Floriexpo and the Floral Marketing Fund (FMF) have announced a formal promotional partnership for the upcoming Floriexpo 2026, taking place May 27-29 in Fort Lauderdale, FL.
This collaboration unites the industry's premier mass-market event with its most vital research organization. The partnership is designed to bridge the gap between academic research, consumer insights, and real-world retail application, ensuring that mass-market floral buyers and suppliers are equipped with the data necessary to thrive in an evolving marketplace.
Bridging research and the retail floor
A cornerstone of the agreement is a high-profile keynote presentation during the Floriexpo Floral Bootcamp. FMF, in partnership with the American Floral Endowment (AFE), will present its groundbreaking study, "Catering to Gen Z Consumers: Identifying Key Traits and Wellbeing Benefits in Floral Products." This data-rich session will provide attendees with actionable strategies to capture the loyalty of the next generation of floral consumers.
"At Floriexpo, our mission is to provide the platform where the entire floral ecosystem comes together to drive growth," said Bob Callahan, CEO of Floriexpo. "By officially partnering with FMF, we are ensuring that our community has direct access to the most rigorous, data-driven research available today. This isn't just about networking; it's about empowering our attendees with the intelligence they need to navigate the shifts in consumer behavior and lead the industry forward."
Mutual support and industry visibility
The agreement focuses on leveraging the unique digital reach of both organizations. Floriexpo will feature FMF's mission and initiatives throughout its pre-show marketing campaigns, including dedicated social media features and email promotion to its global database of floral professionals. In return, FMF and AFE will promote Floriexpo 2026 to its extensive network of researchers, educators, industry leaders across all segments, and the next generation, highlighting the event as a critical hub for industry advancement.
"FMF's mission is to develop, support, and promote collaborative research and marketing efforts to increase flower sales," said Debi Chedester, CAE, Executive Director of FMF and AFE. "Partnering with Floriexpo helps us to further share our impactful consumer insights and resources with the industry's most influential retailers and high-volume buyers. We are excited to share our latest consumer findings on the Floriexpo stage and continue to welcome partnerships with other organizations supporting our industry."
For more information:
Floriexpo
floriexpo.com/
