About That Flower Feeling
In 2021, with a mission in mind to promote, “More Americans enjoying more flowers more often,” CalFlowers, a non-profit trade association, created That Flower Feeling. The goal was to create and execute a national, consumer-direct marketing campaign with the specific goal of raising per-capita consumption of fresh flowers in the United States.
That Flower Feeling is working to motivate more consumers to view fresh flowers as a central part of their everyday routines, thereby raising overall floral integration and consumption. A successful effort will result in increased demand for fresh flowers with a focus on non-holiday sales, which will directly benefit the entire industry.
That Flower Feeling is an industry-wide cooperative effort to encourage consumers to purchase more flowers — as long as people are bringing home flowers regularly, that’s good enough for us.
We want everyone to experience the impact of flowers on a daily basis. They’re a beautiful, natural dose of feel-good, so why should they be reserved for special occasions?
Even the most modest bouquet of flowers can have all sorts of positive short- and long-term effects on how we feel — in other words, it’s that flower feeling.
Mission & Vision
Vision: To create significant floral industry marketing efforts designed to push fresh flowers into a new consumer category.