Honoring Memorial Day with Flowers: A Reflection from Choice Farms

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.”

Girl placing flowers by Tomb of the Unknown Soldier.

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.

People at the tomb of the unknown solider.

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

Melanie SpilbelerHonoring Memorial Day with Flowers: A Reflection from Choice Farms
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Beyond the Blooms: Day Two with our Partner, Alexandra Farms

March 18, 2025 – El Jardín Farm, Colombia

If Day One at San Ignacio revealed the heart of garden rose cultivation, Day Two at El Jardín Farm gave us a deeper look into the science, systems, and sensory experience that define Alexandra Farms’ reputation for excellence.

Picture of El Jardin Greenhouses.

Located in the Eastern Ranges of the Colombian Andes, El Jardín is the newest of Alexandra’s farms—already recognized for its focus on innovation. The property spans 24 hectares, with 14 hectares under greenhouse, and was the first where Alexandra began cultivating David Austin garden rose varieties. It’s also home to hydroponic greenhouses, which support 20% higher production—a meaningful difference in today’s challenging market conditions.

Joey Azout holding a large dahlia flower.

Post-Harvest Excellence

During our tour, we saw firsthand how 30,000 stems are processed each day. Roses are hydrated for 4–6 hours, then packed and shipped with great precision. No product is stored for more than two days in cold storage—ensuring the level of freshness Choice Farms customers count on.

Three images flowers, the post harvest processing are and a close up of roses.

We also learned how different greenhouse mediums, including Kraft paper and black plastic, are used to influence the shade and coloration of blooms. This kind of environmental control showcases just how much science goes into creating consistent, high-impact roses—especially for the event and wedding markets.

Fragrance Workshop: A Rare Olfactory Experience

We were honored to participate in Alexandra’s second-ever fragrance workshop, an immersive experience that explored the scent profiles of garden roses. From crisp citrus notes to rich, musky tones, the workshop reminded us that fragrance isn’t just a detail—it’s a powerful element of floral storytelling.

Items used at a fragrance workshop for garden roses.

Florists working in weddings and events know the emotional weight of scent. Being able to pair visual beauty with fragrance elevates the sensory experience of every bouquet or installation.

Roses Rooted in History

While surrounded by modern innovation, it was humbling to reflect on a pivotal moment in rose breeding history: in 1867, French rosarian Jean-Baptiste André Guillot introduced La France, the first hybrid tea rose and the birth of the modern rose era. That legacy lives on at Alexandra Farms, where iconic varieties like Westminster, with its silvery grey petals edged in pink, carry forward the tradition of beauty and craftsmanship.

Connection and Cultural Celebration

“From the fragrance workshop to conversations during our design session, Day Two was a beautiful reminder that floristry is as much about relationships as it is about flowers. There’s something powerful about connecting with fellow florists who understand both the art and logistics of working with these blooms.”
— Behind-the-scenes reflection from the Choice Farms team

As the day wrapped up, we gathered for a floral design session that was as collaborative as it was inspiring. The creative exchange was a highlight of the trip—but it was the final surprise that left us speechless: a traditional Colombian cumbia dance performed by Alexandra Farms team members.

Their joyful performance wasn’t just entertainment—it was an act of gratitude and cultural pride. Many of the dancers were farm workers who prepared the performance to thank visitors and partners. It was a reminder of the people behind the flowers, and the global partnerships that make it all possible.

¡Gracias, Alexandra Farms!

We are incredibly grateful to the entire team at Alexandra Farms for their generosity, hospitality, and commitment to excellence. From innovation in cultivation to heartfelt cultural connection, Day Two reminded us why we’re proud to partner with them in bringing world-class garden roses and other specialty varieties to our customers.

Alexandra Farms Tour Visitors

We also would like to extend our gratitude to our phenomenal travel partners that came from all over the globe to tour the farms with us. We hope our paths cross again soon!

Melanie SpilbelerBeyond the Blooms: Day Two with our Partner, Alexandra Farms
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Beyond the Blooms: Day One with our Partner, Alexandra Farms

March 16, 2025 – San Ignacio Farm, Colombia

Perched 2,801 meters above sea level in the Andes, just outside Bogotá, the San Ignacio Farm at Alexandra Farms is a floral oasis—and the perfect altitude for cultivating world-renowned garden roses. On the first day of our journey to Colombia, Choice Farms was welcomed with open arms to a place where precision meets passion, and where sustainability and community are at the heart of every bloom.

Garden Rose Greenhouse

From the moment we arrived, the energy on the farm was vibrant and inspiring. We learned that more than half of the farm’s workers are women, and of those, over half are heads of household—a powerful reflection of Alexandra Farms’ commitment to creating opportunity and empowerment through floriculture. Their pride, skill, and warmth were evident in every interaction.

Inside the Greenhouses: Trial Varieties and Garden Rose Magic

The day began with a walk-through greenhouses overflowing with color and texture. We had the rare chance to step inside the new varieties trial greenhouse, where we each selected a stem of our favorite variety to cut and share with the group. The experience sparked great conversation about color, form, and fragrance—and made it clear just how hard it is to pick a favorite when the options are this breathtaking.

Four Different Garden Rose Varieties

Every bloom seemed to carry its own story. While some caught our attention for their subtle ruffles or delicate scent, others impressed with bold structure or unexpected shades. The greenhouse felt like a living library of beauty, each stem a chapter in the evolution of garden roses.

Breeding in Action: Creating the Roses of Tomorrow

One of the most fascinating parts of the day was a hands-on breeding exercise led by Dean Rule, the CEO of ConectiflorAndino which is the Ecuadorian branch of E.G. Hill Co.’s Rose Breeding program. We learned how new rose varieties are developed. We were shown how to hand-paint pollen onto the center of a rose—a small but powerful gesture that begins a months-long process of innovation, patience, and care. This intimate look into the start of a rose’s life gave us a whole new appreciation for the expertise required to bring new varieties to market.

Three women watching the breeding process of a garden rose done by hand.

Pushing Floral Boundaries Through Innovation

Innovation was on full display throughout the day. From promising miniature garden spray roses from Japan to other trial varieties identified by leading designers as missing from today’s global floral supply—Alexandra Farms is not just growing roses, but actively shaping the future of luxury blooms.

Mini Japanese Garden Spray Rose Trial Variety

These new varieties are being thoughtfully developed to meet evolving trends and fill market gaps with beauty, resilience, and distinctive charm.

A Closed-Loop Commitment to Sustainability

The farm’s approach to sustainability was equally impressive. Flowers that aren’t sold are composted using trichoderma bacteria, creating a nutrient-rich sweetener that’s returned to the flower beds. This closed-loop system allows the farm to fertilize naturally—without chemicals—and reinforces their commitment to environmentally conscious farming practices. Every step is intentional. Every bloom, a product of care and respect for the land.

Composting at San Ignacio Farm

Reflections from the Field

“One of the most memorable moments was getting to cut a stem of our favorite variety and share it with the group. We could have spent hours in those greenhouses admiring the blooms—every corner revealed something breathtaking. But what made the day truly special was the camaraderie. It was inspiring to connect with other guests and hear how each of us plays a role in bringing these garden roses to life for the end consumer.” — Behind-the-scenes reflection from the Choice Farms team

Two women standing in front of garden rose beds in a greenhouse

Looking Ahead

Day One was a powerful reminder of why we do what we do—to bring florists, designers, and consumers access to the most exceptional blooms available. As we continue our journey through Colombia, we’ll be sharing more from inside the greenhouses, design sessions, and fragrance workshops that make Alexandra Farms a global leader in garden rose cultivation.

Melanie SpilbelerBeyond the Blooms: Day One with our Partner, Alexandra Farms
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WFFSA FDC Recap 2025

Choice Farms Celebrates New Leadership and Industry Excellence at the 2025 WFFSA Floral Distribution Conference

This year’s Wholesale Florist & Florist Supplier Association (WFFSA) Floral Distribution Conference, held in Miami from March 3-5, marked an inspiring milestone for Choice Farms. We proudly celebrated as our Director of Sales and Procurement, Fredrick Melero, stepped into his new role as President of WFFSA. The event reinforced our commitment to strengthening and advancing the wholesale floral industry through innovation, collaboration, and superior service.

The 2025 conference brought together industry leaders and innovators to explore transformative ideas and relevant trends. Sustainability, digital commerce solutions, personalized floral designs, and the rising popularity of hybrid and virtual events were prominent discussions, highlighting the ongoing evolution of our industry.

Reflecting on his appointment, Fredrick Melero said, “I am deeply honored to lead WFFSA into its next chapter. Strengthening wholesale florists and suppliers by enhancing operational efficiencies, providing unmatched product quality, and fostering deeper industry connections will be central to our strategy moving forward. WFFSA is committed to these goals, ensuring our wholesale partners remain strong, innovative, and responsive to market demands.”

The conference featured numerous highlights, including the much-anticipated inaugural Floral Xcellence Awards, celebrating outstanding achievements and innovations within the industry. Adding to the event’s vibrant atmosphere was the memorable Yacht Rock-themed party, providing attendees with a fun, relaxed environment for networking and fostering connections.

Additionally, Choice Farms proudly hosted our annual customer appreciation dinner at Joe’s Stone Crab, a Miami institution established in 1913. This special event offered an opportunity to honor and strengthen long-standing relationships with valued wholesale partners in an iconic and historic setting.

Throughout the conference, Choice Farms showcased our extensive floral inventory, emphasizing our extensive selection of premium rose varieties and unique novelty blooms that help wholesalers meet diverse and time-sensitive needs.

As we reflect on the successful conclusion of this year’s WFFSA conference, Choice Farms remains committed to innovation, reliability, and unmatched quality in the wholesale floral market. With Fredrick Melero at the helm of WFFSA, we anticipate continued excellence and look forward to supporting our partners as we grow together.

 

poptechteamWFFSA FDC Recap 2025
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Welcome Melanie Spilbeler: Choice Farms’ New Director of Marketing

At Choice Farms, we’re constantly looking for ways to strengthen our brand and better serve the floral industry. That’s why we’re thrilled to announce that Melanie Spilbeler has officially joined us as our new Director of Marketing! With her extensive experience and deep passion for the floral industry, Melanie is the perfect fit to help lead us into an exciting future.

A Wealth of Experience

Melanie brings nearly a decade of floral industry expertise and over ten years in consumer product marketing to her new role. Her career in floral began as the Director of Marketing at Syndicate Sales, where she honed her skills and gained a comprehensive understanding of the floral industry. Later, she co-founded FreshPath Marketing, a consultancy focused on helping growers, wholesalers, retailers, and industry organizations implement impactful marketing strategies and educational initiatives.

In addition to her professional accomplishments, Melanie has been actively involved in key industry organizations, including WFFSA and SAF. She’s also a sought-after speaker at industry events and a respected contributor to leading floral publications. Her well-rounded expertise makes her a valuable asset to the Choice Farms team.

Looking to the Future

Jorge Constain, President of Choice Farms, shared his excitement about Melanie’s appointment: “Melanie’s deep industry knowledge, strategic vision, and proven track record in marketing make her an excellent fit to lead our marketing efforts. Her passion for the floral industry and dedication to strengthening our brand and positioning it for future growth align perfectly with our mission at Choice Farms.”

Melanie officially joined us on January 6th, and her leadership marks a significant milestone for Choice Farms. As the floral industry evolves, we’re confident that Melanie will help us build on the strong foundation of our brand and meet the challenges and opportunities of the future head-on.

Mariana LatorreWelcome Melanie Spilbeler: Choice Farms’ New Director of Marketing
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Top 5 Reasons to Attend DevX 2024: Elevate Your Business Written By Freddy Melero, Choice Farms, First Vice President, WFFSA

As the Vice President of the Wholesale Florist & Florist Supplier Association (WFFSA), I am thrilled to invite you to our annual Development Experience (DevX) event, taking place from July 23-26, 2024, in the dynamic city of San Francisco at the elegant Hotel Nikko. This premier hands-on educational event is designed to provide our members with unparalleled learning opportunities and exceptional networking experiences. Here are the top five reasons why you should not miss DevX 2024:

1. Innovative Educational Programming
DevX is all about practical, actionable learning. Our sessions are tailored to address the most pressing challenges in the floral industry today. This year, we are excited to feature keynote speaker Sam Richter, a Hall of Fame speaker and expert in AI-powered digital information. His sessions, “Embrace It: Generative AI and Your Future” and “Get the Meeting No One Else Can,” will offer deep insights into leveraging AI to transform your business operations, communications, and sales strategies. Whether you are an AI novice or looking to deepen your knowledge, Sam’s dynamic presentations will equip you with the tools to gain a competitive edge.

2. Unforgettable Networking Opportunities
DevX provides a unique platform to connect with industry peers, suppliers, and thought leaders. The road trip, which I often liken to an adult field trip, is a perfect example of how we blend learning with networking. Starting with a visit to the iconic San Francisco Flower Market and concluding with a reception hosted by the Shibata family at their beautiful Mt. Eden estate, you’ll have numerous opportunities to build meaningful relationships while enjoying the scenic beauty of the Greater San Francisco area. As past attendees have noted, the camaraderie and connections made at DevX are invaluable.

3. Engaging and Diverse Program Schedule
Our carefully curated schedule ensures that every moment at DevX is enriching. Each day is packed with activities designed to enhance your knowledge and expand your professional network. Highlights include educational sessions on leveraging AI and sales intelligence, interactive flower movement activities, and leadership workshops. Plus, the scenic road trip stops at renowned nurseries like Cozzolino and Figone, will provide insights into innovative floral operations.

4. Testimonials from Satisfied Attendees
Don’t just take our word for it—hear from those who have experienced DevX firsthand. Past participants have praised the event for its educational value, networking opportunities, and the unique experiences it offers. One attendee shared, “This was my first DevX experience and it was all around fabulous. The content from the speakers was fantastic and energetic, the day trip was a really solid mix of experiences, and the location was wonderful. Highly recommend this program for ANYONE in wholesale!” These testimonials highlight the transformative impact of DevX on both professional growth and business success.

5. A Beautiful and Inspiring Location
San Francisco, with its rich cultural heritage and stunning landscapes, provides the perfect backdrop for DevX 2024. The Hotel Nikko offers luxurious accommodations and state-of-the-art facilities to ensure a comfortable and productive stay. The city’s vibrant atmosphere will inspire you, whether you are exploring the famous flower market, enjoying the breathtaking views at Mt. Eden, or simply walking through its historic streets.

Bonus Reason: Personalized Learning Experience

At WFFSA, we understand that every business is unique. That’s why our sessions are designed to cater to different levels of expertise. Sam Richter’s presentations, for example, will include customized AI and ChatGPT resources, ensuring that you walk away with practical tools tailored to your business challenges. This personalized approach ensures that you gain the maximum benefit from your time at DevX.

DevX 2024 promises to be an event like no other—an opportunity to learn, connect, and grow in one of the most beautiful cities in the world. Join us from July 23-26 in San Francisco and take your floral business to new heights. Register now and be part of this transformative experience!

See you in San Francisco!

Freddy Melero, Choice Farms
First Vice President, WFFSA

Mariana LatorreTop 5 Reasons to Attend DevX 2024: Elevate Your Business Written By Freddy Melero, Choice Farms, First Vice President, WFFSA
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WFFSA

Congratulations to Freddy Melero on being appointed as the Vice President of WFFSA our esteemed floral industry association! Your dedication and contributions are truly commendable. Wishing you continued success in strengthening our industry through collaboration and service.

Mariana LatorreWFFSA
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National Grassroot Flower Movement spreads to Miami by surprising teachers at Doral Academy Elementary with appreciative flower bouquets before the start of the school year

Where: Doral Academy Elementary

When: August 11, 2022, 1 p.m. EST

Details: WF&FSA will partner with local Choice Farms to bring flower arrangements to teachers who will be preparing their classrooms for the start of the new school year.

WF&FSA (Wholesale Florist & Florist Suppliers association.) launched The Flower Movement Awareness Week(August 8-14) in 2021 to promote community activism, using flowers to change mindsets and uplift feelings.

The movement will highlight the outreach efforts of WF&FSA members, such as bringing floral design workshops to community centers; donating flowers and arrangements to schools, nursing homes, hospitals, and hospices; and working with local groups to build neighborhood gardens.

“Flower Movement Awareness Week is a concentrated effort where not only those that work within the floral industry can come together but anyone who understands the positive impact flowers make can help bring awareness to their healing properties,” said WF&FSA Executive Vice President Molly Alton Mullins. “Use this week as a way to support the movement by donating your time, knowledge, or resources in a way that showcases the amazing benefit of flowers.”

Sponsors:

Choice Farms is excited to participate in the flower movement and give back to our community by surprising the teachers at Doral Elementary Academy with beautiful flower arrangements to celebrate the school year.  

Teachers are real-life superheroes; they inspire us to be the best version of ourselves. So, we felt it was right to show them they are appreciated. 

Choice Farms, Doral Florida is an importer and distributor of the world’s finest flowers. www.choicefarms.com

 

 

poptechteamNational Grassroot Flower Movement spreads to Miami by surprising teachers at Doral Academy Elementary with appreciative flower bouquets before the start of the school year
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2022 Floral Distribution Conference (FDC)

Save the Date | Miami, Florida | March 7-9, 2022

WF&FSA is excited to be back in Miami for the 2022 Floral Distribution Conference. With NEW networking opportunities and plenty of time to connect and discuss business with your floral industry colleagues, this year is sure to spark innovative ideas to help move the industry forward.

Please note attendance at FDC is member-only. Make sure you renew your dues and join us for the 2022 Conference.

Registration opens on December 7, 2021

Mariana Latorre2022 Floral Distribution Conference (FDC)
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Market News!

Over the last two months, we have seen weddings and events rise to unprecedented numbers. This is great for business! It, however, has been accompanied by a lack of product. Primarily due to weather, post-pandemic reduction of hectares at several farms. Also relevant is the purchases of large farms by mass market companies, which deflects this production out of the traditional wholesale industry. Supply, therefore, has been limited.

Wholesalers are emphasizing to their customers to think colors, not varieties specific, especially on roses. Florists have gotten the opportunity to think outside the box and get creative with what they do have available. To top it off, in the floral industry, as well as all other industries, transportation has been a major issue. More demand and less flights available, have capped the scenario for a perfect storm in the floral industry. It has been a challenging two months. At Choice Farms, we have the varieties you need. If not, we have the best substitute variety available.

According to N. P. R. News, weddings scheduled for 2022 are said to be in the 2.5 million range which is the highest since 1984!

poptechteamMarket News!
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