In 2005, a simple idea blossomed into a powerful local movement - one that engaged communities, supported small businesses, and brought families together to celebrate the most important women in our lives: moms.
What began as a national campaign by Teleflora, a floral industry leader committed to empowering local florists, quickly took root in Sarasota, Florida. Inspired by the initiative, Arthur Conforti of Beneva Flowers saw an opportunity to localize the campaign in a way that would deeply resonate with his community.
A Local Twist on a National Idea
The campaign became known as Sarasota’s Favorite Mom—a heartfelt competition that invited community members to share stories about the amazing mothers in their lives. The rules were simple:
Nominate a mom by writing a short story.
Share it on social media.
Rally local support through likes and shares.
The entry with the most engagement would be crowned Sarasota’s Favorite Mom.
Prizes and Community Support
The grand prize was a custom gold pendant engraved with the title of the year’s winner, sponsored by a local jeweler. Second and third place winners were also honored with generous gifts, thanks to partnerships with other local businesses. It wasn’t just a contest - it became a citywide celebration of love and gratitude.
A Movement That Spread
The concept caught fire.
Florists across the country began replicating the model in their own cities - Tampa’s Favorite Mom, Austin’s Favorite Mom, and many more. With guidance from Conforti, these campaigns drove massive community engagement and helped florists build lasting bonds with customers. The results? Increased visibility, trust, and customer loyalty—things money alone can’t buy.
More Than Marketing
For Beneva Flowers—already commanding a 70% market share in Sarasota - this was just another way to give back. Conforti, a long-time advocate of community-centered business, had previously launched the Helping Hands program to support schools and churches through floral fundraising.
Reflecting on his journey, Conforti shared,
“We could not be here without the support of the community.”
He often remembers founding Beneva Flowers with his parents in 1986 - and how initiatives like Sarasota’s Favorite Mom helped build not just a business, but a brand rooted in purpose.
The Power of Partnership
Although local in execution, the campaign’s DNA always traced back to Teleflora’s national vision.
“The florist may do whatever they wish,” said Lynda Resnick, who owns Teleflora with her husband Stewart.
Their ongoing investment in technology, wholesale supply, and florist support made executing campaigns like this both effective and sustainable.
“Teleflora made it fun,” Conforti said. “They reminded us of why we do what we do—bringing happiness into people’s lives. That’s something we should never forget.”
A Lasting Legacy
Sarasota’s Favorite Mom wasn’t just a promotion - it was a heartfelt celebration of motherhood, community, and the power of storytelling. It continues to serve as a shining example of what happens when creativity meets care - and how florists can do more than deliver flowers. They can deliver joy, recognition, and a sense of belonging.