For his commitment to professional development and active leadership in the association community at large, which has benefited the Society of American Florists and the entire floral industry, former SAF CEO Peter Moran received the Leland T. Kintzele Distinguished Service Award, the highest honors bestowed by the Wholesale Florist and Florist Supplier Association.
The award was announced Wednesday, Oct. 17, during WF&FSA’s annual distribution conference in Miami, Florida.
Established in 1973, the award recognizes individuals who have made substantial contributions to the floral industry and whose service exemplifies the integrity, fairness, perseverance and decisiveness of Leland T. Kinzele, president of WFFSA from 1963 to 1965.
“It was humbling to receive the award knowing so many of the outstanding individuals who were honored with it prior to me,” Moran said. “I always felt, in many ways, SAF and WF&FSA complemented each other, and that having good communication between the groups eliminated what sometimes can be perceived as competition.”
With a background in marketing, public relations and advertising, Moran joined the SAF staff in 1985, where he quickly advanced through the association’s ranks. He started as assistant director of the American Floral Marketing Council and was promoted to director within a year. A year later, he became vice president of consumer relations. In 1989, he was named senior vice president, then in 1991, CEO, a post he held until retiring in November 2017.
During his tenure with AFMC, then the nation’s largest voluntary funding program for promoting flowers and flowers, contributions increased from $2.9 million to $5.5 million. As CEO, he implemented a new strategic plan that moved SAF from a segment-driven association to a unified organization with a focus on consumer marketing, government advocacy and best practices for business owners. He also oversaw SAF’s involvement in four presidential inaugurations, ensuring flowers had prominent exposure during the nation’s largest parties.
Outside the floral industry, served as an officer and board member of the Greater Washington Society of Association Executives, a public affairs committee member of the U.S. Chamber of Commerce, an officer and chairman of the Small Business Legislative Council and an officer and chairman of the Center of Association Leadership.
Last month, Moran was inducted into SAF’s Floriculture Hall of Fame, the industry’s highest honor.
Katie Hendrick Vincent is the senior contributing editor for the Society of American Florists.