The U.S. floral industry trade association honored Robert Williams II, AAF, in September for excellence in professional floral communication with induction into the Society of American Florists’ (SAF) Professional Floral Communicators – International (PFCI), the floral industry’s speakers bureau.

As the vice president of North American Operations for Smithers-Oasis, Williams addresses industry trade associations, retail groups and professional and academic conferences. His industry programs are tailored specific to the audience (growers, wholesalers or retailers). Williams is SAF’s president-elect and has served as treasurer, SAFPAC Golf Tournament chairman, and as a member of the Wholesale Council, and Member Services and Consumer Marketing committees. He also served as treasurer of the Wholesale Florist & Florist Supplier Association (WF&FSA) and on its Marketing and Communications Committee.