Mission & History
About American Floral Alliance
The American Floral Alliance, formerly known as the California Association of Flower Growers & Shippers (CalFlowers), 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 national leading floral trade association, playing a crucial role in supporting the entire supply chain.
Today, the American Floral Alliance represents over 900 members in 48 states and across every segment of the floral industry, including growers, wholesalers, retailers, suppliers, and agricultural businesses.
Our mission is to strengthen member businesses through logistics, education, and promotion to grow the use and enjoyment of cut flowers. The American Floral Alliance offers our members significant transportation advantages, service discounts, and opportunities to build their networks and promote their businesses, while also supporting and spearheading initiatives that increase fresh cut flower consumption in the U.S. market.
Our Members
The American Floral Alliance (AFA) brings together individuals and businesses dedicated to the floral and agricultural industries within the United States. Our association includes flower and ag growers, wholesalers, retailers, importers, hard goods and packaging manufacturers, service providers 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 industry.
Industry Support
The American Floral Alliance 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