Teleflora’s Rich Salvaggio snags two awards in 10 days

When a prestigious group wants to surprise one of its members with a major award, it takes a carefully crafted strategy and lots of coordination to pull it off. No slips, no flubs and maybe a few fibs.

That was the case recently for Teleflora's Rich Salvaggio, who last month received the American Institute of Floral Designers' highest award: the AIFD Award of Distinguished Service. This commendation, held in Chicago, makes Rich a fellow and lifetime member. (To read more about the event and other award winners, visit aifd.org.)

But Rich went into the event thinking that, as the AIFD board had recently agreed, there would be no fellow named that year. He did a double-take when at the ceremony it became clear that a fellow would be named. Seven sentences into the introduction, it dawned on Rich that he was being honored.

Tom Simmons and Rich Salvaggio

AIFD outgoing president Tom Simmons (left) awards Rich Salvaggio the Institute's Award of Distinguished Service.

Overcome with emotion, his first thought was: "I have to go up there and say something smart," he laughs. "Of course, later I thought of 700 things I could've said that were brilliant."

Still, he managed to draw on his nearly 40 years in the floral business for some wisdom. "I talked about the importance of education and how important it is that when you go back home, you teach someone else what you learned. That's what makes the learning worthwhile, that you share the knowledge."

Rich is the AIFD's 27th fellow, many of whom joined him on stage. "These are the founding mothers and fathers of the industry and for education. They're floral icons. To think of all those icons and to all of a sudden be one, it's a great honor."

But the surprises weren't quite over. Less than 10 days later, Teleflora president Shawn Weidmann (who'd attended Rich's big night in Chicago) asked Rich to stay over one extra night at a Texas State Florists' Association event. The reason? Teleflora chairman Tom Butler would be receiving an award and a Teleflora representative needed to be on hand.

Rich agreed, suspecting nothing. When it turned out that Rich, in fact, had won organization's Lifetime Achievement Award, his head was spinning, yet again. "All I could think was, twice in 10 days, how could they have duped me a second time?!"

Flower Fact of the Day: The American Institute of Floral Designers was established in 1965 by a group of leading floral designers to promote the art of floral design as a professional career. Today, it is the floral industry's leading non-profit organization, with 1,200 members worldwide.

Jacqueline - Editor

August 21, 2008

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