Ball Horticultural Company.

Smithers-Oasis/FloraLife Fund

Smithers-Oasis is a leading global manufacturer and marketer of floriculture products sold under the company’s primary brands: OASIS® Floral Products, FloraLife® Postharvest Products, OASIS® Grower Solutions, and Design Master®. The Smithers-Oasis/FloraLife Fund supports AFE programs through this unrestricted fund, which also supports the greatest needs. “The relationship between Smithers-Oasis and AFE comes naturally! We share a long-standing commitment to growing and improving the floriculture industry. This commitment was furthered in 2007 when Smithers-Oasis acquired FloraLife, another strong supporter of AFE,” stated Robin Kilbride, President and CEO of Smithers-Oasis.

Robin continued, “So, after decades of annual support, we decided to establish the Smithers-Oasis/FloraLife Fund, underscoring our commitment to AFE. We are honored to be a part of providing ongoing support to the American Floral Endowment as they fund long-term research and development programs to improve the floriculture industry.”

Yoshimi and Grace Shibata Family Fund

This year, the Shibata Family is pleased to celebrate a significant milestone: the 10-year anniversary of the establishment of the Yoshimi and Grace Shibata Family Fund.

This fund honors the late flower grower and wholesale florist Yoshimi “Shimi” Shibata and his wife, Grace. Shimi was a past president of the Mt. Eden Floral Company, formerly Mt. Eden Nursery. The renowned floral industry leader led the company for more than 55 years.

Yoshimi and Grace Shibata recognized the importance of AFE’s floral industry research and programs. The named fund allows their continued association with providing resources and funding that have significantly contributed to the growth and support of our industry and the next generation. Click here for a video sharing more about Yoshimi, Grace, and why the family established the fund.

“To commemorate the 10-year anniversary, the Shibata Family will make a $10,000 contribution. This will grow the Yoshimi and Grace Shibata Family Fund to a total of $344,850,” shared Rob Shibata, President of Mt. Eden Floral Co.. “Thank you to AFE for all you do for the Floral Industry!”

Hortica Insurance Fund

Hortica has been an active supporter of AFE since the Endowment’s inception. From 2005 to 2008, Hortica housed the Endowment at their offices in Edwardsville, Illinois, helping to manage AFE’s administrative functions during its restructuring and growth. This long legacy of support is continued through the named fund and its annual support.

“As a company that insures only businesses in the horticultural industry, we see ourselves as part of the industry. As such, we believe it’s important to support organizations like AFE, which work to ensure the health and vitality of the industry by providing funding for young professionals, education, and research. These programs play a critical role in helping our industry partners build and sustain their businesses. Establishing a permanent fund allows us to continue this support in both the short and long term and further our investment in the AFE mission,” stated Tim Noble, President of Hortica.

BioWorks Fund

For more than 30 years, BioWorks has been providing integrated plant health management products and programs to growers and distribution partners in the horticulture and specialty agriculture markets. Celebrating the 10-year milestone is BioWorks’ unrestricted named fund. Separately, BioWorks also has the BioWorks IPM/Sustainable Practices Scholarship for students pursuing careers in floriculture with interests in Integrated Pest Management and/or sustainable practices.

“It is important we support the horticulture and floriculture industries, and AFE is one where we are investing in the next generation,” said Bill Foster, General Manager of BioWorks. “It’s wonderful to experience firsthand the creativity and innovation that result from AFE’s research and education investments. We are grateful to be associated with AFE.”

Celebrating 5 Years!

Retail Florist Continued Education Grant/Sharpe Family Fund

This Retail Florist Continued Education Grant was established by Bob and Carol Sharpe, retired third-generation florists from Frederick, Maryland. Sharpe’s Flowers was considered a Frederick landmark since 1930 and was in business for 84 years. Like many retailers, Bob and Carol struggled with finding the time to get out of the shop to attend industry events or continue their education. They wanted to help floral businesses succeed, so they created the Retail Florist’s Continued Education Fund within AFE.

This grant provides reimbursement grants to brick-and-mortar retail floral owners in the Maryland, Virginia, and DC areas to continue their education through in-person industry events, community courses, or webinar classes.

“Receiving this grant will help to keep me creatively inspired and challenged professionally by attending the 2025 AIFD National Symposium. I look forward to having my creative battery recharged! Thank you for recognizing the importance of continuing education for our industry,” states the 2024 recipient, Lori Himes AIFD, CFD, from Abloom, Ltd, Flowers & Events.

Dewar Family Scholarship Fund

The Dewar Family Scholarship Fund is awarded to students studying environmental horticulture with an emphasis and focus on a career in floriculture. The fund was established by the Dewar Family of Dewar Nurseries.

Dewar Nurseries was established in 1963 by founder Alex Dewar with the vision of providing premier plants and exemplary customer service. The Dewar Family appreciates the value of a quality education and is excited to encourage young professionals to enter floriculture production and business with this scholarship.

Patricia Dewar commented, “We wanted to invest with the leading floral industry organization supporting young professional growth and support. AFE’s ongoing and long-term dedication to the industry echoes our family’s legacy.”

The Ferriss Horticulture Scholarship

Dr. Ferriss retired in 2015 from the University of Wisconsin-River Falls (UWRF) after 36 years of teaching. She was a pioneer as the first tenured female faculty member in the College of Agriculture and Environmental Sciences at UWRF; the first woman to serve as the Plant and Earth Sciences Department Chair, and the first woman to serve as an associate dean for the college. Through the Endowment, Terry served as a faculty advisor and supporter of the AFE’s Vic & Margaret Ball Intern Scholarship committee for 14 years.

“It’s hard to believe it has been five years already that the Ferriss Scholarship has been supporting future horticulture and floriculture industry leaders. I’ve had the opportunity to assist in reviewing and helping to select the recipients of this scholarship, and undoubtedly, we have some hard-working and talented future students for our industry,” states Dr. Chad Miller, Associate Professor and Trial Gardens Director at Colorado State University. “As a first-generation college student, supporting myself financially through college, I recognized just how important scholarships and external funds were to my success. Moreover, I also quickly realized how influential and instrumental Dr. Terry Ferriss was not only in my professional endeavors but hundreds of other horticulture industry professionals. She always pointed out scholarship and grant opportunities and provided letters of recommendation.”

The Ferriss Horticulture Scholarship supports students majoring in Horticulture or Plant Sciences with a career interest in herbaceous ornamental plants and the floriculture industry. Dr. Miller adds, “It brings me joy to know that with the work that went into developing this scholarship, from the many financial contributors and supporters and the folks at AFE, we were able to establish and continue to support horticulture students with this scholarship to honor Dr. Ferriss and her lasting impact. I hope others can be inspired to honor and recognize the individuals in their lives and careers in an effort to pay it forward.”

Each of these programs and named funds provide for the future of floriculture through AFE. Through supporting research, education, and the next generation, we are continuing to advance and grow our industry. We are so thankful for the ongoing generosity of all of our donors who invest in the future of the floral community through the Endowment.

Create Your Legacy with an AFE Named Fund!

Want to join in making a lasting impact on the floral industry like the funds above? You can establish a Named Fund through AFE to support the floral community while creating a lasting legacy for your business or family.

A Named Fund with AFE can be created through:

$25,000 Commitment: Unrestricted Fund
$50,000 Commitment: Restricted Fund

Funds can be established through one-time donations or split across multi-year commitments.

Funds can be restricted for scholarships, research, or programs like Sustainabloom or unrestricted, allowing AFE to direct resources where they’re needed most. We’ll work with you to craft a Fund Agreement that aligns with your vision.

Interested in creating a Named Fund? Contact AFE’s Executive Director, Debi Chedester, at dchedester@afeendowment.org to get started. Let’s build your floral legacy together!

Thank you to our donors and supporters for making these milestones possible. Here’s to many more years of industry growth and innovation!

Floral Solutions for Every Occasion with Smithers-Oasis

FR Team — Fri, 09 May 2025 14:00:00 +0000

An informative recap from Details Flowers on their interview with Smithers Oasis

Full Article Here

Source: Details Flowers

Floral Solutions for Every Occasion with Smithers-Oasis

by Details Flowers ● 28 April ● News & Events

This month, we had the pleasure of speaking with Kelly Mace and Laura Walsh from Smithers-Oasis North America. During our conversation, Kelly and Laura showcased the brand’s versatile product line, thoughtfully designed to support florists across a variety of occasions and design needs. They also gave us an exclusive behind-the-scenes look at the innovative solutions Smithers-Oasis is developing to address some of the floral industry’s most pressing challenges.

If you weren’t able to join us for our April session, don’t worry—we’ve got you covered with a full recap below!

Kelly Mace shared her remarkable 30-year journey with Smithers-Oasis, which she started part-time after the birth of her second child. Her longevity and passion are testaments to the company’s culture and the floral industry’s charm. Laura Walsh’s story has a dynamic twist—she grew up on an Angus farm in Ohio, worked in agriculture marketing, and found her dream job at the intersection of ag and floriculture with Smithers. Her enthusiasm for furthering the mission of agriculture through flowers is both refreshing and contagious.

Smithers-Oasis isn’t just a product manufacturer—it’s a community builder. With eight design directors and 25 ambassadors nationwide, the company invests heavily in education, innovation, and real-time feedback from professionals. This team regularly collaborates on everything from product development and content creation to hands-on workshops and floral programs.

Marketing Mechanics with Meaning

Florists often aim to hide their mechanics, but Smithers is changing the narrative. Laura and Kelly emphasized that strong foundational tools, like floral foam, are essential for quality, longevity, and creativity. Their education-first marketing approach supports florists using products effectively while ensuring their artistry shines.

Perhaps the most buzzworthy reveal was the upcoming U.S. launch of Renewal, Smithers-Oasis’ plant-based floral foam. Years in the making, this innovative product earned the highest bio-based certification (four stars from TÜV Austria) and promises to perform identically to traditional floral foam, with no learning curve.

Sympathy Design: The Celebration of Life

An emerging focus for Smithers-Oasis is the modern transformation of sympathy flowers. With cremation rates rising and celebration-of-life events becoming more common, there’s a growing need for florists to pivot from traditional funeral designs to customizable, expressive tributes. Smithers is answering the call with a suite of new sympathy products and marketing tools set to launch in July, developed from extensive industry research.

Global Reach, Local Impact

With operations in over 20 countries and distribution in many more, Smithers-Oasis is uniquely positioned to navigate global regulations, adapt products to regional preferences, and keep prices efficient. Their worldwide team of marketing and R&D professionals allows them to test and refine innovations faster than most.

From the Rose Parade to the AIFD Symposium, Smithers-Oasis is a cornerstone of major industry events. Their deep involvement with education-focused initiatives like NextGen and Seed Your Future speaks volumes about their commitment to the next generation of floral professionals.

A Reminder: Show Up, Stay Connected

One key takeaway? Attending industry events matters. Whether you’re networking with peers, learning new mechanics, or testing products firsthand, the relationships and insights you gain are invaluable. As Laura and Kelly stressed, these connections can mean the difference between a successful event and a missed opportunity—your flower family always has your back.

Smithers-Oasis isn’t just producing tools for florists—they’re nurturing the very fabric of the floral community. Their commitment to sustainability, innovation, and education reflects the evolving needs of modern floristry. From product launches to leadership development, Kelly and Laura embody what it means to lead with heart in this vibrant industry.

Check out the official video replay of the April Details University Session below!

https://youtube.com/watch?v=BffpSPfnSNw%3Ffeature%3Doembed

About Smithers- Oasis

Founded in 1954 by Vernon “V.L.” Smithers, Smithers-Oasis revolutionized the floral industry with the invention of OASIS® Floral Foam—the first water-absorbing design media for florists. Today, OASIS® is the most trusted name in the global floral market. Smithers-Oasis has since expanded into a global manufacturer and marketer of floral design products, postharvest care solutions, grower media, specialty foams, and floral color sprays. Key brands include OASIS® Floral Products, FloraLife®, Design Master®, OASIS® Grower Solutions, Temprecision®, and BIO-FOAM®. The company has facilities worldwide and delivers innovative, localized solutions across floriculture, horticulture, and specialty foam industries. Smithers-Oasis is driven by quality, sustainability, and a commitment to building lasting partnerships across the supply chain.

About Kelly Mace

Kelly Mace is a floral marketing expert with over 30 years of experience at Smithers-Oasis North America, where she serves as Marketing Manager. She leads marketing, advertising, public relations, and campaign efforts, ensuring brand consistency while fostering creativity and collaboration. Kelly also manages the Smithers-Oasis Design Director team and coordinates trade shows at all levels. Passionate about floral education, she’s committed to introducing fresh initiatives for professionals and enthusiasts. Her industry accolades include the AIFD Award of Merit, FSFA Hall of Fame, GLFA, and WUMFA National Service Awards, and she holds CFD, AAF, and PFCI accreditations. Outside of work, Kelly enjoys gardening, hiking, golf, travel, and time with her family and rescue dog, Ollie.

About Laura Walsh

Laura Walsh CFD, AAF, PFCI is the Director of Marketing for Smithers- Oasis North American Floral. Having spent her life in agriculture, she joined the floral industry five years ago and brings over 17 years of marketing experience. Laura has her business undergraduate degree and her MBA from Kent State University. Over the years, Laura has taught marketing courses at the collegiate level and enjoys coaching and mentoring young business professionals. Laura resides near Smithers-Oasis’ corporate headquarters in Kent, Ohio. She is married to her husband Tim, has a collection of fur babies, and enjoys yoga and floral design.

That Flower Feeling is Taking Flight

FR Team — Fri, 02 May 2025 14:00:00 +0000

After more than four years of vision, investment, and dedication, That Flower Feeling (TFF) is officially taking flight. CalFlowers, the California Association of Flower Growers and Shippers, proudly announces the formal operational separation of TFF — transitioning it into a fully independent, industry-supported brand effective September 1, 2025.

Full Press Release Below

Source: Calflowers

FOR IMMEDIATE RELEASE
April 24, 2025

That Flower Feeling Is Taking Off: CalFlowers Launches TFF as a Standalone, Industry-Supported Brand

[California, U.S.] — After more than four years of vision, investment, and dedication, That Flower Feeling (TFF) is officially taking flight. CalFlowers, the California Association of Flower Growers and Shippers, proudly announces the formal operational separation of TFF — transitioning it into a fully independent, industry-supported brand effective September 1, 2025.

Since its inception in early 2020, CalFlowers has invested over $3 million in building the TFF brand, establishing a campaign team, and activating strategic industry partnerships. From the beginning, the board knew that the initiative would one day grow beyond CalFlowers’ care — and that day has come. While the organization will continue to fund TFF for the next three years, this transition allows the brand to spread its wings as a unified voice for the global floral industry.

“From day one, we believed That Flower Feeling could become something much bigger than any one organization,” said Jeanne Taggart Boes, President of the CalFlowers Board of Directors, and Executive Director of the San Francisco Flower Market. “Our goal was to launch a campaign with staying power — to prove the concept, build the brand, and set it free with everything it needs to thrive. We’re incredibly proud to see the industry stepping forward to carry it forward.”

TFF’s mission has always been to grow the floral market by connecting with consumers through the lens of everyday self-care. Through vibrant social media campaigns, engaging influencer content, and dynamic retail partnerships, TFF has become the floral industry’s leading consumer-facing brand — a movement that inspires people to enjoy flowers in their everyday lives, not just on special occasions.

“CalFlowers didn’t just build a brand — we built a runway,” said Lane De Vries, Executive Director of CalFlowers. “TFF now has a staffed team, an engaged board of directors, and meaningful momentum. We’re excited to see what’s next for the campaign, and we’re equally energized about new programs CalFlowers is preparing to grow the U.S. floral market in new ways.”

One of the TFF’s most successful funding mechanisms is the consumer-focused Unit Sales Program, developed by CalFlowers board member Cagney Miller of Mobi’s and B-Fresh Floral. Branded sleeves, picks, and other industry hardgoods help deliver the TFF message directly into the hands of shoppers across the country.

“The Unit Sales Program has proven that we can meet consumers where they are — and deliver a message that resonates and inspires,” said Cagney Miller. “I’m proud of the role we’ve played in shaping this campaign, and I’m thrilled to see it continue as a national brand the industry can truly get behind.”

This strategic handoff ensures that That Flower Feeling will continue to thrive with broad-based industry support, while CalFlowers remains focused on its mission to serve members through education, industry support, and marketing innovation.

“We’ve reached the moment we’ve all been working for,” said Chris Drummond, Chair of the TFF Advisory Board. “Thanks to CalFlowers’ leadership, TFF is poised for its next chapter — one driven by industry collaboration and continued growth.”

“TFF is just one example of how CalFlowers turns big ideas into bold action,” said Joost Bongaerts, CalFlowers Board Member and CEO of Florabundance. “Our members benefit from programs that don’t just react to trends — they set them. We’re proud to have launched TFF and even more excited about what’s ahead for CalFlowers and the entire floral community.”

For more information on That Flower Feeling, visit: www.thatflowerfeeling.org
To learn more about CalFlowers, visit: www.cafgs.org

QR Zipper™ Partners with American Floral Endowment

FR Team — Thu, 24 Apr 2025 16:07:14 +0000

The American Floral Endowment (AFE) is proud to announce a new corporate sponsorship agreement with QR Zipper™, an innovative technology company that bridges physical gifts with digital messages. The agreement supports AFE’s Sustainabloom initiative and other industry sustainability efforts.

Source: Sustainabloom

Full Press Release Below

QR Zipper™ Partners with American Floral Endowment to Support Sustainability in the Floral Industry

For Immediate Release

Alexandria, Virginia – April 16, 2025. The American Floral Endowment (AFE) is proud to announce a new corporate sponsorship agreement with QR Zipper™, an innovative technology company bridging physical gifts with digital messages, in support of AFE’s Sustainabloom initiative and other industry sustainability efforts.As part of this partnership, $0.01 from every QR Message sold by QR Zipper™ will be donated to AFE’s Sustainabloom initiative to further their mission of sustainability education, environmental responsibility, and industry advancement in floriculture.

“This partnership is an exciting step forward in combining technology with purpose,” said Marcin Malicki, Founder of QR Zipper™. “By supporting AFE’s Sustainabloom initiative, we’re not only enhancing the gift-giving experience with QR technology — we’re also giving back to the floral community in a meaningful way.

”Beginning March 15, 2025, QR Zipper™ will issue quarterly donations to AFE, along with transparent reporting on QR Message sales and the associated contribution. In return, AFE will recognize QR Zipper™ as a sustainability-focused corporate partner across its website, social media, and newsletters.

“We’re thrilled to welcome QR Zipper™ as a corporate partner,” said Debi Chedester, CAE, Executive Director of AFE. “Their commitment to sustainability aligns perfectly with our mission, and their support will help us continue critical initiatives that benefit the entire floral industry.

”This collaboration also opens the door to co-branded marketing, joint sustainability campaigns, and educational content that bridges consumer innovation and industry stewardship. QR Zipper™ will feature the Sustainabloom logo and messaging on select product packaging and promotional materials, with design approvals from AFE.Both organizations see this partnership as a model for how technology and sustainability can intersect to enrich the floral experience and contribute to long-term environmental impact.

For more information about QR Zipper™, visit www.qrzipper.com.

To learn more about the American Floral Endowment and the Sustainabloom initiative, visit www.endowment.org.

Media Contact:
Marcin Malicki, Founder, QR Zipper™
marcin.malicki@qrzipper.com | 1-860-518-5544

Debi Chedester, CAE, Executive Director, AFE
dchedester@afeendowment.org | 1-703-838-5239

About Sustainabloom
Our mission at Sustainabloom is to educate and empower the floral community by providing comprehensive, research-driven, accessible resources tailored to support all segments and business sizes.To learn more or become a sponsor, visit www.sustainabloom.org.

Armellini Logistics celebrating 80th anniversary

FR Team — Fri, 11 Apr 2025 14:00:00 +0000

Founded in 1945 by Jules and Sarah Armellini, the company has grown from a local trucking operation to a nationwide network, renowned for innovation and service beyond expectation.

Full Article Here

Source: Floraldaily.com

US (NJ): Armellini Logistics celebrating 80th anniversary

Armellini Logistics is celebrating its 80th anniversary. Founded in 1945 by Jules and Sarah Armellini, the company has grown from a local trucking operation to a nationwide network, renowned for innovation and service beyond expectation.

From flowers to freight
Armellini Express Lines began by transporting cut flowers from New Jersey to Northeast markets. Jules Armellini’s vision and drive were instrumental in pioneering advancements in floral transportation. His contributions included advancements in “flower-specific” refrigeration units, innovative trailer decking for improved air circulation, and the early adoption of satellite tracking to monitor shipments. These innovations cemented Armellini’s reputation as a leader in perishable logistics.

A family tradition of excellence
Today, the second, third, and now fourth generations of the Armellini family carry on the legacy. Armellini Logistics encompasses a diverse portfolio of businesses, including Armellini Express Lines, J.A. Flower Service (the largest customhouse brokerage clearing perishables into Miami International Airport), Armellini Freight Brokerage, Armellini Air Express, and Dash Mobile Storage.

CEO David Armellini, following in his father’s footsteps, leads the company with a focus on innovation and a commitment to providing service beyond expectation. For 80 years, Armellini Logistics has remained family-owned and operated.

For more information:
Armellini Logistics
info@armellini.com
www.armellini.com/

Source: CalFlowersePublication date: Wed 9 Apr 2025

The impact of the U.S. tariffs on the floral industry

FR Team — Fri, 11 Apr 2025 14:00:00 +0000

And the tariff conversation continues. Join Rodrigo Leiva of Esmeralda Farms and Christine Boldt of AFIA as well as Kate Pen of SAF shared their insights at The New Bloom Show.

Full Article Here

Source: Floraldaily.com

The New Bloom Show: The Blooming News Alert series

The impact of the U.S. tariffs on the floral industry – part 2

And the tariff conversation continues. Join Rodrigo Leiva of Esmeralda Farms and Christine Boldt of AFIA as well as Kate Pen of SAF shared their insights yesterday at The New Bloom Show, “The Blooming News Alert series”.

In the interview with Christine Boldt and Rodrigo Leiva, Boldt starts out highlighting the two main challenges, the unknown and cash flow issues. Leiva adds that wholesalers and supermarkets must recognize the increased costs from these tariffs, and the industry as a whole must share the burden. The flower business has thin margins, making it impossible to absorb a 10% tariff without adjusting prices. They hope that, through advocacy from AFIA, the floral industry can secure tariff adjustments or exemptions in the future.

Rodrigo also points out that while the U.S. has a domestic floral industry, 88% of the flowers sold are imported, with the majority coming from countries like Colombia and Ecuador. He doesn’t expect this to change soon.

The impact of the new tariffs on customs processing at Miami International Airport is discussed too, with Boldt explaining that a separate line item will be added for the 10% tariff, but the overall customs process will remain the same.

The seasonal nature of the flower business, especially around Mother’s Day, will lead to higher tariffs and greater cash flow challenges due to the large volume of flowers being imported. Some companies will have to pay millions of dollars in upfront tariffs while waiting for customer payments.

Also here, they refer to the pandemic where the flower industry has shown resilience. Now it faces new obstacles due to these tariffs. While hoping flowers won’t remain part of the tariff discussion, there are concerns that the tariffs could become a consumption tax, affecting overall flower consumption. The industry continues to advocate for relief in Washington, focusing on reversing the current stack of tariffs on flowers.

Advocacy efforts, led by organizations like AFIA, aim to push for better treatment and tariff relief. Many companies are passing on increased duties to customers to manage the financial strain.

A key issue is Mexico’s recent tariff exemptions, but Mexico’s flower market share is small compared to Colombia and Ecuador, which supply the majority of flowers to the U.S. The volume of flowers from these countries is critical to meet U.S. demand, and there’s no immediate solution to replace them.

The floral industry is urging stakeholders to work together, acknowledging that price increases are necessary due to rising costs, and emphasizing the importance of maintaining a healthy industry to meet consumer demand, particularly during peak seasons like Mother’s Day.

Watch the full interview below.

And what’s next for Florists? According to Kate Penn, CEO of Society of American Florists (SAF) florists are primarily concerned about ongoing price increases in the industry, which have been happening for the past few years due to inflation and the pandemic’s impact. The challenge is how much more they can raise prices without affecting customer demand. Discussions within the SAF council have centered around managing these price hikes and finding ways to cover costs. The introduction of tariffs has added to the uncertainty, though many in the industry have been preparing for this for a few months. Now, businesses are exploring various strategies to cope with the situation and continue moving forward.

She also shares best practices to focus on adaptability, good communication, and strategic planning to navigate the challenges posed by increased costs and tariffs in the floral industry. For businesses, practices like early ordering and clear communication are essential in meeting budget goals during these challenging times, she stresses.

SAF is advocating for the floral industry by sharing data on tariff impacts with U.S. government bodies and petitioning for exemptions on supplies, particularly from China. They urge the floral community to contact Congress and share how these tariffs are affecting their businesses. SAF will provide templates and talking points to make it easier for business owners to participate.

She also discussed SAF’s Congressional Action Days and shared the following key message for floral professionals: the critical importance of communication. SAF underscores the need for open dialogue across all segments of the industry, including growers, wholesalers, and retailers. They encourage professionals to stay connected, share insights, and plan ahead. Additionally, it’s essential to maintain a positive tone when communicating with customers, particularly regarding price increases driven by rising costs such as tariffs. Transparency, including incorporating disclaimers in contracts, is key to managing expectations. SAF further emphasizes the value of proactive communication and relationship-building to navigate challenges effectively. Finally, industry members are encouraged to share valuable resources and insights with their peers to strengthen the community as a whole.

Watch the full interview below:

Watch Here

Eager to watch the previous interviews with Joe Don Zetzsche, owner of Rocking Bar Z, Eduardo Letort of Hoja Verde and Expoflores and Augusto Solano of Asocolflores? Click here to watch them.

U.S. Consumer Views on Sustainability in Floral Purchases

FR Team — Fri, 11 Apr 2025 14:00:00 +0000

The Floral Marketing Fund’s recent study, U.S. Consumer Perceptions & Willingness to Pay for Sustainable Environmental Practices in the Floral Industry, explores consumers’ perspectives on sustainable practices, including locally-sourcing flowers, among many other sustainable practices.

Full Article Here

Source: Floral Marketing Fund

Cover Photo: Resendiz Brothers, California

Exploring U.S. Consumer Perceptions & Willingness to Pay for Sustainable Environmental Practices in the Floral Industry

Locally sourced flowers refer to flowers that are grown and sold in the same geographic area, typically within a 100-mile radius. They are often grown by small-scale farmers and sold at local farmers’ markets or through community-supported agriculture programs. Buying locally sourced flowers claims to support local agriculture and reduce transportation emissions.

So, how do your customers perceive locally sourced flowers? And how much more would they be willing to pay for them?

In this study, 61% of the participants indicated a willingness to pay 10% or more for locally sourced flowers, with 31.7% of all participants willing to pay 15% or more for locally sourced flowers.

Are you surprised by these statistics? How does this compare with your own customers?

Now….. Are you ready to start your own locally sourced flower program? Here are some tips on how to find locally sourced flowers in your area:

Check out your local farmer’s market or co-op for locally grown flowers
Use online directories such as Local Harvest or Slow Flowers to find local flower farms in your area
Ask other florists in the area if they source their flowers locally or if they know of any local flower farms
Reach out to local garden clubs or horticultural societies for recommendations on where to find locally sourced flowers
Consider joining a community-supported agriculture (CSA) program that includes locally grown flowers in their shares.

“Okay….. I’ve found my local flower resources! Now, how do I market this program?”

Highlight the benefits of locally sourced flowers, such as their freshness, sustainability, and support for local agriculture, in your marketing materials.
Use social media platforms, such as Instagram, to highlight your locally sourced flower arrangements and attract potential customers.
Partner with local businesses or events, such as wedding planners or farmers markets, to offer your locally sourced flowers as part of their offerings.
Offer subscription services for weekly or monthly deliveries of your locally sourced flowers to customers.

To read the full study, view additional articles on other sustainable practices, and watch webinars, click here. You can share any of your own business experiences with us at info@floralmarketingfund.org.

By Cindy Hanauer, Grand Central Floral

Sustainabloom Launches Inspiring New Video On Sustainability

FR Team — Thu, 03 Apr 2025 16:04:12 +0000

This powerful short video brings to life Sustainabloom’s mission of educating and empowering the floral community on its journey toward a more sustainable future.

Full Article Here

Source: Sustainabloom

Sustainabloom Launches Inspiring New Video On Sustainability in Floriculture

March 13, 2025

Sustainabloom, the industry’s trusted resource for floriculture sustainability, is excited to announce the launch of a new promotional video: Sustainabloom Road. This powerful short video brings to life Sustainabloom’s mission of educating and empowering the floral community on its journey toward a more sustainable future.

Now available on YouTube and Sustainabloom.org, the Sustainabloom Road video highlights the essential role that floral industry professionals play in sustainability. It also conveys a simple yet powerful message: sustainability is a journey in which every floral industry member can participate—no matter where they are today. Sustainabloom offers free, easy-to-use resources to help businesses take meaningful steps forward, whether they’re just starting to explore sustainable practices or looking to build on existing efforts.

Sustainabloom invites all industry professionals and sustainability advocates to watch and share the new video to help drive awareness, inspire action, and encourage industry-wide collaboration toward greener practices.

The video emphasizes the Sustainabloom Road, a collective path where all industry members can move toward a greener future, together.

“Sustainability is not just a destination—it’s a journey,” said Debi Chedester, CAE, Executive Director of the American Floral Endowment (AFE). “With this video, we hope to motivate the floral community, showing that every small step toward sustainability makes a difference, and Sustainabloom is here to help you along the way with education and resources.”

Sustainabloom’s impact has already been significant. Since the website’s launch in April 2024, the program has grown into a comprehensive sustainability resource hub, providing 15+ in-depth industry guides, comprehensive information on sustainability certifications, assessment tools, and spotlight articles featuring real-world examples of floral industry businesses implementing sustainable practices. Browse the latest resources and tools here.

Sustainabloom is grateful for the support of its founding partners, whose generosity has helped make this initiative possible. Donations are an investment in continued research, resource expansion, and the commitment to sustainability and long-term advances. To get involved or make a donation to support this vital program, click here.

Share the Sustainabloom video!

Access social media posts, captions, and more on Sustainabloom’s website here, and join in spreading the word about sustainability.

The new video was created in collaboration with Katie Lila of Flowers for People. Katie is a floral artist and Creative Director, transforming flowers into stunning media, installations, and hands-on experiences—from “farm to art.”