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What an incredible few weeks it has been for our organization.
Fun ’N Sun 2026 is officially in the books, and with more than 480 floral professionals in attendance, the energy throughout the convention was remarkable. From the educational programs and keynote presentation to the networking, tours, and Flower Fair, the enthusiasm was evident everywhere.
This year we made a deliberate decision to move away from traditional breakout sessions and bring more of our programming into a general-session format. This allowed everyone to experience important moments together, including the State of the Organization address, the return of the Distinguished Service Award after an eleven-year hiatus, and an outstanding keynote presentation by Brett Culp.
The Flower Fair was another highlight. More than 50 exhibitors participated, including companies from South America, Africa, and Thailand. The room was filled with energy, conversations, new connections, and business activity.
The most historic moment came Thursday evening with the unveiling of our new name: American Floral Alliance.
After 85 years and several identities, from the Northern California Flower Growers and Shippers Association, to NorCal, to CalFlowers, our new name reflects the organization we have become. Nearly 70% of our members are now located outside California, and our work touches virtually every segment of the floral industry. While our roots remain proudly planted in California, our reach and mission are truly national.
The unveiling was not the finish line. It was the starting point.
Our branding partner Boulder based Sterling Rice Group, is now completing the comprehensive brand guidelines, including our color palette, typography, logo usage, and other elements of the new visual identity. We expect to review those guidelines in the coming weeks as we prepare for the broader rollout of the American Floral Alliance.
We are also making exciting progress in our search for a Marketing Director. This new position will play an important role in building the American Floral Alliance brand and strengthening how we communicate the value of our organization and our industry.
There is a tremendous amount happening, but one common thread runs through all of it: bringing our floral community together.
That is what an alliance does.
Fun ’N Sun gave us an opportunity to celebrate 85 years of history. Now the real work begins, building the American Floral Alliance and creating an even stronger future for our industry.
Thank you for being part of this exciting new chapter.
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