The Netflix series With Love, Meghan, which premiered on March 4, is introducing millions of viewers around the world to the beauty and emotional impact of flowers. Many of the floral scenes were filmed inside the Florabundance flower cooler in Carpinteria, California, showcasing a diverse selection of fresh-cut flowers. "This kind of mainstream exposure is a rare and valuable opportunity for the global floral industry—from breeders and growers to wholesalers, exporters, transporters, and florists", says Joost Bongaerts, CEO of Florabundance, Inc., Board Member of Cal Flowers and That Flower Feeling Liaison & Ambassador.
A global industry, a shared opportunity
"Flowers transcend cultures and borders, and With Love, Meghan is a prime example of how floral artistry enhances everyday life", he says. The series is available in multiple countries, reminding consumers worldwide of the role flowers play in elevating emotions, celebrating milestones, and adding beauty to daily routines. " For an industry that spans continents—from flower growers in the U.S. and around the world to breeders, wholesalers, exporters, and retail florists—this kind of visibility can help drive demand and strengthen floral consumption on a global scale."
At the same time, the U.S. market presents enormous untapped potential for floral sales, he continues. "Despite being one of the world's largest economies, per capita flower consumption in the U.S. remains lower than in many European countries. Consumers in Germany, the Netherlands, and Switzerland, for example, purchase flowers far more frequently than the average American. This represents a major growth opportunity for the industry. If we can shift consumer behavior in the U.S. and encourage more frequent flower purchases—not just for holidays and events but as part of everyday life—the impact on the global supply chain will be significant."
That Flower Feeling: More flowers to more people, more often
According to Bongaerts, this is exactly why That Flower Feeling was created. "As a united industry, we launched this national consumer-focused marketing campaign to inspire daily and weekly flower purchases. Backed by growers, wholesalers, breeders, and retailers, That Flower Feeling drives consumer demand by positioning flowers as an essential part of self-care and well-being."
For companies in the floral supply chain—whether you're a breeder, grower, exporter, transporter, wholesaler, or florist—this campaign directly benefits them he stresses. "More floral awareness means more sales. But to sustain and expand That Flower Feeling, we must continue refreshing our advertising assets and campaigns. This requires ongoing funding*, and therefore, we are calling on businesses that benefit from increased floral consumption to step up."
The time to act is now
As Bongaerts explains, the floral industry thrives when consumers see flowers as a daily necessity rather than an occasional luxury. "The U.S. market has significant room for growth, and media exposure like With Love, Meghan is already helping to boost appreciation for flowers worldwide. Now is the time to leverage this momentum and push the industry forward. Every company in the floral pipeline, from farm to florist, has a stake in this movement. Now is the time to invest in That Flower Feeling and ensure that flowers become an everyday presence in people's lives."
*For more information and to contribute, visit ThatFlowerFeeling.org. You can contribute by pledging a fixed monthly marketing donation via ACH or credit card at ThatFlowerFeeling.org. This funding supports large-scale consumer marketing efforts that inspire people to buy flowers more often—an investment that directly translates into increased demand for the entire floral supply chain.
Joost Bongaerts
Florabundance, Inc.
www.florabundance.com
Cal Flowers
www.cafgs.org
That Flower Feeling
www.thatflowerfeeling.org 