We are honored to welcome Continental Floral Greens (CFG) into the New Bloom Media community. Their story is one of stewardship, innovation, and people — values that align beautifully with our shared mission to help the floral industry innovate, connect, and bloom. With deep roots in forestry and farming, CFG has built a legacy in greens while championing collaboration across the supply chain. Their history and specialty products remind us how tradition and innovation can work hand in hand to shape the future of flowers.

Story & Culture

Continental Floral Greens has always been guided by a passion for land, people, and progress. Their journey began in 2009 with the purchase of a farm at the base of Mt. St. Helens in Washington — a place that symbolized both heritage and growth. A few years later, a new chapter unfolded with the acquisition of Continental Wholesale Florist in San Antonio, Texas. With fresh leadership and a bold vision, the company rebranded as Continental Floral Greens, marking the start of a new era focused on innovation and community.

At the heart of CFG is their purpose: “Innovation through Mother Nature.” It reflects not only their stewardship of the land but also their belief that nature itself inspires joy. Their culture is people-first, grounded in trust, dignity, and collaboration. As they say, “we don’t just sell products — we sell happiness.”

Their values show in every detail:

• • GSD (Get Stuff Done): Meeting the needs of customers and teammates no matter the conditions.
  • Do the Right Thing: Leading with honesty and care, even when it’s not the easiest path.
  • Own It: Embracing accountability and celebrating success together.
  • Respect: Treating people with dignity on and off the job.

• Always Improving: Asking questions, driving progress, and striving to be better every day.

As Madison Milgard, Brand Director, shared, “As a privately held, family-owned company, our vision is rooted in longevity. We make decisions with future generations in mind. Planting a tree is, at its core, a hundred-year business decision, and we bring that same perspective to everything we do. Supporting the floral community is part of that commitment. From being at the table when initiatives like Sustainabloom and That Flower Feeling were first launched, to remaining active supporters today, we see our role as helping to lead and partner with other innovators to ensure a vibrant, sustainable future for the U.S. floral industry.”

Innovation in Greens

What sets CFG apart is how they’ve turned expertise in greens into a platform for creativity and connection. Their Specialty Farm to Market model ensures floral professionals receive products directly from the source, delivering freshness and consistency at every step.

Their portfolio reflects both tradition and innovation:

• • Just Add Blooms®: Ready-to-use greenery bouquets designed to spark creativity.
  • Christmas Assortment: Handcrafted wreaths, garlands, and centerpieces that capture the spirit of the season.

• Bulk Greenery: Everyday essentials that support florists, wholesalers, and retailers worldwide.

Growth for CFG has never been just about size — it has been about purpose. 

The addition of Oregon Roses in 2020 brought new specialty products into their range. By joining forces with Hiawatha Evergreens in 2021, they strengthened their position as a leader in Christmas greens. In 2024-2025, they partnered with other industry leaders to strategically expand and complement their operations, further strengthening their commitment to U.S.–grown foliage production.

Each step reflects a thoughtful commitment to innovation and a belief that progress should benefit the entire floral supply chain.

Why It Matters

Continental Floral Greens represents more than product excellence. Their dedication to people, their farms, and their customers strengthens the floral supply chain at every level. By investing in American Grown partnerships and global operations, they help ensure floral professionals have access to sustainable, reliable, inspiring greenery and specialty flowers. Their story is proof that when a company leads with values, the entire industry has an opportunity to bloom together.

Reflecting on this collaboration, Madison noted, “We were thrilled when New Bloom Media presented the opportunity to get involved. At Continental Floral Greens, we are passionate about supporting others in the floral community, especially those bringing fresh and innovative ideas to the industry. New Bloom Solutions is doing exactly that — creating platforms that connect, inspire, and elevate.” She went on to add, “Through this collaboration, we hope to contribute our voice and perspective as growers, while also engaging with B2B audiences in meaningful ways. Our goal is to grow alongside other forward-thinking companies, share knowledge, and strengthen the floral industry together.”

Together, We Bloom 🌸

We are truly grateful to Continental Floral Greens for joining the New Bloom Media community as sponsors and for their unwavering support of the floral industry.

Their rich history, strong culture, and forward-looking vision make them an invaluable partner. Together, we look forward to growing and continuing to help the industry innovate, connect, and bloom.

Sponsorships like this make it possible for us to deliver the business side of flowers — sharing insights, amplifying voices, and driving innovation across the industry.

👉 Learn more about Continental Floral Greens and their offerings by visiting https://www.cfgreens.com/