Oscar Fernandez is the Director of Sales at Equiflor-Rio Roses, a leading grower and importer of roses from Ecuador, Colombia, Costa Rica, and the Dominican Republic. He is known for his positive, can-do attitude and his ability to motivate those around him. Oscar graduated from Equiflor-Rio Roses’ first management training program in 1994, where he rotated through every department to develop a full understanding of the floral business. Now, as Director of Sales for the Doral, Florida-based company, he plays a key role in sales, marketing, and education, including serving as a speaker for “Rio Roses + Romance = Revenue,” the company’s presentation for wholesale partners and retail florists.

In addition to his role at Equiflor, Oscar serves as the President of the Society of American Florists, a national trade association representing all aspects of the floral industry in the U.S. He has been with Equiflor since its early days and has helped grow it into one of the most recognized brands in the industry. Oscar credits his success to the talented team at Equiflor and the dynamic nature of the industry, which continues to inspire him every day.