WFFSA DevX is an immersive, behind-the-scenes experience that brings floral professionals together for hands-on learning, facility tours, and honest conversations about the future of floriculture.
This isn’t your average floral event—and that’s exactly why it matters. DevX 2025, powered by WFFSA and sponsored by CalFlowers, united industry leaders in Cleveland from July 23–25. When floriculture professionals connect with purpose, great things happen. From greenhouse visits to powerful keynotes and after-hours networking, DevX captured the energy and complexity of the floral supply chain—and delivered on every front.
A Road Trip That Mapped the Future of Floriculture
DevX kicked off with the signature 'Road Trip', offering exclusive insights into 4 leading floriculture companies. Not a WFFSA member yet? Join here.
1. Green Circle Growers: One of North America’s largest greenhouse operations. A sustainable leader using geothermal energy, rainwater recycling, and biological pest control.
@green_circle_growers
Kicked off our #DevX25 Road Trip in a breathtaking greenhouse filled with vibrant orchids and carefully balanced ecosystems. Thanks to the Green Circle Growers team for their warm hospitality and breakfast!
Freddy Melero, Director of Sales & Procurement at Choice Farms and WFFSA President:
“They move over 9 million orchids a year—that’s not a typo. Standing in their greenhouse, I realized we’re not just growing flowers, we’re nurturing beauty, ritual, and connection. The scale and sustainability were awe-inspiring.”
Danna Avsec, Key Account Manager, Smithers-Oasis North America:
“Wow, I’m impressed. 150 acres of indoor growing space—it’s huge!”
2. Kennicott Brothers: Experts in logistics, using technology to optimize routes amid industry challenges.
Next stop: @kennicottcleveland. They explored four key areas of the operation — from fresh flowers to logistics and supplies to history — and got an inside look at what powers one of the floral industry’s most trusted distributors. As a 100% employee-owned company, Kennicott’s commitment to service and long-term partnerships was felt in every corner of this tour. Thank you from all of the #DevX25 attendees for showing how culture, care, and consistency can scale across generations.
3. Smithers-Oasis: Since 1954, when V. L. Smithers revolutionized the floral industry with the creation of water-absorbing foam for florists, Smithers-Oasis has grown into a leading global manufacturer and marketer of floral foam, floral design tools and accessories, cellular growing media, postharvest products, temperature-controlled packaging, and specialized foams.
“We were proud to show peers our Distribution Center, Research Lab, and Flower Testing Room. Plus, we sponsored lunch with food and ice cream trucks. Huge thanks to our amazing Smithers-Oasis team.” – Danna Avsec
“Walking through Smithers-Oasis was like stepping into floral history. They invented OASIS® Floral Foam in 1954, and they’re still innovating. Their commitment to sustainability is inspiring.” – Freddy
At the third Road Trip destination, Smithers-Oasis (@oasisfloralproductsnamerica), #DevX25 attendees toured the distribution center, walked through research labs, and got a glimpse at the innovations shaping the future of floral design and postharvest care. From the science to the sunshine (and the outdoor lunch!), this stop delivered on every level. Thank you, Smithers-Oasis, for the insight — and the hospitality!
4. Cleveland Plant & Flower Company: Blending 100 years of tradition with modern floral solutions.
“The visits to these iconic wholesalers were inspiring. Deep roots in our industry—to cherish!” – Dann
From a small storefront in 1913 to one of the biggest names in floral wholesale — today’s final #DevX25 Road Trip stop took us to @cpfco. At their Parma Branch, we saw firsthand how CPF imports and delivers fresh flowers, foliage, and supplies to more than 4,000 customers — all with scale, speed, and service. A perfect way to end a day of learning and connection. Thank you, CPF, for showing us floral distribution in action!
'The Unstoppable YOU' With Alex Weber
Day two focused on self-leadership with a keynote by Alex Weber, host of American Ninja Warrior. His talk 'The Unstoppable YOU' challenged attendees to overcome fear and take meaningful action.
“That keynote hit me hard. Progress doesn’t come from waiting—it comes from showing up. Alex reminded us that leadership is presence, not perfection.” – Freddy
Takeaways from Alex’s keynote:
– Fear isn’t a stop sign—it’s a sign you’re growing.
– Confidence is built one rep at a time.
– Show up—even when it’s hard. That’s progress.
From Margaritaville to the Rock & Roll Hall of Fame
Connections deepened during casual meetups at Margaritaville Cleveland (sponsored by Syndicate Sales) and the Rock & Roll Hall of Fame (hosted by Continental Flowers).
“Networking beside Elvis’s Cadillac and Beyoncé’s costumes? That’s next-level. It reminded me that, like music, flowers create emotional moments that last. These experiences build the trust our industry needs.” – Freddy
“The Rock and Roll Hall of Fame was unforgettable—everyone loved it!” – Danna
Industry Roundtables: Real Talk, Real Solutions
DevX closed with Industry Roundtables tackling floral supply, labor, marketing, and tech. Attendees exchanged ideas and co-created solutions.
“That room buzzed with ideas. It wasn’t just talk—it was action. We left with strategies, allies, and momentum.” – Freddy
What’s Next?
DevX 2025 proved that meaningful, real-world connection drives real growth. And the momentum continues:
2026 Floral Distribution Conference: March 1–4, Miami, Florida
DevX 2026: July 28–31, Atlanta, Georgia
Note: WFFSA events are for members only. 👉 Explore Membership
“DevX 2025 reminded us why in-person connection matters. The energy, the ideas, and the people — it all left me feeling recharged and ready to keep growing.” – Freddy
Dive Into the DevX 2025 Moments
