What happens when nearly 70 floral professionals step away from their day-to-day work and into the businesses helping move our industry forward? You get a close-up look at what is changing, what is working and what still matters most.
That was the spirit of WFFSA DevX 2026, held July 28 through 31 in Atlanta. The experience took us behind the scenes at Mayesh Atlanta, Flower General by Carlstedt’s, Carithers Flowers and Pete Garcia Group’s Floramart showroom, followed by an immersive AI Workshop & Buildathon led by Purple Horizons.
Each stop offered a different perspective, but together they revealed five important lessons for wholesalers, suppliers, retailers and floral professionals across the industry
- Relationships Still Lead, but Digital Convenience Is Catching Up
At Mayesh Atlanta, the strength of the branch’s walk-in business was immediately clear. Its recently expanded cooler and the energy of the operation reflected the continued importance of personal service and the in-person buying experience.
At the same time, our conversation with Mayesh President Ben Powell and Director of E-commerce Rene Streng highlighted another reality: more floral customers are moving online, and Mayesh is investing heavily in that experience.
For wholesale floral, this is not an either-or decision. Customers still value trusted relationships, product knowledge and a familiar voice on the phone. They also expect the speed and convenience of digital purchasing. The businesses that succeed will make both experiences feel connected.
- The Strongest Brands Know What They Will Not Compromise
Carithers Flowers offered a view from the high-end retail and corporate side of the industry. The second-generation business has a clearly defined customer, a polished brand and a strong sense of what it represents.
One message came through clearly: brand comes before everything. Carithers knows it is not the least expensive option and is unwilling to weaken the experience it has built simply to compete on price.
That perspective felt especially relevant to us at Choice Farms. Price will always be part of the conversation, but it cannot be the entire value proposition. Quality, consistency, responsiveness and care are what turn an order into a trusted partnership. A strong brand is not simply how a company looks. It is the promise customers experience every time they do business with you.
- Growth Requires the Courage to Keep Adapting
No two businesses on the Road Trip were in the same season, which was part of what made the experience so valuable.
At Flower General by Carlstedt’s, team members from the Pensacola branch were helping introduce successful practices in Atlanta. Pete Garcia Group demonstrated how growth can come through strategic acquisitions and evolving product offerings, which were on display in their impressive 54,000 square foot FloraMart showroom.
Other conversations echoed the same theme. Some companies are investing in facilities and new leadership, while others are navigating system changes or pursuing new business more aggressively.
The paths may be different, but the lesson is shared: growth rarely means standing still. It requires businesses to evaluate what customers need now, learn from what is working elsewhere and make thoughtful changes without losing the qualities that built their success.
- Family Businesses Continue to Shape the Floral Industry
Some of the most memorable moments at DevX had little to do with square footage, technology or product assortments. They were the stories behind the businesses.
Our visit and dinner at Pete Garcia Group celebrated a multigenerational immigrant family whose work has made a lasting impact on the floral industry. Hearing David Garcia speak about his grandfather’s journey to the United States brought the company’s history to life. With the Garcia family in attendance, the evening reminded us that succession is not only about transferring ownership. It is also about carrying forward the pride, values and resilience that shaped the business.
We saw that thread elsewhere, from the second generation leading Carithers to younger family members assuming larger roles in wholesale organizations. Family businesses provide continuity while each generation brings a new perspective on serving customers and preparing for the future.
- AI Becomes Valuable When It Moves from Idea to Application
The AI Workshop & Buildathon with Purple Horizons was the icing on the cake. Instead of stopping at broad explanations of artificial intelligence, the session focused on practical applications. We explored platforms for different business needs, learned 18 AI power moves and spent the afternoon building tools ourselves.
The most important lesson was simple: AI works best when it has clear context, direction and purpose. For floral businesses, it can help improve internal collaboration, organize shared knowledge, strengthen communications and turn ideas into usable tools.
AI is not a substitute for floral expertise or personal relationships. Its value lies in helping people use their time and knowledge more effectively. The hands-on format made that opportunity feel immediate and approachable, even for attendees who did not consider themselves highly technical.
The Biggest Takeaway: Our Industry Learns Best Together
DevX opens doors, both literally and figuratively. Touring another business reveals details a presentation cannot. Sharing a meal creates room for honest conversation. Building something alongside industry peers turns an unfamiliar idea into a practical one.
We returned from Atlanta with fresh ideas about digital commerce, brand strength, business continuity and AI, along with a renewed appreciation for the people moving our industry forward.
Thank you to WFFSA, the DevX sponsors, Purple Horizons, our fellow attendees and each Atlanta host who generously shared their businesses and stories. At Choice Farms, we look forward to putting these lessons into practice as we continue serving the floral industry with the quality, consistency and care our partners trust.
Leave a Reply