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.

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.

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

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.

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

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

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!