Winning the Society of American Florists’ Tommy Bright Award last year was a “deeply meaningful moment” for Leanne Kesler, AAF, AIFD, FDI, PFCI, education director of Floral Design Institute.
“Personally, it affirmed my passion for education and floral design, recognizing the joy I find in sharing knowledge with others,” Kesler says of the award, which honors a member of the Professional Floral Communicators-International (PFCI) who has made a lifetime commitment to commentating excellence in the floral industry. “Professionally, it reinforced the importance of inspiring the next generation of florists and validated the work we do at Floral Design Institute to elevate the industry.”
The floral industry is comprised of hardworking, dedicated, innovative and passionate professionals like Kesler — and they deserve to be recognized and celebrated.
SAF is calling for nominations for several awards and applications for certifications, which will be bestowed upon honorees during the Stars of the Industry Awards Experience at SAF Phoenix 2025, SAF’s 140th annual convention in Scottsdale Aug. 11-14.
“Recognizing excellence within our industry not only celebrates individual achievement but also strengthens our community,” Kesler says. “A nomination is a powerful way to uplift and acknowledge the dedication, creativity, and contributions of your peers.”
Tim Farrell, AAF, AIFD, PFCI, a celebrated designer and industry leader, received the Paul Ecke Jr. Award in 2024 for his dedication to the floral profession, industry and community. He was also honored in 2023 with the Tommy Bright Award. Farrell encourages floral professionals to nominate their peers, not only to honor them, but to inspire others — especially younger generations.
“The stories of the careers of these award winners might inspire them to take on new challenges and even new leadership positions within the floral industry,” he says.
Celebrate Your Peers
Do you know someone who deserves to be honored? The first step is submitting a nomination for the following awards.
Nominations and applications are being accepted until March 1 for:
- The Tommy Bright Award, which honors a member of the Professional Floral Communicators-International (PFCI) who has made a lifetime commitment to commentating excellence in the floral industry.
Nominations and applications are being accepted until April 1 for:
- The Gold Medal Award, which honors a professional who has originated or introduced a widely distributed plant or flower.
- The Century Award, which honors companies with at least 100 years in the floral industry.
- Alex Laurie Award for Research and Education, which honors an individual who has made broad-scope, long-lasting contributions to research or education in the floriculture industry.
- Floriculture Hall of Fame, the industry’s highest honor, recognizes the highest standards of service and professional responsibility of members of the floral industry.
- John H. Walker Award, which honors floral association executives for the role they play as leaders in the industry.
- Paul Ecke, Jr. Award, which honors an individual with exemplary devotion to profession, industry, and community.
- The Next Gen Rising Star Award, which honors forward-thinking young professionals who demonstrate creativity, innovation, tenacity and leadership in their work and the potential to make a positive impact on the floral industry (deadline is June 30).
Click here to submit a nomination.
SAF is also accepting applications for membership in the American Floriculture Academy (AAF), due April 1, and the Professional Floral Communicators-International, due March 8.
AAF recognizes members who have committed their time and energy to both the floral industry and their local communities.
PFCI is a network of professional floral business educators certified by SAF for their education and experience, and their ability to speak authoritatively floral design, care and handling and business management.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
