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.

Evolving for a Brighter Future


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










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
Total impressions: 76.1 million consumer exposures
(Through June, 2023- these increase daily)