Virginia Professional Florists Association (VPFA)

The Virginia Professional Florists Association (VPFA) provides educational opportunities for retail florists throughout the state of Virginia.

Founded in 1996 as a professional organization, the Virginia Professional Florists Association (VPFA) strive to provide educational opportunities for florists all over the state by holding several workshops at local wholesalers in each of our four regions. Members share the same goals:

  • maintain a successful business
  • be able to enjoy the being in the retail floral  industry, and the joy of using floral design to give pleasure


Events Hosted By the VPFA

The VPFA used to host an annual conference and FloristWare was happy to sponsor speakers and sessions.

At the 2013 event we sponsored a session on customer service from Tim Huckabee, AIFSE and Founder/President of Floral Strategies.

This session, "Boost Profits Through Better Customer Service", was based on his signature Floral Strategies program that has helped hundreds of florists around the world see double-digit growth in their business through improved customer service. 

In 2014 Tim returned to present "Bigger Sales through Better Customer Service!", where he expanded on the seminar he gave at the year prior with great tips for getting and retaining customers and maximizing those sales to achieve greater profits.

Tim is the best sales trainer in the flower business and his approach is unequaled. It's not just about bigger sales – it's about better service and bigger sales that let you do more of the kind of interesting design work you are passionate about. His material will help all florists and it is an honor to sponsor him again.

Elsewhere at the 2014 conference our friends at Flower Shop Network are sponsoring Rick Rivers as he presents a lunch program called "Picnic with Rick - Building Better Corporate Sales". This is Rick's second visit to the VPFA Conference and he will share his proven ideas for capturing and retaining the corporate sales that can keep you going during the slow months. The meal and seminar are included with a Saturday conference registration.


Virginia Professional Florists Association

Mary Cantrell, President

Last Updated: 10/20/2023