Chair of That Flower Feeling Advisory Board and Additional Member Announced

CalFlowers announces Chris Drummond as the Chair of the recently established That Flower Feeling Advisory Board in addition to a new member.

With a mission to increase per capita consumption of flowers in the United States, the initiative expanded its influence in 2023 by creating the TFF Advisory Board. The Advisory Board assumes a governing role of the foundation, overseeing three key areas: finance, fundraising, and consumer marketing.

Chris Drummond of Penny’s by Plaza Flowers has taken on the Chair position of the advisory board. “I am impressed with the experience, talent, and qualifications of the innovative professionals who have been selected to serve as advisors for That Flower Feeling. I am honored to accept the appointment as committee chair. The momentum of the campaign to raise consumption of fresh flowers is strong…and we are just beginning. With the help of the entire floral industry, we can change consumer behavior and sell many more flowers more often," said Drummond.

As Chair, Drummond will oversee the other eight board members, including newcomer Joe Don Zetzsche. Zetzsche is the Vice President of BLOOMS Floral Marketing at H-E-B, where he has spent 16 years leading their floral business out of his 35-year tenure with the company. Zetzsche expressed his enthusiasm for the initiative, stating, “I’m excited to join this effort. The most consistent topic I’ve heard from industry leaders in the past fifteen years is the desire to build a marketing effort that will drive flower consumption directly with consumers. This is the first organization I’ve found that has been built specifically to do this work for the entire industry regardless of segment or growing region. Let’s do this!”

That Flower Feeling is a national floral marketing initiative established in 2021 by CalFlowers, dedicated to increasing floral consumption across the US through a consumer direct marketing campaign where flowers are promoted in everyday self-care routines. By evoking "that flower feeling," the initiative seeks to spread the joy and impact of flowers on a regular basis, ultimately benefiting the entire floral industry by increasing demand for non-holiday sales.

Chris Drummond, Penny’s by Plaza Flowers

Joe Don Zetzsche, H-E-B Blooms