Industry Leaders Join That Flower Feeling to Make Flowers an Everyday Staple

[Carlsbad, CA] – That Flower Feeling (TFF) announced that Cristina López and Lane DeVries have joined its Board of Directors and that Chip Cox has been appointed to the organization’s Development Committee.

These strategic appointments will help accelerate the “Just Add Flowers” movement, which is rapidly increasing everyday floral consumption by powerfully connecting flowers to mindfulness, self-care, gift giving, and home decor across the United States.

Industry Veterans Bring Expertise in Marketing, Production, and Logistics

Cristina López is an Industrial Designer and the current Marketing Manager at Ball SB, where she leads strategic initiatives to promote innovative cut flower varieties and strengthen the brand’s global presence. With more than 15 years of experience, she is the founder and Creative Director of La Florería de Genoveva, a design-driven studio for floral installations, and has held key leadership roles including General Manager of Paradise Organic Flowers and co-founder of Cosechamos Esperanza, a wholesale floral initiative. López is widely known for her strategic vision and creative leadership, with a passion for innovation, storytelling, and building strong connections across the floral industry.

“I’m honored to join the That Flower Feeling Board and support a movement dedicated to inspiring consumers in the U.S. to bring more flowers into their everyday lives. I look forward to contributing strategic insight to help drive industry growth and deepen the emotional connection people have with flowers,” said López.

Lane DeVries is a seasoned executive with 40 years of experience in the U.S. floral industry, having grown a small floral enterprise in rural Northern California into an industry-leading company recognized for its high-quality tulips, iris, and lilies and employing over 700 team members. He has deep expertise in team leadership, company culture development, and strategic goal setting, and has built an extensive network across the floral supply chain, working closely with domestic and international growers, wholesalers, and mass market retailers. From his early days in the tulip fields of Holland to a lifetime in the American floral sector, DeVries has championed initiatives to increase floral consumption in the U.S., including the promotion of new floral holidays such as Women’s Day, and has served in numerous leadership roles, including Chairman of the California Cut Flower Commission, board member of The Society of American Florists, board director for Certified American Grown, trustee for the American Floral Endowment, and President of the Arcata Rotary Club.

“From the tulip fields of Holland to a lifetime in the American floral industry, I’ve seen firsthand the transformative power of flowers. They comfort, they uplift, they remind us of what matters. That’s why I’m truly honored to join the board of That Flower Feeling and help advance a message the world needs now more than ever,” said DeVries.

Joining the Development Committee, Floral Trade Distributors owner, Chip Cox brings a lifelong connection to the wholesale floral industry. Cox, whose father founded Arizona Floral Exchange, co-founded Floral Trade Distributors in 2012 with Ricardo Gomez in Carlsbad, California, and works directly with commercial cut flower, nursery, and produce businesses. He is passionate about solving logistical challenges for customers across the United States, Mexico, and Canada, and focuses each day on bettering the lives of others through flowers, living by the personal mantra, “Just work today and tomorrow takes care of itself.”

“We are absolutely thrilled to welcome Cristina, Lane, and Chip to the That Flower Feeling family. Their appointments are deeply strategic, ensuring that every segment of our diverse industry—from marketing to production to logistics—has a strong voice in our organization. As a brand built by the industry, for the industry, this unified, collective representation is the key to our continued success in impacting consumer purchasing behavior,” said Leite.

With their collective expertise across marketing, production, wholesale, and logistics, Cristina, Lane, and Chip will advance That Flower Feeling’s mission to make flowers an everyday staple. Their involvement ensures that the “Just Add Flowers” campaign continues to grow its reach and impact consumer behavior for the benefit of the entire floral supply chain.

For more information or to support That Flower Feeling, visit www.thatflowerfeeling.org.

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. The national campaign is dedicated to creating a cultural shift that encourages consumers to embrace flowers as a regular part of their lives, highlighting the scientifically supported benefits they bring to health and happiness. Through innovative marketing, compelling content, and strategic partnerships, That Flower Feeling aims to increase floral consumption and support the growth of the entire floral industry. For more information, visit www.thatflowerfeeling.org.