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 perspective on one of the floral industry’s leading events.
So, I’d like to invite you to experience Floriexpo through my eyes.
Join me as I share some of my favorite highlights, key takeaways, memorable moments, and an inside look at why Floriexpo has become one of my favorite events of the year, and why I believe it continues to establish itself as one of the premier events in the floral industry.
Whether you’re a supermarket floral buyer, wholesaler, grower, breeder, supplier, or vendor, Floriexpo offers something incredibly valuable: the opportunity to learn, discover, connect, and grow.
From insightful educational sessions and innovative new products to meaningful conversations and unforgettable networking opportunities, Floriexpo continues to bring together the people, ideas, and businesses that help move our industry forward.
Let’s start at the beginning.
Understanding the Next Generation of Flower Buyers
The educational sessions kicked off with an insightful presentation from Jackie Lacey, who shared research focused on the next generation of flower buyers.
Drawing from research conducted through the Floral Marketing Fund, Jackie explored how Gen Z consumers discover, purchase, and engage with flowers. His presentation highlighted the growing influence of social media, sustainability, online reviews, personalization, and well-being.
One of the strongest takeaways was that younger consumers increasingly view flowers as more than gifts.
Flowers are becoming part of self-care.
Part of wellness.
Part of emotional well-being.
Part of everyday enjoyment.
The research showed that platforms like Instagram and TikTok continue to play a major role in influencing purchase decisions. Consumers are looking for authentic content, behind-the-scenes stories, flower care tips, reviews, and content created by real people.
Another interesting takeaway was the role sustainability continues to play in purchasing decisions. Consumers are paying closer attention to eco-friendly practices, recycled packaging, reusable materials, and the environmental responsibility of the companies they support.
Jackie also shared data showing how powerful reviews have become. Positive reviews, negative reviews, and even the overall quantity of reviews all influence purchasing behavior.
One of the most valuable insights from the presentation was the opportunity for the floral industry to reposition flowers beyond traditional gifting occasions. Flowers can be marketed as part of self-care routines, wellness practices, and everyday enjoyment.
As our industry looks toward the future, understanding how younger consumers think and what motivates them will be critical.
From Commodity to Connection
Following Jackie Lacey’s presentation, attendees were treated to a fascinating presentation from Talmage McLaurin, AIFD.
Talmage’s presentation, titled From Commodity to Connection: Winning the 2027 Floral Consumer, felt less like a traditional seminar and more like a guided tour of innovative retail concepts from around the world.
His presentation explored how successful retailers are creating emotional connections with consumers through storytelling, design, experiences, and merchandising.
One of the biggest themes throughout the presentation was that flowers are evolving from a commodity purchase into an emotional and experiential one.
Talmage showcased several concepts shaping the future of floral retail.
Bespoke Experiences
Examples such as Winston Flowers and Emily Thompson Flowers demonstrate how premium retailers are creating highly curated experiences in which flowers become an extension of personal identity, lifestyle, and self-expression.
Nostalgia
Talmage highlighted retailers embracing craftsmanship, timeless design, and nostalgia-driven experiences to create deeper emotional connections with consumers seeking authenticity.
Floral Laboratories
One of the most unique concepts explored was the idea of floral laboratories, where flowers become educational experiences. Consumers learn about symbolism, origins, varieties, and the stories behind flowers.
DIY Studios
Retailers such as Field of Flowers are creating opportunities for customers to become part of the creative process through workshops and hands-on experiences.
Nursery and Lifestyle Hybrids
Businesses like Terrain are blending flowers, plants, furniture, décor, and lifestyle products into immersive retail destinations.
Flowers as Art
Talmage also showcased floral exhibitions and installations that transform flowers into experiences worth exploring, photographing, and sharing.
Throughout the presentation, one message stood out clearly:
Today’s consumers are increasingly purchasing experiences, wellness, creativity, authenticity, and self-expression.
Flowers remain the product, but the story surrounding them is becoming just as important.
Leadership and Purpose with Lane DeVries
The next presentation featured one of the floral industry’s most respected leaders, Lane DeVries.
Lane shared insights from his new book, The Pursuit of Purpose, offering attendees a glimpse into the lessons, experiences, and philosophies that have shaped his leadership journey over the years.
His message served as a reminder that successful businesses are built not only through strategy and execution, but through purpose, leadership, culture, relationships, and people.
Following the presentation, attendees gathered for lunch, where Lane hosted a book signing.
The excitement was impossible to miss.
There was a steady line of industry professionals waiting to meet him, purchase a copy, and continue the conversation.
Seeing so many people eager to learn from someone who has spent decades helping shape our industry was both encouraging and inspiring.
Turning Trends into Results
Following lunch, attendees returned to hear from Tim Huckabee of The Profitable Florist.
While the previous sessions focused on consumers, trends, and innovation, Tim focused on execution.
His presentation centered around a simple but powerful idea:
Many floral departments don’t have a flower problem.
They have a process problem.
Tim shared practical strategies focused on improving training, accountability, customer interactions, merchandising, and profitability.
Some of the key lessons included:
- Train small to win big.
- Create repeatable systems rather than relying on one “flower person.”
- Reduce shrinkage through daily habits and accountability.
- Measure what matters.
- Conduct short daily team huddles.
- Focus on customer conversations rather than transactions.
One of his most memorable points challenged floral professionals to stop asking customers:
“How much would you like to spend?”
Instead, he encouraged teams to guide customers based on the occasion and emotional purpose behind the purchase.
His framework of “Listen. Learn. Lead.” provided a simple but effective roadmap for both managers and sales associates.
What I appreciated most about Tim’s presentation was that nearly every takeaway could be implemented immediately.
VIP Bloom Together Floriexpo Edition
Following the educational sessions, I had to step away to prepare for one of the highlights of my week: the VIP Bloom Together Event – Floriexpo Edition Key Buyer Night Cap.
This event would not have been possible without the support of our incredible sponsors: Deliflor Americas, PPC Flex, Bellaflor, Blooming Fresh Flowers, Dutchess Bouquets, The Valley Springs, and Continental Floral Greens.
Bringing together floral key buyers, sponsor vendors, collaborators, and industry leaders in a more intimate setting continues to be one of my favorite things to do.
Bloom Together has always been about building relationships, creating opportunities, strengthening collaboration, and bringing people together.
The event was a tremendous experience.
It also gave me plenty of ideas on how we can continue improving and growing the experience every year.
Day Two: Innovation Takes Center Stage
Thursday morning marked the opening of the trade show floor.
As soon as the doors opened, I headed straight to the exhibits.
One of my favorite things about Floriexpo is seeing innovation firsthand.
This year was no exception.
From packaging solutions and merchandising ideas to new products and retail concepts, there was no shortage of inspiration.
This year, I was also excited to launch a new project called Blooming Product Spotlight.
The concept was simple.
Exhibitors could scan a QR code and quickly create their own product videos showcasing their latest innovations.
Those videos were then shared through Instagram, helping exhibitors tell their story directly to the industry.
Throughout the day, I had the opportunity to walk the floor with several customers, introducing them to each other, products, companies, and innovations that could help their businesses.
Iron Designer Delivers Again
One of the biggest highlights of Floriexpo each year is the Iron Designer Competition.
And once again, it did not disappoint.
The energy in the room was incredible.
The designers were true rock stars, complete with fan clubs cheering them on throughout the competition.
Pieter Landman once again did an outstanding job hosting the event, bringing both professionalism and entertainment to one of the convention’s most anticipated experiences.
It continues to be one of the best examples of the creativity and passion that exists within our industry.
Missing the Boat Party (and the FOMO That Followed)
Unfortunately, I had to leave early that evening for a quick trip to Miami and was unable to participate in the boat party.
From everything I heard afterward, it may have been the best one yet.
Everyone I spoke with talked about the beautiful boat, elegant atmosphere, included drinks, spacious layout, and incredible networking opportunities.
I’ll admit—I had some serious FOMO.
One thing I repeatedly heard was how accessible buyers were throughout the evening. Conversations happened naturally, relationships deepened, and many attendees described it as one of the most valuable networking opportunities of the entire event.
Fortunately, the evening didn’t end there.
The opening of the new Omni Hotel created another gathering place for attendees. Conversations continued late into the night, friendships were strengthened, and networking carried on well after the boat returned to shore.
For some, the evening wrapped up around 1 A.M.
For others, it continued all the way through a late-night pizza gathering that stretched into the early morning hours.
Final Reflections
On the final day, I spent the morning walking the floor, reconnecting with exhibitors, discovering products I had missed earlier in the week, and having meaningful conversations with industry friends and colleagues.
As I reflected on the experience, I couldn’t help but appreciate the incredible work being done by Bob Callahan, Lauren St. Clair, and the entire Floriexpo team.
Every year, Floriexpo gets better.
What impresses me most is how intentional the team is about listening to feedback and continuously improving the attendee experience.
From the educational sessions and networking opportunities to the floral installations, smoothie bars, buyer programs, social events, and countless details behind the scenes, it is clear that this team genuinely cares about creating value for the industry.
And perhaps that’s what makes Floriexpo special.
It’s not just about business.
It’s about community.
It’s about bringing people together.
It’s about creating opportunities.
It’s about building relationships.
Throughout the event, I spoke with numerous exhibitors, and the feedback was remarkably consistent.
Much like last year, many shared that they met the buyers they wanted to meet, built meaningful relationships, and found tremendous value in attending.
For me, Floriexpo remains one of the premier events in our industry.
If you’re a supermarket floral buyer, wholesale buyer, grower, breeder, supplier, or vendor, I strongly encourage you to attend.
You’ll discover innovation.
You’ll gain valuable education.
You’ll build relationships.
And most importantly, you’ll become part of a community that is working together to help the floral industry continue to grow and bloom with purpose.
Thank you to Bob Callahan, Lauren St. Clair, and the entire Floriexpo team for another fantastic year.
I’m already looking forward to seeing what Floriexpo 2027 has in store.
