San Marcos, CA — After 85 years of serving and strengthening the floral industry, CalFlowers has officially become the American Floral Alliance, launching a new national identity designed to connect every segment of the floral community and build a stronger future for the industry. The new name and visual identity were unveiled Thursday evening during the […]
Every now and then, you look around and realize something just doesn’t fit anymore. That’s where I’ve been these past few months. Rocking Bar Z Consulting has been around for a couple of years now, and it’s been one incredible ride. I’ve had the privilege of speaking across our industry, writing about artificial intelligence, retail […]
San Antonio, Texas: Floral industry consultant, speaker, and thought leader Joe Don Zetzsche today announced the launch of a completely reimagined Rocking Bar Z Consulting brand identity and the debut of its redesigned website, RockingBarZ.com, marking a new chapter in his mission to help floral leaders prepare for one of the most significant technological transformations […]
A floral business can be incredibly busy and still be completely unclear about what it is actually building toward. Like any team setting out on a journey, a business needs a destination. Without one, it becomes difficult to know which road to take, which opportunities to pursue, and which distractions to avoid. Your vision defines […]
Sewell, NJ — Delaware Valley Floral Group, LLC (DVFG) is pleased to announce the acquisition of Mike’s Finest Wholesale Flowers, Inc., a respected wholesale floral distributor serving the greater Atlanta, Georgia market. Founded in 1995, Mike’s Finest Wholesale Flowers has earned a respected reputation for delivering high-quality fresh flowers and floral supplies, supported by reliable […]
San Marcos, Calif. — July 8, 2026 — As CalFlowers celebrates 85 years of floral excellence, the association is proud to announce that Harrison “Red” Kennicott III, Chairman of Kennicott Brothers Company, has been selected as the recipient of the 2026 CalFlowers Distinguished Service Award, recognizing a lifetime of extraordinary leadership, innovation, and service to […]
[Carlsbad, CA] – That Flower Feeling Foundation (TFF), the cooperative effort behind the floral industry’s national consumer marketing campaign, “Just Add Flowers,” has appointed Joe Don Zetzsche as Interim Executive Director as part of a strategic leadership transition designed to support the campaign’s next phase of growth. At the same time, Vanessa Leite is stepping down […]
Earlier this month, I had the opportunity to travel to Orlando to attend the Florida State Florists Association (FSFA) Convention. What I expected was a weekend surrounded by flowers. What I experienced was a reminder that education, community, and professional development remain at the heart of our industry. Throughout the convention, attendees had the opportunity […]
SAN MARCOS, Calif. — CalFlowers, a national floral trade association representing more than 900 members across 48 states, today announced the creation of a new Director of Marketing position as part of the association’s continued investment in industry growth, consumer engagement, and its comprehensive organizational rebrand. The Director of Marketing will serve as CalFlowers’ senior […]
Mother’s Day 2026 has been over for about a month now. The adrenaline has worn off, the invoices are settled, and everyone has finally slept. That distance is actually what makes this worth reading — not a hot take from the week after, but a clear-eyed look at what actually happened, now that the dust […]
What makes a great trade show? Is it the products? The education? The networking? The buyers? The business opportunities? Or is it the people? The truth is, it’s all of those things combined. This year, I had the privilege of attending Floriexpo as both a media partner and an attendee, which gave me a unique […]
Independent Film Donates 20% of Proceeds to National Horticulture Nonprofit on June 24 Alexandria, VA – June 2026 – Seed Your Future (SYF), the national nonprofit dedicated to inspiring the next generation of horticulture and plant science professionals, is partnering with The Gardener, an independent film that has sold out 100+ theaters across the country. […]
