Throughout the year, SAF’s Board of Directors make key decisions that provide guidance for SAF programs.
If you would like to receive contact information for a particular board member, please reach out to SAF staff on LiveChat.
SAF Executive Committee
Oscar Fernandez
Equiflor/RioRoses
Doral, FL
President and Chairperson (2023-2025)
Michelle Castellano Keeler, AAF
Mellano & Company
San Luis Rey, CA
Immediate Past President (2023–2025)
Lori Wheat, AAF
Lafayette Florist, Gift Shop & Garden Center, Lafayette, Colorado
President-Elect (2024-2025)
Michael R. Pugh, AAF
Pugh’s Flowers
Memphis, TN
Treasurer (2021-2025)
Keith Rockcastle
Rockcastle Florist
Rochester, NY
Treasurer (2025-2028)
Kate F. Penn
Society of American Florists
Executive Vice President & CEO
SAF Board of Directors
Tom Alders (2026)
Alders Wholesale Florist
Campbell Hall, NY
Sofia Herrera (2027)
Jardines de los Andes
Madrid, Colombia
Brian Kusuda (2025)
Jimmy’s Flower Shop
Ogden, UT
Janet Louie (2026)
Green Valley Floral
Salinas, CA
Chris Norwood, AAF, AIFD, CFD, PFCI (2026)
Norwood Day Floral Company
Little Rock, AR
Nicole Palazzo (2027)
City Line Florist
Trumbull, CT
Danny Sanchez (2025)
South Florals Group
Miami, FL
Anne Stewart (2025)
Smithers-Oasis North American Operations
Kent, OH
David Torres (2027)
DWF Wholesale Florist
Denver, CO
F.J. Trzuskowski (2025)
Continental Floral Greens
Belfair, WA
Keith Rockcastle
Rockcastle Florist
Rochester, NY
Daniel Velez
Suasuque S.A.
Bogota, Colombia