WFFSA Floral Distribution Conference fosters connections and growth
The 2025 WFFSA Floral Distribution Conference wrapped up another successful event last week, bringing together wholesalers, suppliers and floral industry leaders for a dynamic exchange of ideas, networking and business growth. Hosted by the Wholesale Florist & Florist Supplier Association, the annual gathering has long been recognized as a key opportunity for industry professionals to strengthen relationships and explore emerging trends.
This year’s event continued that tradition, providing a space where businesses—both established and new—could showcase their offerings and engage directly with customers. For some, the experience was particularly impactful. “As a company that has barely been in business for about six months, coming out of Sun Valley, it’s just really great to be here and to hear that we’re appreciated and fill a void,” said Rodi Groot of Groot in Flowers. “Interacting with our customers here, it’s just a phenomenal event to be at.”
The conference also highlighted the strong sense of community within the floral industry, something that attendees noted as a defining feature of WFFSA. “What’s great about WFFSA are the connections you make with the floral community,” said Bill Prescott of Bloomia. “There’s so many friends in the room. It’s just a wonderful place where we all get together and get to celebrate this awesome industry.”
Beyond networking, the event emphasized the value of learning from both seasoned professionals and the rising generation of industry leaders. “The flower industry isn't just about the flowers in this room. It's about the people that make it up, and there's so many different ways to learn about the industry from the people who've come before us and also from the next generation that’s shaping the future,” said Corrine Heck of Details Flowers Software.
The global reach of the floral industry was also a recurring theme, with participants acknowledging the shared passion and vision that unite flower professionals across markets. “It’s just fantastic that everywhere we travel around the world, so many people share the same vision and passion for the industry,” Heck said. “I’m really proud to be a part of it.”
The conference also took time to recognize excellence in the industry through its annual awards.
Whether through strengthening business relationships, discovering new products, or gaining insights from fellow professionals, the 2025 WFFSA Floral Distribution Conference once again proved to be a valuable experience for those committed to the floral trade.
