Ep. 201 - The Choice Is WFFSA with Freddy & Jena

 On this episode of The Fresh Bunch, we’re excited to welcome the incredible team from Choice Farms for a high-energy conversation centered around WFFSA and the future of the floral industry. We’re joined by Freddy Melero, Director of Sales and Procurement at Choice Farms and current President of WFFSA (Wholesale Florist & Florist Supplier Association), who shares how stepping into this role has been an inspiring opportunity to help shape the industry alongside a passionate and dedicated community. We’re also joined by Jena Gizerskiy of Choice Farms, a member of the WFFSA Marketing Board, who brings her perspective on marketing, engagement, and building meaningful value for members.

Throughout the episode, we explore how both Freddy and Jena became involved with WFFSA, what the organization stands for, and how it supports wholesale florists and suppliers in an ever-evolving industry. We dive into some of the biggest challenges facing the floral world today and how WFFSA helps its members navigate change, growth, and opportunity. The conversation also highlights what attendees can expect from the upcoming WFFSA Conference in Miami, including key takeaways and what’s new and different this year.

We go beyond Miami to discuss future WFFSA events, the organization’s broader calendar.  Freddy and Jena also share insights on major industry trends, including the rise of larger flower buying groups, what those shifts mean for wholesalers, and how WFFSA continues to position itself as a relevant, valuable, and forward-thinking organization. The episode wraps with a powerful look at why joining WFFSA matters and what the vision is for the association in the years ahead.

Whether you’re already part of the WFFSA community or just discovering it, this episode is a must-listen and a reminder that when it comes to our industry, the CHOICE is WFFSA.

To learn more about WFFSA visit: https://wffsa.org/