The 10 Questions is one of the Top Reads on Thursd. Every week, someone in the Floral Industry answers 10 questions.
- For those who don’t know you, who are you, and what do you do?
- What is so special about your job?
- Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
- What are the threats in the industry, and if so, do you have any solutions for them?
- How has technology, such as e-commerce platforms or digital marketing, affected your industry? What strategies have you employed to stay competitive?
- Who (in or outside the floral industry) is an inspiring example to you? And Why?
- How do you handle stress or difficult moments in your life?
- What has been the best (floral or non-floral) news for you lately, or of the last year?
- Which is your favorite flower/plant, and why is it good for you?
- What are you doing this weekend?
Here's the top 7 in random order:-)
María Daniela España Gutiérrez
10 Questions to Daniela España Gutiérrez, Director of Sustainability at Asocolflores
When you encounter María Daniela España Gutiérrez, it becomes clear that her narrative encompasses much more than accolades or credentials—it revolves around her deep convictions. From her initial studies in agro-industrial engineering in Colombia to pursuing advanced degrees throughout Latin America and the United States, Daniela has maintained a consistent theme: the belief that agriculture can be both regenerative and inclusive. Currently, as the Director of Sustainability at Asocolflores and Florverde Sustainable Flowers, she applies this vision to create tangible impact, ensuring that each bloom is backed by dignity, resilience, and responsibility. For her, leadership serves not as a means to gain recognition but as a commitment to serving others—quantified by the positive impact made on individuals, communities, and ecosystems.
Jan de Boer
10 Questions to Jan De Boer, a Lifetime With Flowers and the Stories That Keep Them Alive
Few people in the flower industry have witnessed its transformation as closely or contributed to it as passionately as Jan de Boer. With over four decades of experience spanning breeding, export, storytelling, and advocacy, Jan has built a career rooted in both creativity and connection. From growing up among flower fields in the Netherlands to building bridges between growers, traders, and consumers across continents, his story is one of evolution, purpose, and enduring curiosity.
As the founder of Florapodium and The Tiny Flowerboat at Barendsen, Jan has championed a more human side of floriculture, one that values stories as much as stems and the bottom line. In this week’s 10 questions, he reflects on a lifetime of lessons: what makes quality stand out, why emotion matters more than ever in today’s market, and how the future of flowers depends on rekindling the very thing that drew him in, communicating the stories and emotion behind every flower.
Michael Black
10 Questions to Michael Black, Head Coach at Jetfresh Distributors & Jet Fresh Flower Growers
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!
Jeanne Taggart Boes
10 Questions to Jeanne Taggart Boes, Executive Director of the San Francisco Flower Market
The San Francisco Flower Market has been at the heart of Northern California’s floral industry for over a century, serving as a vital hub for florists, designers, and growers. At the helm of this historic institution is Jeanne Taggart Boes, the Executive Director who has dedicated her career to preserving its legacy while steering it toward a sustainable future.
Through the 10 questions on Thursd this week, Jeanne shares insights into her journey, the challenges and opportunities shaping the floral industry, and how technology, education, and advocacy are helping the market evolve. From leading a seamless relocation to championing sustainability and mentorship programs, her passion for flowers and community shines through. Join us as we explore her story, leadership philosophy, and what keeps the San Francisco Flower Market blooming.
David Beahm
10 Questions to David Beahm, Founder of David Beahm Experiences
Few names resonate as strongly when it comes to creating breathtaking event experiences as David Beahm. As the Founder of David Beahm Experiences, he has spent over two decades redefining the art of event design, seamlessly blending creativity, logistics, and storytelling. From grand social gatherings to high-profile corporate events, his work has graced some of the most exclusive venues worldwide, leaving an indelible mark on the industry.
In this week's 10 questions on Thursd, David shares insights into his journey, the challenges of working in New York City, and the evolving landscape of event design. He opens up about the power of mentorship, the impact of technology, and the philosophy that guides him through life’s most stressful moments. Whether you’re an industry professional or simply curious about the magic behind unforgettable events, David’s story is one of resilience, passion, and unwavering dedication to his craft. Read on!
John Davidson
10 Questions to John Davidson, Finance Director Tom Brown Wholesale Florist Ltd
The floristry world runs on more than beautiful flowers. It runs on people who build systems that let creativity breathe and businesses last. John Davidson sits at that intersection. As Financial Director at Tom Brown Wholesale Florists in the United Kingdom and the interim Chair of the British Florist Association(BFA), he thinks in structures and outcomes, yet keeps craft and community in clear view. His focus is to steady the ship, strengthen the base, and make room for the industry to grow with skill, purpose, and care.
In this week’s 10 questions feature, John reflects on the joy of working with flowers and the even deeper reward of investing in people. He speaks openly about the pressures of leading teams in a changing economy, why consumer perception matters, and how technology can support but never replace a florist’s creativity. He shares what keeps him grounded, the moments that made him proud this year, and his favorite flower that reminds him that creativity improves as it opens. If you want a clear view of where floristry can go next and what it will take to get there, this is a story worth your time.
Nicola Fink
10 Questions to Nicola Fink, Press and Public Relations Expert at Association of German Florists
Introducing Nicola Fink, a passionate advocate for the floral industry, whose expertise has shaped the floral landscape in Germany for over twenty-five years. As a dedicated member of the Association of German Florists (FDF), Nicola has worked tirelessly behind the scenes, promoting the beauty of flowers and the art of floristry. Her journey, though not rooted in floral design, has been deeply intertwined with the floral world, where she thrives by combining creativity, collaboration, and a profound love for nature.
Nicola participates in the '10 Questions' feature on Thursd, where she shares insights into her career, the challenges and rewards of the floral industry, and her commitment to keeping flowers at the heart of our lives. Join us as we delve into her inspiring story and the lessons she's learned along the way.
