That Flower Feeling has appointed Debora Steier, retired vice president of floral for Albertsons Cos., to lead its newly formed Unit Sales Subcommittee, a key funding driver for the national “Just Add Flowers” campaign.

During her tenure at Albertsons Cos., Steier exceeded sales projections each year and helped build floral into a high-performing mass market retail category. Her industry recognition includes being named Marketer of the Year by the International Fresh Produce Association (formerly the Produce Marketing Association), serving as chair of the Floral Council and completing a four-year term on the PMA Board of Directors. Since retiring in May 2024, she has launched a consulting business focused on navigating the floral marketplace and remains active in industry initiatives, including That Flower Feeling.

The Unit Sales Program is a primary funding mechanism for That Flower Feeling’s national marketing efforts. The program enables businesses across the floral supply chain to contribute a small, agreed-upon amount for each unit sold, such as bouquets, arrangements or designated hardgoods. Unit sales contributions account for a significant share of the organization’s more than $1 million in annual funding and complement corporate donations and trade memberships to support a national marketing goal of $2.1 million.

Under Steier’s leadership, the Unit Sales Subcommittee will work to expand participation among mass market retailers, floral vendors, wholesalers and hardgoods manufacturers. The group will also help establish best practices for integrating unit-based contributions into existing pricing and systems to simplify participation for companies of all sizes.

That Flower Feeling’s Unit Sales Program offers participants visibility, co-branding opportunities and alignment with a national effort to promote flowers as an everyday source of joy and self-care. As a 501(c)(6) nonprofit association, all funds raised through the program are reinvested in national floral marketing campaigns aimed at increasing overall floral consumption and strengthening the industry’s future.