Floral industry unified behind vision of elevating everyday floral consumption

A coalition of floral and fresh produce trade associations across the United States and internationally has joined forces to support the That Flower Feeling Foundation, demonstrating an unprecedented industry-wide commitment to national consumer marketing.

The broad support includes significant financial backing from Ascolflores and CalFlowers, alongside membership and promotional support from a wide range of key organizations. These include the Association of Specialty Cut Growers, the Fresh Produce and Floral Council, the Great Lakes Floral Association, the International Fresh Produce Association, the Society of American Florists, the Wholesale Florist & Florist Supplier Association, and the Wisconsin and Upper Michigan Florists Association.

This collective action underscores the industry’s shared understanding that unified messaging is essential to shifting consumer perception of flowers from a special-occasion purchase to an everyday essential. The foundation’s latest consumer campaign, “Just Add Flowers,” is already gaining traction and builds on the success of earlier initiatives designed to generate sustainable, long-term demand across all segments of the supply chain.

“The ASCFG is proud to partner with That Flower Feeling because their ‘Just Add Flowers’ campaign directly addresses one of our industry’s greatest opportunities—expanding everyday flower consumption,” said Steve Crone, Executive Director of the Association of Specialty Cut Flower Growers. He noted that for the association’s more than 2,500 specialty cut flower growers, this shift from special occasion to everyday essential is transformational, pointing to the proven success of the “Self Care Made Easy” test market as evidence that unified national messaging works.

“Our industry has a product we know consumers love. Research has shown that the biggest barrier to people buying flowers more often is that they simply don’t think about it,” said Kate Penn, CEO of the Society of American Florists. She emphasized that That Flower Feeling is giving the entire industry the tools to create top-of-mind awareness, comparing widespread use of these tools to a nationwide megaphone reminding people to buy flowers more often.

“WFFSA proudly supports That Flower Feeling because it unites our industry around a shared mission—driving consumer demand and reinforcing the emotional value of flowers,” said Karen Oie, Director of Sales for Smithers-Oasis North America, Immediate Past President of WFFSA, and That Flower Feeling board member. She added that when the industry speaks with one voice, it creates greater impact for growers, wholesalers, suppliers and florists alike, helping to build momentum that drives long-term category growth.

The contributions from these diverse organizations ensure that That Flower Feeling has the resources and broad credibility needed to execute multi-platform campaigns aimed at key demographics. This collaborative model is designed to create a rising tide that lifts the entire floral category.