News » 25.04.2025 - A new chapter for WFFSA: "Strengthening wholesalers through purpose, connection, and community"
In a blog post, WFFSA President, Freddy Melero shares the following:
As we turn the page to a new chapter in WFFSA's story, I find myself reflecting on the journey that brought us here—and more importantly, where we're headed together.
WFFSA is more than a trade association. It's a community of passionate, driven professionals who believe in the power of flowers to do more than decorate a space. Flowers create moments, spark emotion, and connect people across cultures and generations. This is the heart of our industry—and the heart of our work.
My own WFFSA journey began in 2015 with a simple invitation to apply for the Emerging Leaders program. That one opportunity became a gateway into something much bigger: a network of mentors, peers, and friends who share a deep belief in what we do and why it matters. Nearly a decade later, I still carry that same sense of purpose with me.
But today, our industry looks different than it did back then. We're operating in a mature and consolidating market, where our customers have greater access to information, suppliers, and alternatives than ever before. The pressure to stay relevant and competitive is real. And in the face of these shifts, the role WFFSA plays—supporting and strengthening wholesalers—has never been more critical.
That's why, as President, I'm focused on three pillars: connection, education, and elevation.
We're doubling down on creating more frequent and meaningful networking opportunities—especially through virtual discussion groups that give members a consistent space to exchange ideas, troubleshoot challenges, and build relationships across the industry. Because we are stronger together. Peer-to-peer learning and connection aren't just nice to have—they're essential to staying sharp in a fast-changing marketplace.
We're also committed to making sure our members have access to the right tools, resources, and content to help them grow and adapt. Whether it's navigating supply chain disruptions, embracing sustainability, or rethinking how we bring value to the next generation of floral professionals, WFFSA is here to help you stay informed and equipped.
And perhaps most importantly, we'll continue to celebrate the work you do. Wholesale florists are the backbone of the floral supply chain. You bring beauty to people's lives every single day—quietly, consistently, and with tremendous heart. Through programs like The Flower Movement and the Memorial Day Flowers Foundation, we'll keep telling that story in ways that reflect the meaning behind the stems.
At the core of all of this is a belief that flowers matter—and that you matter. Together, we have the power to shape the future of this industry and leave a legacy built not just on growth, but on purpose.
Let's make this a year of connection, progress, and possibility. Let's continue to lead with heart. And most of all, let's do it together.
Source: www.floradlaily.com
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