WF&FSA Floral Distribution Conference serves up inspiration and optimism
WF&FSA Floral Distribution Conference serves up inspiration and optimism
The Wholesale Florist & Florist Supplier Association shattered another attendance record at its 2015 Floral Distribution Conference. More than 780 wholesalers, suppliers, growers, importers and shippers descended on Miami for this annual event in mid-October. This conference continues to grow and break new records each year.
I value the educational opportunities led by professionals at in-depth sessions at the conference, this year on design trends, leadership, selling skills and how we can create a culture of service. These sessions are thought-provoking and provide ideas that will create change if one embraces it. I walked away with ideas that I implemented with the team back home. The educators are easy to relate to and have a good grasp of our industry and what many of us face in everyday challenges.
A bountiful array of cut flowers, new varieties and unique supplies are certainly an attraction at the Table Tops, which gives all participants a chance to see what is new and unique in our marketplace. And one of the most recognized benefits of attending the conference are the networking opportunities — scores of conversations where industry members gain the latest market news, trends and industry happenings. The Emerging Leaders Group (members under 40 years of age) found time to connect with the old-timers. As you can imagine both groups were enlightened by the open conversations.
Another industry leader was recognized when Len Levy of Hillcrest Garden Inc. in Paramus, NJ, was awarded WF&FSA’s prestigious LTK Award. To see and hear those who walked before us is very inspiring.
We also heard from a successful, innovative retail florist, Lisa Pritchett of Lilium Floral Design in Colleyville, TX, when she was recognized as Retail Florist of the Year by WF&FSA and Florists Review magazine. Hearing of Lisa’s passion and growth trajectory bodes well for our industry.
I would say that we definitely “Connect, Learn and Grow” at the WF&FSA Floral Distribution Conference. The chance to spend time with so many leaders in the industry and gain from their knowledge and experience is certainly worth the investment of time and money, and the energy level was off the charts this year. There was an optimistic undercurrent running through many conversations and participants left energized and ready to hit the ground running.
Lenny Walker is director of KBC Direct-National Sales division at Kennicott Bros. in Alsip, IL. He can be contacted at [email protected].