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.
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