That Flower Feeling, the national marketing movement that’s inspired millions to enjoy flowers as an everyday self-care essential, announces a major milestone: TFF is now a fully independent, freestanding entity—no longer administered by CalFlowers. This powerful transition signals a new era for the floral sector and opens critical opportunities for industry-wide support and engagement.

The specialty cut flower industry continues to grow rapidly across the United States, with demand for locally grown flowers climbing each year. However, growers still face persistent production challenges, and one of the most critical is disease management. Soilborne diseases in particular can devastate crops, leading to 50–75 percent losses when flowers are grown in field soil.

The latest catalog of new varieties for the 2026 selling season is now available from Ball Seed, North America’s leading horticultural distributor.

David Austin Wedding Roses represent the perfect union of timeless elegance and refined artistry. For floral designers and newly engaged couples, Alexandra Farms’ iconic collection embodies luxury and romance, transforming weddings into truly unforgettable occasions.

The GIANT Co. recently hosted its annual Floral Seminar, bringing together nearly 200 floral team members for a day full of learning, creating, celebrating the team and planning for the upcoming holiday season. In addition, 12 team members were recognized as top performers from each region. 

That Flower Feeling is bringing its Just Add Flowers campaign to Anaheim with a vibrant floral giveaway designed to spread joy and encourage consumer engagement immediately following the IFPA Conference.

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