[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. […]
Ecuador produces some of the best roses in the world. That is not marketing — it is a well-documented fact backed by the country’s unique geography, altitude, and decades of floriculture expertise. No other origin consistently delivers the stem quality, head size, and vase life that Ecuadorian farms do. This October, that place becomes even […]
I had the pleasure of attending The Floral Conference hosted by the International Fresh Produce Association (IFPA) in Miami, Florida, right in the Brickell area. This event is unique in the sense that it is highly breeder-focused and mass-market-focused, while still welcoming growers, distributors, importers, and other floral professionals from across the supply chain. I […]
Walk into almost any successful event and ask guests what they remember most. Rarely will they describe the mechanics that made the experience possible. They won’t talk about the number of stems used, the installation schedule, the structural engineering hidden inside an armature, or the countless decisions required to transform an empty room into something […]
San Marcos, CA — The California Association of Flower Growers & Shippers (CalFlowers) is thrilled to announce that registration and the official hotel room block are now open for the highly anticipated Fun ‘N Sun 2026 Floral Convention, taking place at the iconic Langham Huntington in Pasadena, California. Celebrating “A Legacy in Bloom — 85 […]
The floral department inside a supermarket is far more than a row of bouquets near the entrance. And if you’ve been paying attention to how retail floral continues to evolve, you already know that the companies winning in that space aren’t just the ones with the best product — they’re the ones who truly understand […]
How genetic innovation defines Ecuador’s competitiveness in the global floral market. Behind every Ecuadorian rose that reaches a florist in New York, a shop in Amsterdam, or a supermarket in Tokyo, there is a process involving years of genetic research, trait selection, and a strong commitment to innovation. Ecuadorian floriculture does not compete solely on […]
