CalFlowers has announced that Lane DeVries has been appointed as Executive Director of CalFlowers. In addition to leading CalFlowers' operations, DeVries will take charge of the consumer marketing initiative, "That Flower Feeling," with the mission to make fresh flowers a daily part of American life.
A new era for That Flower Feeling
Since its launch in 2022, 'That Flower Feeling' has shifted consumer perceptions into proving that flowers aren't just for special occasions—they are a self-care essential.
"Lane is an absolute powerhouse in the floral industry," said Jeanne Taggart Boes, President of the CalFlowers Board of Directors. "He has already built one of the most recognized floral brands in the country—now, he's going to help build the future of floral marketing. This is a thrilling time for our industry, and we couldn't be more excited to have Lane leading the charge."
"I'm honored to step into this role at such a pivotal moment," said DeVries. "Flowers bring joy, comfort, and inspiration—and they belong in every home, every day. We're not just selling flowers; we're selling a feeling, a way to enhance people's lives. 'That Flower Feeling' is just getting started, and I can't wait to push it forward with the support of our incredible industry."
For more information:
CalFlowers
www.cafgs.org