David Register with his daughter, Victoria Register Hunter, of FernTrust.
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature spotlights SAF members sharing inspirational stories, professional insights, and the opportunity to form new industry connections.
A devastating Christmas freeze in 1983 was the catalyst that started David Register’s career in the floral industry, where he is now the executive vice president of FernTrust, a cooperative of foliage growers. In 1983, his family grew citrus and ferns, but they only grew the ferns for local sales. When a devastating Christmas freeze destroyed their orange groves, his father decided to plant more cut foliage (which they were able to protect from freezes), to replace the loss of income from the groves. In 1987 they joined with two other local farmers and formed FernTrust in order to supply the booming floral market in Europe with enough production to fill one ocean container a week. FernTrust is a member of Certified American Grown, which is celebrating American Grown Flowers and Foliage month.
His Passions
“I am a farmer first and foremost and love being outside growing the beautiful foliages for FernTrust as one of its growers,” he says. “But just as much, I love meeting all of the creative people this industry attracts from all over the world.”
FernTrust was formed as a cooperative to allow family farms to work together, knowing they were stronger together.
“ American Grown has the same vision of working together to give all of its farms a chance to be heard,” Register says.
Keeping it in the Family
FernTrust has three generations of family actively involved in the business.
When Register’s daughter, Victoria, was in elementary school, he started to take her to trade shows. At one show, he was busy with a customer when the president of a large wholesale chain came by their booth. Before Register could break away from conversation, Victoria — who was eight years old — had already explained their entire foliage bouquet program and why it helped everyone make more money.
“He told me he wanted to hire her when she graduated but I beat him to it and now she is our director of sales,” he says.
Why SAF?
FernTrust has been an SAF member since 1993. Register is a member of SAF’s Growers Council and loves all the networking opportunities his membership provides.
“It’s so important that has voices from every segment of our industry, from growing to retail,” he says.Register was recently featured on SAF’s Facebook and Instagram accounts.
Do you know a member who should have a chance in the spotlight? Email Stephanie Brady, project manager for SAF.
Stephanie Brady is the project manager for the Society of American Florists.
