What WF&FSA does

WF&FSA (Wholesale Florist & Florist Supplier Association, Inc.) is a U.S. nonprofit trade association founded in 1926 and headquartered at 529 14th Street NW in Washington, D.C. It is the only association exclusively dedicated to the floral wholesale industry and its suppliers, serving floral wholesale distributors (required minimum $250K annual sales, 51%+ wholesale mix) and floral suppliers — growers, shippers, importers, manufacturers of florist supplies, trade associations/publications, and support services providers. The organization is governed by a Board of Directors of 9–13 members (majority wholesaler-distributors) and operated by a staff of seven led by an Executive Vice President.

WF&FSA generates revenue primarily through tiered annual membership dues (wholesale members $950–$4,200, with separate supplier and associate tiers), event registration fees for member-only events including the flagship Floral Distribution Conference (FDC) in Miami and the DevX professional development program ($995 individual, $795 for groups of 4+), Floral Xcellence Awards entry fees ($200 per entry, capped at 5 per company), endorsed business discount programs (ABC-Amega, Savings4Members, Service First Processing), advertising in WFFSA communications, and voluntary Growth Fund donations at Bloom ($2,500+), Vine ($1,000–$2,499), and Seed ($250–$999) tiers. Core technology consists of a recently upgraded member portal (members.wffsa.org) supporting self-service registration, renewals, directory access, and virtual event delivery via Microsoft Teams, alongside a public website (wffsa.org) and standard social media channels.

WF&FSA's go-to-market is sales-led, relying on direct outreach, industry events, peer referrals, and digital channels to acquire and renew members. Its product surface spans the WFFSA Membership (Wholesale, Supplier, Associate tiers); the Financial and Operational Benchmarking Survey producing customized comparative dashboards; the Leland T. Kintzele Distinguished Service Award (presented annually since at least 2021); the newly launched Floral Xcellence Awards (debut 2025); the grassroots The Flower Movement / #OneFlowerFamily initiative; and member-only Virtual Wholesaler Discussion Groups. Strategic partners include That Flower Feeling Foundation (cooperative consumer marketing via the "Just Add Flowers" campaign), UID, and a roster of FDC and DevX sponsors (Asocolflores, CalFlowers, Smithers-Oasis, Continental Flowers, Esmeralda Farms, Garcia Group, and others).

Name

WF&FSA

Legal name

Wholesale Florist and Florist Supplier Association, Inc.

Website

https://wffsa.org

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

11–50 employees

Short description

WF&FSA is a 1926-founded U.S. nonprofit trade association serving floral wholesale distributors and floral suppliers through tiered membership, the annual Floral Distribution Conference, the DevX professional development program, benchmarking, awards, and endorsed discount programs.

Ownership category

akta.pro rank

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations

Revenue model

1. Membership Dues: Annual membership dues are the primary revenue source for WFFSA. Dues are tiered based on company annual sales volume, ranging from $950 to $4,200 for wholesale members. Supplier members have separate tiered dues. Dues are due January 1 of each year.
2. Event Registration Fees: Revenue from event registration including DevX ($995 individual, $795 per person for groups of 4+) and potentially the Floral Distribution Conference. These are member-only events.
3. Floral Xcellence Awards Entry Fees: $200 per entry, limited to 5 entries per company for the annual Floral Xcellence Awards competition.
4. Growth Fund Donations: Voluntary contributions from members at various levels (Bloom $2,500+, Vine $1,000-$2,499, Seed $250-$999) that support marketing, promotion, education, and research initiatives.
5. Advertising Revenue: Advertising opportunities in WFFSA communications reaching major floral wholesale distributors in the United States and worldwide. Sales Director Cathy Vick manages advertising packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels12 records

Core offering

WF&FSA is a nonprofit trade association that provides membership-based services to floral wholesale distributors and floral suppliers. Its core offerings include tiered annual memberships (Wholesale, Supplier, Associate), the flagship annual Floral Distribution Conference (FDC), the DevX professional development program, Virtual Wholesaler Discussion Groups, the Floral Xcellence Awards competition, and the Leland T. Kintzele Distinguished Service Award, supported by industry benchmarking surveys and exclusive member discount programs.

Product overview

WF&FSA is a trade association dedicated to the floral wholesale business and its suppliers. The organization offers a membership-based platform providing core services including Wholesale and Supplier membership, the annual Floral Distribution Conference (FDC), Development Experience (DevX) professional development program, Virtual Wholesaler Discussion Groups, the Floral Xcellence Awards competition, and the Leland T. Kintzele Distinguished Service Award. Supporting programs include the WFFSA Growth Fund for industry initiatives, WFFSA Financial and Operational Benchmarking Survey for member analytics, member discount programs (Savings4Members, ABC-Amega endorsed services, Service First Processing), and The Flower Movement community initiative. The organization operates a member portal for registrations, renewals, and directory access.

Differentiator

Problem solved

Functional benefit

Brands

• Floral Distribution Conference (FDC): Annual conference bringing together wholesale floral distributors and suppliers for networking, education, and business development.
• DevX (Development Experience)
• Floral Xcellence Awards
• Leland T. Kintzele Distinguished Service Award
• The Flower Movement

Products and services

• WF&FSA Membership Association membership serving wholesale florist distributors and floral suppliers, with categories including Wholesale Member, Supplier Member, and Associate Member. Provides networking, education, business discounts, industry information, and member directory access.
• Floral Distribution Conference (FDC) Annual flagship conference bringing together wholesale floral distributors and suppliers for networking, education, awards, and business development. Held in Miami, FL with table top displays, company meeting rooms, networking, and industry education. Members-only event.
• Development Experience (DevX) Annual hands-on professional development event featuring immersive experiences, industry tours, AI Innovation workshop, and networking opportunities with industry peers and leaders. Members-only event, limited to 100 participants.
• Virtual Wholesaler Discussion Groups Members-only virtual sessions fostering open dialogue among wholesaler members, providing real-world insight and practical takeaways on key industry topics such as staffing, hiring, and workforce planning. Conducted via Microsoft Teams.
• WF&FSA Financial and Operational Benchmarking Survey Annual benchmarking survey offering wholesale member companies an opportunity to compare their company's performance against industry peers, providing industry summary reports and customized online dashboards analyzing sales growth, margins, inventory, asset utilization, and productivity.
• WF&FSA Member Discounts (Savings4Members, ABC-Amega, Service First Processing) Endorsed business discount programs offering cost-saving programs allowing members to access discounts with national vendors on everyday products and services. Includes Savings4Members, ABC-Amega (credit management), and Service First Processing (payment processing).
• Floral Xcellence Awards Premier competition spotlighting innovation, artistry, and quality in the global floriculture industry. Open to WF&FSA members worldwide, featuring categories including Breeder Xcellence, Rose Grower Xcellence, Spray Rose Grower Xcellence, Garden Rose Grower Xcellence, Filler Grower Xcellence, Other Variety Xcellence, and Member Favorite.
• Leland T. Kintzele Distinguished Service Award A prestigious award established to recognize individuals who have made substantial contributions in the floral industry, exemplifying the integrity, fairness, perseverance, and decisiveness of Leland T. Kintzele. Presented annually at the Floral Distribution Conference.
• WF&FSA Growth Fund Voluntary contribution program that supports marketing and promotion of wholesale florist, education, and research initiatives. Offers donor recognition levels: Bloom Donor ($2,500+), Vine Donor ($1,000-$2,499), and Seed Donor ($250-$999).

Quantifiable outcome

• WFFSA's annual benchmarking survey provides confidential customized reports comparing company metrics to wholesalers of similar size, customer/product focus, and regional profile at no cost for participating members.
• +2 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

21 partnerships are on record, tiered core and minor.

• ABC-Amega, Inc.coreGTM or Marketing PartnerWFFSA endorses ABC-Amega offering low rates and a free newsletter for members. Enjoy special fee structures including a 10-day free-demand period for domestic accounts. They operate in the US, Canada, and 150 other countries providing credit management services.
• Savings4MemberscoreGTM or Marketing PartnerWFFSA and Savings4Members offer cost-saving programs allowing members to focus on customers and sales. Access various discounts with national vendors to save on everyday products and services.
• Service First Processing (SFP)coreGTM or Marketing PartnerService First Processing helps merchants with bank card industry changes, maintaining low costs and data security. SFP offers WFFSA members special discounts on credit card and ACH/check processing services.
• University of Innovative Distribution (UID)minorStrategic or Co-development PartnerWFFSA members were among hundreds of attendees learning cutting-edge distribution information at UID programs. WFFSA members participate in University of Innovative Distribution educational events.
• Fresca FarmsminorGTM or Marketing Partner2026 Floral Distribution Conference sponsor. One of multiple sponsors supporting the annual flagship event.
• Naranjo RosesminorGTM or Marketing Partner2026 Floral Distribution Conference sponsor.
• That Flower Feeling Foundation (TFF)coreStrategic or Co-development PartnerCooperative effort behind the floral industry's national consumer marketing campaign 'Just Add Flowers.' WFFSA members collaborate with TFF on industry marketing initiatives. The 2026 FDC sponsor includes TFF supporting consumer awareness campaigns.
• AsocolflorescoreGTM or Marketing PartnerColombian Association of Flower Exporters. Sponsor of WFFSA Floral Distribution Conference 2026. Also sponsor of Floral Xcellence Awards 2027.
• Syndicate SalesminorGTM or Marketing Partner2026 Floral Distribution Conference sponsor.
• CFG (Central Florida Greens)minorGTM or Marketing Partner2026 Floral Distribution Conference sponsor.
• FloraCraftminorGTM or Marketing Partner2026 Floral Distribution Conference sponsor.
• American Floral CargominorGTM or Marketing Partner2026 Floral Distribution Conference sponsor.
• American Floral Endowment (AFE)minorGTM or Marketing Partner2026 Floral Distribution Conference sponsor.
• Armellini LogisticsminorGTM or Marketing Partner2026 Floral Distribution Conference sponsor.
• Bella BlossomminorGTM or Marketing Partner2026 Floral Distribution Conference sponsor.
• CalFlowersminorGTM or Marketing PartnerCalifornia Association of Flower Growers & Shippers. 2026 Floral Distribution Conference sponsor.
• Choice FarmsminorGTM or Marketing Partner2026 Floral Distribution Conference sponsor.
• CalFlowersminorStrategic or Co-development PartnerDevX 2026 sponsor providing support for the annual professional development event.
• Continental FlowersminorStrategic or Co-development PartnerDevX 2026 sponsor.
• Esmeralda FarmsminorStrategic or Co-development PartnerDevX 2026 sponsor.
• Garcia Group Inc.minorStrategic or Co-development PartnerDevX 2026 sponsor.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CalFlowers (California Association of Flower Growers & Shippers): CalFlowers is a U.S. floral trade association representing growers and shippers; it is a recurring FDC and DevX sponsor and serves a directly overlapping constituency of floral wholesalers and suppliers.
• That Flower Feeling Foundation: That Flower Feeling Foundation runs the floral industry's national consumer marketing campaign 'Just Add Flowers' in cooperative partnership with WFFSA and other industry bodies, addressing overlapping industry advocacy and demand-generation goals.
• Society of American Florists (SAF): SAF is the national trade association for the floral industry in the U.S., covering florists, wholesalers, and suppliers. It is the closest industry-wide peer in mission and member services.
• American Floral Endowment (AFE): AFE is the floral industry's education, research, and grants organization and a recurring FDC sponsor. It addresses overlapping education/research missions for the U.S. floral industry alongside WFFSA.

Regional players

• Royal FloraHolland: Royal FloraHolland is the Dutch cooperative flower auction that sets global pricing and trade flows for cut flowers. It is a comparable floral trade infrastructure player, though operating a different model and primarily serving European markets.
• Asocolflores (Colombian Association of Flower Exporters): Asocolflores is the leading floral trade association in Colombia, a major global supplier to U.S. wholesalers. It is a Floral Xcellence Awards and FDC sponsor and represents the upstream international supplier side of WFFSA's membership.

Broad incumbents

• AmericanHort: AmericanHort is the broad U.S. trade association for the horticulture industry, including greenhouse, nursery, and floral segments. It overlaps WFFSA's supplier members but operates across a much wider horticultural portfolio.
• International Fresh Produce Association (IFPA): IFPA (formerly PMA) is the broad U.S. trade association for fresh produce and floral supply chains, overlapping WFFSA's wholesale distribution members while serving a much larger produce portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/wffsa
• YouTubeyoutube.com/channel/UCT9Tnw_jkgWDqwTvhZRzT7g
• Facebookfacebook.com/WFFSAHQ
• LinkedInlinkedin.com/company/wffsa
• Instagraminstagram.com/wffsa

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WF&FSA