SAF’s new board of directors from left to right: Brian Kusuda of Jimmy’s Flower Shop in Ogden, Utah; Anne Stewart of Smithers-Oasis in Kent, Ohio; Sofia Herrera of Jardines De Los Andes in Bogotá, Colombia; and F.J. Trzuskowski of Continental Floral Greens in Belfair, Washington.
A vice president of a floral supply company with a global market outlook. A third-generation florist whose business has grown 149 percent in the last 10 years with three retail locations and the launch of a wholesale division. A vice president of a loral greens company with sales, operations, marketing and merchandising experience. And the managing director of a company with 200 hectares of farms growing 40 products and 367 varieties.
That is just some of the expertise that the Society of American Florists’ four new board of directors bring to the association.
Those board members, elected this year to represent the wholesale, retail and grower segments — as well as the board’s international chair — began their three-year term this month. During the fall board meeting at SAF’s headquarters in Alexandria, Virginia, the board provided guidance for the organization’s 2023 initiatives and discussed broader issues important to the floral industry, such as sustainability.
In this Q&A, the new board members share more about their professional experiences and what they hope to contribute to SAF — and the industry — through their volunteer service.
Anne Stewart, Smithers-Oasis, Kent, Ohio
Anne Stewart is vice president of Smithers-Oasis North American Operations in Kent, Ohio. Prior to entering the floral industry almost eight years ago, Stewart spent 30 years in the paint and coatings industry, working for Sherwin-Williams in both sales and marketing capacities.
Q: You work with many other Smithers-Oasis divisions across the globe. How will your knowledge of global markets help inform what SAF does to help the U.S. floral industry?
A: I will be able to provide help through my knowledge of emerging trends that we are seeing in other markets such Europe and Asia. Although some information is market specific, there are certainly trends related to changing economic conditions, as an example, that could provide SAF and the U.S. floral industry with some tools to deal with market changes when they occur.
Also, design trends have various points of origin around the world and travel quickly due to social media. Our global network of business units provides me access to trends and tools from local markets that I can share.
Q: What do you see as the industry’s biggest challenges and opportunities?
A: I believe that continued growth is a big challenge for the industry. With the pandemic largely behind us and rising consumer expenses, keeping top-of-mind for consumer awareness and, importantly, maintaining the consumer’s share of wallet, is going to be more difficult. Other challenges include rising costs from all sectors of the industry, getting and keeping required staff, and the availability and high costs of freight. From an opportunity standpoint, I think that continuing our focus on the health benefits that flowers and plants provide for all consumers is an important point of difference for the industry.
Q: What drew you to serve on the SAF board of directors?
A: The biggest draw for me was the opportunity to share my knowledge – not just from my industry experience and being part of a global company – but also my experience in a different industry prior to entering floral. Giving time and energy to such an important industry source is extremely important to me, and I am very honored to be able to have the opportunity to do so.
Brian Kusuda, Jimmy’s Flower Shop, Ogden, Utah
Brian Kusuda is a third-generation florist at Jimmy’s Flowers in Ogden, Utah. He is the vice president of his family’s company, which employs more than 60 full-time and part-time employees at three locations, as well as a growing wholesale division that he helped start in 2014. He handles the business, financial and human resource operations for the company and is also one of the primary buyers of fresh flowers and hard goods. He served on SAF’s Retail Council from 2017-2020.
Q: What role can SAF play in helping businesses like yours thrive?
A: Running and working for a small business comes with many challenges. There are many times when you can feel like those challenges are unique to only your business, and on your own you don’t have the resources or help to solve some of those problems in order to continue on. I want to help SAF continue to be the ultimate source for ideas, solutions and networking that every small business in this industry will need to be successful.
Q: What do you see as the industry’s biggest challenges and opportunities?
A: One of the flower industry’s greatest opportunities is also the industry’s greatest challenge. Flowers as gifts provide significant value to both the gift giver and the recipient, and many of us struggle to help our potential consumers realize that value. In an ever-competitive world, if we can provide great products to more people, the opportunity for continued growth and success will blossom.
Q: What drew you to serve on the SAF board of directors?
A: We get so busy in our day to day work that we feel like we don’t have much to offer other businesses in our industry. Both giving back and receiving are critical in this business and I look forward to doing both with this great opportunity to serve on the board. While our markets and our businesses may differ, so many of our challenges and opportunities are the same and I look forward to doing whatever I can to help this great organization continue to build and maintain a healthy industry while also learning many things that will help my own business succeed.
F.J. Trzuskowski, Continental Floral Greens, Belfair, Washington
F.J. Trzuskowski is vice president of sales for Continental Floral Greens in Belfair, Washington. Trzuskowski has 28 years of expertise in sales, operations, marketing and merchandising. He has served on the Floral Council of the former Produce Marketing Association (now known as the International Fresh Produce Association), a District 2 alternate representative on the California Cut Flower Commission, and as the Northwest District representative of Certified American Grown.
Q: Your very first job was selling Christmas trees — your career has certainly come full circle! How will your decades of experience in the greens industry inform what SAF does to help its members?
A: I think it is important to have all segments represented on the councils and the board so we can help inform florists about how the whole industry can do better. We all have to keep improving and all segments can learn from and teach each other.
Q: What do you see as the industry’s biggest challenges and opportunities?
A: Labor is a very big problem and we have to show young people that there are all kinds of opportunities to work in this industry. For example: sales, finance, design, etc. We have to look at this as an opportunity to teach people about our industry.
Q: What drew you to serve on the SAF board of directors?
A: I work with a number of groups and associations and always thought SAF was very well run and organized. I want to share my knowledge of the industry, but also want to continue to learn and grow. I saw the opportunity to be a part of the board as a way to do both.
Sofia Herrera, Jardines De Los Andes, Bogotá, Colombia
Sofia Herrera has been leading the generational transition of Jardines de los Andes since 2014, when she joined the family company as managing director. Born and raised in the flower industry, she has witnessed the growth of the 50-year old company founded by her father and uncle from many angles — as an intern, a client, a board member, and in the last seven years, as its director.
Q: You grew up in the floral industry, and have experience in mass marketing and digital marketing in both Colombia and the U.S. How will those experiences help inform what SAF does to help its members?
A: My background has been very useful in connecting different participants in our industry with information, business opportunities and ideas. I believe we have a long way to go in getting all the SAF members informed and involved in all the services and opportunities SAF brings to the table. I am available and willing to work closely with the staff on all initiatives related to communications and member participation in all the programs SAF has to offer.
Q: What do you see as the industry’s biggest challenges and opportunities?
A: I believe the industry will face an enormous inflationary pressure, forcing all the players in the supply chain to work together and collaborate to reduce inefficiencies and waste in the system. Nonetheless, I believe the opportunity for flowers to continue to gain importance and relevance for consumers is endless; we are only present in a small percentage of households on an everyday basis. Getting our product in more hands is the real opportunity.
Q: What drew you to serve on SAF’s councils and board of directors?
A: I have learned most of what I know by asking questions and sharing experiences. There is no better way to learn and teach than by sharing what you know. SAF’s councils and board of directors are full of interesting people that together contribute to have a thriving and better industry for all. I am honored to be a part of it.
Amanda Jedlinsky is the managing editor of SAF NOW.
