The Wholesale Florist & Florist Supplier Association concluded its 2026 Floral Distribution Conference in Miami this week, welcoming more than 520 attendees, over 80 exhibiting suppliers and nearly 50 Floral Xcellence Award entries for three days of business, education and industry connection.

The conference began March 1 with pre-conference activities including the annual WFFSA Golf Tournament and Marketing and Education Committee meetings. The meetings focused on strengthening member value, expanding year-round engagement and positioning WFFSA to meet the evolving needs of the floral distribution community.

On March 2, the conference officially opened with exhibitor move-in, a Board of Directors meeting, wholesaler discussion groups sponsored by American Floral Endowment, industry roundtables, a first-timers reception and the debut of the show floor. Conversations throughout the day centered on timely industry issues including market pressures, operational efficiencies, technology adoption and strengthening supplier-wholesaler collaboration.

That evening, WFFSA announced the winners of the 2026 Floral Xcellence Awards, sponsored by Flowers of Colombia and Proflora 2027 by Asocolflores. With nearly 50 entries displayed in the exhibit hall, the awards showcased innovation from breeders and growers across the global floral supply chain.

On Tuesday, attendees spent a full day conducting business on the show floor before gathering for the general session. WFFSA President Fredrick Melero of Choice Farms delivered his president’s address, and the 2026 Leland T. Kintzele Distinguished Service Award was presented to Bill LaFever of Bill Doran Co. in recognition of his contributions to the floral industry.

The keynote address by Joshua Evans, a No. 1 bestselling author and workplace behavior expert, challenged attendees to think differently about leadership, culture and the future of work within the floral distribution industry.

Tuesday evening concluded with the outdoor “Havana Nights” WFFSA party, sponsored by Syndicate Sales, bringing wholesalers and suppliers together poolside for celebration and connection.

During Wednesday’s business session, WFFSA announced that the 2027 Floral Distribution Conference will move to the Miami Airport Convention Center from Feb. 28 to March 3, 2027, marking the next chapter of growth for the event.

Attendees responded positively throughout the conference, citing strong business activity on the show floor, meaningful industry conversations and continued enthusiasm around the Floral Xcellence Awards and evening networking events.