Part of our Elevated Lily collection, rose lilies bring a fresh dimension to one of the floral industry’s most recognizable flowers.

Known as the double bloom lily, rose lilies feature multiple layers of petals that create a fuller, rose-like appearance while maintaining the scale and structure that make lilies such a staple in floral design.

At Choice Farms, we are always looking for exceptional varieties that help our customers create beautiful, memorable arrangements. Rose lilies are a perfect example of a flower that combines visual impact with practical benefits for florists.

What Makes Rose Lilies Different

Traditional lilies are known for their elegant form and dramatic presence. Rose lilies take that familiar shape and enhance it with layered petals that give the bloom a fuller, more textured appearance.

The result is a flower that feels both classic and modern at the same time. The layered structure creates depth and dimension in arrangements, making rose lilies a standout feature in bouquets, centerpieces, and large-scale floral installations.

Because of their unique petal structure, rose lilies are often described as the double bloom lily, a name that reflects the extra fullness and visual presence they bring to floral designs.

A Cleaner Lily for Floral Design

One of the most practical advantages of rose lilies is that they do not produce pollen.

For florists, this is a significant benefit. Traditional lily pollen can stain fabrics, clothing, and table linens, which is especially challenging during weddings and events. Rose lilies eliminate that concern, creating a cleaner experience both during the design process and for the final presentation.

Their lighter fragrance also makes them easier to incorporate into indoor spaces where strong floral scents may not always be desirable.

More Blooms Per Stem

Rose lilies are also valued for their productivity.

Each stem typically produces multiple blooms, allowing florists to create fuller arrangements with fewer stems. This not only enhances visual impact but also provides strong design flexibility for a wide range of applications.

From everyday arrangements to luxury event work, rose lilies offer both beauty and performance.

Ideal for Weddings, Events, and Everyday Design

The layered petals and romantic structure of rose lilies make them especially well-suited for wedding and event florals.

Designers often use them to add texture and softness to:

• Bridal bouquets
• Garden-style arrangements
• Elevated centerpieces
• Ceremony installations

Their fullness allows them to stand out as focal flowers while still blending beautifully with roses, ranunculus, and other premium blooms.

If you are interested in adding rose lilies to your floral offerings, contact your Choice Farms sales representative today to learn more about availability!

Reflections from WFFSA FDC 2026

Another year, another memorable Floral Distribution Conference in Miami. Each March, professionals from across the floral supply chain gather for the Wholesale Florist & Florist Supplier Association Floral Distribution Conference (FDC) to connect, exchange ideas, and reflect on where the industry is heading.

For the Choice Farms team, this year’s conference highlighted three key themes: service to the industry, innovation in floriculture, and the strength of wholesale partnerships.

Service to the Industry

Before the conference officially began, industry leaders gathered for committee and board meetings focused on shaping the future of the organization. The discussions centered on ensuring the conference and DevX continue delivering valuable networking and educational opportunities for members across the floral supply chain.

Members of the Choice Farms team were also actively engaged in these leadership conversations. Freddy Melero continues his service as President of WFFSA, while members of our team remain involved in committee and board leadership roles focused on strengthening the organization and its programming.

As the floral landscape evolves through consolidation, new technologies, and shifting supply chains, the importance of collaboration and leadership within the industry becomes even more essential.

Celebrating Innovation: Floral Xcellence Awards

In its second year, one of the highlights of the conference was the Floral Xcellence Awards, which recognize excellence in breeding and growing.

Choice Farms was honored to receive first place in the Garden Rose category with the Tie Dye Garden Rose.

This distinctive variety features layered peach tones that transition from deep tangerine at the center to soft creamsicle hues along the outer petals, paired with a subtle fruity fragrance.

Awards like this highlight the incredible innovation happening throughout the global floriculture community.

Honoring Wholesale Partnerships

At its core, the Floral Distribution Conference is about relationships.

Throughout the event, the Choice Farms team participated in wholesaler and supplier roundtable discussions where industry professionals exchanged ideas and perspectives on the challenges and opportunities facing the floral supply chain.

One of the highlights of the week was continuing a long-standing tradition of hosting our wholesale partners for dinner at Joe’s Stone Crab. For more than 16 years, this gathering has been our way of celebrating the partnerships that have supported Choice Farms for over two decades.

At the Supplier Expo, visitors also explored our newest product introductions, including rose lilies, specialty carnations, chrysanthemums, and premium novelty varieties.

A standout display featured a bridal gown created entirely from rose lilies, showcasing the creative potential of one of our newest and most in-demand product categories.

Looking Ahead

The Floral Distribution Conference remains one of the most meaningful events of the year for the floral industry.

It provides an opportunity to strengthen relationships, celebrate innovation, and explore how the floral supply chain can continue evolving together.

We are grateful for the conversations and connections made throughout the week and look forward to continuing our work alongside the wholesale partners who have been the foundation of our business for more than 26 years.

Some palettes never lose their magic — they simply evolve. Red and white is one of them. Long associated with love, celebration, and winter gatherings, the pairing continues to inspire florists year after year. With our Holiday Romance collection, we reintroduce this timeless duo through a modern lens — built on depth, texture, and the premium quality blooms Choice Farms is known for.

This story features rich, dimensional reds — Freedom, Red Piano, and Tess-style garden roses — paired with crisp whites like Playa Blanca, White Sweet Pea, and White Success Ranunculus. Enhanced with textural greens and seasonal accents, the result is a palette that feels familiar yet fresh, classic yet elevated.

Why this Palette Resonates:

• A Return to Romance: Designers are gravitating toward palettes that feel expressive and timeless. Holiday Romance embraces that movement.
• Cross-Seasonal Versatility: Perfect for holiday installations, winter weddings, and early Valentine’s designs.
• Tradition, Refined for Today: Red and white define love — but with the backing of Quality, Consistency & Care, this palette performs exactly how florists need it to.
• A Palette Rooted in Emotion and Craft: Every bloom in Holiday Romance was selected with intention. Velvet petals, airy whites, structured roses, and soft supporting flowers create designs that feel both emotive and artfully balanced.

Featured Varieties:

• Freedom Rose – iconic red and reliably strong
• Tess Garden Rose – lush, modern romance
• Red Piano Garden Rose – bold layers and seasonal richness
• Playa Blanca Rose – clean, crisp contrast
• White Sweet Pea – movement and lightness
• White Success Ranunculus – soft tonal layering
• Red Anemone – striking color contrast

Holiday Romance is available through Choice Farms. Because timeless beauty never goes out of style — it just gets better.

The future of wedding florals isn’t just about color palettes—it’s about creativity, connection, and smarter business. At Wedding MBA 2025, over 2,500 wedding and event professionals came together to share what’s next for the industry, and the floral community showed up in full force.

Here are our five floral takeaways from Wedding MBA 2025:

1. The Sales Process Is Evolving

Bron Hansboro (The Flower Guy Bron) encouraged florists to rethink how they sell. With referrals, reviews, and social media driving most inquiries, couples now expect fast communication, clear pricing, and transparent upsells.

Takeaway: Keep it simple, responsive, and visual. Your brand experience starts long before the first consultation.

2. Big Installations, Smarter Mechanics

Susan Davis of Fresh Designs Flora & Events shared practical ways to make large-scale floral installs more manageable from hanging pieces to grand backdrops. Her message: big impact doesn’t have to mean big stress.

Takeaway: The right mechanics and product planning can turn ambitious ideas into efficient, repeatable designs.

3. The Year of Editorial Florals

Lauren Bercier of Something Borrowed Blooms spotlighted trends that are defining 2025 weddings:

• Petite, refined bouquets with a “less-but-better” approach
• Grounded arches, cake meadows, and low runners
• Bold color blocking balanced with ethereal cottage-core palettes
• Modular, reusable designs
• Fresh and faux florals combined seamlessly

Takeaway: Florists are embracing a more artful, editorial sensibility, creating work that feels intentional, elevated, and emotionally resonant.

4. Connections Are the New Currency

Collaboration was the buzzword across the show floor. Tools like Details Flowers Software continue to streamline workflows, while innovators like Floral Eclectic (a luxury florist out of Dallas) are building digital bridges to connect freelancers across the wedding world.

Takeaway: Whether through technology or shared inspiration, connection is shaping the future of floral business.

5. The Industry Is Blooming with Opportunity

With over 2,500 professionals attending and a strong floral presence throughout the sessions, Wedding MBA proved that the wedding market continues to expand. Designers, wholesalers, and suppliers all share a common goal: delivering beauty through reliability, collaboration, and creativity.

Takeaway: The energy of this year’s show confirmed what many already feel: the wedding floral industry is entering a new era, one defined by artistry and partnership. Whether you design, supply, or support, the opportunity to grow together has never been greater.

Every two years, the global floral community gathers in Bogotá to celebrate the beauty, diversity, and innovation of flowers from around the world. Proflora 2025 brought together growers, breeders, and buyers across continents—each united by a shared commitment to quality and connection. For Choice Farms, it was an opportunity to reconnect with our growers, customers, and friends, and to be reminded that behind every flower is a story of dedication, collaboration, and care.

A Celebration 20 Years in the Making

One of the week’s most memorable moments was celebrating Alexandra Farms’ 20th anniversary, an event that captured everything beautiful about this industry: family, passion, and partnership.

Our Vice President Vicky Martinez was invited to speak at the celebration, a meaningful recognition of the longstanding relationship between Choice Farms and Alexandra Farms.

“It was wonderful to see everyone sharing the same admiration for Joey and the Alexandra Farms family,” said Vicky. “We’ve partnered with them for many years, and celebrating this milestone together was truly special.”

The joy of that evening continued when Alexandra Farms received two major awards at Proflora’s Outstanding Variety Competition:

• First Place in New Products for the Magnificent Bells hellebores
• Second Place in Special Shape Roses for Vicky Gardens! from their Deluxe Garden Rose Collection

Both wins highlight Alexandra Farms’ dedication to quality and innovation—values that mirror our own at Choice Farms.

Reconnecting Across Continents

Throughout the show, our leadership team—President Jorge Constain, VP Vicky Martínez, and Director of Sales & Procurement Freddy Melero—spent valuable time strengthening ties with our trusted farm partners, as well as rekindling collaborations with others eager to reconnect.

“This business is still primarily about relationships,” Jorge shared. “That’s something we hope newcomers to the industry will appreciate—our community thrives on trust and connection.”

While visiting one of our grower partners, our team witnessed firsthand the dedication and patience behind their work with Sweet Peas, a variety they have carefully developed for new growing conditions.

“Their attention to detail and commitment to make Sweet Peas thrive on a new continent is truly inspiring,” added Vicky. “It’s proof that perseverance and passion still drive the best results.”

A Reflection on Colombia in Bloom

Walking through Proflora’s bustling halls, it was impossible not to feel inspired by the creativity and scale of Colombia’s floral production—from the lush roses that have long defined the region to the growing diversity of Dianthus, Alstroemeria, Hydrangea, tropical foliage and carnations, which appear to be trending once again.

For Choice Farms, it was also a reminder that progress in floriculture comes from collaboration with growers, importers, and designers working hand in hand to bring beauty to every corner of the world.

Looking Ahead

While this year didn’t bring the dramatic product debuts of previous shows, the trip reaffirmed what matters most to us: reliability, quality, and relationships built on care.

We’re already exploring new varieties to add to our portfolio, selected with the same attention to excellence our customers have come to expect.

“It’s always rewarding to see our partners and customers at work and play in this great industry,” Jorge said. “We left Proflora feeling proud, respected, and motivated for what’s next.”

Written By Freddy Melero, Director of Sales & Procurement at Choice Farms & President of WFFSA

I’ve been to a lot of DevX events — nine of them, I think… maybe seven… or was it five? (Let’s just say I’ve been around the DevX block a few times.) No matter the number, this year’s experience in Cleveland definitely stood out.

For those who don’t know, WFFSA DevX is an immersive, behind-the-scenes experience that brings floral professionals together for hands-on learning, facility tours, and real talk about where our industry is headed.

DevX 2025 had the right mix of learning, laughs, and those unexpected moments that remind you why this industry is so special. It was packed with meaningful conversations, fresh perspectives, and a few surprising facts that — even after all my years in the business — still managed to teach me something new.

Here are five things that stood out to me this time around:

1. Over 9 Million Orchids — Seriously

Our visit to Green Circle Growers was impressive on so many levels, but the stat that stopped me in my tracks? They move more than 9 million orchids a year. That’s not a typo. The scale of their operation and the systems they’ve put in place to do it well — and sustainably — was something every one of us could learn from.

2. The Floral Foam That Changed Everything

Walking through Smithers-Oasis was like stepping into a piece of floral history. These are the folks who invented OASIS® Floral Foam back in 1954 — and it’s still a huge part of how our industry builds arrangements today. It made me appreciate just how far we’ve come and how innovation can have a ripple effect for decades.

3. Alex Weber Had Us All Fired Up

Our keynote speaker, Alex Weber, brought the energy. He talked about turning fear into fuel, and it hit me — that feeling we get when we’re nervous about trying something new? That’s growth knocking.

Here’s what stuck with me:

• Fear isn’t a stop sign — it’s a signal you’re stretching.
• Confidence is built one rep at a time.
• Take action even when you’re not in the mood. Progress comes from showing up.

If you’re in this industry, you know how real that is.

4. Networking at the Rock N’ Roll Hall of Fame — Doesn’t Get Cooler Than That

The WFFSA event at the Rock & Roll Hall of Fame was a blast. It’s not every day you network next to Elvis’s Cadillac or Beyoncé’s stage outfits. It was a great reminder that our industry — like music — is about creating emotional moments people remember.

5. Leaving with Energy and Ideas

For me, the best part of DevX is what you take with you: the ideas, the connections, the spark. After three days in Cleveland, I am coming back to Choice with a fresh perspective — and a real sense of excitement for where the floral industry is headed.

Until next time,
Freddy

Each year on Memorial Day, the floral industry unites in a profound tradition—placing flowers at the gravesites of fallen heroes at Arlington National Cemetery. It’s a gesture of remembrance, made possible by the Memorial Day Flowers Foundation, that speaks to the heart of what we believe in: honoring life, serving others, and leading with compassion.

This past Monday, more than 150,000 fresh flowers were hand-placed at Arlington. Volunteers paused at each headstone, read the names, and gently laid a bloom—turning fields of marble into landscapes of gratitude.

At Choice Farms, we’ve supported this initiative for many years, and each year, we are reminded of how powerful flowers can be—not just in celebration, but in commemoration.

“It’s moments like this that show the heart of our industry,” says Freddy Melero, Choice Farms’ Director of Procurement and Sales and President of the Wholesale Florist & Florist Supplier Association (WFFSA). “To see so many people come together to honor service through flowers—it reminds us that what we grow, sell, and share matters deeply.”

Why Memorial Day Flowers Matters

Founded in 2011, the Memorial Day Flowers Foundation began with a mission to place 10,000 roses at Arlington. Since then, it has grown into a nationwide effort—engaging growers, importers, wholesalers, logistics teams, and families across the country.

This year, the Foundation asked for over 400 volunteers to help distribute flowers, with donations arriving from across the floral supply chain. The effort spans across sections of Arlington including:

• Section 60, honoring recent casualties of Iraq and Afghanistan
• The ANC Welcome Center, where flowers are offered to visiting families
• Programs like T.A.P.S. (Tragedy Assistance Program for Survivors)
• And, when requested, the Tomb of the Unknown Soldier 

Although we are not directly affiliated with the Foundation, we are proud to align with this tradition through our values and donations—and through industry-led efforts such as WFFSA’s Flower Movement, which champions initiatives that give back through flowers.

The Power of Floral Tributes

Memorial Day is more than a long weekend—it is a national moment of reflection. And in the floral industry, it’s one of the few times where flowers take on a distinctly solemn yet healing role.

To place a flower at a headstone is to offer gratitude without words. It’s a small act—but one that carries deep emotional weight, both for the giver and the family who sees that tribute.

At Choice Farms, we believe these gestures matter. And we’re honored to work in an industry that understands how to transform beauty into meaning.

Learn More or Get Involved

To learn more about the Memorial Day Flowers Foundation, their impact, and how you can contribute next year—either as a volunteer or donor—visit: www.memorialdayflowers.org