Talmage McLaurin began his floral career in a family-owned flower business. In 1990, he launched a 23-year career in floral publishing, during which he contributed to more than 400 issues of Florists’ Review and Super Floral magazines and was featured in more than 20 books for florists as the creative director and publisher for Florists’ Review Enterprises.

He was inducted into American Institute of Floral Designers (AIFD) in 1988 and has made eight presentations at their National Symposiums. In 2008, Talmage received the AIFD award of Distinguished Service to the Floral Industry.

Talmage resides in Ft. Lauderdale and is part of the creative team at Sunshine Bouquet in Miami.

As Executive Vice President/CEO, Kate Penn leads, directs and manages day-to-day activities for SAF and is responsible for developing the overall strategic positioning for the organization. She joined SAF in 1987 as a writer and editor, and then held positions as editor-in-chief, publisher, vice president of publishing and communications, and chief content and publishing officer. Kate has a B.S. in journalism from Bowling Green State University.

A native of North Carolina, Dr. Charlie Hall received a B.S. in Agricultural Economics from the University of Tennessee in 1984, a Master’s Degree in Ornamental Horticulture and Landscape Design from the University of Tennessee in 1986, and his Ph.D. from Mississippi State University. He began his academic career at Texas A&M University in 1988, where he spent 13 years on the faculty before joining the faculty at the University of Tennessee in 2002. In August 2007, Dr. Hall returned to Texas A&M University as Professor and Ellison Chair in International Floriculture.

Dr. Hall’s expertise is in the production and marketing of Green Industry crops. He is nationally recognized in academia and among the horticultural clientele he serves. His major research, teaching, & extension areas of specialization include strategic management, market situation/outlook, cost accounting, and financial analysis for Green Industry firms.

Dr. Hall currently serves as the Chief Economist for American Hort and Co-Chair of the Advisory Council of Seed Your Future. He is former President and Past-President of the board of directors for America in Bloom. He received the Paul Ecke, Jr. award from the Society of American Florists for professional contributions to the floral industry and the Porter Henegar Memorial Award from the Southern Nursery Association for significant contributions to ornamental horticulture research and to the Southern Nursery Association.

He is an Honorary Lifetime Member of the Texas Nursery and Landscape Association and has received TNLA’s Award for Outstanding Service to the Nursery Industry. He is also a member of the Hall of Fame and Honorary Lifetime Member of the Tennessee Nursery and Landscape Association. Dr. Hall has received Texas A&M University’s Association of Former Students’ Distinguished Achievement Award in Teaching and the Vice Chancellor’s Award in Excellence for Student Counseling and Relations. He is a member of Alpha Gamma Rho agricultural fraternity and has received their Grand Presidents Award and Brother of the Century designation.

Born into a florist family in Baton Rouge, LA, Ben has been in and around the flower industry all of his life and joined Billy Heroman’s Flowerland full time in 2003. Prior to joining his family’s business, Ben earned a B.S. in Finance from Louisiana State University, spent two years in Commercial Banking and Underwriting with Capital One Bank, and earned a Masters in Business Administration (MBA) from the Goizueta School of Business at Emory University in Atlanta.  In his twenty years at Billy Heroman’s, the company has grown significantly with revenue and team size both growing by more than a 4x multiple.  Although he has spent time in all areas of the business, Ben currently oversees all company Finance, Human Resources, and Operations, with a particular focus on Manager Development.  Additionally, Ben launched Edge Floral Advisors in 2023, an industry specific consulting business aimed at helping retail florists “sharpen their Edge for success.”

Denise LaFrenier, SPHR, is the Senior Human Resources Specialist for Family Flowers. She has over 15 years of experience as an HR professional and has spent the last few years learning and working in the floral industry.

Kevin McCarthy is the fourth generation of the McCarthy family to work in the floral business in Alpharetta, Georgia. He grew up working in his parent’s flower shop in northeastern Pennsylvania. He graduated from the University of Georgia and previously managed Bloody Point Golf Club & Resort, a boutique beach resort in South Carolina, before working full time in the family flower business. In 2003, McCarthy’s enthusiasm for the floral industry won him a spot on the FTD float in the 114th annual Tournament of Roses Parade. McCarthy recently became President of Family Flowers, formerly known as McCarthy Group Florists, and oversees family-owned flower shops in 10 states, executing the company’s mission to deliver love. Despite Family Flower’s expansion from a single shop to over 20 locations, Kevin believes in honoring his family legacy by giving the same personal attention to every customer just as the company has done since 1952.

Born and raised in Hilo, Hawaii, Monty graduated with Honors from the University of Hawaii-Manoa College of Business with a degree in accounting. After passing the CPA exam and working in public accounting for two local CPA Firms, Monty left public Accounting for Watanabe Floral as their Accountant. After a few years, Monty migrated away from Accounting becoming the Sales and Marketing Director and later adding the title of General Manager. In 2009, Pacific Business News recognized Monty as one of Hawaii’s 40 Under 40 and in July 2023, recognized as one of Hawaii’s Community Givers by Pacific Edge Magazine. He is enormously proud of the team at Watanabe Floral, voted Hawaii’s Best Florist by the Honolulu Star Advertiser 2003-2023, Best of Hawaii by KITV, 2020-2023 and a Retail Merchant of the Year honoree as well. Monty is an advocate for businesses role in working for and with the Community.  

Away from Watanabe Floral, Monty is the Chairman of the Leeward YMCA Board of Managers and President of the Alaka’i Networking Roundtable, a Business Networking group. Monty is married to Lori Pereira and has two daughters, Tiana (24) and Crystal (21). 

Keith Rockcastle is owner and president of Rockcastle Florist, a 71Year old family-owned business in Rochester, New York. He earned a bachelor’s degree in engineering from Rochester Institute of Technology. His expertise includes financial management, inventory management, informational technology, and care and handling. Rockcastle has served as president of the Associated Florists of Greater Rochester, the Rochester Delivery Cooperative and of the Greece Rotary Club. He has been awarded Business Person of the Year by the Greece Chamber of Commerce and named a Paul Harris Fellow and one of the Teleflora Top 50. 

Jennifer Barnard is the Head of Customer Experience at FiftyFlowers, a strategic and visionary leader in the floral industry with over 25 years of expertise in leadership, marketing, and customer service. Before joining the FiftyFlowers team, Jennifer worked in her family’s retail flower shop, where she gained hands-on experience in all aspects of the floral industry. She holds a bachelor’s degree in business from Friends University and has served as a member of the Society of American Florists Executive Committee, Board, and Retail Council.  Passionate about empowering teams through cutting-edge tools, Jennifer enjoys sharing how AI can streamline processes and elevate customer satisfaction, ensuring every interaction creates joy and value.

Tim Farrell AIFD, AAF, PFCI is an accomplished floral designer, known throughout the United States for his creations of beautiful floral compositions.  His understanding and ability to teach the elements and principles of floral design make him a sought-after presenter for garden clubs, horticultural schools, and retail florist organizations throughout the country.  He opened Farrell’s Florist in Drexel Hill, PA in 1983. Tim’s work has been showcased in the Philadelphia Flower Show as a featured designer in the gallery of AIFD, as a guest speaker for the Pennsylvania Horticultural Society, and as a judge.  Tim’s work has appeared several times in the national publication FLOWERS&.  Tim also designed and produced the stage arrangements for the 2001 Presidential Inauguration Ball in Washington, DC.  In addition to his duties at Farrell’s Florist, Tim also serves as Education Team Senior Advisor and Industry Ambassador for Teleflora in Los Angeles CA. 

A successful entrepreneur with over 40 years of experience in the floral industry, Vonda is widely respected for both her creative talent and business knowledge. Her past accolades include retail shop owner, Teleflora Unit President and Unit Director, college professor, Academy Awards Designer, White House Special Events Designer, and published contributor to Flowers& and Flowers Are Forever. She has been actively involved in AIFD since 1989, including roles on the National Board and Membership Committee, Program Coordinator, and as a Main Stage Presenter. She is the founder and CEO of Flower Clique, proud Teleflora Education Specialist, and co-host of the top floral podcast, The Business & Pleasure of Flowers. Vonda’s excitement for this industry began as a 14-year-old girl sweeping the floors of a flower shop, and her ever-growing passion and dedication will continue for decades to come.

Sarah LoBue, AIFD, CFD, ICPF, serves as the co-owner and Creative Director at Main Street Florist in Carlinville, Illinois. With over 14 years of experience, Sarah has infused her deep passion for design into every facet of her business, from crafting stunning floral arrangements to pioneering innovative marketing strategies that resonate on social media. 

Inducted into the American Institute of Floral Designers in 2015, Sarah has played an active role in the organization by serving on the AIFD Marketing Committee. Her engagement extends to the state level, where she made significant contributions as a board member of the Illinois State Florist Association for four and a half years, actively shaping the floristry landscape in her community.  

Her true passion shines in her commitment to making floral education accessible to all. Through her engaging social media presence and hands-on teaching approach, she offers a blend of practical skills and creative insights. This empowers both budding and seasoned florists to refine their craft and develop genuine confidence in their artistic expressions. 

Seb is a best selling author, top keynote speaker. Having ticked off 77 goals from his own list of 100 things to date, Seb shares his constant evolution, learnings and insights with organizations and associations around the world, creating a ripple effect of inspiration, connection and transformation.

Kelsey Thompson, AIFD, CFD is a multi-passionate business owner, designer, coffee addict and customer experience strategist. Her retail shop, Bloom Floral + Home Studio is located in Algona Iowa and is a community staple. Kelsey is the President of her local Chamber of Commerce, and was recently awarded the Algona “Retailer of the Year” as well as the 2022 SAF Sylvia Cup   In addition to teaching hands-on courses and mentoring other florists, Kelsey runs  “Petals & Profits,” which is an online resource and content membership with a focus on helping floral shops with business and marketing. Her podcast “The Retail Florist” can be found on your favorite listening platform. Her true love is education, both as an educator and as a student who is constantly learning and growing.

Laura Walsh is the Director of Marketing for Smithers-Oasis North American Floral. Having spent her life in agriculture, she joined the floral industry five years ago and brings over 17 years of marketing experience. Laura has her business undergraduate degree and her MBA from Kent State University. Over the years, LaurLaura a has taught marketing courses at the collegiate level and enjoys coaching and mentoring young business professionals. Laura resides near Smithers-Oasis’ corporate headquarters in Kent, Ohio. She is married to her husband Tim, has a collection of fur babies, and enjoys yoga and floral design.