It’s always fun to know a little more about the Texas State Florists' Association's amazing presenters than what their bios reveal. In this new series of feature articles, TSFA takes you beyond the bio and shares just a little bit more about each of those who will add to your layers of learning throughout the year!
Meet J. Keith White AIFD CFD CEJ
J. Keith White is the presenter for a two-day Formative Design Objectives course on May 23-24, 2025, at the TSFA School of Floral Design. He will also present two sessions at the Texas Floral Expo on June 27-29, 2025.
Known for his floral vision and extraordinary designs, White served as a jury member for the 2004 Interflora World Cup in Melbourne, Australia. He represented the United States in the 2010 Interflora World Cup in Shanghai, China. Sponsored by FTD, his masterful designs for the official vehicles in the annual Tournament of Roses Parade® have been viewed by millions from 2007 to 2022.
What is your first memory of flowers?
At a very early age, my first memory of flowers was looking at my mother's dried wedding bouquet of peonies that she had kept over the years. Today, I know that flowers provide exceptional memories, too!
What experiences led to your interest in the floral industry?
Interior design and environmental design start with color, texture and space planning. I soon knew that a space was not finished without flowers and plants, be it a residence, office, hotel or magazine layout.
What contributed most to your design education?
The empowerment of flowers contributed the most. The continuation of sharing knowledge with others, from the growing procedures to the applications and on to the recipient, fills my days.
What has been your favorite job in the floral industry?
I really look at my past as a journey and not as a single job and am secure in that the journey continues each day.
You won the Texas Cup in 1993 and competed in the World Cup. What intrigues you about the competition process?
Competitions should be a creative educational experience. You may push the boundaries of what can be achieved and allow yourself to be the “judge” of the accomplishment.
You were inducted into the American Institute of Floral Designers (AIFD) in 1996 and went on to present center stage numerous times. What presentation did you feel was your absolute best, and why?
Each experience was incredible! The first presentation during the 1997 AIFD Symposium in Dallas was a standout for me personally. The collaboration was with Macy's reviewing floral trend interpretations, influenced by fashion and interior design from top American designers. At the end of the curated presentation, taking cues from fashion runway shows, I appeared on stage as the new AIFD designer!
Your time designing for the Tournament of Roses Parade was a significant commitment. What is your most treasured memory?
I treasure so many memories from each of the 16 years. Each year, I anticipated the morning of each parade as the VIP vehicle entries were lined up behind the Tournament of Roses House and the sun would rise up and the flowers truly came to life for the world to see.
What led to your interest in American Floral Trends®?
American Floral Trends (AFT) started with the California Cut Flower Commission. I was selected to be a part of the Education Outreach Team. The message was clear that American grown flowers needed to be emphasized with floral trend colors and styles in order to provide an educational outreach to the industry.
What led you to adopting a collaborative approach when establishing these predictions?
Collaboration has always been a part of the AFT. We have always considered ATF to be a voice of many leading industry leaders and designers who bring the best educational information to the industry and consumers.
What role do you see yourself playing in the future of floral design education?
I plan to continue my passion of education to provide assistance, supervision and encouragement to floral designers who wish to gain knowledge and accept the duties and responsibilities of a professional designer.
Formative Design Objectives
Two-Day Competition Preparation Course
May 23-24, 2025, in Leander
Presented by J. Keith White AIFD CFD CEJ
The Texas State Florists' Association School of Floral Design, an AIFD Education Partner, is excited to welcome J. Keith White for an advanced, two-day, hands-on course on Formative Design Objectives, including an evaluation. Five design categories will be reviewed based on the principles, elements and techniques from the AIFD Guide to Floral Design 3rd Edition. The categories include: Wedding, Flowers to Wear, Arrangement, Sympathy and Designer's Choice. A formative in-person view, understanding and empowerment of design evaluations will complete the class.
This course is open to floral designers who meet one of the following requirements:
- Certified Floral Designer (CFD).
- Enrolled in the process to become CFD.
- Enrolled or planning to enroll in Professional Floral Design Evaluation (PFDE) to become a member of AIFD.
Schedule
Class will gather on Friday, May 23, and Saturday, May 24, from 9:30 a.m. to 5:30 p.m. Enrollment includes lunch. Time set aside for lunch and two breaks will provide an opportunity to network each day!
Cost
TSFA members save $100 of the nonmember registration rate.
- Members — $699.
- Nonmembers — $799
Texas Floral Expo
Registration is open for the Texas Floral Expo! Join your floral family at the South Shore Harbour Resort in League City on June 27-29. At this conference, industry-leading presenters will share the latest tips and trends in multiple demonstrations, business sessions and hands-on workshops.
Don't miss these sessions presented by J. Keith White AIFD CFD CEJ!
Friday, June 27, 9-11 a.m. — Unlocked Secrets Hands-on Design Workshop
Captivate and experience hands-on applications with White through the inspired use of color, texture and design styles associated with the American Floral Trends. This is your gateway to inspiration with a comprehensive view of one floral trend and the numerous ways to successfully combine materials to achieve a higher level of floral design. Additional fees apply for this optional hands-on workshop.
Underwritten by FTD.
Sunday, June 29, 11 a.m.-2 p.m. — Your Gateway to Inspiration
Discover an inspiration portal to the top five anticipated color palettes, design elements and styles with the American Floral Trends 2025 and 2026. Lunch will be served as White showcases floral design applications for each trend, offering valuable merchandising tips. This trend report is a collaborative research and development project from the nation's leading designers, floral educators, product developers and influencers, aimed at helping florists attract customers and grow their businesses by leveraging emerging trends.
Underwritten by FTD. Educational funding provided by the AIFD Foundation.