WFFSA FDC 26

This was a very interesting one to say the least and I will do my best to describe why I found it this way.

Having attended many wffsa events over my many years in the business I am compelled to talk a bit about the history. Wffsa was around long before me and their show was biggest event in the industry. It was dominated by and controlled by wholesalers and they did their best to keep the event that way.

In those early years (1960 through the 80’s) the distribution chain was neatly organized where foreign growers sold to importers and domestic growers sold to wholesalers, wholesalers sold to retailers and they sold to the public.

This unwritten arrangement made sense for lots of reason and worked fairly well for decades.

However, even before the internet there were cracks in the system. Big wholesalers started looking beyond the importers down to the farms and big retailers could sometimes buy enough volume to act as wholesalers. Since there are not any regulatory guardrails to prevent these flyovers, the system is guided by a basic principle. Can it be done, does it make sense and who are you going to piss off in the process.

Fast forward to today and those cracks in the system are now in full bloom.

The distribution lines are very blurred and by choice or the need to survive companies have been stepping into new roles.

So how does this play out at an industry event like the FDC? Traditionally importers and domestic growers were the vendors exhibiting catering to wholesalers. However, I noticed after the fallout in Russia 10 years? Ago many Ecuadorean growers started to show up seeking new markets. So, then you had growers and importers side by side seeking the same customers.

More and more growers have started showing up and this no doubt led to many heated discussions behind closed doors. One importer told me having growers there forces them to be more efficient and creative.

 I think most importers hate it. Of course, many of those same importers might have interest in foreign farms themselves.

I sometimes find myself as the classic Canary in the coalmine having to report on what I hear. There was buzz from just about everyone in the building about the lack of wholesalers in attendance.

WFFSA understands they have a problem that they need address it and it is a complicated one. The basic fact is that there are less wholesalers in the business due to consolidation and attrition. So, the stage was set and the result was more vendors and less buyers. Perhaps some of these exhibitors were hoping to sell their business, not just their flowers.

With this undercurrent I decided to do an informal pole and asked many of the exhibitors about their experience. Much to my surprise most told me that they found the event worth their investment. However, off the record several told me that they were unhappy and that Wffsa needs to do something or they were not coming back next year.

I and many others have suggested that Wffsa merge with another association where it might benefit fit both. SAF is one of the obvious associations but there would be a lot of history to untangle for this to happen. Another suggestion would be to merge with Floriexpo. Foriexpo has a large supermarket-oriented show each year in Florida.

I do not pretend that I know much about the event business to know how a merger like this could work, but it is an option.

In my informal survey I also learned a few important things. People come to Wffsa to network and see their customers face to face. Acknowledging the fact that they can see more customers by being in attendance for less expense than trying to visit them at their locations.

Back to the show! The FDC opened and the fun began.

I was asked to be a judge for the Asocolflores sponsored Floral xcellence award event. A fun but serious task that means a lot to the breeders, so we did our best to find and vote for the best varieties.

The very popular golf tournament was held, and it seems fun was had.

They held industry round table discussion groups which were very well received and good exchanges were had. (do this again).

One of the big events at Wffsa events if the awarding of the prestigious LTK award. This year’s recipient was my friend Bill LaFever President of the Bill Doran companies. Congratulations.

On Monday night there was the offsite annual Bloom Together party held by Sahid Nahim of Newbloom Solutions. This is a fun evert giving attendees an alternative entertainment option.

As expected, the Mt Eden, Pete Garcia Floracraft Cigar tent event was a hit. The drinks were flowing, the cigars were smoking and the chatter was ongoing till 2 am.

In conclusion I have faith in the Wffsa board to address the issues that face them and find a way to keep Wffsa the great organization it has always been.