Hands On SOCIAL SAVVY Show What They Know
> In 2022, Miami wholesaler Jet Fresh Flower Distributors won the Society of American Florists’ Marketer of the Year award for how it featured its employees in social media content to grow its inter- national brand. “We’ve put our people in front of
the camera since day one, ever since Jet Fresh TV launched 15 years ago on YouTube,” asserts Mimi Martinez- Pacheco, who works on the marketing and communications team. “And we do it because all our employees have exper- tise in particular flower types and farms and we want to show this off.” The company’s Instagram feed is
filled with team members enthusiasti- cally sharing their floral know-how in warehouses and at farms and industry events. Staffers speak directly to the camera, showing off cool new varietals and holiday must-haves. These fea- turettes showcase available products in real time without filters — and with lots of personality. One standout character is Jimi “The
Tulip” Santoli, an account manager with over 30 years’ industry experience. Martinez-Pacheco notes that Jimi is the perfect Instagram star because “he’s so confident; he’s got that experience and loves to share his knowledge.” Other popular Reels contributors are rose expert Celine Bray and design star Olga Ramirez, AFID. The company’s number one
Instagram star is president and founder Mike Black. “Mike leads by example and is always game to make a Reel,” says Martinez-Pacheco. And his status gives the content more gravity: “Mike’s videos get a lot of traction because he’s an industry leader,” she adds. Interested in showcasing your own
talented team? Here are Martinez- Pacheco’s tips for making your staff shine:
Ask permission. “We have some camera-shy employees, and we never force them to be on camera. We do give
10 FLORAL MANAGEMENT | Mar/Apr 2026 |
WWW.SAFNOW.ORG
IN THEIR WORDS Jet Fresh Flower Distributors highlights its team’s expertise through social media, using authentic, employee-led videos to showcase products and strengthen its global brand.
them the option, though,” says Martinez-Pacheco. “We sometimes pair them with more confident colleagues.”
Keep it real. “One of the reasons why our content resonates is that it’s typically shot right on the spot; we don’t overedit,” says Martinez-Pacheco. The social team doesn’t heavily direct. The goal is spontaneity.
Showcase personality. Encourage your staff to develop a persona true to their personality or expertise and come up with fun nicknames. Encourage them to grow a following and reshare business content under their own social handles for cross-promotion.
Find your voice. Don’t feel the need to jump on every
trend. Stay authentic to your business personality. “Every once in a while, we’ll do a trend, but we make sure to do it our way,” says Martinez-Pacheco. Algorithms are changing constantly, which means that authenticity can beat trend chasing in the long run.
Have you executed a great marketing
campaign on social media or otherwise? SAF is accepting entries for its 32nd annual Marketer of the Year contest. Visit
safnow.org/moty for details.
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