If you’ve been waiting for a summer event that’s equal parts education, exploration, and epic networking, the wait is officially over. The Wholesale Florist & Florist Supplier Association (WFFSA) is turning up the volume with the 2025 Development Experience (DevX), happening July 23–25 in Cleveland, Ohio.
Think floral distribution meets road trip meets rock and roll. Backed by the generous support of CalFlowers, DevX 2025 isn’t just another industry event — it’s a full-throttle, hands-on, boots-on-the-ground experience designed to inspire, educate, and connect you like never before.
WFFSA Developmental Experience Is a Member-Only Event
Join WFFSA today and become a member. But what is WFFSA about? In the last few years, no one in the floral industry has changed more than the wholesale florist. Today, wholesalers are in a new position in the distribution channel, serving a vital and expanding role in floral distribution. No organization is as uniquely positioned to meet the needs of floral distribution today as WFFSA. They understand the logistical, operational, and marketing challenges that both wholesalers and suppliers face in a changing market.
Every beginning of March, WFFSA has its Floral Distribution Conference, which, of course, is extremely valuable to visit.
They tackle the big issues – increasing profitability, improving logistics, and reducing operational costs – as well as the everyday ones, like helping you find new sources, new customers, and new ways to sell. WFFSA’s programs, services, events, and communications are designed to provide the solutions, guidance, and information your business demands today – and into the future.
WFFSA is the one and only association solely dedicated to the floral wholesale business and its suppliers. Let WFFSA become a valuable resource for you and your company.
If you wish to join WFFSA, please complete a membership application. Membership applications must be in by July 2nd latest. Questions? Email us at info@wffsa.org.
Road Trip Meets Real-World Learning
This is education that moves you — literally! Attendees will hit the road for behind-the-scenes tours of powerhouse floral companies, including:
- Green Circle Growers
- Cleveland Plant and Flower Company
- Kennicott Brothers
- Smithers-Oasis
Freddy Melero:
“We’ve designed a program that gets you out of the conference room and into the real-world operations that drive our floral supply chain. The chance to network in this kind of setting — side by side with fellow wholesalers and suppliers — is truly invaluable. And wrapping it up at the Rock & Roll Hall of Fame adds a dose of energy and fun that will turn this experience into one to remember."
Every stop offers actionable insights and fresh perspectives straight from industry leaders who are innovating the floral supply chain daily.
Keynote to Crush Your Limits - The Unstoppable You
Get ready for a burst of inspiration from Alex Weber — award-winning speaker, bestselling author, leadership coach, and yes, an American Ninja Warrior competitor. His high-energy keynote will challenge you to break boundaries, embrace bold leadership, and bring your A-game. Alex activates attendees to break through to their next level of achievement! A level that may seem daunting, discouraging, unrealistic, or flat-out impossible. Because there has never been a more pressure-filled time of comparison, distractions, and judgments than right now. This causes people to fall into the trap of underperforming, burnout, delaying goals, or not stepping up into opportunities altogether!
Rock & Roll Meets Relationship-Building
When the day winds down, the networking turns up. Join your peers for an unforgettable, exclusive reception at the Rock & Roll Hall of Fame, sponsored by Continental Flowers. Picture it: great music, amazing food, high-level conversations, and the energy of Cleveland’s most iconic venue lighting up the night.
Want to Be Seen as an Industry’s Frontrunner?
DevX isn’t just an event — it’s an opportunity. Companies ready to amplify their brand can tap into custom sponsorship packages designed to put them directly in front of key decision-makers. Whether you sponsor an educational session, provide refreshments for the road, or get your name on branded fans, this is your moment to shine.
Ready to Hit the Road with Us? Don’t wait — space is limited and this event sells out fast.
Register today or explore sponsorship opportunities at wffsa.org/devx
