American Floral Alliance

08/31/2026

More scenes from the InFlora Cut Flowers Cut Flower Trials at Green Valley Floral. This time we headed to the dahlia row. There were some classic favorites mixed in with new varieties. The colors and shapes were spectacular.

Have you ever met a dahlia you didn't like? ..

08/28/2026

Every day, professionals across the floral industry make decisions based on knowledge—from breeding and production to sourcing, logistics, sales, merchandising, floral design, and customer service. While educational initiatives have long supported the industry, there remains an opportunity to make learning more visible, recognize expertise, preserve institutional knowledge, and encourage continuous growth across every sector.

My Floral IQ was created around a simple belief: the more we invest in knowledge, the stronger our industry becomes.

Read the full press release at: https://conta.cc/4d6sZNU

08/27/2026

Five West Coast flower growers joined us for a deep-dive panel at Fun ’N Sun, sharing insights on opportunities and challenges facing U.S. flower and foliage growers. Here are a few key takeaways from the conversation:

🌸 Tell your story. Deepen customer connections by sharing the story behind your operation, your people, and your products.

🌸 Differentiate yourself. From product availability to diversifying your customer base, finding ways to stand out is essential.

🌸 Collaborate and connect. Building relationships with fellow growers and industry partners at trade shows and networking events can open new doors.

🌸 Adaptation is part of the job. Staying flexible and responding to changing market conditions is key to long-term success.

🌸 Innovate to stay resilient. New ideas and approaches can help you stand out while navigating challenges like rising costs.

Thank you to our wonderful moderator, Pat Dahlson of Mayesh Wholesale Florist, and panelists for sharing their experience and insights with the floral community!

Panelists:
Leo Roozen, RoozenGaarde
Tyler Meskers, Oregon Flowers, Inc.
John Louie, Green Valley Floral
Troy Conner, Kendall Farms
Bob Echter, Dramm Echter Farms ..

08/26/2026

Relive Fun ’N Sun 2026 with our event photo album. From flower friends to floral trends, these photos capture it all: https://calflowers.smugmug.com/FNS2026.

Thank you to our attendees for contributing their photos on the Whova App, as well as our professional photography team Alternative Standards. ..

08/25/2026

Cover spots are already sold out, but there’s still plenty of room for your company in the 2027-2028 American Floral Alliance Membership Directory!

Formerly the CalFlowers Membership Directory, this industry resource connects more than 1,750 floral decision-makers with the products, services, and businesses they need.

With 900+ member businesses across the floral supply chain, the directory is a valuable opportunity to put your company in front of a highly relevant audience year-round.

Reserve your advertising space by October 16th to be featured in the 2027-2028 Membership Directory: https://www.cafgs.org/products..

08/24/2026

08/24/2026

Harrison “Red” Kennicott III, Chairman of Kennicott Brothers, received a standing ovation at the recent Fun ’N Sun convention as the recipient of the American Floral Alliance's (formerly CalFlowers) Distinguished Service Award.

We were honored to recognize Red for a lifetime of extraordinary leadership, innovation, and service to the floral industry.

Red began working in the family business at just 12 years old, weeding peonies at The Grove and spending Saturdays at Kennicott Brothers. Red graduated from Michigan State University in 1959 with honors and dual degrees in Business and Floriculture. After briefly attending law school and serving in the U.S. Army, he returned to Kennicott Brothers full-time in the early 1960s.

When his father partially retired in the 1970s, Red assumed leadership of Kennicott Brothers, guiding the company through decades of growth, innovation, expansion, and technological advancement while never losing sight of the relationships that define the floral business.

Under Red's leadership, Kennicott Brothers expanded into one of the country's premier wholesale floral distributors, pioneering supermarket floral programs, embracing emerging technologies, broadening product offerings, and building a company culture centered on customer relationships and employee ownership.

Upon learning of the award, Red shared:

"I've been incredibly fortunate to spend my life in an industry built around beautiful floral products and personal relationships," said Red Kennicott. "This recognition really belongs to the many fellow employee owners, growers, customers, and family members who have shared this journey with me over the years. The floral industry has given me far more than I could ever give back, and I remain optimistic about its future and the next generation that will continue to move it forward."

Thank you, Red, for your incredible contributions to our industry and for the legacy of leadership you continue to build. We are deeply grateful for all that you do...

08/21/2026

Congratulations to, Lane DeVries, American Floral Alliance President, and eight other floral professionals for being inducted as PFCI during the Society of American Florists' 141st annual convention.

Professional Floral Communicators – International (PFCI) is the floral industry’s premier network of educators and presenters, certified by the Society of American Florists.

Each member has demonstrated expertise in floral design, flower care and handling, and business management—earning recognition as one of the industry’s most trusted voices. PFCI members educate, inspire, and strengthen the floral profession.

Thank you to all who continue to elevate the floral industry!

08/21/2026

Last week in Salinas, CA, we had the opportunity to experience the 4th annual Summer Flower Trials at Green Valley Floral, organized by InFlora Cut Flowers. With more than 275 cut flower and foliage varieties on display, the trials offered a firsthand look at what’s next for our industry.

The event brought together breeders, growers, wholesalers, florists, designers, and sales and marketing teams to see new varieties in the field, exchange knowledge, and build connections across the floral supply chain.

Thank you to organizers InFlora Cut Flowers, site hosts Green Valley Floral, and all of the participating breeders and industry partners for creating an opportunity to connect, learn, and grow together.

Have you been to a flower trial before? Tell us what you learned in the comments!

Participating breeders included:
Benary, Danziger Annuals & Perennials, Evanthia,
Express Seed Company, MIYOSHI & CO., LTD., PanAmerican Seed, Sakata Ornamentals EMEA, Syngenta Flowers NA ..

08/21/2026