That Flower Feeling entered 2026 with broadened industry support, welcoming a wave of new contributors dedicated to inspiring more Americans to enjoy flowers more often. This growing coalition reinforces the campaign's mission to position flowers as a versatile lifestyle essential, shifting the consumer mindset from 'special occasion' gift-giving to everyday home decor, mindfulness, and self-care.
"Flowers have a unique ability to uplift mood, reduce stress, and foster meaningful human connections," said Joe Cimino, Senior Director – Ornamental Business Group at Sakata Seed America. "Our involvement in 'That Flower Feeling' aligns perfectly with our mission to enhance lives through the beauty and benefits of plants. We are excited to support an initiative that not only drives demand but also educates consumers on the everyday value of flowers."
Growing base of renewed supporters
In Q1, That Flower Feeling received a strong showing of renewed support from companies and individuals who recognize the long-term value of a national, category-wide marketing effort for flowers. Renewing contributors include Bas Pellenaars, Danziger, Details Flowers Software, DVFG, Flowers and Fancies, Flowers by Michelle, Jennifer Garbarek, Jet Fresh Flowers, Norton's Florist, Priyanka Thairani, Renee Tucci, Susan Piland, and Woods Flowers.
New donors fuel campaign expansion
Alongside renewals, several new donors joined the movement in Q1, providing critical resources to expand digital media, audio advertising, and consumer-facing content under the "Just Add Flowers" campaign platform. New paid contributors include Choice Farms, Falcon Farms, Field and Farms (Bandy Ranch), Flower Clique, Flowergeneral.com by Carlstedt's, Natural Flowers, Patterson's Flowers, Richardson's Florist, Royer's Florist, Stellar Bouquet, and The Valley Springs.
That Flower Feeling continues to see a broadening of support as the 2026 campaign gains speed. Following a productive first quarter, the initiative is proud to welcome Sakata Seed as its newest Q2 contributor. The foundation's 2026 reach is being further bolstered by key commitments pledged during the first quarter from Danziger and Mellano & Company.
"These commitments demonstrate strong confidence in our strategy, but they also serve as a reminder that consistent national impact requires consistent industry investment," said Vanessa Leite. "As these pledges convert to active funding, we can sustain our current reach and begin to scale. To move from digital-only to a truly omnichannel presence, we need the entire industry to step up as stakeholders in this work."
National marketing at this scale is a collective undertaking that requires direct financial support to stay competitive. Funding is the engine that allows That Flower Feeling to achieve what no single company could do alone. Every contribution directly powers influencer and creator partnerships on TikTok and Instagram, where trendsetters showcase flowers as home decor, self-care rituals, and everyday "just because" moments. It also sustains targeted digital placement on Pinterest and YouTube, ensuring flowers are front of mind when consumers seek home and lifestyle inspiration. Ongoing investment supports the high-end creative production behind the "Just Add Flowers" content series, keeping messaging fresh, humorous, and emotionally resonant, while increased funding holds the key to unlocking new channels such as streaming audio and radio advertising, reaching consumers during daily routines and commutes.
"That Flower Feeling is an industry-funded utility. It exists only because of the companies that prioritize it," Leite added. "These Q1 commitments are the foundation, but expanded support is essential to ensure we don't just reach Americans once but become a permanent part of their weekly shopping habits."
For more information:
That Flower Feeling Foundation
[email protected]
thatflowerfeeling.org
