Asocolflores and the Floral Marketing Fund Recommit to National Campaign as Floral Ambassadors
October 2, 2025 | 3 min to read
That Flower Feeling celebrated renewed Floral Ambassador commitments from Asocolflores and the American Floral Endowment’s Floral Marketing Fund, securing funding to sustain and scale the national campaign. Their support backs paid media, new creative, and free marketing assets for contributors and fuels the “Just Add Flowers” strategy, which doubled year‑over‑year sales lift in a Texas test market and generated over 3.5 million digital impressions.
CARLSBAD, CA – That Flower Feeling (TFF), the floral industry’s national consumer marketing campaign, is thrilled to announce that both Asocolflores and the American Floral Endowment out of their Floral Marketing Fund (FMF) have reaffirmed their commitment to the campaign, renewing their status as Floral Ambassador contributors ($10,000+ level) for another year.
Their substantial recommitments will allow That Flower Feeling to maintain and scale its high-impact marketing efforts across the United States.
With this renewal, Asocolflores and FMF join over 300 floral industry businesses—including seven other Floral Ambassadors—in providing voluntary funding necessary to reshape consumer perception and drive sales growth across the market.
“We are incredibly grateful and genuinely thrilled by the recommitment from both Asocolflores and the Floral Marketing Fund,” said Vanessa Leite, Executive Director of That Flower Feeling. “Their leadership and belief in the campaign’s measurable results allow us to continue marketing at a high level. Our hope is that others in the industry will look at this as an industry-wide initiative changing the landscape of floral and consumer perception and will follow suit by becoming a contributor to the campaign. This sustained funding is what keeps the momentum going, ensuring we can deliver a unified, powerful message to millions of consumers.”
The ongoing support directly funds the execution of TFF’s strategy, including the new campaign, “Just Add Flowers.” This campaign positions flowers as an effortless way to enhance everyday moments, directly addressing the key consumer barrier of purchase frequency.
The success of this strategy was recently demonstrated in the Texas Test Market, where the TFF campaign:
- Generated over 3.5 million digital impressions across platforms like TikTok and Instagram.
- Drove a doubling of the Year-over-Year sales lift in the test market, proving that the marketing efforts are directly converting to sales for businesses throughout the supply chain.
Contributions from leaders like Asocolflores and FMF go directly towards paid media (digital advertising on popular platforms), new creative development, and the creation of free marketing assets that empower contributors to integrate the national campaign message into their local businesses.
To get involved or to learn more, please visit the That Flower Feeling website at www.thatflowerfeeling.org or email info@thatflowerfeeling.org.
About That Flower Feeling
That Flower Feeling is the national consumer marketing campaign dedicated to increasing the consumption of fresh flowers by positioning them as a simple, powerful tool for modern self-care and everyday living. TFF is funded by voluntary contributions from all segments of the floral industry.
About Asocolflores
Asocolflores is the Colombian Association of Flower Exporters, founded in 1973 to represent and promote the country’s floriculture industry both domestically and in major international markets. The organization works to strengthen the competitiveness of Colombian flowers through a strong focus on sustainability, innovation, and social responsibility, championing best practices that benefit the quality of life for flower workers and their communities. It actively engages in marketing and defense efforts, positioning the “Flowers of Colombia” brand and providing crucial information to its associates to promote continued growth in the global market.
About AFE’s Floral Marketing Fund
The Floral Marketing Fund (FMF) was established by the American Floral Endowment (AFE) to support the floral industry. Its primary purpose is to collect voluntary funds from industry sources to be used for strategic consumer research and marketing initiatives. Through these efforts, the FMF provides valuable, often free, reports and resources to help floral businesses better understand consumer behavior and promote the emotional and health benefits of fresh flowers and plants.