Industry News BY AMANDA JEDLINSKY SAF MEMBERS ELECT NEW VOLUNTEER LEADERS


> Society of American Florists members elected three representatives to the association’s Board of Directors and nine members to its segment councils. The volunteer leaders, who represent a cross-section of the floral industry, will help guide SAF’s advocacy, education, events, content and member services. “SAF’s volunteer leaders help ensure


the association reflects the needs and priorities of every segment of the floral industry,” says SAF CEO Kate Penn. “Whether it’s shaping advocacy efforts, guiding educational programs or helping identify emerging challenges and opportunities, these members play an important role in SAF’s success.” The newly elected leaders will each


serve three-year terms.


Board of Directors Erin Bruno, AAF


McNamara Florist, Indianapolis Bruno, elected to represent retailers, is vice president of sales and marketing at McNamara Florist, a family-owned business serving central Indiana. She has more than 10 years of floral industry experience, with expertise in marketing,


customer service, sales, technology, website management and product development. Bruno has served on SAF’s Retail Council and Next Gen Committee and was inducted into the American Academy of Floriculture in 2023.


Kelvin Frye


Syndicate Sales, Kokomo, Indiana Frye, elected to represent wholesalers, is director of strategic partnerships and industry relations at Syndicate Sales, a family-owned manufacturer, importer and distributor of floral hardgoods. His 42 years of industry experience span


logistics, operations, sales and marketing. Frye is a trustee of the American Floral Endowment and holds leadership roles with the International Fresh Produce Association’s floral division.


Mark Yelanich Metrolina Greenhouses, Huntersville,


North Carolina Yelanich, elected to represent growers, is director of research at Metrolina Greenhouses. His expertise includes research, technology, training and development, and quality control. He currently serves as president of the


Horticulture Research Institute and is a recipient of the Ohio Florists Association’s Alex Laurie Award, recognizing his contributions to horticultural research and education.


Wholesalers Council Brent Denham Arizona Family Florist/ Arizona Flower Market, Phoenix


Denham is general manager of Arizona Family Florist and Arizona


Flower Market, a multi-channel company connecting importing, wholesale, retail, events and mass-market distribution. He has spent more than 20 years helping grow the business while leading market expansion, operational integration and community outreach.


Donald Sprenkle Schaefer Wholesale Florist, York, Pennsylvania


Sprenkle is chief operating officer of Schaefer Wholesale Florist. He


brings expertise in sales management, business development, operational efficiency, financial management and technology integration. His experience encompasses both long-term strategic planning and the management of day-to-day operations.


Growers Council Aviram Krell


Plantec, Ecuador Krell works with Plantec, one of Ecuador’s largest rose- breeding companies. His


experience includes breeding, research and development, education, marketing and strategic planning. He is passionate about increasing awareness of the important role breeding plays in floriculture’s future.


Mimi Pacheco, PFCI Jet Fresh Flower Distributors, Doral, Florida


Pacheco is a marketing communications specialist at Jet Fresh Flower Distributors.


During her 16 years in the industry, she has developed expertise in marketing, supply chain management, care and handling, and sales. She also serves on That Flower Feeling’s Development Committee and the board of Memorial Day Flowers. Pacheco was inducted into the Professional Floral Communicators — International this year.


Alejandra Restrepo


Ball SB, Colombia Restrepo is sales director for Ball SB, part of Ball Horticul- tural Group. She helps connect


new flower varieties with grow- ers, wholesalers and retailers around the world and brings expertise in sales, marketing, planning and logistics. She is also active with Asocolflores, the Colombian Association of Flower Exporters.


36 FLORAL MANAGEMENT | September/October 2026 | WWW.SAFNOW.ORG


Jennifer Strickland Alpha Fern Company,


Pierson, Florida Strickland owns and manages Alpha Fern Company, a family-owned cut-foliage


producer. She brings a multifaceted perspective shaped by 25 years of experience in farming, retail floristry and event work. She also owns The Floral Boutique + Stetson Flowers.


Retailers Council Taylor Ferry Robertson’s Flowers &


Events, Philadelphia Ferry, who will represent the East region, is a fifth-generation florist and president of


Robertson’s Flowers & Events. He oversees operations, sales, training and digital strategy for the family business, which has served the Philadelphia area for more than 90 years. Ferry is committed to helping the floral industry balance tradition with innovation.


Eileen Weber, AAF, PFCI Lake Forest Flowers,


Lake Forest, Illinois Weber, elected to represent the Central region, is vice president of Lake Forest Flowers.


Having grown up in the floral industry, she brings extensive experience in design, care and handling, merchandising, sales, marketing, financial management and business operations. She previously served on SAF’s Next Gen Task Force.


Michael Goldman Dottie’s Flowers, Los Angeles


Goldman, who will represent the West region, is a third- generation


florist and president of Dottie’s Flowers. His expertise includes digital marketing, merchandising, product development and website management. He is passionate about combining the traditions of floristry with innovative business practices and engaging the next generation of floral professionals.


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