Leading Your Business through Change


Laura Shinall, Syndicate Sales

Chris Drummond, AAF, PFCI
Michelle Castellano Keeler, AAF, Mellano & Company
Brad Levy, Allen’s Flowers & Plants
Liza Roeser, FiftyFlowers


After the conversation with Joe Don Zetzsche and Kate Penn, floral industry leaders will dig into the resources and perspective they tapped into as they made some of the hardest decisions of their careers. They’ll talk candidly about missteps, lessons learned and the key indicators they rely on now — and they’ll share some of the habits and strategies they’ve adopted or adapted over the last few months to become more effective leaders for their teams.



Laura D. Shinall (Moderator)

Laura Shinall is the third-generation president of Syndicate Sales Inc., a family-owned manufacturer, importer and distributor of floral hardgoods located in Kokomo, Indianan. An entrepreneur at heart, Shinall ran her first small business at the age of 16. Since then she has started other small ventures, raised four children and served as the Athletic Director for a small school in south Georgia. Throughout her career, she has served on several industry committee. She is a recent past member of the SAF Board of Directors and Wholesale Council and currently the Chairperson-Elect for the American Floral Endowment Board of Trustees.



Chris Drummond, AAF, PFCI

Drummond is a third-generation florist and president of Penny’s by Plaza Flowers in Philadelphia, Pennsylvania, a multi-store enterprise. He is SAF’s president and has served on the association’s Retailers Council. He has given numerous speeches for a variety of organizations, including Comcast Corporation, Family and Consumer Sciences Association of Philadelphia, and the University of Delaware.





Michelle Castellano Keeler, AAF

Castellano Keeler is the vice president of Mellano & Company, a third-generation cut flower grower and wholesaler with growing locations in California and wholesale locations in California and Nevada. She currently oversees the company’s corporate and real estate matters as well as employee and legal issues and is a member of the California Bar. She is SAF’s president-elect.




Brad Levy

Levy is the co-owner of Allen’s Flowers & Plants, a second-generation, family business with a worldwide online presence and multiple locations and design center in and around San Diego. Locally, Allen’s Flowers, founded by Levy’s parents, Max and Marilyn, has been selected as the best florist in San Diego by the readers of the San Diego Union Tribune and for eight years. Levy was on the cover of Floral Management in July 2018 and is a member of SAF’s Retailers Council.


Liza Roeser

Roeser disrupted the flower industry after completing a Peace Corps assignment in Ecuador — one of the world’s largest exporters of cut flowers — in the 1990s. She saw and seized the opportunity to export directly from farm to consumer and founded FiftyFlowers, today a multi-national, multi-million-dollar company. She is a frequent speaker and shares her knowledge and passion for flower sourcing, entrepreneurship, and women’s empowerment in business.




4 PM


Leading Your Business through Change