- Press Room
The California Association of Flower Growers & Shippers (CalFlowers, formerly known as NORCAL) was founded in 1941 by a small group of flower shipping companies to foster the success of the California floral industry within the United States. Today CalFlowers is the leading floral trade association in California serving growers and the entire supply chain in the state and in 45 states across the nation.
In addition to the extremely valuable transportation benefits enjoyed by all CalFlowers members, the Association is also becoming a leader to bring fresh cut flowers the U.S. market, especially promoting the benefits of fresh flowers to new generations of American consumers.
A Diverse Flower Industry
The association today has members in 25 of the State’s 58 counties comprised of flower growers, flower shippers, specialty non-ornamental flower growers, manufacturers of floral hard goods, packaging companies, flower wholesalers and retail florists. CalFlowers is also proud of our active associate membership in 45 states, stretching to the Atlantic and Gulf coasts. This diverse membership represents every step of the value-chain that makes fresh, beautiful California flowers possible in vases, displays, weddings and every important event in the lives of active Americans.
There are a number of professions and industries serving the floral industry and because of the value delivered by these allied service providers, CalFlowers also welcomes accountants, legal firms, insurance brokers, financial institution, to name a few, into our membership.
Education and Industry Initiatives
In the fall of 2014 CalFlowers invited 10 other significant stakeholder associations to a Flower Summit to explore collaborations to benefit the entire U.S. floral market. Eight of these organizations are U.S.-based and two represent major growers and distributors from Colombia and Ecuador. The Summit is not a formal organization, but a meeting of the industry minds to generate ideas for projects that will educate and promote the U.S. floral market.
The very idea of cross-industry collaboration was so appealing that six of the 10 organizations agreed to work on awareness building around International Women’s Day in the U.S. International Women’s Day is March 8th every year and wildly popular in Europe and Russia. While International Women’s Day was originally created to help promote the women’s suffrage moment in the early years of the 20th Century, the collaboration of the Flower Summit organizations believes that it’s largely a missed opportunity here in the U.S. We think it’s an opportunity to celebrate and recognize the women in our lives and giving flowers is certainly one form of that recognition.
CalFlowers has also been instrumental in developing standards that brings value throughout the entire industry. For example, a few years ago CalFlowers initiated the Box Standardization Program (http://www.youtube.com/watch?v=pa_NiYwm4qo) that is trending the market toward a 40” box for bulk shipping. This initiative is making flower shipping more cost effective while maintaining the high quality of the floral products as they leave their farms.
Our mission is simple and it benefits everyone involved in the industry: Strengthen member businesses through logistics, education and promotion to grow the use and enjoyment of cut flowers.
July 1 - 5, 2017
SAF Annual Convention
September 6 - 9, 2017
Palm Beach, FL
WF&FSA Floral Distribution Conference
October 18 - 20, 2017