[Carlsbad, CA] – That Flower Feeling Foundation (TFF), the cooperative effort behind the floral industry’s national consumer marketing campaign, “Just Add Flowers,” has appointed Joe Don Zetzsche as Interim Executive Director as part of a strategic leadership transition designed to support the campaign’s next phase of growth. At the same time, Vanessa Leite is stepping down from the Executive Director role and will remain with the organization as Interim Admin Director, ensuring continuity across operations, compliance, donor systems, fundraising strategy, and the Unit Sales program.
Joe Don Zetzsche brings more than 35 years of experience with H-E-B, including 16 years leading the company’s floral business, where he played a major role in shaping both retail floral strategy and broader industry leadership. He began his career as a checker and rose through store operations, produce buying, and regional leadership before becoming one of the most recognized advocates for floral in mass retail. He also served as the first and only floral professional to chair the Produce Marketing Association Board of Directors and currently serves on the IFPA executive floral committee.
As Interim Executive Director, Zetzsche will oversee strategic growth, board and donor relations, fundraising outreach, and public representation for the Foundation at national trade shows and floral industry events. His appointment reflects TFF’s continued focus on increasing U.S. floral consumption by keeping flowers top of mind as an everyday purchase tied to self-care, home décor, gift giving, “just because” moments, and mindfulness.
Vanessa Leite will continue to play a key leadership role as Interim Admin Director. In that position, she will maintain back-office administration, financial and compliance oversight, donor CRM management, fundraising strategy implementation, and Unit Sales program management, while also mentoring staff and preserving the operational infrastructure she helped build.
“This strategic transition represents an exciting new chapter for That Flower Feeling,” said Chris Drummond, Board Chair of That Flower Feeling Foundation. “By bringing Joe Don Zetzsche’s incredible energy, advocacy, and deep industry relationships to the forefront, while retaining Vanessa Leite’s invaluable operational, fundraising, and Unit Sales expertise, we are ensuring continuity and positioning the organization for long-term growth.”
Under this streamlined leadership model, TFF will continue to maximize resources while aggressively pursuing its annual fundraising goals and expanding campaign reach. The organization said this approach keeps its administrative footprint lean so that more partner investment can go directly toward consumer-facing marketing that drives flower demand in the United States.
For five years, That Flower Feeling has led national digital marketing efforts to help shift consumer behavior and encourage more Americans to purchase flowers as part of everyday life. Through the “Just Add Flowers” campaign, the organization continues to equip the floral industry with messaging and creative tools that support higher floral consumption across the U.S. market.
“I’ve always believed that the industry should come together with one voice to market flowers directly to our American consumers,” said Zetzsche. “We should not be focused on American grown versus imported flowers, and we should not be focused on independent floral shops versus mass market retailers. Rather, our goal should be to help more Americans think of flowers and realize the amazing benefits of ‘Just Adding Flowers’ to their lives. When we do this together, everyone benefits.”
Joe Don Zetzsche is the former Vice President of BLOOMS Floral Marketing at H-E-B and the owner of Rocking Bar Z Consulting. He holds a BBA from Texas Tech University and an MBA from Abilene Christian University, and his leadership has been recognized across the floral industry, including the PMA Floral Marketer of the Year award in 2013.
About That Flower Feeling
That Flower Feeling is a national, industry-funded 501(c)(6) marketing initiative founded by CalFlowers and supported by growers, importers, wholesalers, hardgoods suppliers, and retailers across the floral supply chain. Its mission is to increase U.S. floral consumption by positioning fresh flowers as an easy, accessible part of everyday happiness through the “Just Add Flowers” campaign.
