In a special episode recorded at the 2023 Society of American Florists' 138th Annual Convention in Phoenix, we sit down with the Immediate Past President, Michelle Castellano Keeler, to reflect upon her tenure as President from 2021 to 2023.
We touch upon her leadership in the aftermath of Covid, exploring the virus's potential impact on the floral business. We dive into how the floral industry not only weathered this period but in many instances flourished. Michelle also highlights some of her proudest moments, notably the swift establishment of the SAF NextGen committee and its subsequent evolution. Initially, budding floral entrepreneurs aged 45 and under would gather informally during the convention's happy hours. This camaraderie eventually evolved into their flagship event, SAF NextGen LIVE, celebrated in Miami for the last two years.
Furthermore, Michelle offers a keen overview of SAF Governance. She emphasizes the structured leadership transition, explaining how each president, whether from a flower-growing, wholesaling, or retailing background, undergoes a six-year journey - two years as president-elect, two as president, and finally, two as immediate past president. This is a path Michelle is set to follow until 2025.