WFFSA’s 2022 Floral Distribution Conference in pictures and videos

From March 7-9, the Wholesale Florist & Florist Supplier Association (WFFSA)’s 2022 Floral Distribution Conference took place in Miami (FL). The theme was “Breaking Boundaries, Bridging Divides” and brought floral industry leaders together for three days of networking and education. It seem to have been a successful event again. Haven't been there? In this article an impression of the event and what has been discussed.

For more pictures and videos, visit the Twitter page of WFFSA

The Bloom Show & Flowers & Cents has covered the WFFSA event in three episodes. 

Whether it was Sahid Nahim and Williee Armellini speaking to the Executive Vice President of the WFFSA, interviewing five extraordinary women in the floral industry, or interviewing industry leaders about marketing, there was a lot to unfold and many great insights into the industry as a whole. "Overall, The Bloom Show with Flowers & Cents WFFSA Live edition succeeded in doing what it does best – bringing people in the floral industry together to have interesting conversations."

WFFSA Show 2022 with Guest Molly Mullins
The WFFSA Live Show interviewed Molly Mullins, the Executive Vice President of the WFFSA. Sahid Nahim of New Bloom Solutions and Williee Armellini of Flowers and Cents spoke to the six-year VP about WFFSA’s collaborative Floral Distribution Conference.

One of the most important things discussed was that the 2022 conference was bursting at the seams. While the last FDC had fewer attendees, the 2022 conference saw pre-pandemic numbers. Mullins also spoke about embracing novelty and trying new concepts, which included wholesaler discussion groups tackling margins, logistics, supply chain, and more. There was also a speed networking event, which Nahim was a part of. The event was comfortable yet full of energy and allowed industry talent to connect and strengthen their ties.

Mullins also elaborated on the theme, “Breaking Boundaries, Bridging Divides,” and how WFFSA wanted to get those in the floral industry out of their supply chain silos. Instead of focusing on just retailers or wholesalers, they encouraged participants to share information, connect, and bridge gaps. The wholesaler-florist connection and cooperation between the two parties has been integral during the pandemic and continues to be the driving force behind businesses and their success.

Next year’s WFFSA FDC will be also be held at The Doral in Miami and will focus on finding even more ways to help the floral industry collaborate and join forces for the better.

WFFSA Women's Day Roundtable
The Women’s Day Roundtable consisted of interviews with five female leaders in the floral industry, namely Jeanne Boes (the General Manager and CEO of the San Francisco Flower Market, and the Incoming VP on the CalFlowers Board), Corrine Heck (CEO and Founder of Details Flowers software), Juana de la Torre (in sales and marketing for Ball SB LLC), Jena Gizerskiy (Sales Manager for North America at Rosaprima), and Laura Shinall (Founder and Managing Partner of FreshPath Marketing). These individuals have different areas of expertise and come from different segments of the floral industry but have a few things in common – their love and passion for the floral industry and being successful women in the field.

From talking about their skills and how they got into the floral industry to what motivates them to keep working on difficult days, the discussion touched upon each woman’s individual journey and their unique perspective on the floral industry and what makes it special. Something all women touched on is the people in the floral industry and how remarkable they are. From Jeanne Boes fighting to keep businesses’ doors open during the COVID-19 pandemic to Juana de la Torre talking about the passion growers and breeders have for the industry, this episode delved into the challenges within the industry, the grit of the people involved, and how mentorship and collaboration are an essential part of the industry moving in the right direction.

Although floristry has plenty of female faces, floral industry wholesale, growing, and marketing is a male-dominated industry. These powerful women speak out about their experiences, making their way into rooms full of men, making their voices heard, and how women can empower themselves and other women to succeed and pave the way for future women in the industry. WFFSA has also started an official Women’s Group, which will consist of a Facebook group and opportunities for women in the floral industry. A group focused on collaboration, mentorship, and women supporting other women in the floral industry; it’s definitely a group that women should keep an eye on.

WFFSA Marketing Roundtable
Yet another incredible roundtable was held with some of the brilliant marketers in the floral industry. Nahim and Armellini spoke to Steve Dionne (Executive Director of CalFlowers), Eric Fernandez (General Manager of Continental Flowers), and Oscar Fernandez (Sales Manager at Equiflor Corporation). The group spoke about marketing initiatives they’re starting and digital marketing in the floral industry as a whole.

Continental Flowers’ Floral Board
Eric Fernandez from Continental Flowers spoke about FloralBoard, an initiative focused on investing in the floral industry. Despite having a great year since the pandemic and increased consumption, there’s a need to drive consumer demand. That’s where FloralBoard comes in – it’s a vehicle to drive awareness and bring in new consumers. Fernandez was very passionate about emphasizing that this wasn’t about retail channels, mass market, or e-commerce, but an omnichannel venture that sought to benefit all segments within the floral industry. Instead of being country-specific or even origin-specific, the initiative focuses on promoting all cut greens and cut flowers.

CalFlowers’ That Flower Feeling
That Flower Feeling is an initiative that markets flowers. Like FloralBoard, it’s not country-specific but pertains to the entire industry. Despite the two initiatives being started by different companies and people, they work towards the same goal. This highlights the floral industry’s commitment to growth across all channels.

The campaign, “Flowers: Self-Care Made Easy,” has taken off, and the brand is dedicated to marketing flowers and increasing the reach of the floral industry. As of early March, the campaign had already hit 20 million consumers regarding engagement on social media. CalFlowers has used its budget to target everything from social media platforms like Instagram and Pinterest to popular podcasts such as the “Call Her Daddy” podcast.

It’s especially incredible to see the collaborative effort of different companies and industry leaders coming through because of the floral industry’s reputation of being fragmented. The past few years have highlighted the potential of players within the industry to communicate and work together. Whether it’s growers, wholesalers, or retailers, the entire industry can work towards continuing the trajectory of growth.


Publication date:

Receive the daily newsletter in your email for free | Click here

Other news in this sector:

Sign up for our daily Newsletter and stay up to date with all the latest news!

Subscribe I am already a subscriber