That Flower Feeling Launches as Independent Organization—Calls on Industry to Unite Behind Proven Campaign
September 25, 2025 | 3 min to read
That Flower Feeling (TFF) has officially become an independent entity, marking a new chapter for the floral industry after five years as a initiative under CalFlowers. This transition empowers TFF to further promote flowers as a vital aspect of self-care. Recent test marketing in Texas showcased significant increases in retail flower sales and consumer engagement, highlighting the efficacy of collective marketing efforts. Support from the entire industry is crucial to maintain momentum and drive continued growth.
San Marcos CA — That Flower Feeling (TFF), the national marketing movement that’s inspired millions to enjoy flowers as an everyday self-care essential, announces a major milestone: TFF is now a fully independent, freestanding entity—no longer administered by CalFlowers. This powerful transition signals a new era for the floral sector and opens critical opportunities for industry-wide support and engagement.
After five years of remarkable momentum as a CalFlowers initiative, That Flower Feeling’s transition 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 Shares:
“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.”
Test Market Results Prove Campaign’s Efficacy
That Flower Feeling’s recent Texas test market delivered clear, measurable results—demonstrating that collective, national marketing creates real impact and growth for the floral industry. Key findings include:
- Substantial increases in retail flower sales across test market stores.
- Notable spikes in consumer engagement and awareness, outperforming national benchmarks for purchase intent and campaign recall.
- The Texas campaign drove a marked lift in 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 point to new, younger audiences and increased repeat customers thanks to TFF’s humor-forward, inclusive messaging and modern creative.
The full public results deck and data summary are available at: https://heyzine.com/flip-book/66d05ac9f3.html
A Call to the Industry: Now Is the Time
With independence comes the urgent need for continued funding from growers, importers, wholesalers, and retailers across the U.S. The evidence is here: unified marketing moves the needle for everyone. Every dollar contributed keeps TFF visible, effective, and driving daily joy, well-being, and increased sales for the entire industry.
Support the next chapter at https://thatflowerfeeling.org/donate