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 Renato Cruz Sogueco AAF PFCI
Renato Cruz Sogueco will present two sessions at the Texas Floral Expo on June 27-29, 2025.
As BloomNet Vice President of Digital Strategy and Education, Sogueco’s primary role is to serve member florists by helping them build web traffic and engage customers. He develops innovative solutions focusing on search engine optimization and marketing, social media, content marketing and mobile strategy. Sogueco serves as lead educator on new technology, digital marketing strategy, consumer and demographic trends at the Floriology Institute and on the new online learning platform, Floriology Now. He previously served as Society of American Florists Chief Information Officer, supporting marketing, technology and government relations efforts for flower growers, suppliers, wholesalers and retailers.
What experiences led to your interest in the floral industry?
My maternal grandmother was a gardener, as is my mom. Their houses were always filled with beautiful flowers and plants, and this same passion for natural beauty continues through the generations with myself and my son. We extended our generational gardening repertoire into growing food crops. So when the opportunity to apply for the Society of American Florists (SAF) presented itself early in my career, I thought the position was just a fantastic fit to merge my love for flowers and a way to launch a career in the non-profit space. The fact that I still remain in the flower industry after 25+ years is testament to that sound decision to be part of this great industry.
What part of your education has prepared you best for your accomplishments in the floral industry?
The flower industry is truly a diverse community of creative, thoughtful and passionate personalities. Fortunately, having studied psychology and journalism provided the ideal preparation to engage with floral designers — and tell their stories. I was a writer and publisher for the first few years
at SAF.
Who was most influential during your early days in the industry?
Definitely not just one person. When I first started my career, a community of mentors welcomed me with open arms and shared their wisdom. Here are few names that taught me all about the business side: Red Kennicott, Tom Butler, Mark Nance, Bob Williams and Jim Leider. When I started to present in front of florists, Kirk Pamper and Sharon McGukin were willing role models providing great insights. As I went further with my floral career, my boss and mentor Peter Moran provided continued sound guidance. And most recently, I’m proud to have good friends Jackie Lacey, Donald Yim and Dianna Nordman as close counsel.
What has been your favorite job in the floral industry?
An event coordinator as part of SAF’s participation at the Presidential Inaugurations — it was in these trenches that many of my closest relationships with floral peers were forged.
What do you feel you have contributed that has made a difference in retail floristry?
Sharing the mindset with florists to always recognize technology, new consumer trends and digital marketing as a critical part of their business — back then, now and into the future.
What role do you see yourself playing in the future of our industry?
Continuing to be educator and advocate for florists and evangelist for anything that would contribute to their success.
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 business sessions presented by Renato Cruz Sogueco!
Friday, June 27, 1-2 p.m. — Unlocking Social Media Best Practices
Why do some social posts go viral and others do not? Photo and video quality and technique play a huge role in whether customers engage with your business through social. In this interactive session, you will discover tips and tricks, using a smartphone or digital camera to create click-worthy content. You’ll also learn how to best leverage your social platforms, specifically Instagram, Facebook and TikTok, to maximize reach and gain new customers.
Underwritten by BloomNet.
Saturday, June 28, 3:15-5 p.m. — Uncovering the Latest Website Tips, Tricks and Trends
Customers continue to go online to purchase floral gifts. Are you getting your share of these orders — only if your website is fully optimized to capture these sales. Uncover the best practices for optimizing your website to increase website rank, convert web visits to sales and ensure you are leveraging all the resources and tools to grow your business.
Underwritten by BloomNet.