The Wholesale Florist & Florist Supplier Association (WFFSA) welcomed nearly 70 floral industry professionals to Atlanta, GA, July 28–31, for DevX 2026, the association’s immersive educational experience designed to bring members closer to the people, businesses, and ideas shaping the future of floral distribution. DevX 2026 began with a welcome reception before attendees embarked on the event’s signature Road Trip, offering behind-the-scenes access to four unique businesses representing different segments of the floral supply chain. Bringing together wholesalers, suppliers, and floral industry leaders from across North America, the FDC is WFFSA’s premier annual event for business development, education, and networking.