Wafex USA, a leading floral distribution innovator and part of the Wafex global group of companies, is pleased to announce two significant leadership updates. Effective July 7, 2025, industry veteran Steve Dionne has rejoined Wafex USA as Managing Partner, while Ben Dobbe joins the team as Business Development Manager.
Steve Dionne, Managing Partner
Steve Dionne, a two-time winner of SAF’s Floral Marketer of the Year award, returns to Wafex USA after a distinguished tenure as Executive Director of CalFlowers, where he also served on the board for over 20 years, including two terms as board president. During his time at CalFlowers, Dionne led the development of "That Flower Feeling," a non-profit marketing campaign aimed at boosting fresh flower consumption in the United States.
The initiative earned multiple prestigious international marketing awards, secured voluntary funding from hundreds of companies across various industry segments, and continues to reach tens of millions of U.S. consumers through mass media channels. After departing CalFlowers in March 2025, Dionne relocated to Amsterdam, Netherlands, before returning to Wafex, where he previously served until November 2020.
“I’m thrilled to rejoin Wafex, a company with a global legacy of excellence in the floral industry,” said Dionne. “I look forward to working alongside our talented teams in the USA, Ecuador, Kenya, and Australia to drive innovation and growth, while continuing to strengthen our partnerships worldwide.”
Ben Dobbe as Business Development Manager
Wafex also welcomes Ben Dobbe as Business Development Manager. Dobbe brings 30 years of experience from Holland America, with expertise spanning floral farming/production, sales, logistics, and marketing. A respected industry leader, Dobbe served on the Society of American Florists’ Growers Council and was a 15-year member of the CalFlowers board, including a term as president from 2016 to 2018.
Craig Musson, CEO of Wafex
“Ben’s deep industry knowledge and proven track record make him an invaluable addition to our team,” “His vision and leadership will help propel Wafex USA to new heights.”
Wafex USA extends heartfelt gratitude to Mitch Hirota, Heather Merrick, and the entire USA team for their exceptional leadership and dedication during Dionne’s absence. Their efforts have positioned Wafex USA for continued success in the competitive floral market, and the entire team will play a crucial role in further growing the company.
Founded in 1990 and headquartered in Australia, Wafex is a global leader in floral import/export, with operations in the United States, Kenya, and Ecuador. Its sister company, Helix Australia, is the world’s leading breeder of hybrid Waxflower varieties, with licensed farms in 8 countries across 5 continents.
Ryan Musson, Sales and Procurement Director at Wafex
“We are excited to welcome Steve back and to bring Ben Dobbe on board. Their combined expertise and passion for the floral industry align perfectly with our vision for growth and innovation in the U.S. and beyond. This is an exciting moment for Wafex, both USA and globally. It’s rare to have two top industry leaders join simultaneously, bringing energy and focus to developing customer and vendor relationships in our primary markets.”
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