Our Story

In 2021, with a mission in mind to promote, “More Americans enjoying more flowers more often,” CalFlowers, a non-profit trade association, created That Flower Feeling. The goal was to create and execute a national, consumer-direct marketing campaign with the specific goal of raising per-capita consumption of fresh flowers in the United States.

In 2023, recognizing the importance of industry collaboration, That Flower Feeling expanded its reach by establishing the TFF Advisory Board. The board includes representatives from all segments of the industry. The board’s formation aims to bring diverse perspectives and expertise to further enhance the efforts of That Flower Feeling in encouraging consumers to integrate fresh flowers into their daily lives.

That Flower Feeling is actively working to motivate more consumers to view fresh flowers as a central part of their everyday routines, thereby raising overall floral integration and consumption. A successful effort will result in increased demand for fresh flowers with a focus on non-holiday sales, which will directly benefit the entire industry.

That Flower Feeling is an industry-wide cooperative effort to encourage consumers to purchase more flowers regularly. The philosophy is simple: as long as people are bringing home flowers regularly, it’s considered a success. The initiative aims to make the experience of having fresh flowers a part of daily life, challenging the notion that flowers should be reserved for special occasions.

Even the most modest bouquet of flowers can have positive short- and long-term effects on how we feel. In other words, it’s about capturing “that flower feeling” and spreading the joy of experiencing the impact of flowers on a daily basis.


Mission & Vision

Mission: Our mission is to promote ‘More Americans enjoying more flowers more often’.

Vision: To create significant floral industry marketing efforts designed to push fresh flowers into a new consumer category.


TFF Advisory Board

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TFF Staff

Steve Dionne

CalFlowers Executive Director

Vanessa Leite

Managing Director


TFF Advisory Board

David Armellini

Armellini Express

Jose “Joey” Azout

Alexandra Farms

Anna Rose Baca

Kendal Floral

Chris Drummond

Penny’s by Plaza Florist

Oscar Fernandez

Rio Roses

Martin Meskers

Oregon Flowers

Karen Oie

Smithers Oasis

Ben Powell

Mayesh Wholesale Florist

Joe Don Zetzsche

H-E-B Blooms

New Member

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New Member

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New Member

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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.


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 less than two years, we have created an effective national, large-scale campaign, with the intention of moving the needle on floral consumption by exposing tens of millions of consumers to a polished, effective campaign designed to influence them to include flowers in their daily/weekly routines.

The campaign, Self Care Made Easy has quickly become a unique and valuable asset to the Floral sector.

Total impressions: 76.1 million consumer exposures

(Through June, 2023- these increase daily)

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