A coalition of leading floral and fresh produce trade associations in the United States and internationally has joined forces to support the That Flower Feeling Foundation, signaling an unprecedented industrywide commitment to national consumer marketing. The collaboration includes trade memberships, in-kind promotional support and financial contributions, reinforcing the foundation’s role as a unified voice promoting everyday flower consumption.

The effort includes significant financial backing from Asocolflores and CalFlowers, along with membership and promotional support from key organizations, including the Association of Specialty Cut Flower Growers; Fresh Produce and Floral Council; Great Lakes Floral Association; International Fresh Produce Association; Society of American Florists; Wholesale Florist & Florist Supplier Association; and Wisconsin and Upper Michigan Florists Association.

Industry leaders said the collective action reflects a shared belief that unified messaging is essential to shifting consumer perceptions of flowers from a special-occasion purchase to an everyday essential. The foundation’s latest consumer campaign, “Just Add Flowers,” is gaining traction and builds on earlier initiatives designed to drive sustainable, long-term demand across the supply chain.

“The Association of Specialty Cut Flower Growers is proud to partner with the That Flower Feeling Foundation because the ‘Just Add Flowers’ campaign directly addresses one of our industry’s greatest opportunities — expanding everyday flower consumption,” said Steve Crone, executive director of the Association of Specialty Cut Flower Growers. “For our association’s more than 2,500 specialty cut flower growers, this shift from special occasion to everyday essential is transformational. The success of the ‘Self Care Made Easy’ test market shows that unified, national messaging works.”

“Our industry has a product we know consumers love. Research has shown the biggest barrier to people buying flowers more often is that they simply don’t think about it,” said Kate Penn, CEO of the Society of American Florists. “That Flower Feeling is giving the entire industry tools to create top-of-mind awareness. When the whole industry uses them, it’s like a nationwide megaphone reminding people to buy flowers more often.”

“WFFSA proudly supports the That Flower Feeling Foundation because it unites our industry around a shared mission — driving consumer demand and reinforcing the emotional value of flowers,” said Karen Oie, director of sales for Smithers-Oasis North America, immediate past president of the Wholesale Florist & Florist Supplier Association and a That Flower Feeling board member. “When our industry speaks with one voice, we create greater impact for every segment — growers, wholesalers, suppliers and florists alike.”

Contributions from the participating organizations are expected to provide the foundation with the resources and credibility needed to execute multichannel campaigns targeting key demographics. Industry leaders said the collaborative model is designed to lift the entire floral category by expanding everyday flower consumption nationwide.