Walter Lane Preston
An industry legend who poured his heart into his business and to the production and promotion of high quality flowers and plants died earlier this month surrounded by his loving family.
Walter Lane Preston was inducted into the Society of American Florists’ Floriculture Hall of Fame in 2012 and was a leader in many organizations, including the North American Gladiolus Council, Floriboard Task Force, SAF’s former American Floral Marketing Council, and the American Floral Endowment, among many other groups. In 1995, the Wholesale Florist & Florist Supplier Association honored Preston with its LTK Award for Distinguished Service.
“Walter dedicated his career to the betterment of both his own products and also the entire floral industry,” according to Preston’s longtime friend and former SAF President Red Kennicott, AAF, of Kennicott Brothers Wholesale in Chicago. “To those who knew him, Walter was an inspiration and a profound influence in making a positive difference.”
Walter Lane Preston was born on Christmas Day 1928 in Tampa, Florida. He was the son of Alice and Whiting Preston. His grandfather, the first Walter Preston, founded Manatee Fruit Company in 1892; it is one of the oldest corporations in the State of Florida.
Preston graduated from Jesuit High School in Tampa in 1946. He attended Babson Business Institute, but left school to serve in the U.S. Navy during the Korean Conflict from 1950 to 1954. In May 1951, he married Flavia Florez — the love of his life, as he was fond of telling people
The couple made Bradenton, Florida, their home and devoted themselves to their family and the family business — which soon included the floral industry. Walter and his father, Whiting, expanded operations from vegetables and citrus to flowers and plants; together, they made the Manatee Fruit Company one of the largest domestic floral producers in the country.
“In the days when gladiolus was among the very top selling flower categories, no brand was more prominent than Manatee Fruit Company, and no name was more recognizable than Walter Preston,” said Kennicott.
Throughout his career, Preston prioritized friendships and relationships, said Bob Wilkins of Delaware Valley Floral Group in Sewell, New Jersey, who calls Preston a mentor.
“Walter’s passion for clean and orderly growing areas, always having the newest varieties of plants and cut flowers resounded with me in many ways,” said Wilkins, who met Preston in the early 1960s.
In Preston’s mind, Wilkins said, any company that was going to grow and sell floral products needed to produce the highest quality plants possible — “or not grow and sell them at all.” The message stuck with Wilkins, who called it “a strong tribute to Walter’s passion for the industry, his company and his love of flowers and plants.”
A visitation was held on Thursday, October 13, 2016, and a funeral service was held on Friday October 14. Donations may be made in honor of Walter Lane Preston to Saints Peter and Paul’s Catholic Church, 2850-75th Street West, Bradenton, Fl. 34209 or to Tidewell Hospice of Bradenton, 3355-26th St. W., Bradenton, Florida, 34205, or The Wounded Warrior Project.
Read more about Preston’s life, including the SAF proclamation honoring his Hall of Fame induction.
