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Floriexpo, North America’s only business-to-business event exclusively for the floral industry, is happening this week, and this was the program for its much-anticipated Floral Bootcamp: an immersive full-day experience led by floral industry leaders.
With a fully packed ballroom room people engaged in impactful micro sessions filled with practical takeaways and lively roundtable discussions designed to spark collaboration and inspire fresh ideas. From a gourmet breakfast and lunch, you walked away with a certificate of completion to mark your participation in this high-value educational event.
What Is Floral Bootcamp?
Developed in collaboration with an advisory board of top floral community leaders, Floral Bootcamp offers a full day of practical learning for floral buyers, designers, and retailers. The goal is to equip attendees with real-world strategies to drive visibility, creativity, and revenue in today’s competitive floral marketplace.
A Power-Packed Day of Workshops
This year’s Bootcamp included seven dynamic sessions, featuring expert panels and visionary presentations. Each session followed by a roundtable discussion to foster collaboration and idea exchange among attendees.
The day started with a burst of energy and a breakfast to fuel up for a fantastic day, with speakers giving a future look at the floral industry. Or educate on many levels. The room was packed with flower people eager to know more and speakers to feed them with tips and knowledge to take home. An exciting day it was!
Welcome Note
Speaker: Bob Callahan, President & CEO, Floriexpo
Bob welcomed attendees to the 2nd Annual Floral Bootcamp and set the tone for a day of inspiration and insight. He urged us to engage in the roundtable discussions after each talk.
The Buzz About Social Holidays
Speaker: Beth O’Reilly, Dutchess Bouquet
Beth O'Reilly invited a balloon specialist to the stage to talk together about how flowers can get a ton of attention with balloons. And how to harness the power of secondary and social holidays like National Daughters Day and National Culinary Day. About how to turn trending moments into meaningful marketing that boosts sales and creates emotional, floral experiences. Followed by a round table discussion on the topics:- Community Connection
- Balloon Power in Floral
- Creating a Digital Buzz
- The Living Calendar Concept
- Cross Marketing Magic
Of course, the most important thing is storytelling, selling flowers is selling emotions, and you can use all kinds of tools to make that easier. As always, Beth has fantastic ideas on marketing and how to get your product selling. Visit Floriexpo today and find Beth at the Dutchess Bouquet booth.
A Flower's Journey: From Farm to Vase
Speaker: Paul Miller, Floral Director, Sunshine Bouquet
Paul gave the audience his view on Dianthus. Let's not always call it Dianthus. More rich and not only that, there are so many varieties: Raffine, Breanthus, Green Trick, Spray Carnations, Carnations, ..... Dianthus is not that easy to grow; it takes a lot of work, and one stem is touched many times before you get a single bloom. Besides that, in Colombia is often a hydroponic growth, and it's stem propagated. Sometimes it takes up to ten years before a new variety is on the market.
Paul:
"There can be many reasons behind floral purchases—from emotional triggers to visual merchandising. Understand today’s consumer and apply techniques that increase impulse buys through smarter design and storytelling. Educate your buyers and spoil them with visual appeal."
Same with Less
Speaker: Derek Woodruff, Syndicate Sales & The Floral Underground
Floral designers are navigating rising costs and uncertain tariffs. This session gave practical strategies to remain creative and profitable while responding to evolving consumer tastes. Derek talked about the mark-ups, new ideas, design solutions, ... Roundtable discussion topics include standout merchandising ideas and success stories after marketing adjustments.
Lunch Keynote: Unveiling the Future of Floral – 2026+ Trend Report
Speakers: Manuela Arroyave, Art Director – LiveTrends Design Group
What an inspiring session. Manuela talked with a passion about trends, as it was clear it's here way of life. Translated into their trends. This keynote unpacked the emotional, geopolitical, and visual shifts that will influence floral design, marketing, and consumer behavior leading into 2026 and beyond. Manuela showed a video in which it was clear that people are not connecting anymore. It was very quiet in the room.... Everybody could see it was nothing but the truth... We are all on a screen at every moment of the day...Manuela was clear, from the heart, that needs to change. Connecting is what matters, and what we all need. So, future trends have to connect.
From Art to Revenue
Speaker: Steven Santos, Galleria Farms, AIFD
Learn how to deconstruct high-end floral artistry and reimagine it for the mass market. Discover how to translate social media trends into best-selling, shoppable floral products that drive revenue.
Growing Floral Sales Together: The Unit Sales Program
Speakers: Vanessa Leite + panelists from Albertsons, Cosentino’s, and Price Choppers
This wasn't a presentation—but a movement. That Flower Feeling's Unit Sales Program is shifting the mindset around everyday floral purchases and dramatically increasing unit volume across retailers. Vanessa talked about what they achieved so far with the campaign Selfcare Made Easy.
TFF Managing Director Vanessa Leite moderated the session, which featured leaders from across the floral industry, including Aura Faxon, Aileen Flicki, Bradley Gaines, and Jens Williford.
Together, they shared insights on how collaborative marketing and unified messaging are driving floral consumption and positioning flowers as an essential element of self-care. Attendees left with practical strategies for connecting with today's consumers and leveraging the momentum of collective industry initiatives like That Flower Feeling.
AI for Floral Departments
Speakers: Liza Roeser and Jennifer Barnard from Fifty Flowers, and Ryan Black from Jet Fresh Flowers
AI is reshaping the floral business. Liza started the conversation by telling why and how ChatGPT made a huge difference for her and the company. Of Course, it takes a lot of time and words to get ChatGPT to know you. But if you created your GPT with all the knowledge inside you want ChatGPT to use to answer you, it will help you save a lot of time. She talked about how to increase efficiency. Jen talked about how to personalize the customer journey with Jasper, an AI platform that helps with customer service in seconds. And Ryan showed how AI tools like FireFly, Midjourney, and Canva can help you create images and campaigns in no time.
Like, for example, the models he brought to life from Fleurs des Villes Downton Abbey at Bal Harbor last March. How to elevate your marketing game using smart AI tools and platforms, tailored especially for the mass floral market, is the way to go for the future.
Licensed by Universal Studios Licensing LLC © 2025 Focus Features LLC.
@fleursdevilles @downtonabbey_official @focusfeatures @carnivalfilms @jetfreshgrowers
Thank You & Certificate Presentation
After Bootcamp, everyone received a personalized Certificate. A moment to honor shared passion and professional growth.
Golden Hour Welcome Party
Kick off Floriexpo 2025 with style at the Hilton Fort Lauderdale Marina. It was a successful night where everybody joined in a relaxing atmosphere for drinks, connection, and celebration during the most beautiful time of day—Golden Hour.
Why This Bootcamp Matters
Bob Callahan, President & CEO of Floriexpo:
“For mass market retailers and floral buyers, the Floral Bootcamp at Floriexpo is more than just an educational initiative — it’s a strategic investment in the industry’s future. Participants aren’t just learning the basics; they’re gaining the expertise to design with purpose, connect emotionally, and drive product movement. We are happy with the success it became.”
Visit Floriexpo
Floriexpo is North America’s premier floral B2B trade show, connecting top floral buyers with global suppliers. The event offers unmatched opportunities for networking, education, and discovering the latest innovations in floral design. You can find the schedule on Floriexpo's website.
The finalization of its highly anticipated exhibitor list and comprehensive floorplan for its 2025 edition, taking place June 4-6 at the Broward County Convention Center. The excitement is reaching a fever pitch as the show floor stands on the verge of being completely sold out, promising an unparalleled sourcing and networking experience.
With a list of confirmed buyers that includes Albertsons, Kroger, Trader Joe’s, HEB, Sobey’s, Shaw’s/Star Market, Publix, Sprouts Market, Hy-Vee, United Supermarkets, Stop & Shop, Costco, Schnuck’s Market, UNFI, Walmart Canada, Topco, Walgreens, Mayesh, CVS, 7-11, Stein’s, IndyFruit, Charlie’s Produce, KVAT/Food City, Super Dollar, Teleflora, Krueger, Giant Companies, 1800 Flowers, Longo’s, Fifty Flowers, Price Chopper, Consentino’s, Lidl, Foodland, HMart, Weis Market, Associated Wholesale Grocers, Peirone Produce, SaveMart, Big Y this year’s Floriexpo Exhibitors will have unprecedented access to some of North America’s largest retailers.
