Lane DeVries
Executive Director
CalFlowers
Professional Bio
Lane is a seasoned executive with 40 years of experience in the U.S. floral industry. He successfully built a small floral enterprise in rural Northern California into an industry-leading company recognized for its high-quality tulips, iris, and lilies, employing over 700 team members. Lane has extensive expertise in team leadership, company culture development, and strategic goal setting, with a strong focus on measurable results.
Throughout his career, Lane has developed an extensive network across the floral supply chain, working closely with domestic and international flower growers, wholesalers, and mass market retailers. His deep involvement in sales, marketing, and relationship-building has contributed to the industry’s growth. Passionate about increasing floral consumption in the U.S., Lane has championed initiatives such as the promotion of new floral holidays like Women’s Day.
Lane earned a B.S. in Horticulture from Aalsmeer Horticultural College in the Netherlands. He has held several leadership roles within the industry, including serving as Chairman of the California Cut Flower Commission, a board member of The Society of American Florists, a board director for Certified American Grown, a trustee for the American Floral Endowment, and President of the Arcata Rotary Club.
Throughout his career, Lane has developed an extensive network across the floral supply chain, working closely with domestic and international flower growers, wholesalers, and mass market retailers. His deep involvement in sales, marketing, and relationship-building has contributed to the industry’s growth. Passionate about increasing floral consumption in the U.S., Lane has championed initiatives such as the promotion of new floral holidays like Women’s Day.
Lane earned a B.S. in Horticulture from Aalsmeer Horticultural College in the Netherlands. He has held several leadership roles within the industry, including serving as Chairman of the California Cut Flower Commission, a board member of The Society of American Florists, a board director for Certified American Grown, a trustee for the American Floral Endowment, and President of the Arcata Rotary Club.
Organization