Interview with Freddy Melero, new WFFSA's president

1. Congratulations on becoming president of WFFSA. Could you share your personal journey in the floral industry and what led you to take on this leadership role?

   
   

I’ve had the privilege of working with some of the best in the floral industry—people whose passion and dedication inspired me to always strive for more. I’m especially grateful to Jorge Constain, the President of Choice Farms, who has given me the opportunity to truly spread my wings in the industry by encouraging me to grow and contribute beyond day-to-day business. Taking on this role with WFFSA feels like a natural extension of that mindset—giving back to an industry that has shaped so much of my personal and professional life.

2. 

   What initially attracted you to the floral industry, and how has your passion for this sector evolved over the years? 

   
   

My father-in-law owned a flower company, and from the beginning, I was drawn in by both the beauty of the product and the people behind it. There’s something special about the floral community—resilient, passionate, and committed to bringing joy to others. Over time, I became more immersed in the broader floral industry network: the logistics, the design side, and the global connections that make it all work. That initial fascination has evolved into a deep appreciation for the challenges and opportunities in this business, and it’s what drives me to keep learning and contributing.

3. What new initiatives or programs is WFFSA planning to implement that could specifically benefit Ecuadorian flower farms? 

WFFSA is doubling down on initiatives that connect Ecuadorian farms more directly to the North American wholesale market. This includes stronger networking platforms at our annual convention and DevEx, where Ecuadorian growers can meet and build relationships with active North American buyers. We’re also working on expanding educational content that helps farms better understand the latest technology, trends, buyer expectations, and sustainability demands—so they can remain competitive and proactive in a fast-changing landscape.

4. From your personal observations, what makes Ecuadorian flowers stand out in the global market, and how does WFFSA plan to highlight these unique qualities to North American buyers? 

Ecuadorian flowers are renowned in the global market for their exceptional quality, vibrant colors, and remarkable longevity. The country’s growing conditions naturally produce standout stems. At WFFSA, we want to make sure more buyers understand the value behind these blooms. We do that through face-to-face exposure at our events, educational content that tells the story behind the product, and by giving Ecuadorian farms a platform to showcase what sets them apart.

5. What market insights or trend forecasting resources does WFFSA provide that could help Ecuadorian growers better align their production with North American consumer demands? 

Wholesalers today need more information than ever to stay competitive, and that demand for data and insight extends across the entire supply chain. WFFSA provides members with access to education, trend analysis, and real-time insights from industry experts. Ecuadorian growers benefit from this by understanding what buyers are looking for, how consumer preferences are shifting, and how to position their products accordingly. We’re focused on making sure this information reaches every part of the supply chain so that growers can stay ahead of demand.

6. Many Ecuadorian farms are family businesses with deep traditions. As someone in the industry, how do you think WFFSA can better support these businesses while helping them adapt to modern market demands? 

That balance between tradition and innovation is something we deeply respect. Many Ecuadorian farms are built on generations of hard work and craftsmanship. Our goal is to offer tools that help those businesses modernize where it matters—whether that’s through technology, sustainability certifications, or insights into buyer expectations—without losing the values and identity that make them special. It’s not about replacing tradition, it’s about strengthening it.

7. As a membership organization, what would you say is the most valuable benefit that Ecuadorian flower farms could gain from becoming WFFSA members under your leadership? 

   
   

The most valuable benefit is access—to information, to relationships, and to opportunity. WFFSA connects growers directly with key decision-makers in the wholesale floral world, specifically at in-person events such as our Floral Distribution Conference and DevX. That kind of access is hard to come by and incredibly valuable when you're looking to grow your footprint in North America. Pair that with top-notch education and exposure to trends, and you’re getting a real edge in today’s market.

8. How do you see the relationship between North American wholesalers and Ecuadorian farms evolving in the next few years, and what role will WFFSA play in strengthening these connections? 

We’re going to see closer, more strategic partnerships. Wholesalers are increasingly focused on sourcing high-quality, reliable product, and they’re looking for partners who understand market needs. Ecuadorian farms, with the right access and information, are well-positioned to meet that demand. WFFSA plays a key role in bringing the two sides together—whether it’s through events, shared data, or simply making the introductions that spark long-term relationships.

9. Many Ecuadorian farms are investing in sustainability certification programs. How does WFFSA plan to highlight and support these environmental efforts to wholesalers and end consumers? 

Sustainability is evolving from no longer being just a “nice to have”—it’s becoming a must. WFFSA wants to be a platform where Ecuadorian farms can tell their sustainability story in a compelling, authentic way. We are willing to spotlight certified farms at our events, promote eco-conscious practices through our marketing channels, and help wholesalers and buyers understand the value behind those certifications. When buyers understand not just what the certification entails, but how much it resonates with today’s values-driven consumers, they’re more likely to prioritize it in their sourcing decisions. Certifications aren’t just technical checkboxes—they’re signals of integrity, responsibility, and alignment with consumer expectations. 

10. What networking opportunities or events does WFFSA offer where Ecuadorian growers can directly connect with new key buyers and decision-makers in the North American market, beyond the ones that are already their clients? 

    
    

Our annual convention is the biggest opportunity—it brings together a wide range of wholesalers, distributors, and industry leaders from across North America and beyond. DevEx is another great one, with a more education-focused environment that still offers real networking potential. These aren’t just industry events—they’re business development platforms where growers can expand their reach and build new, meaningful relationships with buyers who are actively looking to source.