At Choice Farms, we believe that growth begins with people—both the growers and partners we serve, and the talented team members who bring our mission to life every day. That’s why we’re delighted to share that Jena Gizerskiy, CFD, PFCI, has joined Choice Farms as our new Director of Business Development.

Jena brings more than 11 years of floral industry experience, most recently serving as Sales Manager at Rosaprima, where she collaborated with a wide range of floral professionals across North America. Before entering the floral world, she worked in luxury retail with Christian Dior and Neiman Marcus—roles that gave her a strong foundation in customer experience, brand building, and cultivating long-term relationships.

Her journey has been marked not just by professional accomplishments, but by a commitment to giving back to the floral community. Jena holds her CFD® (Certified Floral Designer) accreditation from AIFD, and earlier this year she was recognized as a PFCI (Professional Floral Communicators – International) member at the SAF Convention. She also serves on the WF&FSA Board of Directors and chairs the association’s Marketing Committee. These roles reflect her dedication to both excellence in floral design and to educating, mentoring, and inspiring others in the industry.

When asked what she is most proud of, Jena points to the relationships she has built and the trust she has earned over the years. “Choice Farms plays such a vital role in connecting growers with the floral community while delivering quality, consistency, and care,” she says. “What excites me most is the opportunity to work alongside some of the most talented professionals in our industry and to continue building partnerships that elevate the entire floral community.”

In her new role, Jena will focus on strengthening relationships, exploring opportunities for growth, and developing programs that make it easier for floral professionals to access and showcase Choice Farms’ unique varieties. Her approach reflects both her passion for flowers and her belief that they are more than a product—“they’re a language of celebration, beauty, and connection.”

Please join us in welcoming Jena to the Choice Farms family. We are excited about the expertise, energy, and heart she brings to our team—and we look forward to the bright future we’ll continue building together.

Each year, the Society of American Florists (SAF) Convention brings together floral professionals from every link in the supply chain. This year’s event in Phoenix, Arizona, from August 11-14 was a powerful reminder of how relationships, real-time feedback, and shared insights help us adapt and grow as an industry.

For Choice Farms, SAF 2025 offered space to reflect, reconnect, and reenergize our commitment to serving the floral community with quality, consistency, and care. Below are the six key takeaways we’re bringing back to our business—and to our partners.

1. Connection Creates Clarity

Some of the most valuable insights we brought home from SAF didn’t come from the main stage—they came from the quiet conversations between sessions, in the hallways, and over shared meals.

These moments offered a chance to ask real questions, hear honest feedback, and have the kinds of candid discussions that help us get better. Sometimes that feedback isn’t easy to hear—but it’s always worth listening to.

Whether it’s learning how our products perform under pressure, hearing how customers are adapting in a shifting market, or simply listening more closely to what they need from us—these exchanges fuel continuous improvement.

At Choice Farms, we believe feedback is a gift. And SAF reminded us that connection is not just a benefit of attending events like this—it’s the real reason we go.

2. Honoring the Standouts: Blooms and Beyond

At the Outstanding Varieties Competition, Alexandra Farms—one of our key partners—earned top honors in the garden rose category, including a Blue Ribbon for ‘Garden Romance’ and a Red Ribbon for ‘Phoebe.’

These awards reflect the high standards we uphold for our product assortment and reinforce our confidence in the premium varieties we offer to customers. When the industry recognizes flowers we source and support, it sends a strong signal to our clients: you’re sourcing from trusted leaders.

But SAF isn’t only a celebration of beautiful product. It’s also a moment to recognize the superstars of our industry—the people and organizations whose dedication, advocacy, and long-term commitment have helped shape where we are today. These individuals remind us that leadership comes in many forms: through mentorship, innovation, community building, and unwavering service behind the scenes.

Their continued impact inspires us to do more, give back, and keep raising the bar. As we look toward the future, we honor those who’ve paved the way—and the many ways they continue to move this industry forward.

3. Trend Sessions Confirm We’re On Track

Presentations by Talmage McLaurin and FreshPath Marketing confirmed what we’ve been leaning into: bold, expressive color palettes, layered textures, and natural movement continue to dominate event and retail design.

These sessions validated not only the direction of our marketing, but also the positioning of our product assortment heading into the busy fall wedding and holiday seasons. We’re inspired to continue creating value through trend-forward storytelling and our wide breadth of product offerings.

4. An Outward Mindset Makes Us Better Leaders

One of the most impactful sessions came from Rob Dillon of Dillon Floral, who spoke about the Arbinger Institute’s work on emotional intelligence and leadership.

Their philosophy centers around a shift from an inward mindset—where others are seen as obstacles or tools—to an outward mindset, where people are understood as individuals with their own goals and challenges.

This framework resonated deeply with our team. It’s not just a leadership lesson—it’s a cultural one. It applies to how we manage internally, how we respond to customer needs, and how we approach communication throughout the supply chain.

At Choice Farms, we believe leadership isn’t just about being right—it’s about being present, curious, and ready to serve.

5. Operational Insights Are Driving Real Change

The cold chain session—featuring speakers from Kennicott, Floralife, and Griffin’s Floral Design—reinforced a critical truth: product quality doesn’t end at the farm. It continues through transport, storage, and delivery. For wholesalers, who serve as the bridge between importer and designer, this insight is essential.

Cold chain management, proper box rotation, and communication with partners all play a role in reducing shrink and maintaining trust.

We also learned from the retail success panel, which shared tools that florists are using to work smarter and stay competitive—including:

• Year-round floral training calendars
• Social media content toolkits for floral businesses
• AI-generated marketing prompts to align with trends and create better operational processes

While these tools are designed for florists, wholesalers are in a unique position to help distribute or curate them. When wholesalers equip their customers with these resources, it strengthens the entire supply chain and adds value beyond the sale.

6. Cultural Opportunities Are Blooming

Discussions around cultural celebrations—especially Día de los Muertos and Diwali—highlighted the increasing importance of marigolds in the U.S. market. These traditions are deeply meaningful, and florists are seeking reliable access to appropriate product during key times of year.

For wholesalers, this presents an opportunity to anticipate seasonal demand and become a trusted source for culturally significant flowers. Doing so builds relevance with customers and fosters long-term loyalty.

At Choice Farms, we’re actively exploring how to better serve these needs with intentional availability planning, storytelling support, and farm alignment.

In Closing: Why SAF 2025 Matters

This year’s convention served as a timely checkpoint—a moment to pause and evaluate where we’re going as a company, and as an industry. It reminded us that while products and platforms may change, the foundation of our business remains the same: trusted relationships, meaningful service, and shared progress.

At Choice Farms, we’re proud to play a role in shaping what comes next. And we’re grateful to our customers, partners, and peers who continue to lead alongside us.

If you’d like to learn more about any of the tools or trends mentioned here—or if you have ideas to share—we’d love to hear from you.

Let’s keep the conversation going.

Written By Freddy Melero, Director of Sales & Procurement at Choice Farms & President of WFFSA

I’ve been to a lot of DevX events — nine of them, I think… maybe seven… or was it five? (Let’s just say I’ve been around the DevX block a few times.) No matter the number, this year’s experience in Cleveland definitely stood out.

For those who don’t know, WFFSA DevX is an immersive, behind-the-scenes experience that brings floral professionals together for hands-on learning, facility tours, and real talk about where our industry is headed.

DevX 2025 had the right mix of learning, laughs, and those unexpected moments that remind you why this industry is so special. It was packed with meaningful conversations, fresh perspectives, and a few surprising facts that — even after all my years in the business — still managed to teach me something new.

Here are five things that stood out to me this time around:

1. Over 9 Million Orchids — Seriously

Our visit to Green Circle Growers was impressive on so many levels, but the stat that stopped me in my tracks? They move more than 9 million orchids a year. That’s not a typo. The scale of their operation and the systems they’ve put in place to do it well — and sustainably — was something every one of us could learn from.

2. The Floral Foam That Changed Everything

Walking through Smithers-Oasis was like stepping into a piece of floral history. These are the folks who invented OASIS® Floral Foam back in 1954 — and it’s still a huge part of how our industry builds arrangements today. It made me appreciate just how far we’ve come and how innovation can have a ripple effect for decades.

3. Alex Weber Had Us All Fired Up

Our keynote speaker, Alex Weber, brought the energy. He talked about turning fear into fuel, and it hit me — that feeling we get when we’re nervous about trying something new? That’s growth knocking.

Here’s what stuck with me:

• Fear isn’t a stop sign — it’s a signal you’re stretching.
• Confidence is built one rep at a time.
• Take action even when you’re not in the mood. Progress comes from showing up.

If you’re in this industry, you know how real that is.

4. Networking at the Rock N’ Roll Hall of Fame — Doesn’t Get Cooler Than That

The WFFSA event at the Rock & Roll Hall of Fame was a blast. It’s not every day you network next to Elvis’s Cadillac or Beyoncé’s stage outfits. It was a great reminder that our industry — like music — is about creating emotional moments people remember.

5. Leaving with Energy and Ideas

For me, the best part of DevX is what you take with you: the ideas, the connections, the spark. After three days in Cleveland, I am coming back to Choice with a fresh perspective — and a real sense of excitement for where the floral industry is headed.

Until next time,
Freddy

Each year on Memorial Day, the floral industry unites in a profound tradition—placing flowers at the gravesites of fallen heroes at Arlington National Cemetery. It’s a gesture of remembrance, made possible by the Memorial Day Flowers Foundation, that speaks to the heart of what we believe in: honoring life, serving others, and leading with compassion.

This past Monday, more than 150,000 fresh flowers were hand-placed at Arlington. Volunteers paused at each headstone, read the names, and gently laid a bloom—turning fields of marble into landscapes of gratitude.

At Choice Farms, we’ve supported this initiative for many years, and each year, we are reminded of how powerful flowers can be—not just in celebration, but in commemoration.

“It’s moments like this that show the heart of our industry,” says Freddy Melero, Choice Farms’ Director of Procurement and Sales and President of the Wholesale Florist & Florist Supplier Association (WFFSA). “To see so many people come together to honor service through flowers—it reminds us that what we grow, sell, and share matters deeply.”

Why Memorial Day Flowers Matters

Founded in 2011, the Memorial Day Flowers Foundation began with a mission to place 10,000 roses at Arlington. Since then, it has grown into a nationwide effort—engaging growers, importers, wholesalers, logistics teams, and families across the country.

This year, the Foundation asked for over 400 volunteers to help distribute flowers, with donations arriving from across the floral supply chain. The effort spans across sections of Arlington including:

• Section 60, honoring recent casualties of Iraq and Afghanistan
• The ANC Welcome Center, where flowers are offered to visiting families
• Programs like T.A.P.S. (Tragedy Assistance Program for Survivors)
• And, when requested, the Tomb of the Unknown Soldier 

Although we are not directly affiliated with the Foundation, we are proud to align with this tradition through our values and donations—and through industry-led efforts such as WFFSA’s Flower Movement, which champions initiatives that give back through flowers.

The Power of Floral Tributes

Memorial Day is more than a long weekend—it is a national moment of reflection. And in the floral industry, it’s one of the few times where flowers take on a distinctly solemn yet healing role.

To place a flower at a headstone is to offer gratitude without words. It’s a small act—but one that carries deep emotional weight, both for the giver and the family who sees that tribute.

At Choice Farms, we believe these gestures matter. And we’re honored to work in an industry that understands how to transform beauty into meaning.

Learn More or Get Involved

To learn more about the Memorial Day Flowers Foundation, their impact, and how you can contribute next year—either as a volunteer or donor—visit: www.memorialdayflowers.org