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US: AFIF rebrands to AFIA

After over 40 years as the voice of flower importers, AFIF, America's Flower Connection announces its rebrand as the Association of Floral Importers of America (AFIA).

AFIA is more than a name change, says the company. They claim it honors its legacy while pledging to further its support to members. The association now seeks to provide a stronger digital presence through a user-friendly website, offering 'streamlined' access to key resources and tools, along with 'exclusive' cost-saving partnerships to boost operational efficiency for its members.

"Navigating the complexities of importing flowers is challenging as an individual company. As a collective, AFIA helps us influence policy and improve imports, creating a greater impact for the industry" said Rodrigo Leiva, Board President.

The rebrand has been shaped by thoughtful member and stakeholder engagement, and ongoing teamwork to ensure the new brand resonates with the evolving needs of the industry, states the AFIA.

"AFIA has been key to our industry's growth and survival," said Eric Fernandez, Vice President of the Board. "Being a member ensures that legacy continues, and helps our industry thrive in the years ahead."

For more information:
Association of Floral Importers of America
www.weareafia.org

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