It’s time to elect the next group of Society of American Florists volunteer leaders — the individuals who help shape the association’s priorities, from advocacy and education to content and events.
This year, SAF members will vote for three new members to join the Board of Directors and nine new members to serve on the Grower, Retailer and Wholesaler/Importer Segment Councils. Elected leaders will serve three-year terms beginning in November.
“All segments of the floral industry are represented in SAF’s elections, which is critical to furthering our mission to connect and cultivate a thriving floral community,” says SAF CEO Kate Penn. “Our volunteer leaders play a vital role in guiding every part of SAF’s work.”
Designated voting members at each SAF member organization received an electronic ballot July 1 and have until July 31 to cast their vote. (If you didn’t receive your ballot or have questions, contact Pilar Quezada at pquezada@safnow.org.)
SAF Board of Directors Elections
SAF members will elect one representative from each industry segment to join SAF’s board of directors. Candidates for the grower and wholesaler board seats are running uncontested. Once elected, the new members of SAF’s board of directors will serve three-year terms beginning November 2025.
SAF Board Retailer Nominees
Erin Bruno, AAF, McNamara Florist, Indianapolis, Indiana
Vice president of sales and marketing at a company that has served Indiana for more than 70 years, Bruno has over a decade of experience in marketing, sales, technology and customer experience. She serves on SAF’s Retail Council and Next Gen Committee.
Cameron Pappas, AAF, Norton’s Florist, Birmingham, Alabama
A CPA-turned-florist, Pappas blends financial strategy with floral creativity. He has held multiple leadership roles with SAF and helped lead Norton’s through a new phase of growth.
SAF Board Wholesaler Nominee
Evan Mickelsen, FloraLink, Mesa, Arizona
Mickelsen brings more than 30 years of industry experience and founded FloraLink to focus on quality, service and global sourcing. He previously served on SAF’s Wholesale Council from 2022 to 2024.
SAF Board Grower Nominee
Frank Arnosky, Texas Specialty Cut Flowers, Wimberley, Texas
A longtime advocate for American flower farms, Arnosky co-owns a destination flower farm focused on agritourism, education and local sales. He has served in numerous national leadership roles, including president of the Association of Specialty Cut Flower Growers.
SAF Council Elections
Twelve candidates are running for nine open council seats. Candidates for the Growers and the Wholesalers Councils are running uncontested. Elected council members will serve a three-year term, which begins in 2026.
Retailers Council Nominees – East:
Ellie LaFever, PFCI, Flower Clique, Niceville, Florida
Ellie LaFever is the co-founder of Flower Clique, a business dedicated to empowering retail florists through website development, sales training, marketing and education. A second-generation florist, Ellie has spent the last 18 years helping floral shops across the country streamline operations, strengthen branding, and increase profitability. She currently serves on SAF’s Next Gen Committee and is a member of Professional Floral Communicators – International (PFCI). Ellie is passionate about keeping florists excited, engaged and prepared for the future.
Taylor Ferry, Robertson’s Flowers & Events, Philadelphia, Pennsylvania
Taylor Ferry is the fifth-generation owner and president of Robertson’s Flowers & Events, a family business that has served the Philadelphia region for more than 90 years. With 14 years of industry experience, Taylor oversees operations, sales, training and digital strategy. The business offers high-end floral design, custom weddings and holiday décor. Taylor holds degrees in Sociology and Political Science from Dickinson College and is committed to collaborative industry growth that honors tradition while embracing innovation.
Retailers Council Nominees – Central
Carrie Moore, AAF, Petals & Pages, Custer, South Dakota
Carrie Moore is the owner of Petals & Pages (formerly Jenny’s Floral), a flower shop that has served the Black Hills region for nearly four decades. With a degree in journalism from South Dakota State University and a decade of experience in the floral industry, Carrie blends creativity, merchandising expertise and community engagement. She is a member of the American Academy of Floriculture and is known for her commitment to connecting with fellow florists and giving back through local partnerships.
Tricia Upshaw, AIFD, AMF, CFD, CEJ, Shirley’s Flowers, Rogers, Arkansas
Tricia Upshaw is the manager of Shirley’s Flowers in Rogers, Arkansas, and is preparing to take over ownership of the long-standing family business. With more than 35 years of experience in floral design, sales, marketing, and operations, she brings a strong focus on digital strategy and community leadership. Tricia holds multiple designations and currently serves as president of the Arkansas Florists Association. She is also active in the Rogers Lowell Chamber as a community ambassador.
Retailers Council Nominees – West
Brennen Rigler, Arizona Family Florist, Phoenix, Arizona
Brennen Rigler is CEO of Arizona Family Florist, a vertically integrated floral business combining wholesale, retail and event services. With more than 25 years of experience, he previously scaled Albuquerque Florist into one of New Mexico’s largest shops before acquiring Arizona Family Florist. A self-taught entrepreneur, Brennen specializes in operations, business growth and leadership development. He is deeply committed to mentorship and helping fellow florists modernize and thrive.
Monty Pereira, Watanabe Floral, Inc., Honolulu, Hawaii
Monty Pereira is general manager and director of sales and marketing at Watanabe Floral, Hawaii’s largest floral company. A CPA by trade, he holds a degree in business and accounting from the University of Hawaii at Manoa and has 28 years of experience in floral operations, customer service, training and financial management. Monty is active in multiple civic and industry organizations and is known for his passion for service and his dedication to strengthening both the local community and the wider floral industry.
Wholesalers Council Nominees
Lisa Nason, Kennicott Brothers, Chicago, Illinois
Lisa Nason is the marketing director at Kennicott Brothers, where she leads brand development and customer engagement strategies for one of the nation’s leading floral wholesalers. Though new to the floral industry, Lisa brings more than 25 years of marketing experience, including campaign strategy, vendor management and growth planning. She holds degrees in mathematics and applied statistics and currently serves as Committee Chair for That Flower Feeling, championing industry-wide connection and consumer awareness.
Lauren Howkins, Continental Farms, Doral, Florida
Lauren Howkins is president of Continental Farms, a premier importer and distributor of fresh-cut flowers based in South Florida. With over two decades in the floral industry, she brings expertise in sales, farm relations, customer experience and employee management. Lauren holds degrees in business management from Tulane University and an MBA from San Diego State University. She currently serves on the Education Committee for WFFSA and is an advocate for professional development and excellence in floral distribution.
Gary Staton, Bill Doran Company, Rockford, Illinois
Gary Staton is the director of procurement at the Bill Doran Company, a major wholesale floral distributor with locations across the country. With more than 30 years of experience in floral wholesale, retail, and bouquet manufacturing, Gary brings a broad understanding of the floral supply chain and purchasing strategy. A former WFFSA board member, he is passionate about fostering collaboration among breeders, growers, wholesalers and retailers to build a more connected and resilient industry.
Growers Council Nominees
Yerandy Palenzuela, Continental Floral Greens, Miami, Florida
Yerandy Palenzuela is the director of sales at Continental Floral Greens, a vertically integrated floral company known for its sustainably grown greenery and specialty floral products. With 15 years of experience in the floral industry, Yerandy brings a strong background in sales, procurement, finance and marketing. He holds an MBA from Nova Southeastern University and bachelor’s degrees in both Business Administration and International Business from Florida International University. He is passionate about giving back to the floral community and supporting innovation and strategic growth throughout the supply chain.
Jennifer Biddle, Tradewinds International / Francis Biddle International, Monterey, California
Jennifer Biddle is the controller and president of two complementary floral businesses — Tradewinds International, a floral importing and logistics firm, and Francis Biddle International, a California-based flower and greens grower. With nearly 30 years in the industry, Jennifer offers deep expertise in financial management, operations, technology integration and sales. Her broad perspective across domestic production and international trade fuels her commitment to helping floral businesses build resilience and long-term sustainability.
Marcus Bustamente, Tessa Corporation, Quito, Ecuador
Marcus Bustamente leads business development at Tessa Corporation, a prominent flower grower and exporter in Ecuador’s Andean region. With more than 30 years of experience in sales, management and customer relations, Marcus has worked across segments of the floral supply chain. He brings a strategic and relationship-driven approach to fostering partnerships with North American wholesalers and retailers and is passionate about contributing his insights to shape the future of the floral industry.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
