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.

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.

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. 

Lori is the Chief Financial Officer for a family-owned business, Lafayette Florist in Lafayette, Colorado.  The 74-year-old establishment is in its 3rd generation and grooming the 4th for the future.  Lori has served on SAF’s Board of Directors, Retail Council, and numerous SAF committees.  She currently sits on the Board of Directors for Denver Wholesale Florists Company (DWF) and is the President of SAF.