The Wholesale Florist & Florist Supplier Association (WFFSA) last month wrapped its 2025 Development Experience (DevX), held July 23–25, in Cleveland.
With the support of full event sponsor CalFlowers, DevX 2025 delivered on its promise of being not your average conference. From hands-on industry tours and engaging education to bold keynote moments and iconic receptions, this year's DevX gave attendees an experience as dynamic as the floral supply chain itself.
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A journey through the floral industry, from greenhouses to the rock hall
The event commenced with the DevX Road Trip, offering a comprehensive, behind-the-scenes tour of standout floral operations in the region. Attendees had the opportunity to gain insider perspectives at several notable sites. The journey began with Green Circle Growers, one of North America's largest greenhouse operations known for its specialization in orchid ecosystems and sustainable growing practices. The tour continued to Kennicott Brothers, a legacy floral distributor that provided insights into its logistics, fresh flower, and supply operations. Participants also visited Smithers-Oasis, a global leader in innovation for floral foam and postharvest solutions, where they enjoyed a refreshing outdoor lunch. Finally, the Cleveland Plant & Flower Company, a family-owned business with a history spanning over a century, demonstrated its capabilities in large-scale floral distribution at its Parma Branch.
Keynote: "The Unstoppable YOU" with Alex Weber
The second day of DevX featured a keynote from Alex Weber, American Ninja Warrior host and leadership coach, whose "The Unstoppable YOU" message encouraged attendees to break through self-doubt and lead with resilience and purpose. His combination of humor, vulnerability and actionable takeaways left the crowd inspired and reenergized.
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Connection over cocktails
DevX is about more than education; it's about connection. From conversations at Margaritaville Cleveland (sponsored by Syndicate Sales) to a memorable evening reception at the Rock & Roll Hall of Fame (sponsored by Continental Flowers), attendees were given multiple opportunities to connect, relax and celebrate the industry.
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The final day closed with Industry Roundtables, giving attendees the chance to share openly with peers, problem-solve collaboratively and walk away with real strategies for today's challenges.
For more information:
WF&FSA
Email: [email protected]
www.wffsa.org
