That Flower Feeling
That Flower Feeling is a US 501(c)(6) nonprofit marketing association founded in 2021 that runs national consumer campaigns to promote everyday floral consumption, funded by voluntary industry contributions and supported by a coalition of growers, distributors, and retailers.
- Company typePrivate
- Founded2021
- HeadquartersCarlsbad, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What That Flower Feeling does
That Flower Feeling is a 501(c)(6) nonprofit marketing association founded in 2021 by the CalFlowers Association and headquartered in Carlsbad, California, with a stated mission to increase everyday floral consumption in the United States. The organization was transitioned to full independence in 2025 and is governed by a Board of Directors drawn from across the floral supply chain. Its core product is a portfolio of consumer-facing marketing campaigns — principally "Just Add Flowers" and "Self Care Made Easy" — executed across Instagram, TikTok, Pinterest, YouTube, Facebook, LinkedIn, iHeart Radio, Spotify, and out-of-home advertising in key U.S. markets. Supporting products include TFF Bouquets (a signature branded bouquet retailed through Kroger and at least seven regional grocery chains), a free Basic Membership program that distributes marketing assets to florists, small businesses, and bloggers, and a merchandise storefront.
The underlying technology layer is conventional consumer marketing rather than a software platform: the organization produces video, image, and audio creative, aggregates influencer and OOH placements, and tracks reach metrics such as 300M+ cumulative impressions, 120M TikTok impressions, and 76.1M consumer exposures between January and July 15, 2025. There is no proprietary technology stack, mobile app, API, or patent portfolio disclosed.
The revenue model is funded by voluntary contributions from floral industry companies, with suggested tiers scaling from $360/year for companies under $500K in revenue to $103,680/year for companies over $150M in revenue. The organization targets $2.1 million in annual fundraising to underwrite national marketing efforts, with contributions structured as a marketing expense rather than a tax-deductible donation. Customer end-users are U.S. consumers — particularly adults 25–35 with wellness-oriented mindsets — while contributors are growers, wholesalers, importers, distributors, and retailers across the North American floral supply chain.
That Flower Feeling firmographics
Firmographics- Name
- That Flower Feeling
- Legal name
- That Flower Feeling
- Website
- https://www.thatflowerfeeling.org
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- That Flower Feeling is a US 501(c)(6) nonprofit marketing association founded in 2021 that runs national consumer campaigns to promote everyday floral consumption, funded by voluntary industry contributions and supported by a coalition of growers, distributors, and retailers.
- Ownership category
- akta.pro rank
That Flower Feeling industry classification
Industry- Product category
- Floral Industry Marketing Association
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Event Floral Design & Arrangements (HSACAOAA)
Keywords
Where That Flower Feeling is headquartered
LocationHeadquarters
- HQ city
- Carlsbad
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
That Flower Feeling business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Industry Contributions and Donations: That Flower Feeling 501(c)(6) runs off of voluntary contributions from the floral industry. The organization aims to raise $2.1 million annually to fund national marketing efforts. Funding levels are suggested based on company revenue, ranging from $360 per year for companies under $500,000 to $103,680 per year for companies over $150M in revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Companies under $500,000 revenue contribute $360/year or $30/month |
| Subscription | Annual | Companies with $500,000 to $1M revenue |
| Subscription | Monthly | Companies with $1M to $3M revenue contribute $1,080/year or $90/month |
| Subscription | Monthly | Companies with $3M to $5M revenue contribute $1,440/year or $120/month |
| Subscription | Monthly | Companies with $5M to $10M revenue contribute $1,920/year or $160/month |
| Subscription | Monthly | Companies with $10M to $20M revenue contribute $3,840/year or $320/month |
| Subscription | Monthly | Companies with $20M to $35M revenue contribute $7,680/year or $640/month |
| Subscription | Monthly | Companies with $35M to $50M revenue contribute $15,360/year or $1,280/month |
| Subscription | Monthly | Companies with $50M to $75M revenue contribute $30,720/year or $2,560/month |
| Subscription | Monthly | Companies with $75M to $100M revenue contribute $46,080/year or $3,840/month |
| Subscription | Monthly | Companies with $100M to $150M revenue contribute $69,120/year or $5,760/month |
| Subscription | Monthly | Companies over $150M revenue contribute $103,680/year or $8,640/month |
Go-to-market motion2 records
Distribution channels9 records
Marketing channels10 records
That Flower Feeling product offering
Product offeringCore offering
That Flower Feeling is the independent, national marketing association and foundation for the U.S. floral industry, operating as a 501(c)(6) nonprofit. It funds and runs national consumer marketing campaigns ("Just Add Flowers" and "Self Care Made Easy") across digital, social, audio, and out-of-home channels to drive everyday flower consumption, while offering a free Basic Membership program of marketing assets to florists and small businesses, a co-branded TFF Bouquet sold at grocery retailers, and branded merchandise through an online store.
Product overview
That Flower Feeling is the independent, national marketing association and foundation for the U.S. floral industry, operating as a 501(c)(6) nonprofit. The organization runs two primary marketing campaigns: the 'Just Add Flowers' campaign (the current core focus) and the 'Self Care Made Easy' campaign. It also offers a TFF Bouquet product line available at major grocery retailers, a free Basic Membership program providing marketing assets to florists and small businesses, and branded merchandise. The organization does not offer a technology platform or software products.
Differentiator
Problem solved
Functional benefit
Products and services
- Just Add Flowers Campaign
Quantifiable outcome
- Over 300 million total impressions achieved
- +3 more outcomes
Companies that use That Flower Feeling
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
That Flower Feeling technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
That Flower Feeling partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered flagship, core and minor.
- California Association For Flower Growers & Shippers (CalFlowers)flagshipFounding organization that established That Flower Feeling in 2021 as an industry-wide initiative. CalFlowers transitioned TFF to full independence in 2025. Platinum contributor at $50,000+ annually.
- AsocolflorescoreColombian flower industry association serving as Floral Ambassador contributor at $10,000-$49,999 annually. Represents Colombian growers in the initiative.
- Smithers-OasiscoreLeading floral foam and supply company serving as Floral Ambassador contributor. Karen Oie from Smithers-Oasis serves on TFF Board of Directors.
- Kendal FloralcoreLeading U.S. flower grower, supplier, and distributor serving as Floral Ambassador contributor. Anna Rose Baca, CEO, serves on TFF Board of Directors.
- Ball SBcoreMajor cut flower variety company serving as Bouquet Benefactor contributor at $5,000-$9,999 annually. Cristina Lopez, Marketing Manager, serves on TFF Board.
- Armellini LogisticscoreLargest transporter of fresh-cut flowers in the U.S. serving as Bouquet Benefactor contributor. David Armellini, President/CEO, serves on TFF Board of Directors.
- The Elite FlowercoreMajor flower grower and importer serving as Bouquet Benefactor contributor. Maray Smith, VP Marketing, serves on TFF Board of Directors.
- Equiflor (Rio Roses)coreLeading rose grower and importer from Ecuador, Colombia, Costa Rica, and Dominican Republic. Oscar Fernandez, Director of Sales, serves as TFF Board President.
- Kennicott BrotherscoreMajor floral distributor serving as Bouquet Benefactor contributor. Lisa Nason, Marketing Director, serves on TFF Board of Directors.
- Society of American Florists (SAF)coreNational trade association representing all aspects of the U.S. floral industry. Listed as Supporting Association contributor. Oscar Fernandez serves as SAF President.
- Wholesale Florist & Florist Supplier Association (WFFSA)coreTrade association for wholesale florists. Listed as Supporting Association. TFF participated in WFFSA Floral Distribution Conference 2026 in Miami.
- DanzigerminorInternational flower breeder and propagator serving as Bloom Supporter contributor at $1,000-$2,499 annually.
- KrogerflagshipMajor mass market retailer serving as Mass Market Supporter. TFF Bouquets available at all Kroger locations nationwide - primary retail distribution channel.
- Galleria FarmsminorFlower grower exhibiting at WFFSA Floral Distribution Conference 2026 alongside TFF marketing alignment discussions.
- Continental Floral GreensminorFloral greenery supplier exhibiting at WFFSA Floral Distribution Conference 2026.
- Chrysal USAminorFlower food and care products supplier exhibiting at WFFSA Floral Distribution Conference 2026.
Scale indicators9 records
Recent moves7 records
Expansion highlights6 records
That Flower Feeling competitors and assessment
Company assessmentDirect peers
- Society of American Florists (SAF): National U.S. trade association for all segments of the floral industry. SAF is both a TFF Supporting Association contributor and a peer trade body; TFF focuses on consumer marketing while SAF focuses on industry advocacy, education, and government relations.
- California Association of Flower Growers & Shippers (CalFlowers): TFF's founding organization and a Platinum contributor. CalFlowers represents California-based flower growers and shippers; TFF was spun out as the consumer-marketing arm and transitioned to independence in 2025, making CalFlowers a closely aligned peer/incumbent.
- Wholesale Florist & Florist Supplier Association (WFFSA): Trade association for wholesale florists and floral suppliers in the U.S. Like SAF and CalFlowers, WFFSA is a Supporting Association contributor to TFF and a directly comparable floral industry trade body.
- Association of Specialty Cut Flower Growers (ASCFG): U.S. trade association for cut flower growers. Comparable in scale and mission to TFF's grower stakeholder base, though focused on grower education and wholesale-market development rather than consumer marketing.
Broad incumbents
- Produce Marketing Association (PMA): Broader trade association for fresh produce and floral globally. PMA runs industry-wide marketing and includes floral as a category; it is a larger incumbent with overlapping industry-marketing capabilities but a much broader scope than TFF's floral-only focus.
- Milk Processor Education Program (MilkPEP / Got Milk?): Commodity marketing board funded by fluid milk processors running iconic national demand-generation campaigns. Structurally analogous to TFF — a category-funded marketing body with tiered processor contributions — but operating at much larger scale and budget.
- National Mango Board: U.S. federal research and promotion board for mangos funded by importer/grower assessments. Closely mirrors TFF's voluntary industry-funded marketing model, but uses mandatory assessments rather than voluntary contributions.
- California Avocado Commission: California-state commodity marketing body for avocados. Comparable as a grower/handler-funded consumer marketing organization with retail-tied campaigns and shopper marketing — directly analogous in operating model to TFF but for avocados.
Emerging players
- Floriexpo / International Floriculture Expo: Industry trade event and exhibition for the U.S. floral supply chain. Provides marketing, networking, and category visibility similar in function to TFF's event-driven GTM, though delivered through conferences rather than consumer campaigns.
- Flowers of the World / 1-800-Flowers.com: Major U.S. floral consumer brand and e-commerce retailer that runs extensive consumer floral marketing. While commercial rather than association-based, 1-800-Flowers competes for the same consumer attention TFF is trying to capture with its everyday-use messaging.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
That Flower Feeling social profiles
Digital presenceThat Flower Feeling financial estimates
Financial estimateRevenue estimate
Valuation estimate
That Flower Feeling leadership team
Management profileNumber of profiles
Profiles4 records
That Flower Feeling funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
That Flower Feeling M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about That Flower Feeling
What does That Flower Feeling do?
That Flower Feeling is the independent, national marketing association and foundation for the U.S. floral industry, operating as a 501(c)(6) nonprofit. It funds and runs national consumer marketing campaigns ("Just Add Flowers" and "Self Care Made Easy") across digital, social, audio, and out-of-home channels to drive everyday flower consumption, while offering a free Basic Membership program of marketing assets to florists and small businesses, a co-branded TFF Bouquet sold at grocery retailers, and branded merchandise through an online store.
Is That Flower Feeling a public or private company?
That Flower Feeling is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was That Flower Feeling founded?
That Flower Feeling was founded in 2021. It employs 1 to 10 people.
Where is That Flower Feeling based?
That Flower Feeling is headquartered in Carlsbad, United States, in the North America region.
How does That Flower Feeling make money?
One revenue line is on record: industry Contributions and Donations.
Who are That Flower Feeling's main competitors?
Direct peers on record are Society of American Florists (SAF), California Association of Flower Growers & Shippers (CalFlowers), Wholesale Florist & Florist Supplier Association (WFFSA) and Association of Specialty Cut Flower Growers (ASCFG). Broad incumbents are Produce Marketing Association (PMA), Milk Processor Education Program (MilkPEP / Got Milk?), National Mango Board and California Avocado Commission. Emerging players are Floriexpo / International Floriculture Expo and Flowers of the World / 1-800-Flowers.com.
Does That Flower Feeling have an API?
No public API is recorded for That Flower Feeling.
What industry is That Flower Feeling in?
That Flower Feeling's product category is Floral Industry Marketing Association. Its primary akta.pro industry code is HSACAOAA, Event Floral Design & Arrangements. Its SIC code is 7311.