That Flower Feeling is a nationally scaled marketing campaign dedicated to increasing everyday floral consumption across the United States. Founded by CalFlowers, the initiative now operates as a free-standing entity supported by a 501(c)(6) nonprofit foundation. Our mission is simple: inspire more Americans to enjoy more flowers, more often.
This industry-wide initiative is powered by voluntary funds from a diverse group of floral stakeholders—including growers, wholesalers, importers, and retailers—all committed to a collective effort to drive non-holiday sales and elevate consumer awareness.
Through bold, consumer-focused digital and social media campaigns, we promote flowers as an essential part of daily life—not just for special occasions. Flowers provide a natural, feel-good boost, and we want everyone to experience their everyday impact. Whether it’s a single stem or a full bouquet, fresh flowers bring joy, connection, and well-being—that’s That Flower Feeling.

That Flower Feeling

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