After more than four eld of vision , investment , and dedication , That Flower Feeling ( TFF ) is officially taking flight . CalFlowers , the California Association of Flower Growers and Shippers , proudly announce the stately operational separation of TFF — transitioning it into a to the full sovereign , industry - support brand in force September 1 , 2025 .
Since its origin in early 2020 , CalFlowers has invested over $ 3 million in building the TFF brand , establish a campaign team , and aerate strategic industriousness partnerships . From the origin , the board knew that the initiative would one day grow beyond CalFlowers ' tending — and that day has come . While the constitution will go forward to fund TFF for the next three years , this transition allows the brand to spread its wings as a unified voice for the global floral manufacture .
" From day one , we believed That Flower Feeling could become something much bigger than any one organisation , " said Jeanne Taggart Boes , President of the CalFlowers Board of Directors , and Executive Director of the San Francisco Flower Market . " Our finish was to found a movement with staying power — to evidence the concept , build the sword , and set it destitute with everything it need to thrive . We ’re incredibly lofty to see the industry step forward to carry it forward . "
TFF ’s mission has always been to grow the flowered market by link with consumer through the lens of unremarkable self - tending . Through vibrant social media campaigns , betroth influencer cognitive content , and active retail partnerships , TFF has become the floral industry ’s leading consumer - confront blade — a movement that inspires people to enjoy flowers in their workaday spirit , not just on special occasions .
" CalFlowers did n’t just build a brand — we built a rail , " said Lane De Vries , Executive Director of CalFlowers . " TFF now has a staff team , an engaged board of directors , and meaningful momentum . We ’re worked up to see what ’s next for the campaign , and we ’re equally energized about new programs CalFlowers is preparing to mature the U.S. floral market in novel ways . "
One of the TFF ’s most successful funding mechanism is the consumer - focused Unit Sales Program , modernize by CalFlowers control panel member Cagney Miller of Mobi ’s and B - Fresh Floral . Branded sleeves , pick , and other industriousness hardgoods help turn in the TFF message directly into the hands of shoppers across the rural area .
" The Unit Sales Program has prove that we can satisfy consumers where they are — and drive home a content that resonates and inspires , " say Cagney Miller . " I ’m proud of the role we ’ve play in shaping this campaign , and I ’m thrilled to see it continue as a interior brand the industry can unfeignedly get behind . "
This handoff assure that That Flower look will continue to thrive with broad - based industry financial support , while CalFlowers stay focussed on its mission to serve extremity through didactics , industry keep , and merchandising innovation .
" We ’ve hand the moment we ’ve all been working for , " sound out Chris Drummond , Chair of the TFF Advisory Board . " Thanks to CalFlowers ' leading , TFF is poised for its next chapter — one driven by diligence collaboration and continued growth . "
" TFF is just one example of how CalFlowers flex crowing melodic theme into bold action mechanism , " say Joost Bongaerts , CalFlowers Board Member and CEO of Florabundance . " Our member benefit from programs that do n’t just react to trends — they countersink them . We ’re majestic to have launched TFF and even more excited about what ’s ahead for CalFlowers and the entire flowered residential district . "
For more informationThat Flower Feeling Foundationthatflowerfeeling.org
