The American Floral Endowment and Sustainabloom has a new partnership with Continental Flowers to advance sustainability in the floriculture industry through the Wholesale Nickel Program. This initiative enables wholesalers to support Sustainabloom’s research-driven resources by pledging up to five cents per box on orders placed through Continental Flowers, ensuring continued investment in sustainability education and best practices.

As a leader in the industry, Continental Flowers is furthering its commitment by matching all contributions on orders placed through them, doubling the impact

Color Orchids Inc., an indoor plant company that specializes in orchids, has acquired Floricultura Pacific Inc., a Salinas-based grower focused on pre-finished orchids for the North American market. Floricultura Pacific was previously owned by Floricultura Netherlands, one of the largest and oldest Dutch orchid breeders in the world, with operations in China, India, the Netherlands, Poland and Brazil. This acquisition will make Color Orchids the largest orchid supplier in the United States, with a total of 25 acres of orchid propagation across three locations in the country.

The acquisition

The 2025 WFFSA Floral Distribution Conference wrapped up another successful event last week, bringing together wholesalers, suppliers and floral industry leaders for a dynamic exchange of ideas, networking and business growth. Hosted by the Wholesale Florist & Florist Supplier Association, the annual gathering has long been recognized as a key opportunity for industry professionals to strengthen relationships and explore emerging trends.

This year’s event continued that tradition, providing a space where businesses—both established and new—could showcase their offerings and engage directly

Hoffman Nursery appointed Gordon D. Rowe III as the new director of sales and business development. With a distinguished career spanning over two decades in the horticulture and nursery industry, Gordon brings a wealth of expertise in sales strategy, customer success and operational efficiency.

Gordon joins Hoffman Nursery from IUNU, where he served as director of Special Operations. In this role, he was instrumental in driving the adoption and implementation of strategies for AI-driven solutions in the horticulture industry, supporting growers across North America. Before that, he spent 15

Dümmen Orange released the fourth edition of its sustainability magazine, 'Growing Together.' This annual publication offers an in-depth look into the company’s ongoing commitment to Environmental, Social and Governance principles, highlighting its consistent efforts to drive sustainability and share tangible results. The latest edition emphasizes Dümmen Orange’s continued strides in environmental impact, social responsibility and technological innovation within the ornamental plant industry.

'Growing Together' features key actions and initiatives, offering a transparent overview of Dümmen

WFFSA's 2025 Floral Distribution Conference in Miami, FL was nothing short of spectacular, bringing together approximately 650 attendees, nearly 100 exhibiting suppliers and over 50 wholesaler companies for an unforgettable experience. From the vibrant show floor to high-energy celebrations, insightful discussions and meaningful recognitions, the 2025 FDC left a lasting impact, with attendees raving about its success and the new additions that made this year’s conference truly exceptional.