Floral Marketing Fund and CalFlowers partner to advance floral industry

The Floral Marketing Fund and CalFlowers are partnering together to strengthen and support the floral industry through strategic consumer research and marketing initiatives.

This 3-year partnership, supported by an annual $50,000 commitment from CalFlowers, exemplifies a shared dedication to fostering growth, innovation and increased consumer engagement for flowers and plants.

The FMF’s mission is to develop, support and promote collaborative fundraising, research and marketing efforts to increase flower sales.

“We are thrilled to have CalFlowers as a key partner in our vision to foster floral industry growth and inspire everyday purchasing of fresh flowers and plants,” said Laura Shinall, chair of the Floral Marketing Fund and managing partner of FreshPath Marketing. “Their generous support will enable us to continue undertaking impactful projects that resonate with both industry stakeholders and flower consumers.”

Through this partnership, CalFlowers reinforces its ongoing commitment to strengthening the floral industry and continues a long history of working with both the FMF and the American Floral Endowment.

“At CalFlowers, we are passionate about promoting flowers and supporting resources that empower floral businesses to thrive,” said Jeanne Taggart Boes, president of CalFlowers. “Our collaboration with the Floral Marketing Fund highlights a shared dedication to research, education, and innovation.”

Currently, the partnership includes co-sponsorship of the FMF’s new consumer study, “Understanding Generation Z Consumers’ Engagement with Flowers,” alongside FTD. This research explores Gen Z’s key motivators for purchasing flowers, the influence of social media and the connections between floral products and mental well-being. Stay tuned on FMF’s website and subscribe for progress updates on this new research project.

This partnership builds upon CalFlowers’ legacy of industry support through initiatives such as the “That Flower Feeling” marketing campaign, which FMF participates in as a sponsor. The campaign has reached millions of consumers worldwide, promoting the joy and wellness benefits associated with flowers.