Past SAF President Donald Hook, AAF, (on right) passed away March 20. He was remembered by peers for his leadership and knowledge of the industry.
Donald E. Hook, AAF, former president of the Society of American Florists and long-time owner of Pittsburgh Cut Flower, died March 20. He was 92.
Hook had a deep love of flowers and the floral industry, which according to family and friends was inspired by his early years of growing roses for the company — at the time one of the largest rose growing operations in the country — and his understanding that flowers helped people express many emotions.
Hook began working at his father’s flower wholesale company, Pittsburgh Cut Flower, when he was 21. His interactions with the company’s customers drove his commitment to the industry, says former SAF President and Floricultural Hall of Fame inductee Red Kennicott, AAF, who called Hook a mentor who “encouraged my career in the flower industry.”
Hook bought the company from his father, Howard Hook, in 1976. He was active in several industry groups, serving as SAF president from 1987-1989 and also president of Wholesale Florist and Florist Supplier Association. He also served American Floral Endowment in many capacities, including secretary and chairman of the board and vice chairman of fundraising.
During his SAF term, Hook traveled to Colombia to meet with the country’s leadership because he could see that their floral industry was going to be a big part of the American market, says Peter Moran, former SAF CEO.
“He believed in building relationships,” says Moran, who accompanied him on that trip.
As SAF president Hook was part of a group that coordinated the florals for President George H.W. Bush’s inauguration — displays that were seen by millions watching the event on television.
Hook’s peers remember him as resourceful with a deep knowledge of the industry.
“Don had an intuitive understanding of all aspects of the flower industry,” says Kennicott, who first met Hook as a college student working on business project for WF&FSA. “He was a clear thinker and very articulate in expressing his views. He had a great impact wherever he was present.”
Sten Crissey, AAF, who succeeded Hook as SAF president, recalled how Hook commanded respect throughout the industry.
“He filled nearly every office there was in the industry whether or not he ran for them, and that was due to the high regard industry members held for him,” Crissey says. “It was never about Don. It was always about how he could make the industry better for others.”
Hook retired in 2002. His son, Jeff Hook, and son-in-law, Bob Luthultz (also a past SAF president), took over the business until 2016, when it was sold to DV Flora.
Luthultz remembers his father-in-law for being “a great collaborator, very fair minded, and treating everyone he interacted with dignity.”
Kennicott and his wife, Katie, have established a memorial tribute through AFE in honor of Hook. Contributions to the memorial can be made here, or by sending a check with this form to:
American Floral Endowment
c/o Don Hook Memorial Tribute
610 Madison St, Ste 101, PMB 803
Alexandria, VA 22314
Amanda Jedlinsky is the managing editor of SAF Now.
