Seed Your Future Launches Careers In Bloom: A Journey from Flower Farm to Vase

Alexandria, VA – Seed Your Future (SYF) is proud to announce the launch of Careers In Bloom, a new digital series dedicated to illuminating the full spectrum of careers within the floral industry. Set to debut in fall 2026, the series takes students and career explorers on a journey – from the fields where flowers are grown, through the supply chain, and all the way to the final arrangement – revealing that the floral industry is far more than floral design.

Flowers mark life’s most meaningful moments: weddings, funerals, proms, graduations, engagements. Behind every bouquet and centerpiece is a network of growers, logistics professionals, educators, designers, retailers, and suppliers whose careers are worthy of celebration and recognition. Careers In Bloom gives students a window into that world.

The Careers We’re Highlighting

The series will feature ten professionals representing the full flower supply chain:

• Floral Grower / Producer — Brent Roozen, Roozen Gaarde Tulips
• Transportation — Stephen Armellini, Armellini Logistics
• Floral Wholesaler — Michael Black, PFCI, Jet Fresh Flowers
• Hardgoods Supplier / Manufacturer — Laura Walsh, Smithers-Oasis
• Retail Florist Owner — Christine Guenther, AAF, PFCI, CFD, WildFlower | stem + sundry
• Floral Designer — Kelsey Thompson, AIFD, PFCI
• Floral Educator — Shanda Zelaya, Flor de Casa Designs
• Service Supplier — EllieJo LaFever, PFCI and Vonda LaFever, AIFD, PFCI, Flower Clique
• Supermarket Floral — April Dominguez, H-E-B Florals
• Faculty / Researcher — Dr. Melinda Knuth, NC State University Department of Horticultural Science

Why It Matters

“When students think of the floral industry, they often picture a single career: floral designer,” said Jazmin Albarran, Executive Director of Seed Your Future. “But the beauty of flowers is made possible by an entire ecosystem of professionals – growers, logistics experts, researchers, educators, retailers, and more. Careers In Bloom is our commitment to making sure students see themselves in all of it.”

By showcasing diverse professionals and the companies that bring flowers from farm to vase, Careers In Bloom will help the next generation understand the breadth, depth, and economic significance of the floral industry – and inspire them to pursue careers within it.

“Being part of this project was an honor because it gave me the opportunity to represent an industry that has provided me with so many opportunities to learn, grow, and lead. I hope students watching the series see that there isn’t just one path in horticulture. There are many ways to build a career, find your passion, and make an impact.”

— April Dominguez, Part-Time Dedicated Trainer, H-E-B Florals

“I didn’t know what to expect from the video series, but now that I’ve seen it, I feel so honored to have been included. Playing a small role in this project reaffirmed that I chose the right career path, and it makes me incredibly proud of what I’ve been able to accomplish over the years. Ultimately, it makes that 9-year-old girl who came to this country with nothing proud of who she’s become and the life she’s built. I hope students learn to think outside the box when it comes to traditional careers, and to lean into flowers as a medium – not only to spark joy, but to build an incredible life.”

— Shanda Zelaya, CEO / Lead Designer, Flor de Casa Designs

Our Founding Sponsors

Careers In Bloom is made possible through the generous support of four sponsors whose investment in this series reflects their commitment to workforce development and the future of the floral industry:

In Their Words

Our sponsors and industry partners share why they support Careers in Bloom:

American Floral Endowment

“Attracting new talent to the floral industry is one of the most important investments we can make in our future. The American Floral Endowment proudly supports Careers In Bloom because it brings visibility to the diverse, meaningful, and fulfilling careers that exist across floriculture. By sharing the stories of passionate professionals throughout the supply chain, this program helps young people see themselves in our industry and understand the impact they can make. Developing the next generation of leaders, innovators, researchers, and business professionals is essential to ensuring a vibrant and thriving floral industry for decades to come.”

— Debi Chedester, CAE, Executive Director, American Floral Endowment

American Floral Alliance

“The future of the floral industry depends on our ability to attract and inspire the next generation. Careers In Bloom gives young people a window into the incredible diversity of careers our industry has to offer. My hope is that someone watches these stories and says, ‘I never knew I could build a career doing that.’ That is when we will know this project has made a difference.”

— Lane DeVries, President, American Floral Alliance

The Bloom Together Initiative

“One of the floral industry’s greatest challenges is inspiring the next generation to discover all that it has to offer. Careers In Bloom can open their eyes to careers they never knew existed. Our hope is that someone discovers their place in this beautiful industry and becomes part of carrying forward a legacy that has brought beauty, connection, and happiness to people’s lives for generations.”

— Sahid Nahim, President, New Bloom Solutions & Media (Founder of The Bloom Together Initiative)

AIFD Foundation

“Careers In Bloom will expand our industry’s horizons and unlock unlimited potential. For generations, individuals have searched for work that truly inspires, engages, and sustains them. By showcasing the full spectrum of modern floral careers, we are providing the next generation the insight they need to flourish while ensuring a vibrant, successful future for our industry.”

— Lynn Lary McLean, AIFD, Chief Executive Officer, AIFD Foundation

Society of American Florists

“As the saying goes, seeing is believing. We are so proud to have helped with this series, which shows, in such a beautiful and compelling way, just how many different interests and talents have a place in the floral industry – from art and design to science, math, marketing and so much more. It’s one thing to tell people about those opportunities – but by showing them, Seed Your Future is turning curiosity into interest – and interest into the next generation of floral professionals.”

— Kate Penn, Chief Executive Officer, Society of American Florists

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.

To support Seed Your Future’s ongoing efforts, please visit: Seed Your Future Donation Page.