This week on Thursd’s 10 Questions, we spotlight a vibrant and visionary leader whose roots in the floral world run deep: Freddy Melero, Director of Sales & Procurement at Choice Farms and the newly appointed President of WFFSA. Known for his dynamic energy, unwavering dedication, and heartfelt connection to people and flowers, Freddy opens up about his role in shaping the industry, the challenges he’s overcome, and the joys that fuel him daily.
With a warm blend of humor, humility, and insight, Freddy invites us into the world behind the blooms—where logistics meet legacy, and where passion becomes purpose. Whether you’re a grower, a wholesaler, or someone who loves a good story, his journey is bound to inspire.
Question 1
For those who don’t know you, who are you, and what do you do?
"My name is Freddy Melero, and I serve as the Director of Sales & Procurement at Choice Farms, where I’ve had the privilege of working closely with some of the most passionate growers and customers in the floral industry. I’m also currently the President of WFFSA (Wholesale Florist & Florist Supplier Association), which has been an incredible opportunity to help shape the future of our industry alongside a dedicated and inspiring community.
Outside of work, I’m a husband and a proud dad to two incredible kids—a 13-year-old son who’s a star thespian and keeps me entertained with his talent and creativity, and a 9-year-old daughter who’s a true dancing queen, always bringing joy and rhythm into our home. They’re a huge part of my inspiration and keep me grounded in what matters most.
With a career rooted in relationship-building, logistics, and a deep appreciation for the beauty and business of flowers, I’ve made it my mission to connect people through blooms—whether that’s through streamlined procurement, strategic sales, or industry advocacy."
Question 2
What is so special about your job?
"What makes my job so special is that it’s rooted in beauty, connection, and people. Every day, I get to work with something that brings joy—flowers—and that in itself is powerful. But it goes beyond the blooms. My role in sales and procurement allows me to help bridge the gap between growers and customers, making sure the right product gets into the right hands, at the right time, and in the best condition. There’s an art and science to that.
What many people don’t see is the orchestration behind the scenes—the logistics, timing, relationships, and decision-making that all must align to get fresh product from farms to wholesale florists, often across continents. And somehow, through the chaos, we help create moments—weddings, memorials, holidays, just-because gestures—that matter in people’s lives. Also, let’s be honest, the floral industry is never boring. Whether it’s racing against a holiday rush, dealing with unpredictable weather, or watching someone try to pronounce the name of a flower they’ve never heard of, there’s always something that keeps it interesting. No two days are ever the same, and that’s part of the magic."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"This industry isn’t for the faint of heart, and like many of us in the floral world, I’ve faced my fair share of challenges. One that stands out was navigating the supply chain disruptions during the pandemic. Overnight, everything changed - flights were grounded, farms were short-staffed, and demand was completely unpredictable. It was a perfect storm, and the pressure to deliver didn’t go away.
I had to quickly shift gears, lean heavily on relationships we had built over the years, and get creative with sourcing and logistics. Communication became everything—being transparent with customers, staying flexible with growers, and keeping our team motivated even when things felt uncertain. I’m proud of how we pulled through, not just maintaining business but strengthening our partnerships in the process.
That experience taught me that adaptability and trust are everything in this business. When things get tough, it’s the people you work with—and work for—that get you through it."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"Like any evolving industry, floriculture faces its share of threats. One of the biggest ongoing challenges is the fragility of the supply chain. From unpredictable weather patterns due to climate change, to rising transportation costs and labor shortages at the farm level, every link in the chain feels the pressure. When one part of the chain is disrupted, the ripple effects are felt down to the consumer.
Another threat is the growing disconnect between newer generations and the floral industry. We’re in an age of instant gratification, and if we don’t innovate in how we market, sell, and deliver our product, especially digitally, we risk becoming less relevant. There's also the challenge of sustainability: consumers are more conscious than ever, and our industry has to evolve to meet those expectations in packaging, sourcing, and operations.
That said, I believe the solutions lie in collaboration and education. We need stronger partnerships between suppliers, wholesalers, retailers, and educators. Transparency, data-sharing, and technology adoption are key. And as WFFSA President, I’m passionate about helping create that bridge—offering resources, pushing for innovation, and making sure every part of the floral chain is heard and supported. Ultimately, I’d love to see a more connected, future-forward industry that’s not only thriving but also inspiring the next generation to see flowers as more than a product, but as a career, a craft, and a culture."
Question 5
How has technology, such as e-commerce platforms or digital marketing, affected your industry? What strategies have you employed to stay competitive?
"Technology has completely transformed the floral industry, especially in the areas of e-commerce, logistics, and customer engagement. It’s no longer just about having the best product—it’s about how fast, how easy, and how clearly you can get that product in front of your customers. Expectations have shifted, and we’ve had to evolve right alongside them.
At Choice Farms, we’ve embraced this shift by integrating platforms like Komet, which has been a game-changer for streamlining our operations and improving the customer experience. Komet allows our customers to see real-time inventory, place orders quickly, and stay connected with what we have available. That transparency and accessibility help build trust and drive sales, especially in a fast-paced environment where timing and freshness are everything. Beyond that, digital marketing and social platforms have allowed us to tell our story in new ways. It’s no longer just B2B transactions—it’s about building a brand, engaging with a community, and being present where people are looking for inspiration.
To stay competitive, we’ve focused on improving our digital infrastructure, investing in tools that offer both flexibility and speed, and training our team to embrace these changes. The more we lean into tech, the more we’re able to meet customers where they are—and that’s the key to long-term success in today’s market."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"My parents are, without a doubt, my biggest inspiration. As the son of Cuban exiles, I grew up watching them work tirelessly to build a better life, not just for themselves, but for our entire family. They taught me the value of hard work, perseverance, and above all, the importance of education. Their journey wasn’t easy, but they never let circumstances define their future. They showed me that with determination and a strong foundation, you can overcome anything and achieve your dreams.
That mindset has guided me through every chapter of my life, from the early stages of my career to now serving as President of WFFSA. Their story keeps me grounded, motivated, and deeply grateful. It’s a daily reminder that the opportunities I have now were paved by their sacrifices—and that’s something I carry with me always."
Question 7
How do you handle stress or difficult moments in your life?
"Stress and difficult moments are part of the territory, especially in leadership roles like sales, procurement, and now as President of WFFSA. One of the core strategies I rely on is creating space to gain perspective. In high-pressure situations, I’ve learned that clarity doesn’t come from reacting impulsively—it comes from taking a step back to reflect, assess, and act with intention. I follow a personal mindset I call “the three R’s”: Reflect, Reframe, Respond. First, I reflect on what’s going on and what I can control. Then I reframe the situation, looking at it as an opportunity to grow or sharpen my skills. Finally, I respond, and I try to do that with focus and composure.
Physical activity plays a huge role in how I maintain that balance. I love working out at the gym, and sports like basketball and kickboxing help me release stress and stay mentally sharp. Those moments push me physically, but they also give me the mental reset I need to show up with clarity and energy in my professional life. My grit and mental strength have been built over time through experience, great mentors, and plenty of trial by fire. What grounds me most is knowing why I do what I do, who I do it for, and how much I still have to learn. For me, resilience isn’t about avoiding the storm—it’s about learning how to move through it with intention and strength."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"The most meaningful news for me over the past year has been being named President of WFFSA. It’s been both a humbling and honorable experience. To be trusted with this level of responsibility by peers and leaders, I deeply respect is something I don’t take lightly. It’s a role that represents not just a title, but a commitment to serve and elevate our industry as a whole.
On a personal level, it reaffirmed that the years of hard work, relationship-building, and dedication to the floral community have made an impact. It’s also been incredibly energizing—there’s a renewed sense of purpose knowing I can help shape the future of our industry, support our members, and foster innovation and growth at a national level. This news had a ripple effect on both my personal and professional life. It reminded me why I love this work, and it’s inspired me to keep pushing forward—not just for my team, but for the broader community we serve."
Question 9
Which is your favorite flower/plant, and why is it good for you?
"My favorite flower, hands down, is the Rose Free Spirit by the breeder Tantau. It’s full of life, with warm shades of coral, peach, and pink that almost seem to glow. It’s one of those varieties that not only looks stunning but also holds up well, which makes it a win from both a design and quality perspective.
What draws me to Free Spirit, though, is more than just its beauty—it’s the name. A 'Free Spirit' is something I truly pride myself on being. I believe in forging my path, staying true to who I am, and leading with authenticity. This rose captures that energy perfectly – it doesn’t just show up — it stands out. It’s bold, vibrant, and full of character, which is exactly how I aim to show up in both life and business. It leaves a lasting impression, and that’s something I’m always striving for."
Question 10
What are you doing this weekend?
"This weekend, I’ll be in full dad mode, and honestly, I wouldn’t have it any other way. My son has a play he’s starring in, which we’re all super excited about—he’s been working hard and stepping into his own on stage. At the same time, my daughter has a series of dance competitions lined up, so we’ll be bouncing between theaters and performance venues, cheering her on and soaking in every moment.
It’s one of those weekends that reminds me why I work so hard during the week. Getting to show up for them, support their passions, and just be present as a dad—it means everything. No floral events this time, but I’ll definitely be surrounded by creativity, movement, and a whole lot of love."
All pictures courtesy of Freddy Melero.
