The Wholesale Florist & Florist Supply Association’s 2017 Floral Distribution Conference included 128 table top exhibits representing growers and other suppliers.
More than 770 floral industry members traveled to Miami last week for The Wholesale Florist & Florist Supply Association’s 2017 Floral Distribution Conference. The three-day conference featured educational sessions on trends and topics affecting today’s wholesale florist and floral supplier industries.
During the event, Santiago Cock-Rada of Uniflor Colombia passed the gavel to the group’s new president Marla O’Dell of Berwick Offray.
“If there’s one way to describe Marla’s executive ability, it’s that she gets things done,” Cock Rada promised from the podium “I’m very proud to introduce our next president and to have a woman at the helm.”
“This was one of WF&FSA’s largest conferences to date and we will continue to work to build momentum and shape a program that benefits everyone in the wholesale floral industry,” said Molly Alton Mullins, executive vice president of WF&FSA.
Santiago Cock-Rada of Uniflor Colombia passed the gavel to the group’s new president Marla O’Dell of Berwick Offray.
The conference included 128 table top exhibits representing growers and other suppliers—that’s a record number, and Mullins said she attributes the strong turnout to increased interest from growers, particularly international companies.
Other highlights from the conference:
Award winners. Each year WF&FSA recognizes exceptional individuals and outstanding flower businesses for their accomplishments, contributions, and service in the industry with two distinct award programs. The Leland T. Kintzele Distinguished Service (LTK) Award was presented to longtime Society of American Florists volunteer leader David Gaul of Denver Wholesale Florist in Denver, Colorado. Lori Haveman of Kennedy’s Flowers & Gifts in Grand Rapids, Michigan, received the 2017 Retail Florist of the Year award.
Program Highlights. Kris Kratt, AIFD, PFCI, owner of Shaffer Designs, opened the conference with a presentation on four major trends and how trends affect buying behaviors in the floral industry. The Closing Session, “Facing the Forces of Change; Navigating the Seas of Disruption,” provided a real-time perspective of disruptors in the distribution industry. Mark Youreck of IBM also presented a panel session that “stressed the importance of understanding the nature of disruptors and how to navigate through them which also included a panel of industry experts.”
A final highlight? Due to the cancellation of its annual dinner during SAF Palm Beach 2017, the American Floral Endowment’s fundraising raffle was held during the WF&FSA conference. Former SAF President Red Kennicott, AAF, of Kennicott Brothers Wholesale in Chicago won a one-of-a-kind, canvas oil painting created and donated by longtime industry member Sarah Armellini. Proceeds from the raffle, which totaled $7,600, will benefit AFE’s general fund.