A longtime WFFSA leader and the driving force behind The Flower Movement, Becerra retires after 35 years in the floral industry.
WFFSA celebrates the retirement of Past President Gabriel Becerra of Golden Flowers, recognizing a 35-year floral career and a legacy within WFFSA built around connection, collaboration and a deep belief in the impact flowers have on people’s lives.
Gabriel served as WFFSA President from 2021-2022, taking the gavel at a pivotal time as the floral community was emerging from the disruption and separation of the pandemic. During his presidency, he challenged WFFSA members to look beyond their individual businesses and recognize the common purpose connecting growers, importers, wholesalers, florists and others throughout the floral supply chain.
That vision became The Flower Movement. Originating from Gabriel’s vision, the WFFSA initiative was created to foster collaboration and storytelling throughout the floral community while highlighting the social and emotional impact of flowers. Rather than focusing simply on selling more flowers, the movement encouraged the industry to share stories of community involvement, human connection and the ways flowers can positively affect people’s lives. Its message of #OneFlowerFamily reflected Gabriel’s belief that the industry was strongest when its different segments worked together.
“During my many years with WFFSA, Gabriel has always been a firm supporter of this association and our industry,” said WFFSA President Freddy Melero. “WFFSA has been fortunate to have many outstanding leaders, but Gabriel brought a particular passion for reminding us about the emotional side of what we do. He understood that behind the business of flowers are people, relationships and moments that matter.”
That perspective was a consistent theme throughout Gabriel’s WFFSA leadership. At the 2022 Floral Distribution Conference, he spoke about the significance of customers, vendors and friends being together again and reiterated WFFSA’s commitment to The Flower Movement. The following year, WFFSA formally recognized his dedication to getting the initiative off the ground.
His service to WFFSA continued well beyond his term as president. In 2025, Gabriel returned to the Floral Distribution Conference as part of WFFSA’s Past Presidents Panel, sharing his experience and perspective with another generation of association leaders and members.
“For me, that is an important part of Gabriel’s legacy,” Melero said. “His presidency ended, but his commitment to WFFSA didn’t. He continued to show up, contribute and support the people around him. The Flower Movement gave a name to something Gabriel had believed for years: flowers connect people, but so does this industry.”
Gabriel retires from Golden Flowers after 35 years in the floral industry, during which his industry service extended well beyond WFFSA. But within the association, his legacy will remain closely connected to the idea he championed during his presidency: that an industry built around flowers should never lose sight of the people behind them.
“On behalf of WFFSA, our Board and our members, I want to thank Gabriel for his leadership, friendship and years of service,” Melero said. “He reminded us to celebrate not only what our industry does, but why it matters. We wish him every happiness in this next chapter.”
