The Wholesale Florist & Florist Supplier Association (WFFSA) has announced its 2025 Development Experience (DevX), taking place July 23–25 in Cleveland, Ohio. Sponsored by CalFlowers, this premier hands-on educational event is set to deliver an immersive blend of learning, networking and on-the-road discovery — all with a little rock and roll flair.
DevX is WFFSA's flagship summer event designed to bring floral distribution professionals together for practical education, real-world insights and one-of-a-kind networking. Formerly known as the Management Institute, DevX has evolved into a dynamic, on-the-move experience tailored for professionals across the floral supply chain.
"DevX 2025 is all about connection — with ideas, with people and with the future of our industry," said Freddy Melero, WFFSA's President. "We've designed a program that gets you out of the conference room and into the real-world operations that drive our floral supply chain. The chance to network in this kind of setting — side by side with fellow wholesalers and suppliers — is truly invaluable. And wrapping it up at the Rock & Roll Hall of Fame adds a dose of energy and fun that will this experience one to remember."
Attendees will embark on a curated tour of standout member companies, including Green Circle Growers, Cleveland Plant and Flower Company, Kennicott Brothers, and Smithers-Oasis.
The event will also feature a keynote from Alex Weber, award-winning speaker, author, coach and American Ninja Warrior competitor. Known for his contagious energy and actionable insights, Weber will challenge attendees to lead boldly and achieve more.
At the end of the day after the road trip, DevX attendees will gather at the Rock & Roll Hall of Fame Museum for an exclusive evening reception sponsored by Continental Flowers — the perfect venue to keep the energy high and conversations flowing.
WFFSA is also inviting companies to partner as DevX sponsors, gaining high-impact visibility and direct access to industry decision-makers. From sponsoring educational sessions and road trip refreshments to branded fans and a video series, sponsorships are designed to put your company center stage.
To register or learn more about sponsorship opportunities, visit https://wffsa.org/devx/.
For more information:
WF&FSA
Email: [email protected]
www.wffsa.org