Senior presidents and CEOs from global cut flower industry associations met at Chrysal International BV in the Netherlands to exchange perspectives on market developments and strengthen collaboration on issues shaping the future of cut flower production, trade and consumption.

The meeting, held Nov. 3, 2025, in Naarden, brought together senior representatives from AIPH (International Association of Horticultural Producers), Union Fleurs (International Flower Trade Association), grower and wholesaler associations, and industry suppliers from Africa, Asia, Europe and Latin America.

Global

The Floridata Foundation has appointed Jeroen Oudheusden as director of sustainability expertise, effective Jan. 1, 2026.

Oudheusden brings extensive experience in sustainability and supply chain transparency to the foundation, strengthening the organization within its established governance framework.

Background and career

Oudheusden studied marketing and business economics at Vrije Universiteit Amsterdam. He began his career at Bloemenveiling Aalsmeer, later Royal FloraHolland, where he held several commercial roles in trade development and e-business. He also spent two years working for the

Amanda Solliday will join the American Floral Endowment as senior manager of Sustainabloom in January 2026.

A doctoral candidate at North Carolina State University, Solliday has supported AFE’s Sustainabloom program as a member of the research team working with Drs. Melinda Knuth and Brian Jackson. Through that collaboration, she has helped advance AFE’s goal of building a trusted sustainability education and resource program for the floriculture industry.

“I love taking what we do as researchers and making that accessible to everyone,” Solliday said. She added that Sustainabloom appealed to her

Mayesh Wholesale Florist, a distributor of premium flowers, has acquired Sooner Wholesale Florist, effective Jan. 16, 2026.

The acquisition adds three locations — Oklahoma City, Tulsa and Amarillo — to Mayesh’s network, expanding the company’s national footprint and its service to floral professionals.

Sooner Wholesale Florist has been a longtime partner to floral communities in Oklahoma and Texas, known for strong customer relationships, local expertise and a focus on service. As part of Mayesh, Sooner customers will gain access to an expanded global product assortment, online ordering through

Seed Your Future announced the release of its 2025 cross-curricular career lessons, now available for free download on the organization’s website.

Designed for middle and high school educators, the classroom-ready resources help teachers connect core academic subjects — including art, math, business, social studies and English — to real-world careers across the horticulture industry.

The lessons emphasize that horticulture is not just a hobby, but a STEM-rich, global business with complex operations, specialized departments and thousands of career pathways. Through activities such as exploring

Whether your décor style leans traditional or embraces the unconventional, Oriental and LA lilies add texture and striking color to any arrangement. From crisp whites and soft pastel pinks to rich, deep reds, there is a lily to suit every mood. With a typical vase life of about 10 days, these blooms pair beautifully with long-lived winter greens.

Care and handling tips

Purchasing
Select stems with lower blooms showing full color and just beginning to open.

Rehydration and storage (store level)

• Begin processing with a clean bucket sanitized with FloraLife D.C.D. cleaner.
• If received dry-packed