CalFlowers, the driving force behind the “That Flower Feeling” initiative, is proud to introduce the eight individuals who will form the inaugural Advisory Board for this groundbreaking national floral marketing campaign. Established in 2021, “That Flower Feeling” is dedicated to boosting floral consumption across the United States through a consumer-direct marketing effort that encourages integrating flowers into daily self-care routines.
The initiative, aimed at making the experience of having fresh flowers a regular part of daily life, emphasizes the positive impact even a modest bouquet can have on one’s well-being. By capturing “that flower feeling,” the campaign seeks to spread joy and highlight the positive effects of flowers, ultimately benefiting the entire floral industry by generating increased demand for non-holiday sales.
In pursuit of its mission to elevate per-capita flower consumption in the United States, the initiative is expanding its influence in 2023 with the establishment of the TFF Advisory Board. This board, assuming a governing role of the foundation, will oversee critical areas such as finance, fundraising, and consumer marketing.
To ensure broad industry representation across all segments, the Advisory Board comprises individuals with expertise in production, distribution, and retail. These industry leaders will play a pivotal role in guiding a unified effort toward the goal of increasing Americans’ use and enjoyment of fresh-cut flowers in their everyday lives.
The esteemed members of the inaugural TFF Advisory Board are as follows:
- David Armellini, Armellini Express – Logistics
- Joey Azout, Alexandra Farms – Colombia
- Anna Rose Baca, Kendal Floral – Bouquet Supplier
- Chris Drummond, Penny’s by Plaza Florist – Retail
- Oscar Fernandez, Rio Roses Oscar Fernandez – Miami Importers
- Martin Meskers, Oregon Flowers – Domestic Grower
- Karen Oie, Smithers Oasis – Hardgoods
- Ben Powell, Mayesh Wholesale Florist – Wholesale
While this accomplished group comprises a diverse array of talents and experiences, the TFF Advisory Board is not yet complete. CalFlowers has announced three open seats, including one for a mass market retailer and two at-large advisor positions. The addition of these key individuals will further strengthen the board’s ability to drive the success and expansion of the “That Flower Feeling” initiative, solidifying its impact on the floral industry and the lives of consumers across the nation.