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Position: Executive Director, Stakeholder Relations & Industry Growth
Organization: United Flower Growers
Location: Burnaby, Lower Mainland, BC

United Flower Growers (UFG) is a cooperative association of flower grower members that was established in 1963. UFG runs a spot market flower auction three times a week and also manages grower arranged greenhouse and direct sales whereby product is sold through its technology and is either delivered to UFG for pick up or goes direct from the grower to the customer.

In 2015, UFG reorganized into two companies and created a for-profit corporation – United Flower Holdings (UFH). UFH is owned by different shareholders than the co-op and is in the business of distributing flowers, supplies, and giftware to retail floral businesses, wholesalers, and grocery stores. There is a Master Agreement that governs the relationship between UFG and UFH and includes the use of space, sale of imported flowers, sharing of executive and some other employees, and other cost sharing principles.

Flowers and potted plants represent a farmgate value of approximately $1.7B in Canada, of which $387M is generated in BC. During the past few years, there has been a shortage of locally grown product in BC. There is also a recent global shortage of flowers due to COVID curtailments, which has increased prices being paid to growers. Consumer demand for flowers has been steadily on the rise and there is more varieties and novel products coming to market each year. Similar to the food sector, people are thinking more about where their flowers are coming from and the future for cut flowers looks rosy.

Executive Director, Stakeholder Relations & Industry Growth

Currently, there is a Chief Executive Officer (CEO) who is responsible for both UFH and UFG. The Board of Directors of UFH want the CEO to focus solely on growing UFH, and the UFG Board agrees that now is the time to implement a succession plan for its leadership. As such, a new role of Executive Director, Stakeholder Relations & Industry Growth has been created that will eventually evolve into becoming the CEO of UFG.

The Executive Director, Stakeholder Relations & Industry Growth will engage regularly with growers and buyers to ensure the right products are being grown and seek out other opportunities to increase buyer engagement and demand, which they will share with growers. A stronger focus on government relations and advocacy, connecting with the growers, and keeping abreast of trends is required.

Working with a seven person board that is fairly operational, the Executive Director, Stakeholder Relations & Industry Growth will need to be a guiding hand to ensure timely decision making by the Board and keep them focused on priorities that will benefit all co-op members. They will research and analyse opportunities to ensure that the auction remains relevant and prepare a multi-year strategy that will move UFG forward in realizing the Board’s vision. They will also develop key performance indicators and keep the Board informed of the progress being made against plan.


A dynamic and strategic thinker, the Executive Director, Stakeholder Relations & Industry Growth, will have exceptional relationship building skills, strong financial and business acumen, embraces and is an effective leader of change. The ideal candidate will have a post-secondary degree in a relevant discipline and senior management experience leading a team. A proven track record of working collaboratively with a board to achieve a mandate, knowledge of modern governance practices, and demonstrated capacity to analyze and interpret government policy and regulations is essential. Experience or knowledge of co-ops or other member-based organizations would be an asset.

To apply for this role, please click the link below. We sincerely thank you for your interest in this opportunity and will only contact those under consideration for the role.

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Current status: Open/apply now.   Date posted: Nov 25 2021    ID: 61999