About Us
About Us

Our Story

At That Flower Feeling, we believe everyone deserves the everyday joy that fresh flowers bring. Our journey began in 2021 as an initiative launched by CalFlowers, a non-profit trade association, with a clear mission: to inspire “More Americans enjoying more flowers more often.” We’ve always focused on consumer-driven marketing to make flowers a regular, accessible part of daily life, not just something reserved for special occasions.

Our Purpose

Evolving for a Brighter Future

To amplify our impact, the TFF Advisory Board was formed in 2023, bringing together a diverse group of experts from across the floral industry. This collaboration has significantly strengthened our mission, allowing us to reach even more people and help them discover the profound benefits of integrating fresh flowers into their routines.
Looking ahead, That Flower Feeling will fully separate from CalFlowers in late summer 2025, marking an exciting new chapter in our growth. This transition will empower us to further expand our reach and continue our dedicated work in promoting the simple act of enjoying flowers.

Embrace the Flower Feeling

Ultimately, That Flower Feeling is about making self-care simple and beautiful. A single stem on your desk, a vibrant bouquet brightening your living room – flowers have an incredible way of lifting spirits, fostering connection, and transforming the ordinary into something truly special. The more we embrace them in our everyday lives, the more we unlock that undeniable “flower feeling.”

Our Team

TFF Staff

Behind That Flower Feeling is a group of passionate individuals dedicated to bringing more beauty, joy, and flowers into everyday life.

Madison Green

Madison Green

Marketing Coordinator and Administrative Assistant

Vanessa Leite

Vanessa Leite

Managing Director

TFF Advisory Board

David Armellini

David Armellini

Armellini Express

Anna Rose Baca

Anna Rose Baca

Kendal Floral

Chris Drummond

Chris Drummond

Penny's By Plaza Florist

Oscar Fernandez

Oscar Fernandez

Rio Roses

Corrine Heck

Corrine Heck

Details Flowers Software

Carmen Marquez

Carmen Marquez

Ball SB

Lisa Nason

Lisa Nason

Kennicott Brothers

Karen Oie

Karen Oie

Smither's Oasis

Genoveva Pombo

Genoveva Pombo

Asocolflores

Maray Smith

Maray Smith

The Elite Flower

FJ Trzuskowski

FJ Trzuskowski

Continental Floral Greens

Joe Don Zetzsche

Joe Don Zetzsche

Rockin' Bar Z

Join the Initiative

The Why and the Value: The That Flower Feeling Foundation will rely on the floral industry to continue our marketing, promotion, and analytical efforts. Your ongoing commitment and contribution will allow us to continue our floral wide industry mission of, ‘More Americans enjoying more flowers more often.’ Thank you in advance for joining the mission and creating an impact for every grower, breeder, wholesaler, florist, and floral specific specialty product.

Why TFF

Your contributions make a world of difference to the floral industry.

Our mission of promoting ‘More Americans enjoying more flowers more often’ is made possible by the generosity of many in the Floral Industry wanting to see a more sustainable fresh flower demand and consumption for generations to come. Through our generous partner contributions, we are creating a significant floral industry marketing effort designed to push fresh flowers into a new consumer category.

The TFF Impact

In under two years, we’ve developed a powerful national campaign aimed at increasing floral consumption by reaching tens of millions of consumers. The campaign is designed to encourage people to make flowers a part of their daily and weekly routines through a polished and effective message.

Self Care Made Easy has quickly become a valuable and distinctive asset to the floral industry.

Total impressions: 76.1 million consumer exposures

(Through June, 2023- these increase daily)

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