Mission & History
About CalFlowers
The California Association of Flower Growers & Shippers (CalFlowers), formerly known as NORCAL, was established in 1941 by a group of flower shipping companies with the goal of promoting the success of California’s floral industry within the United States. What began as a regional effort has since evolved into a leading floral trade association, playing a crucial role in supporting the entire supply chain nationwide. Today, CalFlowers represents over 900 members across every segment of the floral industry, including growers, wholesalers, retailers, suppliers, and others, as well as, agricultural businesses.
Contrary to our name, members do not have to be located in California to be part of the association.
Our mission is to strengthen member businesses through logistics, education, and promotion to grow the use and enjoyment of cut flowers. CalFlowers offers our members significant transportation advantages and service discounts, and opportunities to build their networks and promote their businesses, while also spearheading initiatives that increase fresh cut flower consumption in the U.S. market.
Our Members
CalFlowers brings together individuals and businesses dedicated to floral and agriculture industries. Our association includes flower and ag growers, shippers, importers, wholesalers, hard goods and packaging manufacturers, e-commerce, retail florists, and more. With a diverse membership, we proudly represent every facet of the value chain.
In recognizing the collaborative nature of the floral and ag industries, we welcome businesses from related, adjacent, or "non-floral" fields including educators, accountants, legal firms, insurance brokers, and others. Our inclusive membership reflects the interconnected services that support and enhance the floral and ag sectors.
How We Support the Industry
CalFlowers is dedicated to supporting industry initiatives that increase the use and enjoyment of flowers, bring new talent to the industry, and provide value to our members and the greater floral industry.
Photo provided by J Schwanke