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.
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