Ignite the senses and spread the joy of... 


That Flower Feeling is an industry-wide cooperative effort  to encourage consumers to purchase more flowers regularly. The philosophy is simple: as long as people are bringing flowers home regularly, it's considered a success. The initiative aims to make the experience of having fresh flowers a part of daily life, challenging the notion that flowers should be reserved for special occasions.

Even the most modest bouquet of flowers can have positive short-and long-term effects on how we feel. In other words, its about capturing "that flower feeling" and spreading the joy of experiencing the impact of flowers on a daily basis.

Read more: That Flower Feeling | About Us


Our mission is to promote 'More Americans enjoying more flowers more often’.

Our vision is to create significant floral industry marketing efforts designed to push fresh flowers into a new consumer category.