Miguel Freire, Maria Fernanda Fernandez, Victoria Yuryeva and Nicholas Chang in one of Rosaprima’s Quito, Ecuador greenhouses.
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature spotlights SAF members sharing inspirational stories, professional insights, and the opportunity to form new industry connections.
Nicholas Chang is the vice president of sales and marketing at Rosaprima, a grower and breeder of high-end luxury flowers. Before joining the floral industry, Chang worked for a financial technology company in San Francisco. While on a vacation in his home country, Ecuador, about 10 years ago, Chang was introduced to the owner of Rosaprima, Ross Johnson. While visiting a Rosaprima farm, Chang was captivated by the beauty and quality of roses being grown and his excitement for the flowers quickly led him to embark on a career with the company. He started as a business analyst, focusing on sales and operation systems and transitioned into various roles throughout the years including marketing and sales.
“Now, as the VP of Sales and Marketing, I lead the commercial department with genuine enthusiasm and appreciation for the industry,” Chang says.
Best Part of His Job
Chang especially enjoys working with a product that brings joy and happiness to people during the most important and extraordinary moments in life.
He also enjoys getting to work with the incredible team at Rosaprima, which he describes as family, as well as customers.
“My role has allowed me to meet and connect with wonderful customers from diverse backgrounds and different parts of the world, enriching my personal and professional experiences,” he says.
Jason Mardomingo, Jena Gizerskiy, Bernarda Brossard, Roberto Maqueo, Raisa Romero, Nicholas Chang and Francia Perez.
Being a Young Professional
“As a young professional in the floral industry, I believe my fresh perspective and eagerness to embrace modern ideas enables me to challenge and improve upon traditional ways of operating,” Chang says.
He finds that this approach not only benefits his position at the company, but also contributes to its overall growth and innovation.
“My background and experience with evolving technologies provide a unique advantage in identifying opportunities to streamline processes, enhance communication, and strengthen customer relationships,” he says.
The Future of the Industry
Chang foresees the future of the floral industry as dynamic and promising, with a strong emphasis on sustainability, technology, and evolving consumer preferences. He anticipates continued advancements in cultivation techniques and supply chain management, with a focus on reducing the environmental impact of the industry.
He also foresees technology and digital marketing integrating to connect with and understand customers better. This would enable businesses to better cater to customers and their ever-evolving desires, which he thinks will result in a greater emphasis on personalization, unique experiences, and ethical sourcing.
“Companies that can adapt and respond to these trends will be well-positioned to thrive in the years to come,” Chang says.
Why SAF?
Rosaprima has been a member of SAF since 2005, and Chang utilizes that membership to stay informed about the industry, connect with his community, and network with other industry members.
“I recognize the immense value in being part of an association that encompasses and serves all segments of the floral industry,” he says. “It offers a unique platform for collaboration, learning, and growth that I believe is essential for both personal and professional development.”
Some of his favorite aspects of being an SAF member include Floral Management magazine which he uses to stay informed about industry trends and news, participating in Petal It Forward every year to help spread joy and positivity in his community, and attending SAF events to engage in networking opportunities. This year he attended SAF’s 43rd Annual Congressional Action Days for the first time, which he found to be memorable and eye-opening.
“One of the most rewarding aspects of being an SAF member is the incredible connections you make with fellow professionals from all corners of the industry,” Chang says. “These relationships foster a sense of camaraderie and shared passion, which enriches the overall experience of working in the floral world.”
Chang was recently featured on SAF’s Facebook and Instagram accounts.
Do you know a member who should have a chance in the spotlight? Email Stephanie Brady, project manager for SAF.
Stephanie Brady is the project manager for the Society of American Florists.