SAF Immediate Past President Michelle Castellano Keeler, AAF, passed the gavel to SAF’s new president and chair, Oscar Fernandez, Sept. 9 at SAF Phoenix 2023.
The Society of American Florists has a new president at its helm, one known for his infectious energy and determination and who has a long history in the floral industry and with SAF.
Oscar Fernandez, director of sales at Rio Roses-Equiflor in Doral, Florida, took over as president & chair Sept. 9 during SAF Phoenix 2023, SAF’s 138th annual convention. Fernandez, who has been on SAF’s Board of Directors since 2018, takes over for SAF Immediate Past President Michelle Castellano Keeler, AAF.
“SAF is fortunate to have someone with Oscar’s industry knowledge and entrepreneurial spirit serve as our next president and chair,” says Penn. “He has this incredible way of rallying a group of people – however large or small – behind big, bold ideas that help SAF and its members grow.”
In addition to serving five years on the board, Fernandez has also served on SAF’s Wholesale Council and a committee focused on marketing and public relations. In 2021 he became the president-elect. His term as president and chair will last two years.
In Fernandez’s nearly 30 years in the industry, he’s seen a positive change happening in the way the different segments work together. He recalls that his first SAF convention felt “very cliquey. Grower, importers, retailers — everyone stayed in their lanes,” he says.
But he saw that begin to change in 2015 when he was elected to the Wholesale Council and even more so when was elected to the board in 2018.
“You saw an industry that wasn’t about the segment you were in,” he says. At the board table, “the conversations were about the industry as a whole.”
As president and chair, Fernandez wants to build on that spirit of collaboration to promote flowers.
“I want to keep bringing this industry together,” he says. “What we realized in 2020 is there is enough business out there for all of us to be successful, and we need to work together. And the more we work together, the better off we are all going to be.”
Fernandez not only wants the different segments of the industry to keep coming together, but he also wants to reach out — one call at a time — to more floral professionals and organizations and invite them to work with SAF and the industry at large to promote flowers.
“SAF is the conduit that brings this entire industry together,” he says. “I am so proud to be a part of SAF and represent its members.”
Castellano Keeler’s term, which began in 2021, was marked by the ups and downs of the pandemic. “Shifting from Covid needs to the boom of flowers during Covid to post-Covid years, has been an interesting ride,” she says. “It has been amazing to watch SAF and the industry shift and pivot their businesses with every change.”
Castellano Keeler, who will remain involved in SAF as the immediate past president, is especially proud of SAF’s Next Gen initiative, which was developed during her tenure.
“I really enjoyed watching and was proud to see the evolution of Next Gen,” she says. “They are literally the future of this industry and have so many ideas and great energy.”
SAF is also welcoming three new board members, whose terms begin in November, and nine new council members, whose terms begin in January.
Amanda Jedlinsky is the managing editor of SAF NOW.
