Seed Your Future Launches New ‘Careers In Bloom’ Series

Seed Your Future (SYF) has launched Careers In Bloom, a new digital series dedicated to illuminating the full spectrum of careers within the floral industry. Set to debut in fall 2026, the series takes students and career explorers on a journey — from the fields where flowers are grown, through the supply chain, and all the way to the final arrangement — revealing that the floral industry is far more than floral design.

Flowers mark life’s most meaningful moments: weddings, funerals, proms, graduations, engagements. Behind every bouquet and centerpiece is a network of growers, logistics professionals, educators, designers, retailers, and suppliers whose careers are worthy of celebration and recognition. Careers In Bloom gives students a window into that world.

The Careers We’re Highlighting

The series will feature ten professionals representing the full flower supply chain:

• Floral Grower/Producer — Brent Roozen, RoozenGaarde Tulips
• Transportation — Stephen Armellini, Armellini Logistics
• Floral Wholesaler — Michael Black, PFCI, Jet Fresh Flowers
• Hardgoods Supplier/Manufacturer — Laura Walsh, Smithers-Oasis
• Retail Florist Owner — Christine Guenther, AAF, PFCI, CFD, WildFlower | stem + sundry
• Floral Designer — Kelsey Thompson, AIFD, PFCI
• Floral Educator — Shanda Zelaya, Flor de Casa Designs
• Service Supplier — EllieJo LaFever, PFCI and Vonda LaFever, AIFD, PFCI, Flower Clique
• Supermarket Floral — April Dominguez, H-E-B Florals
• Faculty/Researcher — Dr. Melinda Knuth, North Carolina State University Department of Horticultural Science

Why It Matters

“When students think of the floral industry, they often picture a single career: floral designer,” says Jazmin Albarran, Executive Director of Seed Your Future. “But the beauty of flowers is made possible by an entire ecosystem of professionals — growers, logistics experts, researchers, educators, retailers, and more. Careers In Bloom is our commitment to making sure students see themselves in all of it.”

By showcasing diverse professionals and the companies that bring flowers from farm to vase, Careers In Bloom will help the next generation understand the breadth, depth, and economic significance of the floral industry — and inspire them to pursue careers within it.

“Being part of this project was an honor because it gave me the opportunity to represent an industry that has provided me with so many opportunities to learn, grow, and lead,” says April Dominguez, Part-Time Dedicated Trainer at H-E-B Florals. “I hope students watching the series see that there isn’t just one path in horticulture. There are many ways to build a career, find your passion, and make an impact.”

“I didn’t know what to expect from the video series, but now that I’ve seen it, I feel so honored to have been included,” says Shanda Zelaya, CEO/Lead Designer for Flor de Casa Designs. “Playing a small role in this project reaffirmed that I chose the right career path, and it makes me incredibly proud of what I’ve been able to accomplish over the years. Ultimately, it makes that 9-year-old girl who came to this country with nothing proud of who she’s become and the life she’s built. I hope students learn to think outside the box when it comes to traditional careers, and to lean into flowers as a medium — not only to spark joy, but to build an incredible life.”

For additional information on Careers In Bloom and the program’s sponsors, read more here.