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:

1. 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.

2. 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.

3. 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.

4. 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.

5. 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

Each year on Memorial Day, the floral industry unites in a profound tradition—placing flowers at the gravesites of fallen heroes at Arlington National Cemetery. It’s a gesture of remembrance, made possible by the Memorial Day Flowers Foundation, that speaks to the heart of what we believe in: honoring life, serving others, and leading with compassion.

This past Monday, more than 150,000 fresh flowers were hand-placed at Arlington. Volunteers paused at each headstone, read the names, and gently laid a bloom—turning fields of marble into landscapes of gratitude.

At Choice Farms, we’ve supported this initiative for many years, and each year, we are reminded of how powerful flowers can be—not just in celebration, but in commemoration.

“It’s moments like this that show the heart of our industry,” says Freddy Melero, Choice Farms’ Director of Procurement and Sales and President of the Wholesale Florist & Florist Supplier Association (WFFSA). “To see so many people come together to honor service through flowers—it reminds us that what we grow, sell, and share matters deeply.”

Why Memorial Day Flowers Matters

Founded in 2011, the Memorial Day Flowers Foundation began with a mission to place 10,000 roses at Arlington. Since then, it has grown into a nationwide effort—engaging growers, importers, wholesalers, logistics teams, and families across the country.

This year, the Foundation asked for over 400 volunteers to help distribute flowers, with donations arriving from across the floral supply chain. The effort spans across sections of Arlington including:

• Section 60, honoring recent casualties of Iraq and Afghanistan
• The ANC Welcome Center, where flowers are offered to visiting families
• Programs like T.A.P.S. (Tragedy Assistance Program for Survivors)
• And, when requested, the Tomb of the Unknown Soldier 

Although we are not directly affiliated with the Foundation, we are proud to align with this tradition through our values and donations—and through industry-led efforts such as WFFSA’s Flower Movement, which champions initiatives that give back through flowers.

The Power of Floral Tributes

Memorial Day is more than a long weekend—it is a national moment of reflection. And in the floral industry, it’s one of the few times where flowers take on a distinctly solemn yet healing role.

To place a flower at a headstone is to offer gratitude without words. It’s a small act—but one that carries deep emotional weight, both for the giver and the family who sees that tribute.

At Choice Farms, we believe these gestures matter. And we’re honored to work in an industry that understands how to transform beauty into meaning.

Learn More or Get Involved

To learn more about the Memorial Day Flowers Foundation, their impact, and how you can contribute next year—either as a volunteer or donor—visit: www.memorialdayflowers.org