After more than four years of vision, investment, and dedication, That Flower Feeling (TFF) is officially taking flight. CalFlowers, the California Association of Flower Growers and Shippers, proudly announces the formal operational separation of TFF — transitioning it into a fully independent, industry-supported brand effective September 1, 2025. …
As part of the Marketing Committee, Sahid will play a pivotal role in shaping strategies that amplify That Flower Feeling’s impact across the industry. His innovative approach and deep understanding of the floral market will help foster collaboration and drive growth for florists, wholesalers, growers, and retailers alike. …
By contributing just $25—or scaling your contribution based on your business size—you can help sustain and expand the marketing efforts that promote flowers as an everyday self-care essential. …
In addition to leading CalFlowers’ operations, Lane DeVries will take charge of the groundbreaking consumer marketing initiative, “That Flower Feeling,” with the mission to make fresh flowers a daily part of American life. …
Marla O’Dell from FloraCraft, who will join the Fundraising Development Committee, and Juan David Lecuona from Deliflor, who will be part of the Marketing Committee. …
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