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In a special episode recorded at the 2023 Society of American Florists' 138th Annual Convention in Phoenix, we sit down with the Immediate Past President, Michelle Castellano Keeler, AAF, to reflect upon her tenure as President from 2021 to 2023. We touch upon her leadership in the aftermath of Covid, exploring the virus's potential impact on the floral business. We dive into how the floral industry not only weathered this period but in many instances flourished. Michelle also highlights some of
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Some florists hate that we share industry secrets. That we talk openly about how harmful floral foam and single-use plastics can be. That we give away tips, demos and advice to anyone who wants to learn – not just those who paid for a fancy qualification.⁠ ⁠ But here’s the thing… we believe floristry should be for everyone.⁠ ⁠ No jargon. No gatekeeping. No fluff.⁠ ⁠ Just real, honest, accessible education – and a big focus on doing things sustainably and with respect for the planet.⁠ ⁠ We’re her
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