Embracing That Flower Feeling: Turning Everyday Joy into Strategic Growth

Every time a flower is bought, given, or displayed, something subtle and powerful happens: That Flower Feeling rolls in. It is the quiet joy, the unspoken calm, and the tiny, fragrant transformation of mindset. That is not just sentiment. It is strategic influence, and it is exactly the kind of emotional leadership and marketing that our industry needs right now.

Here is the big news: As of September 1st, That Flower Feeling is now a completely standalone 501(c)(6) organization. It has formally separated from CalFlowers, which remains a strong financial supporter and committed partner, but TFF now stands on its own two feet. We have established a dedicated board of directors. I am honored to serve as Vice Chair, with Chris Drummond continuing as our outstanding Chair and Vanessa Leite as Executive Director.

Why does this matter to leaders like you?

This is about more than just a new organizational chart. It is about an industry-wide movement gaining its own legs. The independence of That Flower Feeling means we have a focused, dedicated platform to drive everyday floral demand, not just on holidays, but 365 days a year. It is a signal that our industry is serious about making flowers part of everyday life and that we, as leaders, need to champion that movement. It also is the clearest signal that TFF is a Industry-Wide marketing organization that’s single goal is to get more flowers into more American’s hands every day, regardless of where they are growth or how they are sold.

And the momentum is growing. At the Society of American Florists convention last month, we launched the new “Just Add Flowers” marketing message. This is more than a tagline. It is an expansion of the TFF mission. Where the first chapter focused on flowers as self-care, this next chapter broadens the message to every moment in life: celebrations, challenges, milestones, or just a Tuesday afternoon. Just Add Flowers reminds consumers that joy, beauty, and connection are always within reach. It is about making flowers essential, not optional.

And now, for the first time, we have proof that it works. On Thursday, September 11th, we hosted an incredibly informative webinar to share the exciting results from our six-month test market in Texas. The headline is simple but game-changing: digital marketing drives a very large increase in flower sales compared to when it is not employed. That Flower Feeling is no longer just an idea. It is a measurable driver of demand. With industry-donated dollars, we can fuel campaigns that directly translate into higher consumption, more sales, and stronger businesses across the supply chain.

Your role in this new chapter is clear:

Lead by example. Use That Flower Feeling’s now-independent platform, the Just Add Flowers message, and the momentum of our Texas results to weave these moments of everyday joy into your own strategy. Whether you are a grower, retailer, or part of the supply chain, tap into this proof point. Align your messaging and let your customers know that flowers are not just for special occasions. They are for everyday wellness, joy, and that little spark of emotional lift.

In short, this is a fresh start. It is a chance to not only follow a trend, but to shape it. With a strong board, a clear mission, bold new messaging, and now proven data, we have the tools to make flowers a daily staple. And as leaders, it is our role to carry that message forward.

Let us take this new chapter and run with it. The independence of That Flower Feeling, the rallying cry of Just Add Flowers, and the proof from our Texas test all signal the same truth: it’s time for our industry to stand together, put our money where our mouth is, and get use our new industry marketing organization to drive flower consumption together.                      The time to lead is now.

Joe Don Zetzsche

Vice-Chair of the Board; That Flower Feeling

Expert Floral Industry Consultant

www.rockingbarz.com