Mickey brings decades of leadership experience in branded products, operations, and strategic growth. He joins Smithers-Oasis from Schumacher Electric in Dallas, Texas, where he served as Chief Executive Officer for the past four and a half years. Before that, Mickey spent 18 years with MTD Products in Cleveland, Ohio, holding key leadership roles including Vice President of the Aftermarket and eCommerce Division and President of the Handheld Products Division.

With a strong background in designing, manufacturing, marketing, and selling branded products through diverse channels, Mickey is well-positioned to lead Smithers-Oasis in its mission to serve the floral industry. His experience in driving operational efficiencies and implementing change for rapid, sustainable growth aligns perfectly with the company’s vision to empower floral professionals and serve our customers.

“It’s a privilege to be joining such a special industry, and I’m honored to become part of the Smithers-Oasis team,” said Mickey Leech. “The company’s commitment to innovation and supporting floral professionals inspires me, and I look forward to helping our customers create solutions to help celebrate life’s most meaningful moments.”

Robin Kilbride, President and CEO of Smithers-Oasis, added: “We are thrilled to welcome Mickey to Smithers-Oasis. His proven leadership and expertise in building strong brands and driving growth will be instrumental as we continue to innovate and strengthen the floral industry. Mickey shares our commitment to supporting floral professionals and delivering products that make a difference.” 

Mickey earned a Bachelor of Science in Accounting from John Carroll University and a Master of Business Administration from Case Western Reserve University. Originally from Northeast Ohio, he is eager to return to the region and contribute to the growth of Smithers-Oasis and the floral industry at large.

Mickey succeeds Anne M. Stewart, who will retire at the end of January after 11 years of dedicated service to Smithers-Oasis. 

This unforgettable experience showcases the lush beauty and cultural depth of the islands, offering an evocative journey through tropical blooms, iconic lei-inspired compositions, and floral designs infused with the textures, colors, and rhythms of island life.

Why IPM ESSEN 2026 Is the Perfect Stage

IPM ESSEN is the central meeting point for the entire “green” sector. In 2026, the fair is expected to showcase approximately 1,400 exhibitors from over 45 countries, representing the full horticultural value chain. An expected 40,000 attendees will experience international plant diversity, new cultivars, trend-setting floral design showcases, live demonstrations, competitions, and forward-looking forums.

As a stage where creativity, commerce, and culture intersect, IPM ESSEN 2026 provides the perfect backdrop for The Spirit of Aloha — a celebration of Hawaiian floral excellence presented to a worldwide audience.

An Artistic Tribute: Hawai‘i Meets Global Floriculture

Björn Kroner, acclaimed TV personality and floral expert, serves as our local German host & warmly welcomes Hawaiian designer Sue Tabbal-Yamaguchi & Canadian tropical flower ambassador, Brenna Quan, to the renowned IPM revolving stage, providing a platform to showcase the beauty and culture of the Hawaiian Islands. The Spirit of Aloha blends cultural storytelling, performance, and high-level floral artistry. The presentation highlights:

• Floral compositions inspired by Hawaiian lei
• Designs capturing the colors and rhythms of island life with unique styling
• A narrative journey tracing some of Hawai‘i’s floral history
• Expressions of heritage, innovation, and aloha spirit!

The Spirit of Aloha is more than a performance — it is a celebration of creativity, culture, and connection. Presented at one of the world’s most influential horticultural events, this showcase honors Hawai‘i’s floral legacy and invites global audiences to experience its beauty on an unforgettable stage.

A Family Legacy With Modern Leadership

Haveman shared the history of Kennedy’s Flowers & Gifts, a shop established in the 1940s. After her mother spent decades running the business, Haveman and her brother stepped into leadership roles. She noted that their Marketer of the Year honor did not happen overnight; the team submitted the campaign four or five times before winning. Their persistence reflects a key lesson for floral professionals: strong marketing grows through iteration, dedication and belief in the work.

A Refillable Vase Program That Stood Out

“Our campaign that we won Marketer of the Year for was our refillable vase program,” Haveman said. Customers purchase a petite vase and can bring it in weekly for free flowers. The program is built around intentional design choices — small vessels, narrow necks and controlled stem counts. What began as a one-off idea inspired by her mother’s birthday tradition evolved into a complete system featuring programs such as Magic Vase, Tidbit, Gift of the Seasons, Queen of Hearts, Magic Mama and Scatter Joy. The model is sustainable, loyalty-driven and adaptable for flower shops of all sizes.

Free Flowers, Smart Tracking and Real ROI

Though rooted in generosity, the program is supported by strong operational discipline. Staff log each refill through the point-of-sale system using phone numbers and refill codes, allowing the shop to track visits, measure conversions and see which refills lead to purchases. When the team added meaningful coupons — especially those tied to popular gift shop items — conversion rates increased significantly. Haveman’s approach shows that “free” can still be profitable when paired with smart backend tracking.

Growth Through Listening and Adjustment

The refillable program began modestly. For Lori’s birthday, customers who shopped that day received a small vase as a gift. “We continue to just listen and go off feedback and make life easier for ourselves,” Haveman said. Customer insights drove strategic changes, such as extending programs into January, creating seasonal versions for snowbirds and refining vase designs for ease of production. The evolution underscores how customer-led adjustments can shape sustainable, high-impact marketing ideas.

Loyalty, Emotion and Community

Some of the most meaningful stories came from customers who incorporated their refillable vases into personal moments. Haveman recalled families bringing in their mother’s Magic Vase to use in funeral flowers because of its significance. “It’s definitely built loyalty and community,” she said. Beyond sales, the program has become woven into customers’ lives. Haveman believes the future of floral marketing lies in systems that honor emotion — such as subscriptions, standing orders and the thoughtful use of new visual technologies like AI.

Closing Thoughts

Sahid closed the conversation by recognizing Kennedy’s Flowers & Gifts for its creativity, discipline and dedication to community connection. The SAF Marketer of the Year Award reflects a team effort built on consistency, clear systems and heartfelt service. For floral professionals, the shop’s success is a reminder that when creativity aligns with process, it can produce marketing that lasts.

Upcoming Shows

Dec. 18, 2025, 1 p.m. EST
The Penny and Ace Show Holiday Special: Deck the Blooms – Holiday Design Trends That Spark Joy

Dec. 19, 2025, 1 p.m. EST
The Bloom Show Correspondent: Tim Huckabee | Episode 4 – Customer Service Moves That Boost Sales

A Message to the Community

At New Bloom Media, the mission is to share knowledge, uplift one another and celebrate the creativity that drives the floral industry forward. Kennedy’s Flowers & Gifts’ Marketer of the Year achievement reflects that spirit — a testament to teamwork, consistency and the power of serving customers with sincerity and structure.

Whether you grow, design, distribute, retail or educate, you play a vital role in the floral ecosystem. Each idea, initiative and act of generosity strengthens the industry. New Bloom Media encourages the community to keep exploring new systems, listening to customers and building marketing that connects people to flowers in deeper, more joyful ways.

“Just Add Flowers” is the second major national campaign from That Flower Feeling and builds on a proven model that has already delivered measurable gains in everyday floral sales in test markets. Backed by floral industry stakeholders, the campaign is being rolled out across digital and audio channels where the core 25–55 U.S. consumer audience spends time, including Instagram, TikTok, Pinterest, and YouTube.

To help the floral industry plug into this momentum, That Flower Feeling has created a Just Add Flowers toolkit featuring ready-made assets that carry through the same approachable, lifestyle-driven tone and visuals as the consumer campaign. The toolkit includes posters, in-store signage, and social media graphics and copy that florists, wholesalers, importers, and mass-market retailers can use to echo the national message in their own channels. The goal is to make it easy for any U.S. floral business—regardless of size or in-house marketing capacity—to invite consumers to “Just Add Flowers” more often.  

How to Access the Toolkit

• Visit: https://thatflowerfeeling.org/marketing-assets/
• If you haven’t already, register to access our assets.
• Click “Just Add Flowers Marketing Assets.”
• From there, you can instantly download posters, social content, and campaign visuals and start inviting your customers to “Just Add Flowers” to their everyday lives—no special occasion required.

As “Just Add Flowers” rolls out nationwide, industry support is essential to maintain momentum and build on early success. Continued investment in the campaign’s marketing fund, paired with active use of the toolkit at the local level, will help keep flowers top of mind for U.S. consumers and drive long-term, non-holiday growth in floral sales across every segment of the supply chain. To learn more, visit www.thatflowerfeeling.org or email info@thatflowerfeeling.org.

According to Gifts & Decorative Accessories, “With more than four decades of vision and determination, Maxine Burton has built burton + BURTON into a global leader in balloons, floral  supplies, and giftware.” The publication praised her “hands-on and heartfelt” leadership and  her ability to “nurture a company culture centered on creativity, family, and excellence.” 

“Maxine has great vision for the industry, and her knowledge translates to continually driving  company sales and profit,” said Dan Peecher of burton + BURTON. Beyond her business  success, Maxine is deeply committed to philanthropy and community engagement, fostering a  culture of generosity and innovation within her company and beyond. 

The Women of Influence list highlights those shaping the future of the gift industry through  their accomplishments and mentorship. Maxine’s recognition underscores her ongoing  dedication to innovation and leadership in the field. 

About burton + BURTON Founded in 1982, burton + BURTON® is a family-owned and -operated business that has grown into the  largest wholesale distributor of balloons and coordinating gift products in the world. In addition to its  showroom at the corporate headquarters in Bogart, Georgia, the company also maintains permanent showrooms at AmericasMart® Atlanta and Dallas Market Center^SM.

Leadership Transition and Board Updates

Seed Your Future extends its sincere appreciation to Dr. Ronda Hamm, who has served as Board President since 2023. During her tenure, Dr. Hamm championed national partnerships, strengthened engagement with educators, and supported SYF’s strategic expansion to address the horticulture industry’s critical workforce needs. Her leadership helped position the organization for continued national impact.

Succeeding her is Broch Martindale, National Nursery & Greenhouse Strategic Account Manager at Corteva Agriscience, who was unanimously elected as the new Board President. Martindale has been an active member of SYF’s Advisory Council for three years and a vocal advocate for workforce development across the industry. His long-standing commitment to elevating horticulture careers underscores his vision for SYF’s next chapter.

Seed Your Future also welcomes Mari Carasquillo, Vice President of Marketing at Costa Farms, as a new member of the Board of Directors. Carasquillo brings extensive experience in consumer marketing, brand building, and audience engagement – expertise that will support SYF’s goal of raising national awareness of careers working with plants.

Seed Your Future also extends its appreciation to Dr. Charlie Hall and Rodd Moesel, who have completed their terms on the Board of Directors. Their leadership, expertise, and long-standing support have helped advance SYF’s mission to strengthen the future horticulture workforce.

New 2026 Committee Appointments In support of the organization’s growing national initiatives, Seed Your Future is pleased to announce the following volunteers who will join SYF committees beginning January 2026:

• Andrew Gurka, Director of Student Programs, Longwood Gardens 
• Jordan Richardson, Member Engagement & Communications Manager, CalFlowers 
• Sarita Cantu, Marketing Manager, Smith Gardens 
• Lauren Brown, Assistant Head Grower, Smith Gardens
• Sarah Morales, Steward, GreenWeaver Landscapes – Sustainable Landscapes 
• Ella Davis, Horticulture & Marketing Comms Graduate, University of Wisconsin-River Falls 

These individuals bring expertise across education, communications, growing operations, sustainability, and public engagement – strengthening the committees that guide SYF programs, outreach, and industry partnerships.

Executive Director’s Statement “We are thrilled to welcome Broch, Mari, and our incoming committee volunteers at such a pivotal time for Seed Your Future,” said Jazmin Albarran, Executive Director of Seed Your Future. “Their collective experience and passion for developing the next generation of plant professionals will help us broaden our reach, deepen our impact, and continue addressing the workforce gap facing the horticulture industry.”

About Seed Your Future

Seed Your Future is the movement to promote horticulture and inspire people to pursue careers working with plants. We envision a world where everyone understands the power of plants and is aware of the promising careers in the art, science, technology, and business of horticulture. For more information, visit seedyourfuture.org To learn more about Seed Your Future and to make a donation, please visit Donate – Seed Your Future

2025 Highlights:

Research Programs

• Over $750,000 awarded to support 20 research projects focusing on pest management, disease control, post-production, technology, and more

Scholarship & Internship Programs

• 40 Students awarded scholarships and internships ($139,500+) to help build the next generation of floriculture and horticulture professionals

Grant Programs

• 24 Organizations awarded educational grants totaling over $100,000, supporting education, new programs, floral design, and young  professionals development 
• 5 Travel grants awarded to retail florists continuing their education

Additional Highlights

• The Sustainabloom program continues to grow through 20+ SustainaGuides, industry spotlights, news, and resources on sustainability within the floral industry 
• Over 20 free educational and training webinars through Grow Pro, Floral Marketing Fund, Young Professionals Council, Sustainabloom, and Thrips & Botrytis, presented by expert speakers
• Over 100 members in our Young Professionals Council, which fosters networking and professional growth for emerging leaders

While there’s much to celebrate, these accomplishments also highlight the growing demand for AFE’s vital support. Each year, many deserving students, the future leaders of the floral industry, go without the financial assistance they need. Meanwhile, important research and educational programs aimed at solving industry challenges remain underfunded.

This year alone, more than 120 students applied for scholarships or internships but were unable to receive support. Rising research costs also left 14 projects unfunded. Looking ahead, 38 new research proposals have already been submitted for 2026–2027 funding, focusing on priorities like pest and disease management, production, and new technologies.

With uncertainty around government and alternative funding, the commitment to sustaining these programs is stronger than ever—but AFE can’t do it without you. AFE extends its sincere thanks to the 2025 donors. The full list can be viewed here. Don’t see your name on the list? There’s still time to give! With continued support, AFE can broaden its impact and ensure no potential goes untapped.

During this holiday season, please consider including AFE in your year-end giving. And now, contributions can go even further! A generous donor has pledged $25,000 in matching funds, meaning every dollar donated will be matched two-to-one—tripling your impact. To take full advantage of this special opportunity, donations must be made by December 31st.

Carlsbad, CA – That Flower Feeling, the floral industry’s newly independent national marketing initiative, today announced the official launch date of Monday, November 17^th, for its next major campaign, “Just Add Flowers.” Building on the incredible success of its previous Self Care message, this new initiative is designed to do one simple thing: get more flowers into homes, more often.

The “Just Add Flowers” campaign reframes flowers from a “special occasion” purchase to an “everyday essential.” It provides a simple, powerful call to action for consumers to instantly elevate any moment—their morning coffee, a friend’s reunion, a housewarming gift, a work-from-home desk, or a relaxing bath—by just adding flowers.

This new campaign builds directly on the momentum of the “Self Care Made Easy” campaign. A dedicated test market for “Self Care” proved the marketing model, delivering a significant and immediate lift in everyday flower sales. This demonstrated that a unified, national message resonates with consumers and, most importantly, motivates them to make a purchase. “Just Add Flowers” is the next evolution of this successful strategy.

“We have proven that this collaborative marketing model works. Now, we are asking the industry to unite again as we launch ‘Just Add Flowers,'” said Vanessa Leite, Executive Director of That Flower Feeling. “To make this campaign a household name, we need a two-pronged partnership: first, a financial investment to power the national media buy, and second, active participation by using our ‘Just Add Flowers’ toolkit at the local and regional level.”

To support this, That Flower Feeling has created a comprehensive and complete toolkit for all industry members. It is packed with professionally designed social media assets, digital ads, print materials, and in-store signage to bring the national campaign to local customers. The toolkit will be available for download on Monday, November 17^th.

“We explored several powerful concepts, but ‘Just Add Flowers’ was the clear winner,” says Christopher Lewis, Creative Director with Logical Media Group. “It’s simple, direct, and actionable. It perfectly captures the new behavior we want to build—reframing flowers not just as a gift, but as an easy, everyday way for people to elevate their own lives. That’s the entire strategy in three simple words.”

The campaign’s reach is funded entirely by the industry, for the industry. Financial contributions directly power the media buy for “Just Add Flowers,” placing ads on platforms and channels where consumers spend their time.

“This is the perfect example of fostering community over competition,” says Cameron Pappas, a retail florist and dedicated TFF contributor. “When we all work together and invest in a unified message, we create a rising tide that lifts every single one of our businesses. ‘Just Add Flowers’ is a campaign that every florist can get behind, and I’m proud to support it because it’s an investment in the entire industry’s success.”

In another example of industry collaboration, the “Just Add Flowers” name is generously made available for the campaign’s direct-to-consumer (D2C) use through a licensing agreement with FernTrust, who holds the B2B trademark.

That Flower Feeling is asking all industry members to partner in this movement by considering a financial contribution and downloading the toolkit to bring this powerful message to customers.

About That Flower Feeling

That Flower Feeling is a 501(c)(6) collaborative effort, funded by floral industry stakeholders, to promote the use and enjoyment of fresh flowers in the United States. The brand and its first campaign, “Self Care Made Easy,” were initially launched by CalFlowers.

Now operating as a newly independent organization, the national campaign is dedicated to creating a cultural shift that encourages consumers to embrace flowers as a regular part of their lives, highlighting the scientifically proven benefits they bring to health and happiness. “Just Add Flowers” is its second major national campaign. Through innovative marketing, compelling content, and strategic partnerships, That Flower Feeling aims to increase floral consumption and support the growth of the entire floral industry.

For more information and to access the “Just Add Flowers” toolkit, visit www.thatflowerfeeling.org available on Monday, November 17^th. 

From her family’s 76-year floral legacy to her experience on the DWF board, Lori brings a perspective that bridges retail, wholesale, and advocacy. Her story captures what makes SAF so vital today — it connects every part of the floral supply chain, helping businesses grow stronger together.

Communicating the Full Value of SAF 

When asked about her priorities as president, Lori Wheat said one of her top goals is “to really communicate the value of SAF.” Beyond its well-known Floral Management magazine, Lori emphasized that SAF offers far more resources than many members realize — including a floral education hub with webinars, recorded sessions, and live discussions. 

Her message is clear: SAF is more than a convention; it’s an ongoing platform for learning and connection within the floral community. 

Equal Voices, Shared Leadership 

Lori explained that one of SAF’s greatest strengths lies in its governance — built around equal representation and new perspectives. Retailers, wholesalers, and growers all serve on rotating councils and task forces, ensuring that every voice is heard. “There’s always these new voices. There’s always equal representation,” she noted. 

This structure helps SAF stay relevant and responsive to real industry challenges, creating a continuous cycle of shared leadership across the floral community.

The NextGen Generation of Florists 

Lori described the next generation as one of the industry’s greatest opportunities: “This younger generation is our opportunity.” 

She’s seeing younger consumers “buying flowers for the experience” and treating them as part of daily life — a shift long admired in European markets. SAF has embraced this cultural change through programs like Next Gen Live and the Rising Star Award, empowering young professionals to lead with creativity and confidence. 

For floral businesses, Lori’s insight is a call to action: invest in young talent, encourage curiosity, and make mentorship a core part of your brand culture. 

1-Day Profit Blast: Education in a Day 

Among SAF’s many offerings, 1-Day Profit Blast stands out as a favorite. These one-day regional events bring education, inspiration, and networking into a single format. “It’s really a place to connect and to learn and just to get excited about your business,” Lori shared. 

Each session covers key topics — from marketing to financial planning — while vendors showcase the latest products and trends. The takeaway? SAF makes professional development accessible, helping every florist and wholesaler in the floral community grow through knowledge and collaboration.

Advocacy and Innovation for a Changing Industry 

Under Lori Wheat’s leadership, the Society of American Florists continues to strengthen its advocacy work and embrace innovation. She credited SAF’s government relations team, led by Joe Bischoff, for ensuring the floral industry’s voice is heard on Capitol Hill through Congressional Action Days. 

Looking to the future, Lori revealed that SAF is developing an AI-powered knowledge hub — a digital library of articles, videos, and research created exclusively by floral experts. This innovation will make decades of industry knowledge easily accessible, providing members with a new way to learn and adapt in an evolving marketplace. 

Final Thought 

Sahid closed by calling SAF “a membership that keeps on giving,” and Lori’s message proved it. The Society of American Florists exists to help every member of the floral community — from growers to retailers — access education, advocacy, and relationships that lead to long-term growth. As Lori put it best, “Get involved… If you don’t say yes and you’re not there and you’re not participating, you’re missing out on so much.” 

See the full conversation with Lori Wheat and explore how the Society of American Florists continues to connect, educate, and inspire the floral community.

Upcoming Shows 

Next on The Bloom Show: 

● November 11, 2025, at 2 PM EST: The Bloom Show: Pennylyn Woosley & Ace Berry on Design, Mentorship & Floral Trends 

● November 14, 2025, at 1 PM EST: The Bloom Show Correspondent: Joe Don Zetzsche (Ep. 4) – AI & Tech Shaping the Floral Industry 

● November 18, 2025, at 1 PM EST: The Bloom Show: Inside the Career of Floral Industry Ambassador Deborah De La Flor 

● November 20, 2025, at 1 PM EST: The Penny and Ace Show: From Seed to Spotlight – How Florists Find Their Calling 

● November 21, 2025, at 1 PM EST: The Bloom Show Correspondent: Tim Huckabee | EP 3 – Marketing and Service Tips for Florists 

● November 25, 2025, at 2 PM EST: The Bloom Show Season Finale: Floral Economics & Future Trends with Charlie Hall & Melinda Knuth 

● November 28, 2025, at 1 PM EST: The Bloom Show Correspondent: Bill Schaffer | Episode 2 – 2026 Floral Trends & Innovation 

Our Message to the Community 

At New Bloom Media, growth occurs when we share our knowledge and uplift those around us. Lori Wheat’s leadership reflects the heart of our mission — connecting voices, nurturing future leaders, and celebrating the power of collaboration within the floral community. 

Whether you grow, design, distribute, or educate, you’re part of something bigger — a collective effort that makes our industry stronger every season. Let’s keep learning, innovating, and blooming together. 

This is a piece created for the floral community, by the floral community.

Looking for more floral business insights and exclusive Bloom Show content? Subscribe to our newsletter for expert perspectives and updates. 

Want to collaborate, be featured, or share your perspective in a future episode? Contact us today.

Julie Ortiz – Joseph & Sons Inc.

With more than 35 years in the agriculture industry, Julie Ortiz has dedicated her career to managing and growing a successful family-
operated business. As Production and Sales Manager at Joseph & Sons Inc., Julia oversees operations from field to customer—
ensuring quality, consistency, and long-term relationships with partners and clients.

Her leadership reflects a deep-rooted passion for sustainable practices, integrity, and efficiency. Guided by the example of her father, Jose Ortiz Sr., Julie continues to build upon her family’s agricultural legacy, maintaining the values that define their success in farming.

John Louie – Green Valley Floral

John Louie, a third-generation member of Green Valley Floral in Salinas, California, supports the company’s sales, marketing, and
farm operations. Established in 1973, Green Valley Floral is a premier grower and shipper of garden roses, spray roses, gerberas, greens, and field flowers. John earned degrees in Economics and Political Science from Middlebury College and previously worked in the fresh vegetable industry with Tanimura & Antle and PlantTape, gaining valuable experience in agricultural technology and business development. His leadership at Green Valley Floral focuses on innovation, product diversification, and adapting to changing consumer trends.

In addition to his work in the floral industry, John serves on the Board of Directors for theFirst Tee of Monterey County, a nonprofit helping youth develop character and life skills through golf. He and his wife live in Monterey, where they enjoy hiking and the outdoors.

CalFlowers President Lane DeVries shared, “Both Julie and John represent the spirit of innovation, collaboration, and dedication that drives our industry forward. Their combined experience across generations of family farming and modern business development will bring valuable perspective to the CalFlowers Board. I’m confident their leadership will help us continue advancing our mission of ensuring More Americans Enjoy More Flowers More Often.”

For more information, visit www.cafgs.org.