A floral business can have a compelling story, a clear mission, a defined vision, and a consistent brand voice—and still struggle to connect with the customers it wants to reach. Not because the message is wrong, but because the business hasn’t taken the time to understand its audience. Over the years, working with businesses across […]
Attending Fun ’N Sun 2026 in Pasadena gave me the chance to experience something that I think matters deeply in the floral industry: being in a room where so many parts of the supply chain are present at the same time. From August 5–8, more than 480 floral professionals came together at The Langham Huntington […]
What happens when nearly 100,000 people spend a weekend surrounded by flowers? For Arizona Flower Market, that kind of community engagement became part of the work recognized with the 2026 SAF Marketer of the Year Award. In this episode of The Bloom Show, Sahid Nahim spoke with Brent Denham, General Manager of Arizona Family Florist […]
Buffalo Grove — PPC Flex is pleased to announce the acquisition of Koen Pack, a leading designer and manufacturer of floral packaging based in the Netherlands. The partnership brings together two companies with more than 30 years of experience, deep roots in the floral industry, and a shared passion for design, innovation, and customer service. […]
ALEXANDRIA, VA – More than a century ago, Italian and Japanese immigrant growers gathered near Lotta’s Fountain in San Francisco to sell flowers. Those early gatherings laid the foundation for the San Francisco Flower Market, a cornerstone of Northern California’s floral trade for generations. The San Francisco Flower Market is a 2026 recipient of the Society of American […]
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 […]