Established in 1919 by the Italian Piazza Family growing roses in Cherryland in San Leandro. The location at 821 Jefferson St, Oakland, CA 94607 was the main shipping and wholesale warehouse for the roses and other California and imported flowers and greens. In the 1930s, the Piazza family, together with other Italian growers, formed the San Francisco Flower Market in San Francisco, thus forming an additional location for the wholesale floral trade.

In 1997, the Piazza family sold the Cherryland land and then eventually the 821 Jefferson Street Oakland location and the San Francisco Flower Market location. In 2006, the Phmah family bought over the ownership to run and formed Piazza Wholesale LLC, Doing business as Oakland Flower Market, carrying on the Piazza legacy operating in the original locations.