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As 2024 comes to a close, we look back on a year marked by collaboration and shared achievements within the CalFlowers community. With more than 870 floral businesses now part of our vibrant network, it is your passion, dedication, and hard work that help spread the beauty and joy of flowers nationwide.
This year, CalFlowers proudly welcomed 104 new members, further diversifying our community and strengthening the influence of our industry discussions, events, and initiatives. Our membership spans 12+ types of floral businesses across all 50 states, underscoring the far-reaching impact of CalFlowers members across the floral industry.
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Building strong relationships is central to CalFlowers' mission. In 2024, CalFlowers provided numerous opportunities for members to connect, exchange ideas, and grow together. The Fun 'N Sun Floral Convention, held in early September, drew over 390 attendees for four days of floral innovation, education, and networking. This year’s convention welcomed 70 first-time attendees, exemplifying the ongoing growth and evolution of the floral community.
With a well-rounded mix of educational sessions, a golf tournament, farm tours, two successful hands-on classes, a vibrant flower fair, and the That Floral Feeling fundraiser, Fun 'N Sun 2024 was widely praised as one of the best conventions yet.
In addition to Fun ‘N Sun, CalFlowers hosted our annual post-Mother’s Day meetups, offering floral professionals a chance to unwind, exchange ideas, and expand their networks. These gatherings not only fostered a stronger sense of community but also provided valuable insights and problem-solving strategies to prepare for future holiday seasons.
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Historic Transportation Contract
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CalFlowers made significant strides in enhancing our shipping program, offering members greater savings and improved service. Members now enjoy a 78% discount on FedEx Overnight and Express shipping, up from 73%. We’ve also made major upgrades to the GLS program, including stronger service guarantees and enhanced claims assistance, giving shippers peace of mind that damaged or delayed products will be covered. Our strengthened partnership with Alaska Airlines now includes more cities and connections, further meeting the diverse needs of our members. For details updates on these shipping programs, members can visit www.cafgs.org or contact Chris Johnson (chris@cafgs.org).
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To enhance the member experience, we've made significant improvements to our website and member database, streamlining the process of connecting with peers and sourcing flowers. Based on your feedback from the 2024 member survey, we hosted two educational webinars, and we are committed to continuing to expand our virtual learning and networking opportunities to better serve your needs.
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That Flower Feeling (TFF) is making meaningful progress in increasing floral consumption across the U.S., fostering greater recognition of flowers as a vital aspect of self-care. Through its innovative marketing campaigns and compelling messaging, TFF has reached millions of conumers, encouraging them to incorporate flowers into their daily lives. With growing engagement across social media and digital platforms, the campaign has driven measurable increases in both floral sales and consumer interest across various markets.
This year, TFF welcomed Madison Greene as Marketing Coordinator/Administrator, showcasing its dedication to growth and creativity. Madison brings fresh perspectives and expertise in marketing, strengthening TFF’s connection with stakeholders and consumers. Her contributions will enhance the development of new assets, amplify outreach, and ensure the campaign’s ongoing success in spreading the message that flowers are more than a gift--they are a meaningful self-care tool. Madison joins Vanessa Leite, Managing Director, who has been leading TFF since May 2023.
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CalFlowers is deeply committed to advancing the floral industry. In 2024, we invested $847,000 in projects, events, and collaborations that strengthen the sector. Key initiatives included sponsoring Life In Bloom with J Schwanke and supporting the Memorial Day Flower Foundation. CalFlowers is a consistent sponsor, supporting national and state floral associations’ networking, policy, and educational programs, promoting growth and connection within the industry. Additionally, CalFlowers funded research on pest management, sustainable growing practices, and market expansion for ornamental flowers and our contributions to the American Floral Endowment Scholarship Fund helped drive innovation and support the development of the floral workforce, among other impactful efforts.
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Looking ahead to 2025, we are excited to offer even more opportunities for our members:
- Utilize the Membership Directory to connect with like-minded businesses and industry professionals.
- Save the dates for our Member Appreciation Meetings in San Francisco (July 25) and San Diego (August 1)—where collaboration and networking take center stage.
- Make the most of a wide range of new, updated, and existing member benefits, including exclusive transportation programs, educational resources, business discounts, and special member events.
- Engage in virtual educational and networking opportunities designed to help you connect with peers and elevate your business.
On behalf of the CalFlowers Board of Directors and Staff, we extend our heartfelt gratitude for your continued support. Your dedication has made 2024 an exceptional year, and we’re excited to embark on this next chapter with you in 2025.
Warm regards,
CalFlowers Board of Directors & Staff
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