Floral Update: Advocacy in Full Bloom

June 23, 2026

As the floral industry knows well, flowers have a unique ability to create connections, spark joy, and leave a lasting impression. Earlier this month, we had the opportunity to bring that message directly to Washington, D.C., where floral was once again part of important conversations that help shape the future of our industry.

At The Washington Conference, members from across the floral and fresh produce supply chains came together to advocate for policies that strengthen our industries and ensure fresh remains a priority at the highest levels of government. Over three days, members met with legislators and policymakers, sharing firsthand stories about the challenges and opportunities facing businesses across the supply chain. Those conversations matter. They help ensure that floral, alongside produce, continues to have a seat at the table as decisions are made on issues ranging from labor and trade to transportation and sustainability.

Advocacy remains essential for floral. Our industry depends on reliable labor, efficient supply chains, science-based regulations, and strong international trade relationships. IFPA continues to champion these priorities year-round while elevating the everyday value that flowers bring to consumers, communities, and overall well-being.

That power of flowers was on full display in Washington! As part of our Joy of Fresh efforts, attendees had the opportunity to take home one of 550 bouquets that were generously donated by Bloomia and Passion Growers. The response was immediate and inspiring — every bouquet was claimed in just 23 minutes! Beyond creating a memorable moment, those bouquets served as a visible reminder of what floral does best: bringing people together, creating moments of joy, and reinforcing why flowers deserve to be part of conversations about health, wellness, and everyday life.

The excitement surrounding those bouquets reflected something bigger. Whether on Capitol Hill, at industry events, or in communities across the country, there is growing recognition that floral is not simply an accessory category. Flowers contribute to emotional well-being, strengthen human connections, and play an important role in helping people celebrate, comfort, and care for one another.

As we look ahead, we remain encouraged by the momentum building around floral advocacy and consumer engagement. Together, we will continue elevating the voice of floral, sharing our industry's story, and ensuring that flowers remain an essential part of fresh. The work doesn't stop here. In our 2026 Floral Mid-Year Review, you'll find a closer look at the progress we've made together during the first half of the year, and where we're focusing our efforts next as we continue to champion and grow the floral industry.

The continued success of floral advocacy depends on industry engagement. We encourage every member of the floral community to stay informed, share their story, and participate in advocacy efforts that help ensure floral priorities are heard by policymakers. Together, our collective voice can make an even greater impact. To learn how you can start making a difference today, please check out freshaction.org

Floral Update: Advocacy in Full Bloom

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