More Americans enjoying more flowers more often...

January 2023

In This Issue ...

  1. CalFlowers Year in Review 
  2. That Flower Feeling Relaunches in 2023!
  3. CalFlowers Welcomes New Team Members
  4. Details Flowers Partners with Stetson University
  5. Transportation Updates
  6. Welcome New CalFlowers Members 

2023 Events:

Great Lakes Floral & Event Expo 2023 - "A Whole New World"
March 3 - 5, 2023
DeVos Place
Grand Rapids, MI



2023 Floral Distribution Conference - "The Future in Blooms"
March 6 - 8, 2023
The Doral
Miami, FL

WUMFA - "A Midsummer Night's Dream"
March 17 - 19, 2023
Radisson Hotel & Conference Center
Green Bay, WI



43rd Annual SAF Congressional Action Days
March 20 - 21, 2023
Washington, DC


Texas Floral Expo 2023 - "Emersion"
June 23 - 25, 2023
Sheraton Austin Georgetown Hotel and Conference Center

AIFD - "Grow"
Hilton Chicago
July 1 - 5, 2023
Chicago, IL


SAF "Phoenix 2023"
The Westin Kierland
Resort & Spa
September 6-9, 2023
Phoenix, AZ

Latest Legislation

Click Here to read the latest Legislative updates.


Is a cooperative effort to get more Americans enjoying more flowers, more often. From upscale florists, farmers markets or grocery stores — as long as people are bringing home flowers regularly, that’s good enough for us.

We want everyone to experience the impact of flowers on a daily basis. They’re a beautiful, natural dose of feel-good, so why should they be reserved for special occasions?

Even the most modest bouquet of flowers can have all sorts of positive short and long term effects on how we feel — in other words, it’s that flower feeling.

Click Here and request access to all of the FREE Assets That Flower Feeling has to offer.


Self care has become a lot of work. You gotta pamper, practice mindfulness, balance life and work, and be awesome at all of them. Flowers on the other hand are self care made easy. They won't replace working out or eating well. But they're a spiritual tune-up. So treat yourself to a little off-the-shelf self care.

  CalFlowers Featured
"New Member" Spotlights

To see all of our past Featured "New Member" Spotlight stories Click Here.

If your company would like to be a featured "New Member", please contact Monnaie Pepin for more details.

Past CalFlowers Newsletters 

Click Here to view past CalFlowers Newsletters now available on our website.

CalFlowers News

Our goal is to communicate with our members and interested parties on a monthly basis about recent, past, and upcoming events, program updates, and general information about CalFlowers engagement in the industry on behalf of the membership.

If you have an announcement or story you think our members should see, contact Monnaie Pepin, Director of Communications, Events and Administration.

2022 - 2023
Membership Directory Available Online

To purchase additional printed copies of the 2022 - 2023 Membership Directory please  Contact Jordan Richardson.

For Members Only Access

Click Here for a quick reference guide on how to log into the members only site.

Social Media

Visit the CalFlowers Facebook page 

Check in for news, upcoming events, photos, and topical items.  

Click below to find us on: 





CalFlowers Year in Review 

Happy New Year to the CalFlowers community!  As we plunge into another calendar year – sure to be full of opportunities and challenges across all segments of our great industry – I’d like to take a moment to reflect on the remarkable year CalFlowers and its members had in 2022.

In January, over 400 of you joined our “That Flower Feeling Viewing Party” on Zoom.  This was the industry’s first chance to see the exciting new ‘That Flower Feeling’ consumer brand and associated ‘Self care made easy’ campaign.  Little did any of us know at the time what an outrageous success the campaign would be, and how positively it would be received by both the industry itself, and the consumers we serve.

From January through March, the new campaign was launched across numerous social media and digital audio platforms, with the largest advertising spend our industry has seen since the days of Promoflor.  In the first quarter of 2022, our campaign was seen and heard over 60 million times by potential floral consumers in our target demographic.  That 3-month “spend” on advertising represented the limit of CalFlowers’ individual capacity to fund a truly national consumer-direct marketing effort, but also validated the high efficacy of the campaign to truly motivate new consumers to buy fresh flowers in their everyday lives.

In March, CalFlowers took the highly unusual step of making our professional marketing assets available to the entire industry.  We asked our members for help in amplifying our message through their existing social channels, all while leveraging the awesome film, tiles, stills, GIFs, and audio files to help grow their own businesses.  Over 275 (!) floral companies have downloaded the assets, completely free of charge, and helped to boost our campaign.  

That Flower Feeling Relaunches in 2023!

In 2022, CalFlowers created and launched an all-industry brand called That Flower Feeling, and its associated advertising campaign ‘Flowers. Self care made easy’.  This popular and effective marketing campaign reached over 60 million Americans, encouraging them to view fresh flowers as a necessary, and easy, part of their daily/weekly self-care routines.

Also in 2022, CalFlowers established That Flower Feeling Foundation.  TFF Foundation is a 501c6 non-profit whose sole purpose is to collect voluntary funding from individual companies in the industry to fund ongoing marketing efforts.

We are very excited to report that the Foundation so far has collected over $600,000 in cash and recurring pledges, and with this influx of funding we are back out in the digital ad space to start 2023!

CalFlowers Welcomes New Team Members

CalFlowers is excited to announce Jordan Richardson and Don Alwer have joined the CalFlowers Team. With all upcoming projects that we have planned for 2023, these additions could not have come at a better time. So, without further ado, please help us in welcoming the newest members of our team.

Jordan is thrilled to join CalFlowers as the new Member Relations and Services Coordinator. Prior to working at CalFlowers, Jordan spent ten years facilitating relationship building activities, developing technical assistance programs, and increasing the visibility of agricultural and seafood producers and family-owned operations across the US and Canada. Jordan is looking forward to applying her existing skillset while expanding her knowledge base of the floral sector, getting to know the CalFlowers’ membership, and connecting the community with beautiful flowers! 

Jordan currently resides in Denver, Colorado with her partner (Alex) and dog (Pita) and enjoys spending her time hiking, backpacking, snowboarding, and climbing the Rocky Mountains. She has an insatiable curiosity and creative side that is fulfilled by maintaining a large backyard garden and dabbling in silversmithing, photography, painting, and ceramics. One of her favorite pastimes is meeting new people and sharing a meal with them. She is eager to meet you all so do not hesitate to drop her a line to say hello!

Don is ecstatic to have joined CalFlowers as the Sr. StaffAccountant. In his previous role, he supported a family-owned restaurant group with several locations across California and navigated through all the mandates of Covid-19. Don also worked for a major floral importer for seven years and gained exposure to the complexities of the floral industry. Don is looking forward to adding value every day to the CalFlowers team.

Don currently resides in Murrieta, California with his wife (Sam) and two children (Maran & Zane) and enjoys being a hands-on Dad. Moreover, Don loves cooking, reading, gardening, and learning new DIY skills to accomplish his honey-do lists!

Both Jordan and Don begin their roles effective immediately. Jordan may be reached at [email protected] and (831) 217-3423. Don may be reached at [email protected] and (831) 217-3265.

Details Flowers Partners with Stetson University

Details Flowers Software launches an innovative partnership with Stetson University’s Centurion Sales Program to give students hands-on experience of the floral industry and how Details is revolutionizing industry practices. In addition to new Details labs, current partner labs include notable Volusia County businesses including Nascar, Synergy Billing, and Watson Realty. The official Ribbon Cutting Ceremony for the newly branded Details sales training labs at Stetson University will be on Thursday, January 19, 2023, from 4 PM to 6 PM.

Details promotes the development of the floral business and draws attention to existing initiatives guaranteeing a better future for the new generation of industry members. A key part of Details partnership with the Centurion Sales Program is to offer its students instruction in effective floral industry sales practices. Students will also receive individual coaching from Details Flowers Software sales team members.

“The epicenter of the Centurion Sales Program is its innovative facilities, featuring specialized sales training labs outfitted with state-of-the-art audio and video equipment. Within these labs, students develop and hone their skills in sales, practicing sales calls and role-plays with customers.” (Stetson University)


Folks, as we know the Valentine’s Day shipping season is here, and I know we are all preparing for the increased activity always expected during this time.  The winter season adds complexity but let’s all hope the weather holds and things run smoothly. For those members shipping FedEx, we strongly recommend checking the “Service Alerts” section of the FedEx website each morning for the latest. Here is the link   Here you will find the most current alerts and service disruption alerts updated each day.

Remember also that you can have your shipments held at your nearby FedEx Office instead being delivered to your door.  Having shipments held at your local FedEx office can help with temperature management since your boxes will be stored in a temperature-controlled office rather riding in a truck all morning.  It’s also true that you can drop off your shipments at your local FedEx office.  This can be an advantage for some parts of the country where having your packages standing by in FedEx office is preferable to being in a truck for hours.

This is also an interesting site to visit for those looking for the very latest news from FedEx.

A few reminders:

  1. For those shippers planning on sending large volumes over and above what you typically ship daily, its imperative to alert FedEx.  Letting your FedEx rep, driver or terminal know is a great way to avoid delays and improve on-time deliveries.  Failure to notify of large, unexpected volumes runs the risk of packages being refused at tender.  So, lets everyone be diligent and communicate with FedEx prior to shipping.
  2. FedEx has reinstated the Money Back Guarantee (MBG) for CalFlowers members for Priority and Standard Overnight only.  however, keep in mind, delays due to hazardous or disruptive weather are not eligible for shipping credits. Remember also that the MBG is not automatic.  You need to request in on the website
  3. As of late, we have seen a rise in incorrect invoicing due lack of box dims being listed on the waybill.   As a best practice, be sure to indicate the box dimensions on your booking/waybill as this will help if there is a dispute regarding the size of your box and ultimately your invoice.
  4. For those wanting to know who your FedEx representative is, or if you want to be contacted by FedEx, please email me your FedEx account number and I will respond with information on your FedEx contact.  It’s always a good practice, if possible, to establish a relationship with your FedEx representative. They can be a valuable asset when needed.

As costs rise for our carriers, surcharges have risen as well across the board, especially FUEL.  For those members wanting to reference the latest FedEx Surcharges and Fees click HERE. Remember, CalFlowers members have many significant discounts on these surcharges which add excellent value to our program.  For a list our surcharge discounts, please refer to the FedEx Program Summary on our website.

For members looking for the latest Program Summary and Rates for 2023, they can be found posted up on our website with all our other shipping program.  Please visit

To all our new members who are just starting with FedEx shipping, they have a nice “Customer Training” service that is available upon request.  This service offers shippers direct one-on-one assistance from FedEx covering many of the questions new shippers may have.  If you are interested in signing up, please contact Chris Johnson [email protected].  FedEx also has some excellent information for new shippers on their website.  Visit: for a good summary of what FedEx offers

For members needing FedEx Tech Support, this phone number takes your right into the department (877) 339-2774.  They can help with many tech-related issues including guidance regarding on-line shipping platforms.

We would also like to remind members to stay current with their FedEx Express shipping invoices. FedEx payment terms are 15 days.  All members shipping on FedEx Express are expected to stay within the FedEx payment terms.  To obtain your invoice details and payment options, please contact FedEx Customer Service.

The CalFlowers GLS program is one of our popular, most value-priced offerings, with discounts well over 70% off standard rates.  GLS offers later pick-ups and earlier deliveries while providing express door-to-door services covering CA, AZ, NV, OR, WA, NM, UT, and ID.  Members who want to ship on GLS must sign up in advance. It’s easy and just takes a few minutes.  Please contact Chris Johnson for more details at (760) 533-5580 or [email protected].   

GLS also has a new revamped website.  Check it out at

GLS is expecting increased Valentine’s Day volumes however, please alert your driver or terminal of larger than normal volumes.  This will greatly assist them in allocating equipment and personnel.  Shippers may call me for assistance in reporting large Valentine’s Day package counts to GLS if needed.   

GLS has not officially re-instated their Money Back Guarantee (shipping costs), however, they HAVE amended that policy for CalFlowers members.  Our agreement with GLS now states that they will credit shipping costs to member shippers if the shipment is not delivered on the scheduled day of delivery.  Members will need to request this within 48 hours by contacting customer service by sending an email to: [email protected].  Include your account number, tracking number and explanation.  Let them know you are seeking shipping charges credited.

Regarding claims on product (inside the box) GLS will entertain a claim if the box is missing / lost, or damage is present on the exterior of the package.  GLS will not generally process a claim simply if a box is delivered late.  For complete details, please visit

Please use the Delivery Rates & Times Calculator to view delivery dates and estimated.


We have emailed out some good information on Valentine’s Day schedules from the major floral trucking companies. If you have not received your schedule summary email, I’ll be happy to resend. Our trucking partners are working hard to assure this Valentine’s Day shipping period is successful.  For questions and or comments, we recommend contacting your trucking company directly for the latest information.


For those who have not heard the news, we have a new Account Manager in at Alaska Air Cargo, Mike Narowski.  Mike understands pershible shipping, comes to us with a wide variety of air carrier experience and can be reached at [email protected].

For the latest in Alaska Cargo New, Check out this

If you have been taking advantage of our new CalFlowers/Alaska Airlines shipping program, you know this offering really delivers when it comes to value.  Our program offers EXCELLENT pricing to many areas of the country from California, while adding a few new destinations such as Seattle, Portland, and Anchorage. Check out all the program details on our website.

JetBlue now goes Non-Stop to Miami!

As a reminder, JetBlue offers CalFlowers members exceptional express prices out of LAX / SFO to Boston, New York, Orlando, Fort Lauderdale, Puerto Rico, EWR and now Miami (MIA).

These new rates are some of the best that we’ve see in some time.  For more information, please contact Chris Johnson at [email protected] or Mark Friedenthal at JetBlue Cargo (310) 490-2659.

Southwest Cargo is pretty much running normal schedules. However, having said that, I would visit their website for any advisories.  Members can click HERE for that information.

NOTE: Transportation Rate information and documents are viewable/downloadable as PDFs on the CalFlowers Members Only site. Please note that these documents are considered sensitive material and are available to the primary contacts for Ag Buddy, Associate Floral, Associate Grower, and Floral members.

Welcome New CalFlowers Members

We are pleased to welcome the following new CalFlowers members from November 17, 2022 - January 17, 2023:

Associate Floral
Iron Meadows Flower Farm
Buckley, IL
Land O Lakes, FL

Procacci Brothers Sales Corp.
Philadelphia, PA


Farm Fresh Orchids
El Monte, CA 

Ph. 831-479-4912 | Fax 831-479-4914