Written By Freddy Melero, Director of Sales & Procurement at Choice Farms & President of WFFSA
I’ve been to a lot of DevX events — nine of them, I think… maybe seven… or was it five? (Let’s just say I’ve been around the DevX block a few times.) No matter the number, this year’s experience in Cleveland definitely stood out.
For those who don’t know, WFFSA DevX is an immersive, behind-the-scenes experience that brings floral professionals together for hands-on learning, facility tours, and real talk about where our industry is headed.
DevX 2025 had the right mix of learning, laughs, and those unexpected moments that remind you why this industry is so special. It was packed with meaningful conversations, fresh perspectives, and a few surprising facts that — even after all my years in the business — still managed to teach me something new.
Here are five things that stood out to me this time around:
- Over 9 Million Orchids — Seriously
Our visit to Green Circle Growers was impressive on so many levels, but the stat that stopped me in my tracks? They move more than 9 million orchids a year. That’s not a typo. The scale of their operation and the systems they’ve put in place to do it well — and sustainably — was something every one of us could learn from.
- The Floral Foam That Changed Everything
Walking through Smithers-Oasis was like stepping into a piece of floral history. These are the folks who invented OASIS® Floral Foam back in 1954 — and it’s still a huge part of how our industry builds arrangements today. It made me appreciate just how far we’ve come and how innovation can have a ripple effect for decades.
- Alex Weber Had Us All Fired Up
Our keynote speaker, Alex Weber, brought the energy. He talked about turning fear into fuel, and it hit me — that feeling we get when we’re nervous about trying something new? That’s growth knocking.
Here’s what stuck with me:
- Fear isn’t a stop sign — it’s a signal you’re stretching.
- Confidence is built one rep at a time.
- Take action even when you’re not in the mood. Progress comes from showing up.
If you’re in this industry, you know how real that is.
- Networking at the Rock N’ Roll Hall of Fame — Doesn’t Get Cooler Than That
The WFFSA event at the Rock & Roll Hall of Fame was a blast. It’s not every day you network next to Elvis’s Cadillac or Beyoncé’s stage outfits. It was a great reminder that our industry — like music — is about creating emotional moments people remember.
- Leaving with Energy and Ideas
For me, the best part of DevX is what you take with you: the ideas, the connections, the spark. After three days in Cleveland, I am coming back to Choice with a fresh perspective — and a real sense of excitement for where the floral industry is headed.
Until next time,
Freddy
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