Cal Flowers Becomes American Floral Alliance

San Marcos, CA — After 85 years of serving and strengthening the floral industry, CalFlowers has officially become the American Floral Alliance, launching a new national identity designed to connect every segment of the floral community and build a stronger future for the industry.

The new name and visual identity were unveiled Thursday evening during the Fun ’N Sun Floral Convention in Pasadena.

More than a rebranding, the launch represents an expanded commitment to collaboration, advocacy, education, innovation, and industry growth.

“Our industry is strongest when we work together,” said Lane DeVries, President of the American Floral Alliance. “Growers, wholesalers, retailers, suppliers, educators, importers, transportation providers, and industry partners each play an essential role. The American Floral Alliance creates a place where those voices can come together, address shared challenges, pursue new opportunities, and shape the future of flowers in America.”

Founded in 1941 as the Northern California Flower Growers and Shippers Association, the organization later became known as NorCal and adopted the CalFlowers name in 2014.

Today, nearly 70 percent of its members are located outside California. The organization represents approximately 350 wholesalers, 250 growers, nearly 200 retailers, and a growing network of suppliers and industry partners throughout the United States.

While the organization’s California heritage remains an important part of its identity, its membership, programs, advocacy, and partnerships have become increasingly national in scope.

“The American Floral Alliance reflects both who we are today and what the industry needs for the future,” said Robin van der Schaaf, Chair of the Board of Directors. “This is an opportunity to create stronger connections across the supply chain, welcome new voices, develop future leaders, and build greater alignment around the issues and opportunities that affect us all.”

A Name Built Around Shared Purpose

Each part of the new name reflects the organization’s broader role:

American recognizes its national membership, reach, and commitment to advancing the U.S. floral marketplace.

Floral represents the full community of professionals and businesses that grow, move, market, design, sell, teach, and advocate for flowers and plants.

Alliance expresses the belief that meaningful progress happens when the industry works across regions, disciplines, and business sectors toward shared goals.

The organization’s new visual identity features a stylized flower inspired by the California poppy. The mark honors the Alliance’s California roots while representing growth, connection, and forward momentum.

Positioning the Industry for the Future

The American Floral Alliance identity was developed in partnership with Sterling-Rice Group, a Boulder, Colorado-based brand strategy and creative firm. Together, the Board, staff, and agency undertook a comprehensive process that included stakeholder engagement, industry positioning, name development, trademark evaluation, and planning for the national brand launch.

“This was never simply about designing a new logo,” said Jeanne Taggart Boes, Immediate Past Board Chair and Marketing Committee Chair. “It was about defining the role our organization can play in the future of the floral industry. We have an opportunity to connect more people, strengthen our collective voice, attract the next generation, and help ensure that flowers and plants remain relevant and valued in the lives of consumers. The American Floral Alliance gives us the platform to pursue that opportunity together.”

Creating New Opportunities for the Industry

As the American Floral Alliance, the organization will continue its established programs and member services while working to expand its national impact.

Key priorities will include:

• strengthening the floral industry’s collective voice;
• expanding education and professional development;
• supporting the next generation of floral leaders;
• creating connections across the floral supply chain;
• advancing transportation and logistics solutions;
• developing new industry partnerships;
• supporting marketing efforts that increase the visibility and value of flowers; and
• encouraging collaboration among domestic and international industry partners.

The Alliance will continue working with international growers, suppliers, transportation providers, and trade partners whose products, expertise, and relationships are vital to the American floral marketplace.

An Invitation to the Floral Community

The American Floral Alliance is inviting floral businesses, professionals, educators, emerging leaders, and industry partners to take an active role in its next chapter.

“This organization belongs to the industry it serves,” van der Schaaf said. “The American Floral Alliance is not defined by one state, one business sector, or one point of view. It is a place where our industry can come together, learn from one another, and pursue a more vibrant and successful future.”

The new brand will be introduced across the organization’s communications, programs, digital platforms, events, and member resources over the coming months.

Additional information about the transition, membership, programs, and new brand identity will be available online.

About the American Floral Alliance

Founded in 1941, the American Floral Alliance is a national trade organization dedicated to strengthening and advancing the floral industry. The Alliance brings together growers, wholesalers, retailers, suppliers, educators, transportation providers, importers, and industry partners through advocacy, education, collaboration, marketing initiatives, transportation programs, and member services.

With proud roots in California and members throughout the United States, American Floral Alliance is committed to building a connected, innovative, and sustainable future for the floral industry.