What CalFlowers does

CalFlowers is a California-based, member-owned floral trade association founded in 1941 that operates as a 501(c)-style nonprofit governed by an elected board of directors and led by President Lane DeVries. With 5 staff members and a national footprint, it serves over 900 member businesses spanning the U.S. floral supply chain — including agricultural and floral growers and shippers, wholesalers, retailers, and service providers — through a recurring annual membership model.

Its core service is Floral Transportation, which leverages 70+ years of carrier relationships to negotiate deeply discounted shipping rates (reportedly 70%+ off standard rates) with FedEx, GLS, and major airlines on behalf of members; the GLS program specifically covers express door-to-door delivery across CA, AZ, NV, OR, WA, NM, UT, and ID. Secondary offerings include the biennial Fun 'N Sun Floral Convention (the 2026 edition marking the association's 85th anniversary), industry initiatives such as scholarships, marketing programs like That Flower Feeling and Life In Bloom, the Memorial Day Flowers Foundation, and an expanding Member Benefits Program with vendor partners (Constant Contact, Pollen Talent, Service First Processing, Signature Graphics). Technology is limited to a Novi AMS-powered website portal (cafgs.org) for membership management, event registration, communications, and a member directory. Pricing details for membership tiers are not publicly disclosed, and revenue is not reported.

Name

CalFlowers

Legal name

CalFlowers

Website

https://cafgs.org

Company type

Private

Founded year

1941

Operating status

Operating

Headcount range

1–10 employees

Short description

CalFlowers is a California-founded national floral trade association serving 900+ growers, shippers, wholesalers, retailers, and service providers through negotiated shipping discounts, the biennial Fun 'N Sun convention, scholarships, and industry marketing initiatives.

Ownership category

akta.pro rank

Headquarters

HQ city

Fallbrook

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Dues: CalFlowers generates revenue through annual membership fees from floral industry businesses including growers, shippers, wholesalers, retailers, and service providers. Members receive access to discounted shipping rates, educational resources, industry events, and networking opportunities.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

CalFlowers is a national floral trade association that delivers negotiated discounted shipping rates through FedEx, GLS, and major airline carriers to its 900+ member floral businesses. It funds floriculture scholarships, marketing initiatives, and industry research, and hosts the biennial Fun 'N Sun Floral Convention along with educational webinars and a member benefits program offering exclusive partner discounts.

Product overview

CalFlowers is a national floral trade association offering a suite of member services rather than a traditional product company. Its core service offerings include Floral Transportation (negotiated shipping rates with FedEx, GLS, and major airlines for 70+ years), Industry Initiatives (scholarships, marketing programs, and research funding), and the biennial Fun 'N Sun Floral Convention. Supporting services include a Membership Directory, Webinars and Educational Resources, and a Member Benefits Program providing exclusive discounts through partner providers.

Differentiator

Problem solved

Functional benefit

Brands

• Fun 'N Sun: CalFlowers' signature biennial floral convention event featuring industry education, networking, and floral exhibitions.
• Memorial Day Flowers Foundation

Products and services

• Floral Transportation Cost-effective shipping solutions negotiated with top carriers including FedEx, GLS, and major airlines, serving floral industry members for over 70 years. Provides deeply discounted rates on Priority Overnight, Standard Overnight, and express door-to-door services.
• Fun 'N Sun Floral Convention Biennial signature convention celebrating floral excellence with educational sessions, networking, grower tours, hands-on classes, and a flower fair exhibition. The 2026 event marks CalFlowers' 85th anniversary.
• Industry Initiatives Program Scholarships for college students in floriculture, funds allocated to floral associations, marketing initiatives, and research and educational programs that grow floral markets across the United States.
• Membership Directory Online searchable directory enabling members to locate and connect with other floral industry businesses including growers, shippers, wholesalers, and retailers.
• Webinars and Educational Resources On-demand and live webinar programming covering topics such as Mother's Day preparation, HR strategies, email marketing, funding for floral producers, and business automation.
• Member Benefits Program Exclusive access to discounted services and shipping programs through partner providers including Constant Contact, FedEx Office, Pollen Talent, Service First Processing, and Signature Graphics.

Quantifiable outcome

• GLS program offers discounts well over 70% off standard rates

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core, major and minor.

• FedExcoreStrategic or Co-development PartnerFedEx is a key transportation partner for CalFlowers members, providing deeply discounted shipping rates negotiated by the association. The partnership offers members significantly reduced rates on Priority Overnight, Standard Overnight, and other shipping services, with additional surcharge and fee reductions.
• GLScoreStrategic or Co-development PartnerGLS provides cost-effective shipping solutions for CalFlowers members with discounts well over 70% off standard rates. GLS offers later pick-ups and earlier deliveries with express door-to-door services covering CA, AZ, NV, OR, WA, NM, UT, and ID.
• Armellini LogisticscoreStrategic or Co-development PartnerTransport partner for the Memorial Day Flowers Foundation, ensuring fresh-cut flowers arrive on time at Arlington National Cemetery.
• DV FloracoreStrategic or Co-development PartnerTransport partner for the Memorial Day Flowers Foundation, supporting the logistics of flower tribute programs.
• California State Floral AssociationmajorStrategic or Co-development PartnerCalFlowers works collaboratively with the California State Floral Association and other floral industry associations to support and promote the U.S. floral industry through joint initiatives, events, and industry programs.
• Society of American Florists (SAF)majorStrategic or Co-development PartnerCalFlowers collaborates with SAF on industry events, conventions, and initiatives to strengthen the floral industry through education and networking.
• IFPA (International Fresh Produce Association)majorStrategic or Co-development PartnerCalFlowers works with IFPA on the Global Produce & Floral Show and other industry events to promote the floral industry.
• Pollen TalentminorGTM or Marketing PartnerHR consulting partner providing floral industry-specific talent recruitment and HR services to CalFlowers members at discounted rates.
• Constant ContactminorGTM or Marketing PartnerDigital marketing platform partner offering CalFlowers members 30% off monthly plans for email marketing and customer engagement.
• Service First ProcessingminorGTM or Marketing PartnerPayment processing partner offering simplified, smarter, and more profitable payment solutions for floral businesses.
• Signature GraphicsminorGTM or Marketing PartnerNational leader in large-scale fleet and environmental graphics, offering custom vinyl graphics, wraps, and signage solutions to CalFlowers members.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• AmericanHort: Trade association serving the horticulture industry, including growers and garden retailers. Comparable nonprofit association model focused on member services, advocacy, and industry development.
• Wholesale Florist & Florist Supplier Association: Trade association serving wholesale florists and their suppliers. Directly comparable association model and overlapping membership in the floral wholesale channel.
• Society of American Florists (SAF): National U.S. floral industry trade association providing education, networking, and advocacy. Closest direct peer to CalFlowers, with overlapping members and joint events such as the SAF Annual Convention.
• California State Floral Association: State-level floral trade association. Direct peer in mission and member base; CalFlowers' Director of Administration & Events serves as its Vice President, illustrating the close collaborative relationship.
• American Floral Endowment: Floral industry-funded nonprofit focused on research, education, and scholarships. Comparable mission-driven, industry-funded structure serving overlapping members.

Broad incumbents

• FTD: Floral wire service and e-commerce floral retailer. Operates in adjacent floral delivery infrastructure relevant to CalFlowers' shipping and member logistics needs.
• Teleflora: Floral wire service and clearinghouse connecting florists nationwide. Indirect comparable operating in the floral distribution channel that CalFlowers' wholesaler and retailer members also serve.
• International Fresh Produce Association (IFPA): Larger industry association covering fresh produce and floral. CalFlowers co-participates in the Global Produce & Floral Show, and IFPA's broader scale makes it a broad incumbent peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/CalFlowersAssociation
• LinkedInlinkedin.com/company/calflowers

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 CalFlowers