Gathering, Growth, and Authenticity in the Floral Industry of 2025: DevX Event Preview
DevX 2025, a floral industry event, concluded successfully in Cleveland from July 23-25, 2025. The event was a members-only, immersive experience designed to bring floral distribution professionals together through hands-on learning, facility tours, and honest conversations about the future of floriculture.
Key highlights of DevX 2025 included behind-the-scenes tours of growing and distribution facilities, powerful keynote presentations, and industry roundtables to engage floral professionals deeply. One of the main attractions was the 'Road Trip', offering exclusive insights into 4 leading floriculture companies. Participating companies included Smithers-Oasis, Kennicott Brothers, Green Circle Growers, and Cleveland Plant & Flower Company.
Smithers-Oasis, a leading global manufacturer in the floral industry, showcased their products such as floral foam, floral design tools, and postharvest products. Kennicott Brothers, experts in logistics, demonstrated how they use technology to optimize routes amid industry challenges. Green Circle Growers, one of North America's largest greenhouse operations, highlighted their sustainable practices like geothermal energy, rainwater recycling, and biological pest control. Cleveland Plant & Flower Company, blending 100 years of tradition with modern floral solutions, shared their expertise in importing and delivering fresh flowers, foliage, and supplies to thousands of customers.
Alex Weber, host of American Ninja Warrior, delivered a keynote at DevX 2025 titled 'The Unstoppable YOU', challenging attendees to overcome fear and take meaningful action. Weber emphasized that fear is a sign of growth and that showing up, even when it's difficult, is considered progress.
DevX 2025 concluded with Industry Roundtables discussing floral supply, labor, marketing, and technology. Photos and videos from the event are available in a Facebook Photo Album and YouTube Video Playlist, respectively.
Looking ahead, the WFFSA DevX 2026 floral industry event is scheduled for July 28–31, 2026, in Atlanta, Georgia. The event is expected to continue the format of previous years, with hands-on learning, facility tours, and conversations about the future of floriculture. To attend and access the full agenda, one must be a WFFSA member, as events are exclusive to members only.
In addition to DevX 2026, the 2026 Floral Distribution Conference is scheduled for March 1-4, 2026, in Miami, Florida.
For those interested in future WFFSA events, exploration of membership is encouraged. The events are powered by WFFSA and sponsored by CalFlowers. Casual meetups during DevX 2025 took place at Margaritaville Cleveland (sponsored by Syndicate Sales) and the Rock & Roll Hall of Fame (hosted by Continental Flowers).
[1] Source: WFFSA DevX 2025 Official Website
- The floral industry event, DevX 2025, concluded successfully in Cleveland from July 23-25, 2025, providing a members-only, immersive experience for floral distribution professionals.
- Highlights of DevX 2025 included behind-the-scenes tours, keynote presentations, and industry roundtables, covering topics such as floral supply, labor, marketing, and technology.
- Smithers-Oasis, a leading global manufacturer in the floral industry, showcased their products like floral foam, floral design tools, and postharvest products.
- Kennicott Brothers, specializing in logistics, demonstrated how they use technology to optimize routes amid industry challenges.
- Green Circle Growers, a major player in North America's greenhouse operations, highlighted their sustainable practices, including geothermal energy, rainwater recycling, and biological pest control.
- Photos and videos from DevX 2025 are available on a Facebook Photo Album and YouTube Video Playlist, respectively.
- The WFFSA DevX 2026 event is scheduled for July 28–31, 2026, in Atlanta, Georgia, with a focus on hands-on learning, facility tours, and discussions about the future of floriculture.
- For those interested in future WFFSA events, exploration of membership is encouraged, as events are exclusive to members only.
- The 2026 Floral Distribution Conference is scheduled for March 1-4, 2026, in Miami, Florida, providing an opportunity for floral professionals to come together and learn more about the industry.
