News
Bridging Research and the Retail Floor
April 21, 2026
By Bob Callahan, CEO of Floriexpo
Through a strategic partnership with the Floral Marketing Fund (FMF), in collaboration with AFE, Floriexpo 2026 will focus on connecting research, consumer insights, and real-world application to support long-term industry growth.
To ensure we’re leading this industry toward real growth, we at Floriexpo are narrowing our focus on three critical areas: providing a complete toolkit for the modern supermarket retailer, empowering wholesalers and retailers, and leaning into strategic partnerships that turn raw data into retail reality.
A Complete Toolkit for the Modern Buyer
We are introducing several major shifts to the show floor designed to serve the 2026 buyer. A key focus this year is our partnership with Certified American Grown, which completes the sourcing picture for the North American market. By showcasing domestic farms alongside our essential international partners from South America and Canada, we are helping retailers build more resilient, diversified, and transparent floral departments.
Empowering Wholesalers and Retail Florists
While Floriexpo is the premier destination for mass-market floral, its value proposition extends deeply into the wholesale and retail florist sectors.
- For Wholesalers: The expo serves as a high-efficiency sourcing hub. In a single trip, you can vet new global vendors and domestic farms, ensuring your inventory stays ahead of seasonal shifts and logistical challenges.
- For Retail Florists: The value is found in trend-casting and technical mastery. By seeing the “next big thing” in hard goods and floral varieties months before they hit the general market, local florists can position themselves as high-end trendsetters in their own communities.
Intelligence Over Intuition
One of the most significant milestones for the 2026 show is our formal partnership with AFE and FMF. We cannot lead this industry forward on intuition alone; we need rigorous, data-driven intelligence.
Through this partnership, we are bringing academic research directly to retail applications. A highlight of the event will be the presentation of the groundbreaking study, “Catering to Gen Z Consumers.” We know the next generation of shoppers values wellbeing and authenticity differently. If a buyer doesn’t understand the “why” behind a Gen Z purchase, they risk being left behind. We are proud to provide the platform where this research meets the road.
The Energy of the Industry
Of course, floral is a sensory business, and our programming reflects that. The Iron Designer Competition remains a masterclass in creativity under pressure. This year, we’re adding a twist: competitors will be required to incorporate a “mystery flower” from our official Flower Naming Ceremony.
And because business sometimes happens outside the booth, Flori After Dark—our amazing yacht cruise along the Intercoastal—remains a staple. There is something unique about networking on the water in Fort Lauderdale that breaks down barriers in a way a traditional meeting room simply cannot.
A Shared Legacy
To the researchers, students, and donors who support the AFE: your work is the backbone of our exhibit floor. Every scholarship and research project funded eventually manifests as a better product or a more skilled professional in our aisles.
I invite the entire community—from the largest supermarket chains to the local wholesale houses and independent designers—to join us this May. Let’s move beyond the transactional and focus on the joyful pursuit of growing this industry together.
Floriexpo 2026 Details:
- Dates: May 27–29, 2026
- Location: Broward County Convention Center, Fort Lauderdale, FL
- Registration: Now open at Floriexpo.com
