Nearly three dozen floral professionals have earned their letters, signifying their professionalism and commitment to the industry.
Seven professionals will be inducted into the Society of American Florists’ (SAF) American Academy of Floriculture (AAF), and 25 professionals will be inducted into Professional Floral Communicators – International (PFCI) during the Stars of the Industry Awards Dinner at SAF Phoenix 2025, the association’s 140th annual convention Aug. 11-14 in Scottsdale, Arizona.
“The caliber of this year’s group of inductees is exactly what you might expect — a group of talented individuals who are involved in and care deeply about the floral industry,” says Traci A. Dooley, AAF, chairperson of this year’s SAF Awards Committee. “Collectively, they represent over 170 years of experience and dedication to the industry and hail from all over the U.S.”
American Academy of Floriculture
The AAF designation recognizes floral professionals who have shown a profound commitment to serving both the industry and their local community. This year’s inductees have volunteered their services through various organizations including religious, youth, crisis relief and animal protective services.
“For me, the AAF designation is validation of having the right intent — to be focused on using any knowledge I have accumulated over the years for the betterment of others and our industry,” says inductee Monty Pereira, general manager and sales and marketing director of Watanabe Floral, Inc. in Honolulu, Hawaii. “I have looked up to those with the designation and now accept the responsibility with humility to do my best to bring value to others.”
The 2025 inductees are:
Mary Ann DeBerry, The Florist LTD, Denton, Texas
Michelle Headrick, AIFD, FDI, PFCI, Floral Design Institute, Portland, Oregon
Jack Howard, Teleflora, Los Angeles, California
Sheldon Jenson, Flowers by Michelle, Las Vegas, Nevada
Monty Pereira, Watanabe Floral, Inc., Honolulu, Hawaii
John “J.P.” Varvarigos, Wellington Florist, Wellington, Florida
Patty Wallander, AIFD, ICPF, PFCI, Wallander’s Floral and Events, Senatobia, Mississippi
Inductees had to submit evidence of their community service along with two letters of recommendation from existing AAF members. Inductees also had to meet criteria proving their commitment to the industry, such as membership and leadership roles within local, regional, state, or national floral organizations. SAF’s Awards Committee reviews applications and selects inductees who meet the rigorous standards.
Professional Floral Communicators – International
Professional Floral Communicators – International is a network of professional floral business educators who have proven their ability to speak authoritatively about the industry. They are highly sought after as speakers and educators for their expertise on topics including principles and elements of floral design, emerging trends and profitability.
“We are very excited to welcome our new PFCI inductees,” says PFCI Chairperson Adam Havrilla, AAF, AIFD, ICPF, PFCI, who applauded their diverse range of expertise, from wedding design to social media management, and “the continued recognition of the importance of professional speakers in our field.” With so much misinformation circulating on social media, “the need for trusted, knowledgeable voices is more critical than ever,” he says. “We are confident that our new PFCI members will help set a new standard — sharing accurate, inspiring, and professional content with audiences everywhere.”
The 2025 inductees are:
Doug Bates, AIFD, CEJ, Design’s by Vogts, Sturgis, Michigan
Lacee Bilke, AAF, CFD, OCF, OACF, Madeline’s Flowers, Edmond, Oklahoma
Lenzee Bilke, AAF, AIFD, OCF, OACF, Madeline’s Flowers, Edmond, Oklahoma
Kim Brannan, AAF, Signature Events STL, O’Fallon, Missouri
Megan Carollo, The Flower Bar, LLC, Scottsdale, Arizona
Tina Davis, AIFD, ICPF, Blythe Flowers, Ottawa, Illinois
Jena Gizerskiy, CFD, Rosaprima, Miami, Florida
Terry Godfrey, AIFD, CEJ, EMC, freelance designer, Washington, DC
Christine Guenther, AAF, Wildflower Stem + Sundry, Annapolis, Maryland
Holly Haveman, CF, Kennedy’s Flowers & Gifts, Grand Rapids, Michigan
Christina Ignatius, AzMF, Christina Ignatius, LLC, Scottsdale, Arizona
Camron King, Certified American Grown, Sacramento, California
Dov E. Kupfer, AIFD, Designs by Dov E., El Paso, Texas
Sarah LoBue, AIFD, ICPF, Main Street Florist, Carlinville, Illinois
Heather Lockwood, FSMD, Kuhn Flowers, Jacksonville, Florida
Pilar Mejia, AIFD, CFD, EMC, Academia Mexicana de Arte Floral, Toluca, Mexico
Carrie Moore, AAF, Jenny’s Floral, Custer, South Dakota
Michelle Morgan, AIFD, ICSF, Kuhn’s Flowers, Jacksonville, Florida
Linda Rambaud, AIFD, CAFA, Lindara Design, Victoria, British Columbia
Liza Roeser, AAF, Fifty Flowers, Boise, Idaho
Steven Santos, AIFD, Galleria Farms, Miami, Florida
Kelsey Thompson, AIFD, CFD, Bloom Inc. and Petals & Profits, LLC, Algona, Iowa
Courtney Turner, AIFD, CEJ, EMC, ICPF, McHenry County College, Crystal Lake, Illinois
Eileen Weber, AAF, Lake Forest Flowers, Lake Forest, Illinois
Inductees had to submit proof of their work, including video of a live program presentation, and three letters of recommendation from existing PFCI members or show sponsors. PFCI’s Board of Trustees reviews applications and selects inductees who meet the rigorous standards.
Katie Vincent is the senior contributing editor for the Society of American Florists.
