For more than half a century, Pete and Brenda S. Garcia have worked to strengthen and support the floral industry. Together, they grew the Pete Garcia Co., the Garcia Group and several other companies while consistently finding ways to give back. Pete and Brenda have been longtime supporters of the American Floral Endowment, participating in every AFE phone-a-thon and sharing their belief in the Endowment’s mission and its impact on the industry. Pete joined the AFE board when the organization was still known as the Society of American Florists Endowment. As public relations chairman, he

After 10 years as general manager for the Star Roses and Plants facilities in West Grove, PA, Steve Ramsay has moved into a new role with the company and has been succeeded by Alex Wharton. Wharton, who joined the company in 2017, has advanced through several roles with increasing responsibility, from his start as a grower tech to his most recent position as assistant general manager. He holds a degree in horticulture science from Oregon State University. “This was absolutely a planned and strategic transition,” said Bradd Yoder, president of Star Roses and Plants. “Alex has shown incredible

The Wholesale Florist & Florist Supplier Association recently convened its mid-year board of directors and committee meetings in San Antonio, TX, at The Westin Riverwalk. The multi-day gathering brought together association leaders to review progress across key initiatives, align on strategic goals and plan for WFFSA’s continued growth through 2026 and beyond. The meetings opened with sessions of the Marketing Committee and Education Committee. The Marketing Committee focused on membership growth strategies, a review of marketing performance over the past year and initiatives designed to

CalFlowers, one of the leading associations dedicated to promoting flower enjoyment and supporting the floral industry nationwide, has appointed Julie Ortiz and John Louie to its board of directors. Both will serve three-year terms and bring extensive experience and a shared commitment to strengthening the floral community. With more than 35 years in the agriculture industry, Julie Ortiz has built her career managing and growing a successful family-operated business. As production and sales manager at Joseph & Sons Inc., she oversees operations from field to customer, ensuring quality

That Flower Feeling, the floral industry’s newly independent national marketing initiative, on Monday announced the official Nov. 17 launch of its next major campaign, Just Add Flowers. Building on the success of its earlier Self Care Made Easy message, the new effort is designed with one goal: getting more flowers into homes more often. The Just Add Flowers campaign reframes flowers from a special-occasion purchase to an everyday essential. It offers a simple, direct call to action encouraging consumers to instantly elevate any moment — morning coffee, a reunion with a friend, a housewarming

Chrysal, a global leader in flower care products, has released its first sustainability report, outlining the company’s commitment to building a more sustainable flower industry. The report details Chrysal’s sustainability strategy, progress in circular packaging, and efforts to reduce carbon emissions. Chrysal will showcase its latest innovations in sustainable flower care at the FloraHolland Trade Fair in Aalsmeer from Nov. 4–6, where visitors can learn more about the company’s sustainability initiatives at stands 1.48 and 1.49. The report marks the beginning of Chrysal’s sustainability