Society of American Florists members elected three new members to the association’s Board of Directors and nine members to its segment councils during virtual elections held in July. The results were announced during the associations business meeting at SAF Amelia Island 2026, the association’s 141st annual convention Aug. 18-20.
The newly elected volunteer leaders represent businesses across the floral supply chain and will help guide SAF’s advocacy, education, events, content and member services.
“SAF’s volunteer leaders help ensure the association reflects the needs and priorities of every segment of the floral industry,” says SAF CEO Kate Penn. “Whether it’s shaping advocacy efforts, guiding educational programs or helping identify emerging challenges and opportunities, these members play an important role in SAF’s success.”
The newly elected leaders will each serve three-year terms.
BOARD OF DIRECTORS
Erin Bruno, AAF, McNamara Florist, Indianapolis
Bruno, elected to represent retailers, is vice president of sales and marketing at McNamara Florist, a family-owned business serving central Indiana. She has more than 10 years of floral industry experience, with expertise in marketing, customer service, sales, technology, website management and product development. Bruno has served on SAF’s Retail Council and Next Gen Committee and was inducted into the American Academy of Floriculture in 2023.
Kelvin Frye, Syndicate Sales, Kokomo, Indiana
Frye, elected to represent wholesalers, is director of strategic partnerships and industry relations at Syndicate Sales, a family-owned manufacturer, importer and distributor of floral hardgoods. His 42 years of industry experience span logistics, operations, sales and marketing. Frye is a trustee of the American Floral Endowment and holds leadership roles with the International Fresh Produce Association’s floral division.
Mark Yelanich, Metrolina Greenhouses, Huntersville, North Carolina
Yelanich, elected to represent growers, is director of research at Metrolina Greenhouses. His expertise includes research, technology, training and development, and quality control. He currently serves as president of the Horticulture Research Institute and is a recipient of the Ohio Florists Association’s Alex Laurie Award, recognizing his contributions to horticultural research and education.
RETAILERS COUNCIL
Taylor Ferry, Robertson’s Flowers & Events, Philadelphia
Ferry, who will represent the East region, is a fifth-generation florist and president of Robertson’s Flowers & Events. He oversees operations, sales, training and digital strategy for the family business, which has served the Philadelphia area for more than 90 years. Ferry is committed to helping the floral industry balance tradition with innovation.
Eileen Weber, AAF, PFCI, Lake Forest Flowers, Lake Forest, Illinois
Weber, elected to represent the Central region, is vice president of Lake Forest Flowers. Having grown up in the floral industry, she brings extensive experience in design, care and handling, merchandising, sales, marketing, financial management and business operations. She previously served on SAF’s Next Gen Task Force.
Michael Goldman, Dottie’s Flowers, Los Angeles
Goldman, who will represent the West region, is a third-generation florist and president of Dottie’s Flowers. His expertise includes digital marketing, merchandising, product development and website management. He is passionate about combining the traditions of floristry with innovative business practices and engaging the next generation of floral professionals.
WHOLESALERS COUNCIL
Brent Denham, Arizona Family Florist/Arizona Flower Market, Phoenix
Denham is general manager of Arizona Family Florist and Arizona Flower Market, a multi-channel company connecting importing, wholesale, retail, events and mass-market distribution. He has spent more than 20 years helping grow the business while leading market expansion, operational integration and community outreach.
Donald Sprenkle, Schaefer Wholesale Florist, York, Pennsylvania
Sprenkle is chief operating officer of Schaefer Wholesale Florist. He brings expertise in sales management, business development, operational efficiency, financial management and technology integration. His experience encompasses both long-term strategic planning and the management of day-to-day operations.
Mimi Pacheco, PFCI, Jet Fresh Flower Distributors, Doral, Florida
Pacheco is a marketing communications specialist at Jet Fresh Flower Distributors. During her 16 years in the industry, she has developed expertise in marketing, supply chain management, care and handling, and sales. She also serves on That Flower Feeling’s Development Committee and the board of Memorial Day Flowers. Pacheco was inducted into the Professional Floral Communicators — International this year.
GROWERS COUNCIL
Aviram Krell, Plantec, Ecuador
Krell works with Plantec, one of Ecuador’s largest rose-breeding companies. His experience includes breeding, research and development, education, marketing and strategic planning. He is passionate about increasing awareness of the important role breeding plays in floriculture’s future.
Alejandra Restrepo, Ball SB, Colombia
Restrepo is sales director for Ball SB, part of Ball Horticultural Group. She helps connect new flower varieties with growers, wholesalers and retailers around the world and brings expertise in sales, marketing, planning and logistics. She is also active with Asocolflores, the Colombian Association of Flower Exporters.
Jennifer Strickland, Alpha Fern Company, Pierson, Florida
Strickland owns and manages Alpha Fern Company, a family-owned cut-foliage producer. She brings a multifaceted perspective shaped by 25 years of experience in farming, retail floristry and event work. She also owns The Floral Boutique + Stetson Flowers.
Amanda Jedlinsky is the senior director of content and communication for the Society of American Florists.