Mission & History
About CalFlowers
The California Association of Flower Growers & Shippers (CalFlowers), originally known as NORCAL, was established in 1941 by a small group of flower shipping companies with the goal of promoting the success of California’s floral industry within the United States. What began as a regional effort has since evolved into a leading floral trade association, playing a crucial role in supporting growers and the entire supply chain nationwide. Today, CalFlowers represents over 900 members, including growers, wholesalers, retailers, and suppliers throughout the floral industry.
Contrary to our name, members do not have to be located in California to be part of the association. CalFlowers serves businesses in all 50 states, across every segment of the industry.
Our mission is simple and it benefits everyone involved in the floral industry: Strengthen member businesses through logistics, education and promotion to grow the use and enjoyment of cut flowers. CalFlowers offers our members essential transportation advantages and service discounts while also spearheading initiatives that increase fresh cut flower consumption in the U.S. market.
Who We Serve
CalFlowers brings together individuals and businesses dedicated to the floral industry. Our association includes flower growers, shippers, importers, wholesalers, specialty non-ornamental growers, hard goods and packaging manufacturers, e-commerce, and retail florists. With a diverse membership, we proudly represent every facet of the value chain.
In recognizing the collaborative nature of the floral industry, we extend a warm welcome to professionals from various "non-floral" fields. We value the contributions of accountants, legal firms, insurance brokers, and others. Our inclusive membership reflects the interconnected services that support and enhance the floral sector.
How We Support the Industry
CalFlowers is dedicated to supporting industry initiatives that increase the use and enjoyment of flowers, bring new talent to the industry, and provide value to our members and the greater floral community.
Photo provided by J Schwanke