This week's 10 questions on Thursd takes us into the journey of Michael Black of Jet Fresh Flower Distributors. Spanning more than 4 decades, he unpacks all that he has learned along the way, the failures, the successes, the lessons. Now has the Head Coach at Jet Fresh Flowers Distributors, and he prides himself in managing a team that is agile, people-oriented, and always eager to innovate to stay competitive.
Michael's story is without a doubt a great read, one you will find insightful. Read on!
Question 1
For those who don’t know you, who are you, and what do you do?
"I’m a third-generation floral professional, beginning my career working for my family’s wholesale house on 28th Street in the historic New York Flower Market, where I worked alongside my father, uncle, and cousin from 2000 after failing in my bouquet business, I had an opportunity to move my family to Miami. Since then, I’ve gained hands-on experience across every part of the floral supply chain from the ground up. Today, I serve as the Head Coach at Jet Fresh Flower Distributors in Miami and Jet Fresh Flower Growers in Ecuador.
What defines me most is family. My wife, Susan, and I have five amazing sons, and I am lucky to work with or alongside all of them. I’m also blessed with five amazing daughters-in-law and three grandchildren—JJ, Addison, and Eliza, who keep life vibrant and joyful. I have a great passion for flowers and the people behind this wonderful industry."
Question 2
What is so special about your job?
"What makes my job truly special is the deep connection I have with every corner of this industry. As an importer, distributor, wholesaler, and grower, I get to see the full journey of a flower—from farm to florist. But the heart of it all is people. I get to work alongside not just my family, but a team at Jet Fresh who is an extension of our family. We've cultivated a workplace culture built on trust, passion, and collaboration. Every day, we start with sharing ideas and goals, and we have fun doing it. I also enjoy guiding my team to avoid making the same mistakes I have made before. My failures have been their success.
Plus, I love that my job lets me travel, meet incredible people, and constantly learn. It’s a career, but it’s also a lifestyle—and one I feel deeply grateful for."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"With more than 4 decades in the industry, I've encountered my fair share of challenges—each one shaping me into a stronger, more resilient head coach. Right now, the biggest hurdles include tariffs, labor shortages, climate change, and the monopolization of the supply chain. It’s a more competitive and uncertain environment than ever before. Like everyone, our supplier has, in many ways, become our competitor.
The flower industry is a battleground. But we don’t back down. We adapt, innovate, and most importantly, stick to our values. Through our podcast, The Fresh Bunch, we talk about these challenges openly—sharing the wins and the struggles. It’s part therapy, part education, and full of laughs.
I believe every challenge holds a hidden opportunity. The gem can’t be polished without friction. Whether it's implementing smarter logistics, building stronger partnerships, or fostering talent within our team, we keep moving forward. Surrounding yourself with smart, driven people and staying committed to doing the right thing—that’s how you get through anything."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"The threats we’re facing aren’t unique to floral industry—they’re hitting industries across the board. Political instability, climate change, rising costs, labor shortages, and a surge in venture capital acquisitions are reshaping the landscape. Small, family-owned businesses are being pushed out by massive players who prioritize profit.
The Jet Fresh solution is to never give up. We stay focused on innovation, collaboration, and community. We double down on relationships and invest in the people who believe in the heart of this industry. We're always looking for new ways to push forward—whether that's through technology, unique practices, or simply being more human in our approach. We stay competitive by staying authentic. This industry was built on passion, and we’re here to protect that legacy."
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 transformed the floral industry in big ways—and it’s not slowing down. E-commerce has made it easier for flowers to reach florists quickly, but it’s also allowed suppliers to bypass distributors and become direct competitors. It’s a double-edged sword.
At Jet Fresh, we’ve chosen to see it as an opportunity. We embrace technology but never lose sight of what it can’t replace—relationships, trust, and service. We don’t shy away from AI, in fact my son and Marketing Director; Ryan, embraces it and adds his own human connection to it.
We’re not just selling flowers—we’re providing insight, logistics support, and personalized service. You can’t automate that. Our digital strategy includes strong content marketing, podcasts, social media, and e-commerce, but always with a personal, relatable touch. That’s what sets us apart."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"I’m inspired every day by my team. Watching them grow, evolve, and fall in love with this business drives me to work harder and give more.
In the industry, I have deep respect for many floral legends who’ve built legacies while staying grounded, generous, and authentic. Many have joined us on The Fresh Bunch podcast, and sharing their wisdom with the floral world is a true honor. Their stories remind me that success is about staying true to your roots while always reaching forward."
Question 7
How do you handle stress or difficult moments in your life?
"I think in our business, stress is unavoidable; it’s part of the deal, similar to stock brokers accepting our inventory needs to be sold faster, in fact, sometimes I’m not happy if I have no stress. I must be addicted.
When stress hits harder than usual, a handful of Dove dark chocolates, throwing a ball with my dog Sid, or playing with my grandkids—these are the things that ground me. My ultimate escape is time at the lake house with Mommy and Sid. having family and friends visit or going to our farm in Ecuador.
Getting away, even briefly, gives us space to recharge, reconnect, and reset. It’s in those quiet moments that I find clarity and perspective. You don’t need extravagant solutions to manage stress. Sometimes it’s just about stepping back, breathing, and remembering why you do what you do."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"The best news we've had recently is that there’s still so much work to do, and we’re in a position to do it. the creation of our 20-year plan that includes our recent relocation to our new building in Miami and the acquisition of more farmland in Ecuador is more than just a business investment; they are our solution to continue slow and steady growth for the next generation. In addition to this, our new collaboration with VIP Roses allows us to produce and distribute VIP Roses across North America and the Caribbean.
These steps allow us to provide even better service to our clients, with a more reliable supply and a more efficient operation. But just as importantly, they give our team a better working environment and more room to grow professionally. We are creating opportunities, not just for the company, but for the people who make it all happen. More than anything, it shows that despite the challenges, there’s still so much potential in this industry. And we’re in the right position to make the most of it."
Question 9
Which is your favorite flower/plant, and why is it good for you?
"I’ve got a favorite in every category—but when it comes to roses, I love the ‘freaks.’ The unconventional ones. Funky Cold Medina, Rose Free Spirit—those that break the mold with their wild colors and unique shapes.
I’m also a huge fan of artistic creations with flowers using color-enhanced blooms, and I love it when artists put their own twist on a flower. There’s something magical about seeing creativity and nature merge—it’s where floriculture becomes pure art. Watching floral artists bring their vision to life with our products is one of my favorite parts of the job."
Question 10
What are you doing this weekend?
"Weekends are when I sleep an extra hour or 2 and catch up on work—but in a quiet, more reflective way. It’s my time to think, plan, and get creative without the usual interruptions. I also try and spend some time with my family if possible. Thanks, a whole bunch."
All pictures courtesy of Mike Black.
