Rodi Groot

CEO and Founder

My Roots: My journey in the floral industry began in my mom’s flower shop on the corner of Van Wou Straat and Lutma Straat back in 1981. This early exposure led me to attend the floricultural college in Aalsmeer, which has since been renamed Yuverta MBO Aalsmeer. I spent four years at this school, during which my mom closed the flower shop, prompting me to pivot towards the sales & management side. I graduated with a bachelor’s degree in 1989.

I then went to North Carolina as an exchange student at Multiflora Greenhouses in Hillsborough, right next to UNC. I became a Tarheel fan for life and had the unforgettable experience of watching MJ play in a preseason game at the Dean Dome, sparking a lifelong love for basketball alongside my passion for soccer.

In January 1991, I embarked on an adventure, driving cross-country on I-40 to join Brand Flowers Inc. in Carpinteria, arriving during Super Bowl weekend and witnessing the Bills’ narrow loss to the Giants. I spent 16.5 years with Brand Flowers Inc before seeking greener pastures at Sun Valley. Reflecting on my time at Sun Valley fills me with pride, as I contributed to some of the best years of my life at this remarkable company.

During my tenure at these esteemed companies, I was active in various industry associations. I chaired the CCFC promotion committee, launching the Certified American Grown and Field to Vase campaigns. I also served on the SAF grower council and concluded my term as a board member at SAF in 2024.

My professional journey has been supported by my wonderful family. My eldest, Josh, has joined me on the Groot in Flowers adventure, while my youngest, Jake, is exploring his future in water science. My wife is bravely battling her second episode of metastatic breast cancer, and we’re thrilled to report that the cancer is now in retreat as of fall 2024.

This year has been a whirlwind, but it’s a testament to the power of perseverance and support.

Years In Floral Industry: 43

Favorite Flower: My favorite flower is Freesia, my favorite sport is soccer, and my favorite color is orange—go figure! Thank you for your support.