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 for a convention that brought together education, product discovery, networking, and some major industry moments. There was strong participation across the event, from the Flower Fair floor to educational sessions to informal conversations that continued well beyond the scheduled program.
What stood out to me most was not just the energy of the event itself, but how clearly Fun ’N Sun reflected the broader direction of the floral industry. It was a place where conversations about leadership, production, technology, collaboration, sustainability, marketing, and the next generation were all happening side by side.
That was especially clear through our Fun ’N Sun Bloom Show series, where we had the opportunity to speak with industry leaders, growers, and emerging voices, as well as through the Blooming Product Spotlight, which gave exhibitors another platform to share what they were bringing to the floral community.
A Convention That Reflected a Changing Industry
Fun ’N Sun has always been a place where people reconnect, learn, and do business, but this year also carried a sense of transition.
One of the biggest moments of the week was the official unveiling of American Floral Alliance, the new name for the organization formerly known as CalFlowers. That announcement gave the event an added level of significance. It was not simply a name change. It reflected a broader recognition of what the organization has already become: a group with national reach and national relevance.
According to them, nearly 70 percent of its membership is now outside California, and that shift in identity was a meaningful signal of how much the organization’s role has evolved. That larger perspective could be felt throughout the event. Fun ’N Sun was rooted in California, but the conversations taking place there were clearly about the future of the floral industry across the U.S.
The convention itself also reflected that breadth. Attendees moved between educational sessions, the Flower Fair, design-focused experiences, evening gatherings, and industry conversations that touched on everything from product trends to labor to marketing. More than 172 attendees also joined the sold-out industry tour of The Original Los Angeles Flower Market, The Southern California Flower Market, and Fiesta Productions, adding another layer of behind-the-scenes industry exposure to the week.
The Bloom Show at Fun ’N Sun: Three Conversations, Three Perspectives
One of the most valuable parts of being at Fun ’N Sun was having the opportunity to host a special Bloom Show series right from the event. Each conversation gave a different lens into where the floral industry stands today and where it may be headed.
1. Floral Leadership: A Broader Vision for the Industry
One of the highlights of our Fun ’N Sun Bloom Show series was having the opportunity to sit down with Lane DeVries and Joe Don Zetzsche on the evening CalFlowers officially unveiled its new name, American Floral Alliance.
Lane explained the meaning behind the new name and why the word alliance was so important. Rather than seeing itself as a traditional trade association, the organization wants to bring the industry together through education, investment, promotion, and collaboration.
What stood out to me was how the new name represents not only the organization’s identity today but also its vision for the future. It was a significant moment in its 85-year history, and I was glad we had the opportunity to capture Lane’s perspective on The Bloom Show.
Joe Don added another perspective to the conversation, discussing how the floral industry can navigate changes in technology, AI, and consumer purchasing behavior. He emphasized the importance of alliances that bring different sectors together, allowing businesses to share knowledge and work collaboratively as the industry evolves.
For me, this conversation was a reminder that meaningful change begins with a shared vision and a willingness to work together.
2. California Growers: Resilience, Domestic Production, and Market Reality
In another conversation, I spoke with Rodi Groot and F.J. Trzuskowski, who brought the grower and production side of the industry into focus.
What I appreciated about this discussion was how grounded it was in the day-to-day realities of floral production. We talked about California-grown and American-grown flowers, what makes them distinct, and why domestic production still matters.
Rodi spoke about working with smaller and family-run farms, many of which operate in very specific micro-climates and produce products that are not easily found elsewhere. F.J. emphasized some of the operational advantages of domestic product, including shipping efficiency and the ability to deliver freshness more directly to the market.
But the conversation also went beyond product identity. We discussed labor, weather, tariffs, and the constant need to adapt. Both growers made it clear that resilience is part of the job. Whether the challenge is a seasonal shift, changing labor realities, or unexpected weather patterns, success in floral production depends on finding solutions and moving forward.
We also touched on innovation, which was an important part of the conversation. From mechanization and equipment advances to more precise applications like drone spraying, it is clear that even traditional growing operations are thinking seriously about efficiency and long-term sustainability. At the same time, there was recognition that innovation does not look the same for every farm. Large and small operations face different realities, and adaptation often depends on scale, resources, and crop type.
This was a strong reminder that behind every stem is a production system dealing with real complexity. Events like Fun ’N Sun help keep those realities visible.
3. Next Generation of Floriculture: Technology, Sustainability, and Education
Our third Bloom Show conversation focused on the next generation, with Zabrina Campos and John Louie sharing their perspectives on how younger professionals are entering and shaping the industry.
This conversation stood out because it showed that the future of floriculture is not just about succession — it is also about how new ideas are being introduced into long-standing family and business structures.
Zabrina, who is helping lead marketing efforts within her family’s company, spoke about how younger professionals are influencing communication, creativity, and the adoption of technology. John, whose background includes both floral and produce, brought a similarly practical perspective, especially around operational efficiency and sustainability.
A few themes came through clearly.
The first was technology. Both speakers emphasized that technology is no longer optional. It is becoming central to communication, operational efficiency, and long-term competitiveness.
The second was sustainability. John pointed to sustainability as an area likely to become even more important as consumer expectations continue to evolve. That includes not only environmental practices, but also how companies communicate those practices.
The third was education. I thought this was one of the strongest parts of the conversation. Both guests highlighted the importance of learning across generations — taking knowledge from those who built the business while also staying open to new tools, systems, and ways of thinking. Education, in this sense, applies at every level: teams, customers, partners, and even end consumers who may not fully understand where flowers come from or what it takes to produce them.
They also spoke directly about why attending conventions matters for younger professionals. Events like Fun ’N Sun create access to relationships, ideas, and perspectives that can be difficult to gain in day-to-day operations. That is especially important for the next generation, which is not only inheriting the industry, but helping redefine how it communicates and evolves.
The Blooming Product Spotlight: Bringing Exhibitor Stories Beyond the Booth
Another part of the Fun ’N Sun experience that I was glad to see take shape was the Blooming Product Spotlight.
The Flower Fair floor gave us plenty of products worth paying attention to, and this activation created another way to highlight the exhibitors behind them. In collaboration with American Floral Alliance, New Bloom Media, and The Bloom Show, the Spotlight gave participating exhibitors a chance to share what they were bringing to the floral community and extend that visibility beyond their booth space.
Among the participating exhibitors were Santana Farms, featuring their Grevillea Ivanhoe; Continental Flowers, sharing their roses, alstroemeria, lilies, sunflowers, carnations, and more; Green Valley Floral, highlighting their garden roses, gerrandos, mini callas, and other favorites; Channel Island Flowers Inc., showcasing colorful blooms; Memorial Day Flowers, offering a meaningful reminder of how flowers connect people through remembrance; and CamFlor, which also joined the activation.
What I liked about the Blooming Product Spotlight was that it added another layer to the event. It was not only about products themselves, but about giving exhibitors another avenue to communicate their value, their identity, and the role they play within the broader floral industry.
That matters because trade shows are full of good conversations that often stay limited to the people physically present at a booth. Activations like this help carry those conversations outward and create more visibility for the businesses participating.
What Stayed With Me Most
When I think back on Fun ’N Sun 2026, what stays with me most is how many parts of the floral industry were visible in one place.
You could hear discussions about national industry leadership, consumer marketing, American-grown flowers, production challenges, technology, sustainability, education, and next-generation involvement — all within the same event. That range is part of what made the convention valuable.
For me, the Bloom Show conversations and the Blooming Product Spotlight were ways to capture and extend some of that value. They helped document not just who was there, but what the industry is actively thinking about right now.
Fun ’N Sun 2026 was a reminder that conventions still play an important role in this industry. They create space for visibility, connection, and perspective. They give growers, wholesalers, retailers, service providers, and industry organizations a place to learn from one another and see where the industry may be headed next.
And in a time when the floral industry is navigating both change and opportunity, that kind of shared space matters.
