CalFlowers introduces the eight individuals forming the inaugural Advisory Board for their “That Flower Feeling” initiative.
That Flower Feeling is a national floral marketing initiative established in 2021 by CalFlowers that is dedicated to increasing floral consumption across the US through a consumer-direct marketing campaign that promotes the use of flowers in everyday self-care routines. The cooperative effort strives to make the experience of having fresh flowers a part of daily life, promoting the idea that even the most modest bouquet can have positive effects on one’s well-being. By capturing “that flower feeling,” the initiative seeks to spread the joy and impact of flowers on a regular basis, ultimately benefiting the entire floral industry by increasing demand for non-holiday sales.
With a mission to increase the per-capita consumption of flowers in the United States, the initiative intends to expand its influence in 2023 by creating the TFF Advisory Board. The Advisory Board will assume a governing role of the foundation. The governing body will oversee three areas of importance within the foundation: finance, fundraising, and consumer marketing.
Advisory Board delegates were selected to ensure broad industry representation across all segments. From production to distribution to retail, the Advisory Board is tasked with leading a unified industry toward the goal of increasing American’s use and enjoyment of fresh-cut flowers in their everyday lives.
The new Advisory Board consists of the following:
● David Armellini, Armellini Express – Logistics
● Joey Azout, Alexandra Farms – Colombia
● Anna Rose Baca, Kendal Floral – Bouquet Supplier
● Chris Drummond, Penny’s by Plaza Florist – Retail
● Oscar Fernandez, Rio Roses Oscar Fernandez – Miami Importers
● Martin Meskers, Oregon Flowers – Domestic Grower
● Karen Oie, Smithers Oasis – Hardgoods
● Ben Powell, Mayesh Wholesale Florist – Wholesale
There are currently three open seats on the TFF Advisory Board. One seat for a mass market retailer, and two open seats for at-large advisors.