The Wholesale Florist and Florist Supplier Association (WFFSA) welcomed over 650 floral industry professionals, nearly 100 exhibiting suppliers, and more than 50 wholesaler companies to the 2025 Floral Distribution Conference (FDC). Held from March 2 to 5, 2025, in sunny Miami, this year’s conference was a vibrant mix of networking, education, product discovery, and celebration of floral excellence. #infullbloom
Pre-Conference Warm-Up: Golf, Strategy & Networking
The conference began with pre-conference activities, setting a collaborative and positive tone from the start. On Sunday, March 2, attendees joined the Second Annual WFFSA Golf Tournament, followed by Marketing and Education Committee meetings, and an elegant Board of Directors dinner and reception.
These sessions fostered strategic conversations, focused on how WFFSA can better serve its current members, enhance benefits for prospective members, and create more touchpoints year-round to keep the community engaged long after the conference wraps.
Day One: Industry Insights & A Floral Marketplace in Full Bloom
The official start on Monday, March 3, was nothing short of spectacular. The much-anticipated Table Top Exhibit Show Floor opened its doors, offering a vibrant space where wholesalers, breeders, growers, and suppliers could meet, exchange ideas, and spark new partnerships. The booths are getting prettier every year, and exhibitors are positive about the outcome.
Topics Driving the Floral Conversation
The popular Wholesaler Discussion Groups returned for their fourth year, bringing industry leaders together to tackle today’s biggest challenges and opportunities. The newly introduced Industry Roundtables added even more depth, with conversations centering around:
- AI and Technology Adoption — How floral businesses can leverage AI tools like ChatGPT for marketing and operations.
- Sustainability — Creating greener supply chains and reducing floral waste.
- Offsetting Rising Costs — Creative solutions to maintain profitability.
- Tariffs and Global Trade — Understanding potential impacts on supply chains.
- Talent Recruitment & Retention — Building the future workforce of floriculture.
- Social Media Strategies — Turning Instagram, TikTok, and more into powerful business tools.
- Celebrating Excellence: The Floral Xcellence Awards
A major highlight of the day was the announcement of the winners of the inaugural Floral Xcellence Awards, proudly sponsored by Flowers of Colombia and Proflora 2025 by Asocolflores. These awards spotlight the breeders, growers, and products setting new standards in floral beauty, innovation, and market appeal.
Breeder Excellence Award
Danziger for the magical Unicorn™. Read more about Dare to Be a Unicorn in the Floral Industry campaign.
Grower Excellence Award
Florisol & Co. for the stunning Chrysanthemum Super Magnum.
Member Favorite Award
Ayurá SAS for the charming Carnation Apple Tea.
Day Two: Learning, Networking & Yacht-Rock Vibes
Tuesday, March 4, delivered a perfect balance of education, business, and fun.
Outgoing chairperson Karen Oie, Smithers-Oasis, highlighting WFFSA’s evolving role in the global floral industry. A huge thank you for all the support she has received over the past years. She also presented the Leland T. Kinzele (LTK) Award to Tim Dewey of DVFlora, with a touching surprise appearance from his family.
Following the lunch there was a very interesting keynote presentation: Mary Ann McLaughlin gave a forward-thinking talk on using AI to grow floral businesses, showing attendees how to craft compelling content, streamline workflows, and engage customers like never before.
This year's new WFFSA member lounge was a new space for first-time attendees to network with past presidents and other board members and learn about volunteer opportunities. The Flower Movement allowed attendees to gift a flower with a message to someone there.
Party Like a Florist
The day ended with the much-anticipated WFFSA Party, themed “Yacht-Rock!” The party blended nautical vibes, boat-inspired cuisine, and soft rock and Latin beats. A mechanical shark offered a fun challenge, and guests shared plenty of laughs and social media moments.
Day Three: Passing the Gavel & Floral Wisdom From the Past Presidents
On Wednesday, March 5, Karen Oie officially passed the presidential gavel to Fredrick Melero of Choice Farms, who now serves as WFFSA President.
The conference concluded with a Past Presidents Panel, featuring Rob Shibata, Mt. Eden Floral Company (Moderator), David Armellini from Armellini Express Lines, Pat Dahlson from Mayesh Wholesale Florist, Nick Fronduto from Jacobson, and Gabriel Becerra from Golden Flowers. These floral veterans shared timeless wisdom, personal stories, and insights into the ever-evolving floral industry.
Looking Ahead: Join Us for More Floral Connection
The 2025 WFFSA Floral Distribution Conference ended on a high note, with overwhelmingly positive feedback from attendees. From business opportunities on the show floor to the memorable Yacht-Rock party, it was a celebration of floral innovation, creativity, and connection.
📅 Save the Dates:
🌸 2026 Floral Distribution Conference
📅 March 1-4, 2026
📍 Miami, Florida
🌸 Development Experience (DevX 2025)
📅 July 23-25, 2025
📍 Cleveland, Ohio
