American Floral Alliance

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American Floral Alliance The American Floral Alliance, formerly CalFlowers, is a community of flower growers, wholesalers, retailers, and partners across the U.S.

Houseplant Trends: What's Changing?Are consumers still buying houseplants like they did during the pandemic? New researc...
10/16/2026

Houseplant Trends: What's Changing?

Are consumers still buying houseplants like they did during the pandemic? New research from the Floral Marketing Fund (FMF) reveals that while consumers may be purchasing less frequently, they're owning more plants and spending more!

Discover valuable insights and emerging opportunities for the floral industry in FMF's newly released Consumer Houseplant Purchasing Report 2025. Explore the Report: https://conta.cc/4yY8tIk..

BIG NEWS! AFA has negotiated even greater savings on FedEx Ground® and Home Delivery®!-Improved base-rate discounts-Redu...
10/16/2026

BIG NEWS! AFA has negotiated even greater savings on FedEx Ground® and Home Delivery®!

-Improved base-rate discounts
-Reduced residential, delivery-area, and demand surcharges
-Lower minimum charges
-NEW: Money-back guarantee on Ground® and Home Delivery shipments®

Contact Director of Transportation, Chris Johnson, with questions ([email protected]).

Could culturally significant flowers be an overlooked market for your business?Frank Arnosky of Arnosky Family Farms dis...
10/15/2026

Could culturally significant flowers be an overlooked market for your business?

Frank Arnosky of Arnosky Family Farms discovered growing demand for marigolds when a cultural arts group approached his farm looking for flowers for Día de los Mu***os. In recent years, his farm has grown nearly 40,000 bunches to meet the demand.

Learn how understanding cultural traditions and connecting with local communities can help floral businesses reach new customers and uncover opportunities beyond traditional markets.

Read the Q&A with Frank: https://www.cafgs.org/news/culturally-significant-flowers..
Photo 1: Community ofrenda at the Blue Barn
Photo 2: Marigolds harvested by the flower heads and sold by the pound for the South Asian market
Photo 3 & 4: Marigolds and bouquets at the Texas Specialty Cut Flowers farm market for Día de los Mu***os
Photo 5: Fields of marigolds at Texas Specialty Cut Flowers ..

This newsletter is not spooky- in fact, it is full of updates and stories you want to hear about including; 🎃 Q&A with F...
10/14/2026

This newsletter is not spooky- in fact, it is full of updates and stories you want to hear about including;

🎃 Q&A with Frank Arnosky about the growing demand for culturally significant flowers
👻 Updates about AFA's improved Fedex Ground® and Home Delivery® program
🐈‍⬛ Insights from Anna C. Ball at CNGA's Women in Horticulture Luncheon
🔮 The floral consultancy that is here to help floral businesses succeed
..and much more. Read the full newsletter: https://conta.cc/4s2GC6Z..

What’s next for floriculture? At CNGA’s Women in Horticulture Luncheon, Anna Caroline Ball, Chairman and CEO of Ball Hor...
10/13/2026

What’s next for floriculture? At CNGA’s Women in Horticulture Luncheon, Anna Caroline Ball, Chairman and CEO of Ball Horticultural, shared her perspective on the trends, opportunities, and leadership lessons shaping the industry’s future.

From changing consumer preferences and the next wave of plant breeding to attracting young talent and growing demand for flowers, her insights offer plenty for floriculture professionals to consider. What does this mean for your business? Read more to find out: https://www.cafgs.org/news/future-of-floriculture..

Día de los Mu***os (Day of the Dead) is quickly approaching. The marigold or "cempazúchil" hold deep cultural and spirit...
10/12/2026

Día de los Mu***os (Day of the Dead) is quickly approaching. The marigold or "cempazúchil" hold deep cultural and spiritual significance during the annual celebration.

Are you a grower, retailer, or wholesaler? We want to hear how you are you preparing for this floral-centric holiday in the comments ⬇️. ..
***os

Last chance to get your company in front of the floral industry!The 2027–2028 AFA Membership Directory is a year-round r...
10/12/2026

Last chance to get your company in front of the floral industry!

The 2027–2028 AFA Membership Directory is a year-round resource connecting 1,750+ floral industry decision-makers with the businesses, products, and services they need.

With 900+ member businesses across the floral supply chain, the directory puts your company directly in front of a highly relevant audience of growers, wholesalers, retailers, suppliers, and other industry professionals.

Advertising in the directory gives your business a valuable opportunity to:
🌹Increase visibility among key floral industry decision-makers
🌹Showcase your products and services to businesses actively looking for industry solutions
🌹Build brand recognition within the AFA community
🌹Stay in front of the industry throughout the year

Advertising space is available through October 16. Don’t miss the opportunity to be part of the 2027–2028 Membership Directory. Reserve yours today: https://www.cafgs.org/products..

Florists’ Review returns as a monthly print magazine in January 2027, with beautiful design and bite-sized business tips...
10/09/2026

Florists’ Review returns as a monthly print magazine in January 2027, with beautiful design and bite-sized business tips for florists.

Get the print magazine free, plus weekly newsletters with the latest floral industry news, design inspiration and business ideas.

AFA member can subscribe here for FREE: http://floristsreview.com/gift/american-floral-alliance..

10/08/2026

A little behind-the-scenes blooper from our most recent Fun ’N Sun in Pasadena! 🌸

One of the things we love most about our floral community is the FUN you bring to everything you do. From talking flowers to cleaning buckets (yes, really 😂), there’s never a dull moment.

We’re grateful for the people, personalities, and good humor that make this industry so special. Won't you join us for a career in flowers?..

The American Floral Alliance is a great example of the variety of careers that exist within floriculture.Our team includ...
10/07/2026

The American Floral Alliance is a great example of the variety of careers that exist within floriculture.

Our team includes a President, Director of Administration & Events, Director of Transportation, Senior Staff Accountant, and Member Engagement & Communications Manager.

Together, our team brings a wide range of skills and perspectives to support floral businesses across the U.S.

Floriculture is an industry where many different career paths and skillsets come together...

Address

San Marcos, CA

Opening Hours

Monday 8am - 4pm
Tuesday 8am - 5pm
Wednesday 8am - 5pm
Thursday 8am - 5pm
Friday 8am - 5pm

Telephone

+18314794912

Website

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