The Floral Conference

2025 Schedule of Events

Tuesday, May 19, 2026

8:00 A.M. - 3:00 P.M.

Breeder Set-Up

1:00 P.M. - 4:00 P.M.

Roundtable Meetings - Retailers and Suppliers (separate registration required)

5:00 P.M. - 6:30 P.M.

Welcome Reception and Breeder Showcase

Wednesday, May 20, 2026

7:00 A.M. - 7:45 A.M.

Continental Breakfast

7:30 A.M. - 9:30 A.M.

Breeder Meet-Ups (separate registration required)

Breeders Showcase Meet-Ups connect qualified buyers with leading breeders through a series of pre-scheduled appointments. Meet-ups are designed to make it easy to discover new products, discuss availability, and explore future opportunities—efficiently and face-to-face.

10:00 A.M. - 11:00 A.M.

State of Floral

This session will dive into the floral industry's journey of the past year, exploring the trends, challenges, and opportunities that will shape the year ahead and beyond.

Speaker:

Miriam Wolk
Chief Membership Officer
International Fresh Produce Association

11:00 A.M. - 12:00 P.M.

Market Access, Trade, and Risk: What Floral Businesses Must Prepare For

Global trade turbulence is reshaping how flowers move from field to retail—and the stakes have never been higher. This session brings together industry and policy experts to unpack the latest developments in tariffs, trade barriers, and geopolitical risk—factors now ranked as top concerns for floral businesses. Gain a clear view of the emerging challenges and actionable strategies to protect margins and maintain reliable supply in an increasingly unpredictable environment.

12:00 P.M. - 1:00 P.M.

Lunch

1:00 P.M. - 2:00 P.M.

How Point-of-Sale Data and Consumer Behavior Can Drive Floral's Next Wave of Growth

Point-of-sale data, paired with consumer trend insights, can be a powerful driver of growth in the floral industry. This session explores how to translate sales data and evolving shopper behaviors into confident, profit-minded decisions. Participants will leave with a clearer understanding of what the data and customers are telling them—and how to use those insights to strengthen performance, improve execution, and unlock new opportunities for the category.

Speaker:

Rachel Blake
Manager, Global Insights
International Fresh Produce Association

2:00 P.M. - 3:00 P.M.

The Floral Consumer Lens

What do today's floral shoppers really want? This consumer panel goes beyond the numbers to uncover the motivations, hesitations, and buying triggers hidden inside your POS data. Hear directly from real shoppers as they reveal how they choose flowers, what makes them trade up, and which assortment, pricing, and promo moves instantly win—or lose—their attention.

3:30 P.M. - 4:30 P.M.

Happy Hour Among Breeder Showcases

The Networking Happy Hour concludes The Floral Conference, bringing the floral community together to strengthen relationships made, reflect on shared insights, and carry connections—both longstanding and new—forward to support the continued growth of the floral industry.