That Flower Feeling (TFF) has announced a new milestone: TFF is now a fully independent, freestanding entity—no longer administered by CalFlowers. This transition signals a new era for the floral sector and opens critical opportunities for industry-wide support and engagement.

After five years of growth and momentum as a CalFlowers initiative, That Flower Feeling's move to independence fulfills the vision of a marketing movement built by and for the entire industry. "We are excited to embark on this new beginning for That Flower Feeling, fulfilling the vision of the hard-working, creative team at CalFlowers. They wholeheartedly believed from day one that this movement must be independent, owned by a united floral industry. After five years of remarkable success, your Board of Directors is proud to have completed that transition. The best is yet to come!" said Chris Drummond, Chairman of the Board.

Vice Chair Joe Don Zetzsche also shared his perspective. "I first want to share my admiration and gratitude with the CalFlowers organization for their intense investment creating a marketing organization that is truly focused on marketing for the entire industry, regardless of growing region or retail format. They built That Flower Feeling to be an independent organization, always with the intention of separating from them when the organization was strong enough. I'm so blessed to be able to be a volunteer leader as we now move away from them to stand completely alone as the one proven voice that delivers consumption growth for everyone in the floral industry. Now is the time for every leader in the industry to determine the level of support they can give, so that we truly can 'Get more flowers into more Americans' homes every day."

That Flower Feeling's recent Texas test market provided clear and measurable results, demonstrating that collective, national marketing creates real impact and growth for the floral industry. The campaign drove substantial increases in retail flower sales across participating stores and notable spikes in consumer engagement and awareness, outperforming national benchmarks for purchase intent and campaign recall. It also shifted consumer perceptions, converting more purchasers to view flowers as a part of everyday self-care, home décor, and gift-giving—not just for special occasions.

Anecdotal feedback and sales data from Texas retailers also point to success in reaching new, younger audiences and increasing repeat customers. TFF's humor-forward, inclusive messaging and modern creative approach were key drivers of this growth.

Source: www.floraldaily.com