A floral business can have a compelling story, a clear mission, and a well-defined vision—and still lose a customer the moment they read an email that sounds nothing like any of it. That disconnect happens more often than most businesses realize. And it rarely comes from a lack of effort or intention. It comes from […]
MIAMI, FL — For six years, the Bloom Together Event has brought the floral industry together around one purpose: to celebrate and demonstrate the power of networking, collaboration, and community-building — together. What began in Miami has grown through the participation of more than 1,500 floral industry professionals and the support of 80+ collaborators, bringing […]
SAN MARCOS, CA — Fun ’N Sun 2026 brought more than 480+ floral professionals together August 5 – 8 at The Langham Huntington, Pasadena, for four memorable days of education, networking, celebration and connection. Hosted by the newly renamed American Floral Alliance, formerly CalFlowers, the convention brought together growers, wholesalers, retailers, suppliers, educators, designers and […]
Gustavo Gilchrist, Karin Krause, Lane DeVries, and Robin van der Schaaf Attendees of the 2026 CalFlowers Fun ‘N Sun Convention were treated to a surprise announcement during the American Floral Endowment (AFE)-sponsored Friday morning breakfast on August 7, when AFE presented CalFlowers, newly renamed American Floral Alliance, with the 2026 Ambassador Award. The award was presented […]
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 […]
