That Flower Feeling Names Joe Don Zetzsche Executive Director
September 28, 2026 | 2 min to read
CARLSBAD, Calif. — That Flower Feeling is pleased to announce that Joe Don Zetzsche has been unanimously voted by the organization’s Board of Directors to serve as Executive Director.
Zetzsche previously served as Interim Executive Director, helping guide the organization through an important period of growth and momentum for its national consumer campaign.
In his new role, Zetzsche will continue leading That Flower Feeling’s mission to increase everyday flower consumption in the United States through industry collaboration, consumer marketing, and the organization’s Just Add Flowers campaign.
His appointment reflects the Board’s confidence in his leadership, vision, and commitment to growing the organization and expanding its impact across the floral industry.
“I am so humbled by the faith that the Board of Directors, our volunteer leaders, and our industry has placed in me, asking me to lead our national campaign forward,” said Joe Don Zetzsche.
“I’m also very excited to continue working with them, and with our incredible staff, to grow our nonprofit and the national flower campaign it funds by 10X in the next five years.
“Our #JustAddFlowers message lands perfectly with all Americans, and our goal should be to get into every American’s social media feed at least twice per month to ensure they never forget that our lives are better, healthier, and more meaningful with flowers in them.”
That Flower Feeling leads the national movement to inspire Americans to enjoy flowers more often and to see them as a meaningful part of everyday life.
Through the Just Add Flowers campaign, the organization encourages consumers to embrace flowers through self-care, home décor, gift giving, mindfulness, and just-because moments.
About That Flower Feeling
That Flower Feeling is a 501(c)(6) collaborative effort funded by floral industry stakeholders to promote the use and enjoyment of fresh flowers in the United States.
Through its Just Add Flowers campaign, the organization is dedicated to creating a cultural shift that encourages consumers to embrace flowers as a regular part of their lives, highlighting the emotional and wellness benefits they bring to everyday moments.