In this week's edition of 10 Questions, we spotlight Colleen Fagundus, the dynamic Director of Floral at the International Fresh Produce Association (IFPA). Colleen brings a refreshing blend of industry insight, relationship-building, and advocacy to the floral sector. Her passion for connecting with members, navigating industry challenges, and representing floral voices in a complex global landscape makes her a standout leader in the space.
Her story is one of authenticity, leadership, and care for people, flowers, and the future of the industry. Read on to learn more.
Question 1
For those who don’t know you, who are you, and what do you do?
"Hi everyone, I’m Colleen Fagundus, Director of Floral at the International Fresh Produce Association! I’ve been with IFPA (previously Produce Marketing Association) in various roles for nine years, and I’m thrilled to now be part of the vibrant floral community! Before association life, I was a retail operations manager and cheese monger. I was born and raised in the suburbs of Philadelphia, so I am a die-hard Philadelphia sports fan (Go Birds!). Currently, I live in Southern New Jersey with my husband and young son."
Question 2
What is so special about your job?
"Being the Director of Floral is special because I get to interface with our amazing IFPA members every day. As a tried-and-true extrovert, connecting with the industry daily is one of my favorite parts of my job. As the main contact for all things floral, members will reach out to me with anything and everything they might need from their trade association. We could utilize our consumer data to find other members who can help them with packaging needs. Recently, I had a member reach out because they needed some particular stems. Making those connections and helping members’ businesses thrive is such a thrill for me."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"One of the biggest challenges of working for an association is making sure that everything we do is what is best for our members; however, that can vary member to member, so balancing the needs of the larger supply chain versus individual member needs can be difficult. I have overcome some of these challenges by taking the time to get to know our members and build strong relationships with them to understand their business. I think most, if not all our floral members know that I am only a phone call away."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"I think what we are facing with the current geo-political climate and trade barriers is our largest threat. Here in the US, since we primarily import many of our cut flowers from overseas, managing the ever-changing tariff situation has become a significant issue for many of our IFPA members. I don’t have solutions for these issues, as they are occurring on a macro-scale. However, IFPA has a great Government Relations team that is working tirelessly to advocate in that space so we can better serve our members. It’s important to remember that influencing policy is a long game, and IFPA has only been playing it for three years."
Question 5
How has technology, such as e-commerce platforms or digital marketing, affected your industry? What strategies have you employed to stay competitive?
"IFPA is in a unique position in that we support all parts of the floral supply chain, so while e-commerce and digital marketing are not directly affecting our business, they affect our members’ businesses. E-commerce and digital marketing are transforming the floral industry by expanding how and where our members connect with consumers. Growers, retailers, and importers are leveraging online platforms to reach new markets, personalize the customer experience, and streamline fulfillment. To stay competitive, our members are partnering with third-party delivery apps, leveraging social media and influencer partnerships, and utilizing data-driven marketing strategies, all of which help them adapt to shifting consumer expectations and buying habits."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"Cathy Burns, the CEO of IFPA. While I realize she is within my organization, I truly do find her to be an inspiration. From bagging groceries to leading a major grocery chain, and now shepherding IFPA through a global pandemic, merger, and navigating our ever-changing industry, Cathy leads with poise and grace. She invests time and energy in each of us, knows us personally, and checks in on the good and bad days.
I’ve picked up a habit of writing personal notes when appropriate to members, which is something I learned from Cathy because she does that for staff on many occasions. Those are the things you can’t teach – they come from really caring about your team and organization. And that’s what Cathy does for IFPA."
Question 7
How do you handle stress or difficult moments in your life?
"I walk away. When I feel that my stress level is inching up and up, I force myself to take a pause. Sometimes, it’s to refill my water; other times, it’s a quick lap around the block to clear my head and reset my attitude. Stepping away before a moment becomes so stressful I can’t manage it was a habit I developed during the pandemic that has stuck with me. It’s OK to just walk away when you need a break. Of course, you must come back and handle the issue, but giving yourself the grace to pause and breathe makes all the difference."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"It’s not floral specific, but one of the most inspiring stories for me this year has been about the SS United States – a historic, decommissioned ocean liner that had been sitting and deteriorating in Philadelphia for decades. Earlier this year, it was relocated to Alabama, where it is being stripped of hazardous materials and will be repurposed as the world’s largest artificial reef off the coast of Florida. I love the idea of something that has once served our country above the sea is now finding a new purpose beneath it, supporting marine life and protecting our environment for generations to come."
Question 9
Which is your favorite flower/plant, and why is it good for you?
"I have to name just one?! I don’t think I can do that! I’ve always enjoyed Ranunculus, even before I knew what they were called. The layers and layers of petals are so visually appealing. I also really love tulips. We have a lot of local growers here in Southern New Jersey, so it’s a treat to drive by big fields of brightly colored stems. My wedding was in the fall, so it brings me a lot of joy seeing orange and yellow roses, with touches of red and purple in bouquets or arrangements, too, takes me right back to my bridal bouquet."
Question 10
What are you doing this weekend?
"We are heading to a beach vacation. I grew up going to the beach for vacations and getaways, so I’m looking forward to sharing the experience with my son. I can spend all day relaxing on the beach and in the water. I should probably buy stock in a sunscreen business at this point. But my favorite time on the beach is around 5:30 pm. Once most people have gone home and the sun gets low on the horizon, there is nothing better!"
All pictures and videos courtesy of Colleen Fagundus.
