Floral Industry Members Get Immersed in Future-Focused Trends

The Wholesale Florist & Florist Supplier Association (WFFSA) welcomed nearly 70 floral industry professionals to Atlanta, GA, July 28–31, for DevX 2026, the association’s immersive educational experience designed to bring members closer to the people, businesses, and ideas shaping the future of floral distribution.

Formally known as the Development Experience, DevX combines hands-on learning, exclusive facility access, and networking into a collaborative experience. This year’s program featured a signature Road Trip through Atlanta’s floral distribution community, a full-day AI Workshop & Buildathon, and multiple opportunities for attendees to build lasting relationships with peers from across the industry.

Learning Beyond the Classroom at DevX

DevX 2026 began with a welcome reception before attendees embarked on the event’s signature Road Trip, offering behind-the-scenes access to four unique businesses representing different segments of the floral supply chain.

Throughout the day, participants toured facilities, met with industry leaders, and explored the operations, logistics, and business strategies that help move flowers from growers to florists. The experience highlighted the importance of collaboration across every stage of the supply chain while providing attendees with practical ideas they can apply within their own organizations.

Putting AI Into Practice

On Thursday, attendees participated in WFFSA’s immersive AI Workshop & Buildathon, where they explored practical ways artificial intelligence can improve communication, marketing, productivity, and day-to-day business operations.

Rather than focusing on theory, the workshop emphasized real-world applications, giving participants the opportunity to experiment with AI tools, collaborate with peers, and leave with actionable ideas they can begin implementing immediately.

DevX 2027 and Other Future WFFSA Events

Planning is already underway for WFFSA’s next major event, the 2027 Floral Distribution Conference (FDC), taking place March 1–4, 2027, in Miami, FL. Bringing together wholesalers, suppliers, and floral industry leaders from across North America, the FDC is WFFSA’s premier annual event for business development, education, and networking.

Next Year, DevX 2027 will head to Chicago, IL, where members will once again experience a blend of hands-on learning, behind-the-scenes industry access, and meaningful connections. Additional details about both events will be announced in the coming months.

For additional information on DevX 2026 and other events, please read WFFSA’s complete overview here.