Sailing to the "Blue Ocean" with Chrysal

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I was so pleased to join the executive team at Chrysal for a "Blue Ocean" exercise. For those of you who have not read the book, I highly recommend it, and I also recommend pulling your strategic leadership team together and performing this work together as well!

I found their team engaging, very well prepared, and so creative and fun, which really made the process a pleasure! I believe we developed some truly new strategies that will indeed offer them a Blue Ocean for decades to come.

It's always a blessing to get lovely feedback from a client, and I'm so grateful and pleased to share Scott Blumenthal's (President of Chrysal North America) thoughts on my impact on this work:

"Building the Future of Chrysal Together 

We were truly honored to have Joe Don Zetzsche join our Chrysal USA & Canada Blue Ocean sessions in Miami this September. Over several days, Joe brought an incredible depth of knowledge, energy, and passion to our conversations on growth, innovation, and the future of the floral industry.

For those who may not know Joe, his impact on the U.S. floral landscape is profound. As Vice President of BLOOMS Floral Marketing at H-E-B, he transformed a traditional supermarket floral department into a full-service, award-winning destination — driving growth from $80 million to over $300 million in annual sales. Joe’s leadership helped redefine what’s possible in supermarket floral, earning national recognition as one of the best and fastest-growing floral programs in the mass-market segment.

Beyond the impressive numbers, what truly stands out about Joe is his transformational leadership — his ability to inspire teams, identify talent, and create environments where people thrive. His insights on customer experience, merchandising, and operational excellence challenged and energized our team as we explored how to continue strengthening Chrysal’s position as a global leader in flower care and sustainability.

Joe’s guidance was a breath of fresh air — thoughtful, practical, and forward-looking — helping us envision new ways to serve our customers and elevate the floral experience from grower to consumer.

At Chrysal, our mission has always been to help flowers and plants live longer, happier lives while building a sustainable, thriving floral industry. Having leaders like Joe contribute to our conversations reinforces that our path forward is both bold and achievable.

We’re deeply grateful for his collaboration and for the inspiration he brought to our Blue Ocean journey. The future of Chrysal — and our industry — is brighter because of leaders like Joe who continue to share their knowledge and passion so generously."

#Chrysal #BlueOceanStrategy #Leadership #Innovation #FloralIndustry #Growth #Sustainability #Teamwork #ChrysalAmericas