Oscar Fernandez


Steve dionne

Executive Director

Oscar Fernandez, director of sales at Equiflor-Rio Roses, which grows and imports roses from Ecuador, Colombia, Costa Rica, and the Dominican Republic, says he is motivated by trying to make each day better than the last. He is known at Equiflor-Rio Roses for his encouragement of others and his can-do attitude.

In 1994, Oscar Fernandez graduated from Equiflor-Rio Roses’ first management training program, where he rotated through every department to gain a full understanding of the floral business.
Now, he is the director of sales for the Doral, Florida-based grower, importer, and distributor. He is also known for his role as one of the main speakers in “Rio Roses + Romance = Revenue,” the company’s sales, marketing, education and design presentation for wholesale partners and retail florist shops.

In addition to his role with Equiflor, Oscar is the President of the Society of American Florists, a national US Trade Association representing floristry in the United States. Retailers, growers, wholesalers, importers, manufacturers, suppliers, educators, students and allied organizations are members.

As one of the Equiflor-Rio Roses’ earliest employees, Fernandez has seen the company grow from infancy into one of the most recognized brands in the floral industry. “I stumbled upon this industry at a very young age,” he says. “I could have never imagined that it would bring me to where I am today.”

Key to Success. Fernandez loves that his job is never boring and credits his success to the talented team at Equiflor-Rio Roses. He is known there and throughout the industry for his positive, can-do attitude.