NEWARK, DE & WASHINGTON, DC -The Floral Conference put on by the International Fresh Produce Association (IFPA) is coming up on our radar, and Miami, Florida, is the destination for fresh discourse. At the conference, new research on consumer attitudes toward floral will be on the agenda, and IFPA will be presenting research from Kantar to provide insights and actionable recommendations.

“Floral sales have slowed from the rocketing pandemic trajectory,” said IFPA Floral Director Deb Zoellick. “We encourage members to step away from the day-to-day and find inspiration from these speakers, their peers, and this new IFPA research, which offers the insights they need to jump-start sales in this post-pandemic reality.”

In early March, The Floral Conference – Anaheim focused on Kantar’s research on the macro drivers for floral sales. Attendees at the Miami conference will dig a little deeper into consumer attitudes and behaviors. The conference appeals to the full supply chain: retailers, growers, importers, and business solution providers.

As Zoellick noted in the release, specific topics include:

• A deep understanding of what shoppers are looking for, their mindsets, and their outlook on floral
• What floral shoppers are looking for before making the final journey of “add to cart”
• The features and services that will set retailers apart, attract shoppers, and win at point of purchase
• Opportunities, gaps, and higher conversions at point of purchase
• Details on the performance of product offerings and innovation to prioritize and optimize resources
• Differences in online shoppers’ behaviors and expectations
• Usage occasions that win the shoppers earlier in the purchase journey

“We’re excited to offer members resources like this that will deepen understanding and accelerate sales,” Zoellick said. “The Floral Conference – Miami is part of IFPA’s commitment to the floral industry and an anchor of our full floral portfolio.”

Find out more information here ahead of the conference.

ANUK will keep an eye out for the latest industry updates, so keep checking back.

International Fresh Produce Association