Alexandra Farms has announced the addition of two new English garden rose varieties to its David Austin Wedding Roses collection for 2025: Enid and Phoebe. These highly anticipated roses, over 12 years in development, represent a blend of timeless beauty and unique characteristics, making them standout choices for floral designers and wedding professionals alike.

Enid
Enid is a striking and confident rose with a true cream hue accented by pistachio green outer petals and a distinctive green stamen at her center. Featuring a deep cup shape and ruffled petals, Enid is both bold and refined. Her

FreshPortal Software, a leading provider of cloud-based software solutions for florists, wholesalers and distributors, has partnered with Service First Processing, a premier payment automation company. This collaboration delivers a fully integrated platform that streamlines operations, enhances financial processes, supports business growth and better customer experience. Through SFP’s new integration with FreshPortal, businesses can also unlock additional savings and payment automation tools.

FreshPortal’s powerful software allows businesses to automate inventory management, optimize order

On April 24, 2025, Details Flowers Software announced its celebration of its decade of passion, creativity and growth at its headquarters. This milestone marked not only a significant achievement for the company but also a moment of celebration for the entire floral industry, the local community, and all those who have supported Details throughout its journey.

The 10th anniversary event was a vibrant occasion that welcomed business professionals from across Central Florida, members of the floral community, and close friends and family. In preparation for the celebration, the Details team

CalFlowers announced a nationwide expansion of its Agricultural Membership. Originally available only to California-based businesses, membership is now open to qualifying agriculture companies across the United States.

Agricultural Membership is a unique tier designed specifically for U.S.-based companies that grow or ship agriculture products not classified as ornamental flowers or foliage. Agricultural Members enjoy access to exclusive benefits, including shipping discounts of up to 78 percent on FedEx Priority and FedEx Standard Overnight services, which is a significant advantage for

Sustainabloom, by the American Floral Endowment, is proud to partner with GLOBALG.A.P.North America to present an upcoming webinar for professionals across the floriculture industry on demystifying certifications.

This free webinar will take place on May 29 at 1 p.m. and will offer growers and producers guidance on how to leverage Sustainabloom’s resources to assess their progress toward more sustainable farming practices and evaluate if third-party certification is right for them. 

With increasing pressure from consumers and retailers for transparency in production processes, floriculture

CalFlowers, a leading floral trade association in the United States, announced the nationwide expansion of its Agricultural Membership. Originally available only to California-based businesses, membership is now open to qualifying agriculture companies across the United States.

Agricultural Membership is a unique tier designed specifically for U.S.-based companies that grow or ship agriculture products not classified as ornamental flowers or foliage. Agricultural Members enjoy access to exclusive benefits, including shipping discounts of up to 78 percent on FedEx Priority and FedEx Standard