Looking back at WFFSA's 2025 Floral Distribution Conference

The Wholesale Florist and Florist Supplier Association (WFFSA) took place from March 2-5 this year and welcomed ‎around 650 attendees, nearly 100 exhibiting suppliers and over 50 wholesaler companies to the 2025 Floral Distribution Conference (FDC) in Miami. In this article a quick overview of what was discussed, which awards were handed out and of course several pictures to give an imperssion of the event.

All photos provided by WFFSA

The conference began on Sunday, March 2, with pre-conference activities, including the Second Annual WFFSA Golf Tournament, Marketing and Education Committee meetings, and a dinner and reception for the Board of Directors.

Committee meetings featured strategic conversations on enhancing WFFSA's offerings for its current members, elevating its benefits for prospective members and adding more touchpoints throughout the year.

On the first official day of the conference, Monday, March 3, the WFFSA Board of Directors had its annual strategic meeting, the table top exhibit show floor debuted, Wholesaler Discussion Groups made its way back for the fourth year, Industry Roundtables were held, and the winners of the new Floral Xcellence Awards — sponsored by Flowers of Colombia and Proflora 2025 by Asocolflores — were announced.

During the Wholesaler Discussion Groups and the new Industry Roundtables, participants talked about the adoption of AI tools, offsetting increased costs, sustainable practices, the impact of potential tariffs, employee recruitment and retention, using social media for business and more.

Floral Xcellence Award Winners
For the first time, there was a Floral Xcellence competition And the winners? The Breeder Excellence Award went to Danziger for Unicorn (click here to read more on Unicorn), the Grower Excellence Award to Florisol & Co. for Chrysanthemum – Super Magnum and the Member Favorite Award to Ayurá SAS for Carnation Apple Tea.

On the following day, Tuesday, March 4, attendees were welcomed to the table top exhibit show floor for a full day of networking, business and discovery of new products and partnerships; Karen Oie, Smithers-Oasis, gave her President's Address; the 2025 Leland T. Kinzele (LTK) Award was presented to Tim Dewey, DVFlora; Mary Ann McLaughlin, Butler Street, delivered her presentation as the keynote speaker, "Unlock the Power of ChatGPT to Grow Your Business;" numerous activations were held in the new WFFSA Member Lounge; and the yearly WFFSA Party, themed "Yacht-Rock!", was held, featuring nautical attire, boating-inspired food and beverages, a mixture of soft rock and Latin music, and a mechanical shark.

Dewey's family surprised him during the LTK Award presentation, and he took to the stage to give a brief speech. Click here to watch the live video recording of the presentation.

The keynote speaker talked about how AI is changing the way businesses connect, with the floral industry being no exception. Attendees learned how generative AI can help them craft compelling marketing messages, engage more customers and streamline operations.

At the new WFFSA Member Lounge, attendees were invited to meet WFFSA's Past Presidents, enjoy a special reception for first-time FDC attendees, learn about volunteer opportunities and hear about our yearly Development Experience event.

The WFFSA Party received a large turnout, with attendees commenting on the elevation of this year's party compared to other years.

On the final day, Wednesday, March 5, Karen Oie officially passed the WFFSA presidential gavel to Fredrick Melero, Choice Farms; past presidents of WFFSA went on stage for the Past Presidents Panel; and the Table Top Exhibit Show Floor was open for the final few hours of the conference.

As March 5, Melero is officially WFFSA President, and Oie is WFFSA Immediate Past President.

Panelists on the Past Presidents Panel included Rob Shibata, Mt. Eden Floral Company (Moderator), David Armellini, Armellini Express Lines, Pat Dahlson, Mayesh Wholesale Florist, Nick Fronduto, Jacobson, and Gabriel Becerra, Golden Flowers.

The 2025 Floral Distribution Conference ended on a high note with feedback from attendees throughout the event being strong and positive about business on the show floor, the WFFSA Party and the addition of the new Floral Xcellence Awards.

Below more photos to get an even better impression of the event.

More pictures will be published soon.