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The past Independence Day weekend felt especially meaningful. As America celebrated its 250th birthday, I found myself reflecting on a deeply personal milestone as well: 50 years since I first arrived in the United States. On June 25, 1976, I landed in New York City as a 16-year-old exchange student from the Netherlands. Like so many who have come to America in search of opportunity, I had no idea what the future would hold. I certainly never imagined that this country would one day become my home, or that flowers would become the foundation of my life's work.
After completing my education in the Netherlands, I returned to the United States in 1981 to begin my career with Sierafor USA in Livonia, Michigan. The company represented the Dutch Flower Auctions and several Dutch flower exporters. Looking back, it seems fitting that my American journey began by promoting fresh cut flowers. That mission of connecting growers with customers and helping people appreciate the beauty and value of fresh flowers has shaped every chapter of my professional life.
Building a Career One Relationship at a Time
A year later, Sierafor USA closed its doors, and I found myself searching for another opportunity. I accepted a commission-only sales position selling flower bulbs to growers, nurseries, and garden centers across New York, Connecticut, and western Massachusetts. Those were very different times. There was no internet, no GPS, and no mobile phone. Just a road atlas, a full tank of gas, and a determination to build relationships one customer at a time.
I drove thousands of miles, learned to navigate with paper maps, and discovered the value of showing up, listening carefully, and earning trust. Those years taught me lessons that still guide me today: work hard, keep your promises, treat people fairly, and always look for opportunities instead of obstacles.
Seeing the Industry From Both Sides
In the early 1990s, Alexandra and I opened Bonfleur, short for Bongaerts Flowers, a retail flower shop in New Canaan, Connecticut. Bonfleur later became a Florabundance customer, giving me a unique perspective on both sides of the flower business. Having worked closely with growers and exporters, I understood the production side of the industry. As a retailer, I gained an even deeper appreciation for the daily challenges, expectations, and needs of florists and their customers.
That experience reinforced something I continue to believe today: the best wholesalers are far more than order takers. They are trusted partners who understand growers, support florists, and help connect exceptional flowers with the people who will enjoy them.
Finding My Home at Florabundance
In 2001, that journey came full circle when I joined Florabundance. Twenty-five years later, I remain grateful every day to be part of this remarkable company and this extraordinary industry. Together with our dedicated team, we have had the privilege of serving thousands of florists, event designers, wedding professionals, and retailers across the United States while working alongside some of the finest flower growers from America and around the world.
What has inspired me most has never simply been selling flowers. It has always been helping our customers create beauty while educating floral professionals and consumers about the quality, value, and endless possibilities of fresh flowers. Flowers are present during life's most meaningful moments. They celebrate weddings, birthdays, and achievements. They offer comfort during times of loss, welcome family and friends around the table, and transform an ordinary Tuesday into something memorable simply because someone chose to care. I have believed in that power for more than 45 years.
A Shared Vision for Everyday Flower Enjoyment
One dream has stayed with me throughout my career. For more than four decades, I hoped America would embrace a true national marketing effort encouraging people to enjoy fresh flowers not only for Valentine's Day, Mother's Day, weddings, funerals, or holidays, but as part of everyday life.
Seeing CalFlowers help bring that vision to life through the Self Care Made Easy campaign and the creation of the That Flower Feeling Foundation has been one of the great highlights of my career. Supporting this movement has been an honor because it reflects something I have believed all along: flowers genuinely make people happier.
Growing the Industry Together
Our industry has made tremendous progress, but there is still much to accomplish. The American floral industry remains highly fragmented. Growers, breeders, wholesalers, importers, retailers, designers, logistics providers, and marketers all contribute in different ways. Yet despite our different roles, we all share the same future.
If we want to increase flower consumption across America, collaboration remains essential. We must continue reminding consumers that flowers are not reserved for holidays or life's biggest occasions. They belong in everyday life. On kitchen counters, office desks, coffee tables, restaurant tables, hotel lobbies, hospital rooms, and homes across the country. They deserve a place in the weekly shopping basket.
Growing everyday flower sales will never be the achievement of one company alone. It will happen because an entire industry chooses to move in the same direction.
Continuing to Inspire the Next Generation
Throughout the years, I have had the privilege of watching countless growers, florists, wholesalers, designers, and entrepreneurs strengthen both their businesses and their craft. At Florabundance, we proudly organized our Inspirational Design Days for 14 years before COVID. These hands-on educational events brought people together to exchange knowledge, encourage creativity, and help floral professionals develop both their design skills and their businesses.
Today, our industry continues to evolve. New technology, artificial intelligence, and changing consumer expectations present exciting opportunities. Yet our mission remains wonderfully simple: help more people enjoy more flowers more often. Although I am no longer at Florabundance every day, I still work seven days a week. Whether I am visiting flower growers, supporting our team, meeting customers, working on our websites, or promoting the everyday enjoyment of flowers, each day brings new friendships, fresh opportunities, and countless reasons to remain grateful.
Looking Back With Gratitude and Looking Ahead With Hope
As I reflect on the past 50 years, gratitude fills my heart. Thank you to our loyal customers for placing your trust in Florabundance. Thank you to the flower growers around the world whose passion allows us to offer extraordinary products every single day.
Thank you to our suppliers, industry partners, and colleagues who have made this journey so rewarding. Most importantly, thank you to the incredible Florabundance team. Your professionalism, commitment, and passion continue to shape our success. And thank you to my family for your unwavering love, encouragement, and support throughout this remarkable journey.
I am proud to call America home.
I am proud to be part of the floral industry.
Most of all, I am grateful that after five decades I still have the opportunity to do work that I truly love. As America begins its next 250 years, I hope that our floral industry continues working together to inspire even more people to discover the joy of fresh flowers. Not only during life's biggest celebrations, but in the quiet everyday moments that deserve beauty too.
Because flowers are far more than a product. They enrich our daily lives, strengthen our connections with one another, and remind us that even the simplest gesture can leave a lasting impression.
