Wafex USA has announced two significant leadership updates. Effective July 7, 2025, industry veteran Steve Dionne has rejoined Wafex USA as Managing Partner, while Ben Dobbe joins the team as Business Development Director.
Dionne, a two-time winner of SAF's Floral Marketer of the Year award, returns to Wafex USA
© Wafex after a distinguished tenure as Executive Director of CalFlowers, where he also served on the board for over 20 years, including two terms as board president. During his time at CalFlowers, Dionne led the development of That Flower Feeling, a non-profit marketing campaign to boost fresh flower consumption in the United States. The initiative earned multiple prestigious international marketing awards, secured voluntary funding from hundreds of companies across various industry segments, and continues to reach tens of millions of U.S. consumers through mass media channels. After departing CalFlowers in March 2025, Dionne relocated to Amsterdam, Netherlands, before returning to Wafex, where he previously served until November 2020.
"I'm thrilled to rejoin Wafex, a company with a global legacy of excellence in the floral industry," said Dionne. "I look forward to working alongside our talented teams in USA, Ecuador, Kenya, and Australia to drive innovation and growth, while continuing to strengthen our partnerships worldwide."
Wafex also welcomes Ben Dobbe as Business Development Manager. Dobbe brings 30 years
© Wafex of experience from Holland America, with expertise spanning floral farming/production, sales, logistics and marketing. A respected industry leader, Dobbe served on the Society of American Florists' Growers Council and was a 15-year member of the CalFlowers board, including as president from 2016-2018.
"Ben's deep industry knowledge and proven track record make him an invaluable addition to our team," said Wafex CEO Craig Musson. "His vision and leadership will help propel Wafex USA to new heights."
"We are excited to welcome Steve back and to bring Ben Dobbe on board," said Musson. "Their combined expertise and passion for the floral industry align perfectly with our vision for growth and innovation in the U.S. and beyond." Added Sales and Procurement Director Ryan Musson, "This is an exciting moment for Wafex, both USA and globally. It's rare to have two top industry leaders join simultaneously, bringing energy and focus to developing customer and vendor relationships in our primary markets."
For more information:
Wafex USA
wafex.com.au/
