Although I wasn't able to attend Floriexpo 2026 in Fort Lauderdale myself, the event was impossible to miss. Over the past weeks, my phone has been filled with messages, photos, videos, and conversations from friends, retailers, growers, bouquet companies, floral designers, and exhibitors who were there. Many of those conversations pointed in the same direction.
"Floriexpo 2026 wasn't simply larger than previous editions. It felt more optimistic."
Held at the Broward County Convention Center, this year's event reported a 20% expansion of the exhibition floor and a 15% increase in attendance. More importantly, the show attracted an impressive concentration of retail buying power, bringing together category managers and floral buyers from many of North America's largest supermarket and mass-market retail chains. For exhibitors, that created exactly what everyone hopes for when attending a trade show: meaningful conversations with decision-makers.
A Floral Welcome Before the Show Even Began
The Floriexpo experience started long before attendees entered the convention center. Guests arriving at the Hilton Fort Lauderdale were welcomed by impressive floral and balloon installations throughout the hotel. Contributions from The Elite Flower, Sunshine Bouquet, Bloomaker, Dream Farms, Everywhere Balloons, and Aerial Bouquet transformed the property into an extension of the exhibition itself.
Those installations immediately set the tone for a week focused on creativity, inspiration, and connection. They became gathering points for photos, conversations, and networking before the event had even officially started.
Floral Bootcamp Put Consumers at the Center
Before the exhibition hall officially opened, Floral Bootcamp (read the full recap) brought together a sold-out audience eager to better understand today's floral consumer. Moderated by Michael Schrader and opened by Floriexpo CEO Bob Callahan, the educational program focused on a topic that returned throughout the entire event: flowers are no longer competing only with other products. They are competing for attention.
Jackie Lacey's presentation on Generation Z was one to remember. Younger consumers increasingly want authenticity, sustainability, wellness, and purpose behind the products they purchase. They are buying stories as much as flowers. The idea of "the story behind the stem" resonated strongly throughout the day and sparked discussions far beyond the conference room.
Talmage McLaurin challenged retailers to think differently about merchandising in a world where customers often encounter flowers online before they see them in stores. Does a bouquet stop the scroll? Does it create immediate emotion? Does it feel relevant in today's visual culture? Those questions encouraged retailers to view floral merchandising through the lens of digital-first consumers.
Elliot Wilke and Melissa Schneider from Epic Gardening offered another fascinating perspective. Many younger consumers are not intimidated by flowers and plants because they lack interest. They are intimidated because they fear failure. Building confidence through education, tutorials, and approachable communication may become just as important as selling the product itself.
Michael Perry, better known as Mr Plant Geek, explored how stories, personalities, and lifestyle connections can transform products into trends that resonate emotionally with consumers. His message reinforced the idea that flowers and plants already possess natural emotional value. The challenge lies in telling those stories more effectively.
Derek Woodruff from The Queen's Bouquet demonstrated how floral design and content creation increasingly go hand in hand. Through live demonstrations, he showed how arrangements can quickly become engaging social media content through video, storytelling, editing, and presentation.
For retail professionals, Tim Huckabee brought the conversation back to daily reality, focusing on communication, team motivation, operational consistency, and reducing waste inside floral departments. His practical approach resonated strongly with supermarket floral managers facing staffing challenges and operational pressures.
One of the most talked-about moments centered around February 14, 2027, when Valentine's Day and Super Bowl Sunday will occur on the same day. Industry leaders Laura Perkins, Casey Roberts, Michael Adiletto, Laura Kyle, and Esteban Santos discussed both the challenges and opportunities this unique retail collision will create. From logistics and merchandising to cross-promotional opportunities, the panel generated plenty of conversation about what may become one of the most interesting floral weekends in recent history.
Taken together, the sessions painted a clear picture. The future of floral retail will be built on human connection, confidence, storytelling, and relevance.
Honoring Lisa Letch Through Flowers
One of the most meaningful moments of Floriexpo 2026 was the Flower Naming Ceremony honoring Lisa Letch of Shaw's and Star Market. After 38 years of dedication to the floral industry, Lisa was recognized with the naming of a vibrant hot pink Alstroemeria called Firestorm.
Those who know Lisa describe her as a leader who has helped shape not only floral departments but also the careers of countless people throughout the industry. The recognition felt both deserved and heartfelt.
As Michael Adiletto of The Queen's Bouquet Network stated during the ceremony:
"Lisa Letch is an exceptional leader, a game changer, and a true force in this industry. Her impact is measured not only in results and growth, but in the people she has inspired and the respect she has earned every single step of the way."
Iron Designer Delivered Spectacular Creativity
Creativity took center stage during the annual Iron Designer Competition, sponsored by The Elite Flower. This year's theme, Moulin Rouge, challenged competitors to create dramatic floral designs under intense time pressure.
The competition featured Steve Santos of Galleria Farms, Beth O'Reilly of Dutchess Bouquet, Derek Woodruff of The Queen's Bouquet, Patience Pickner of Fitz Designs, Ebony Price of Passion Growers, Faiber Vargas Medina of Sunshine Bouquet, and Star Saude of SaveMart. The judging panel included Paul Miller, Maggie Meccia Vogt, Crystal Hedgepeth, and Michael Schrader.
After an impressive showcase of talent, technique, and theatrical flair, Patience Pickner of Fitz Designs earned the title of Floriexpo 2026 Iron Designer Champion.
A Positive Energy That Continued After the Show
One observation recurred across conversations, social media posts, and exhibitor feedback after the event: the floral industry is increasingly selling experience rather than product alone.
Continental Floral Greens Team:
"We’re leaving the show feeling energized and grateful after so many genuine customer conversations, serious business meetings, and exciting discussions about what’s next for our industry.
From our Farmers Market Bouquet line and peonies to magnolia, flowering green cotinus, and our newest holiday hardgoods, it was amazing to see buyers leaning in and responding to the products our team has been working hard to bring to market.
A special shoutout to Sarah Keefer for designing such a beautiful booth and helping showcase our product lines so thoughtfully throughout the show.
Thank you to our incredible team who represented Continental Floral Greens this year: Klair McDermott AIFD, PFCI , Ana Gonzalez, Jennifer Murillo, Jim Milgard, Jose Porras, Sarah Keefer, Lirio Suarez, Troy Cahill, Yerandy Palenzuela, Simon Smit, Scott Stoker and Kate Dodde. Grateful for a great year at Floriexpo — and even more excited for what’s ahead!"
Exhibitors spoke enthusiastically about the quality of buyers attending the show and the strong interest in sustainable packaging, ready-to-display solutions, labor-saving concepts, and trend-driven bouquet programs.
Across LinkedIn, many companies reflected on the value of reconnecting with customers, partners, suppliers, and industry friends.
The team at Northland Floral summed it up beautifully:
"Floriexpo 2026 was a fantastic experience for our team. We had the opportunity to connect with customers, partners, vendors, and friends from across the industry. These relationships are what continue to move our business and our industry forward."
That sense of collaboration appeared throughout the week. While Floriexpo remains a highly commercial event, many people spoke afterward about the value of face-to-face conversations in an increasingly digital world.
Aubree Hurtado, Marketing Manager at The Pinery, also reflected on the broader significance of the event:
"It's inspiring to see so many professionals come together to share ideas, discover new products, and discuss where our industry is heading. Events like Floriexpo remind us how important connection and collaboration remain."
Several attendees mentioned how refreshing it was to see flowers, plants, merchandising, content creation, retail strategy, and consumer behavior being discussed together rather than as separate topics.
Jessica Bustos highlighted that feeling as well:
"The networking opportunities were incredible. Some of the most valuable conversations happened outside the booths, simply connecting with people who are passionate about growing and improving the floral industry."
Perhaps that is exactly where the floral industry is heading. Not simply selling products, but building stronger connections between growers, retailers, suppliers, marketers, and consumers.
That aligns perfectly with many of the themes explored during Floral Bootcamp. Consumers want emotional relevance. They want confidence. They want authenticity. And flowers remain uniquely positioned to deliver all three.
Perhaps that is why so many people left Fort Lauderdale feeling optimistic. The conversations were not driven by fear of change. They were driven by opportunity.
Looking Ahead to Floriexpo 2027
As the final booths were dismantled and exhibitors began their journeys home, one thing was evident: Floriexpo 2026 generated significant momentum.
Floriexpo returns to Fort Lauderdale from June 9-11, 2027, and if this year's growth is any indication, the industry can expect an even larger gathering next year.
For those who attended, Floriexpo 2026 was more than a trade show. It was a reflection of where the floral industry is heading next, where technology, storytelling, sustainability, creativity, and human connection come together to create new opportunities across the entire supply chain.
Women in Flowers
At any floral event in the world, Women in Flowers organise a Meet and Greet! So bommed I missed this one. But really happy to be announcing we will again have a Floral Summit the first week of December in Florida. Here they are, the women meeting up for Floriexpo, and please, reach out if you want to be part of this group.
Why Women in Flowers?
We bring together women in the floral industry who believe in the power of connection, creativity, and collaboration. This is a space for those who want to grow personally and professionally, share their stories, uplift one another, and find joy and purpose through flowers. Whether you're a seasoned florist or just beginning your journey, you belong here.
