Guided by a Master Mind Team
Executive Director
Valerie Herrmann is the executive director of First Coast Urban Ag, a 501(c)(3) organization creating agriculturally immersive playscapes that connect children and families to food, medicine, and nature.
With a background in fashion design and theater, Valerie's journey into food systems began after her father's passing in 2000. She went on to lead the Fruit Tree Planting Foundation and develop food parks in various locations, including Hawaii and Jacksonville.
Valerie holds certifications in permaculture design, Korean natural farming, and soil life, and has worked with local organizations such as Clara White Mission and Duval Soil and Water Conservation District. A passionate advocate for connecting people to nature, Valerie is dedicated to empowering children and families through hands-on learning experiences.
Treasurer
Blake Duffie serves as Treasurer of FCUA Inc, bringing over a decade of financial leadership and accounting expertise to the organization. He currently works in a senior financial role at Fickling Brothers Inc where he oversees key aspects of budgeting, reporting, and operational finance.
His previous roles include division controller at W.G. Yates & Sons Construction, where he led financial operations across multiple industrial sites. Blake holds an MBA from the UNF and a BBA from Columbus State University. He combines strategic financial oversight with a genuine commitment to advancing FCUA's mission and long-term impact.
Event Manager
Florence is a creative social change agent dedicated to community transformation with expertise in design, branding, and project management. She brings a big-picture vision to complex problems. Florence has led teams at top media companies, including McCann Direct and AT&T, and is the founder of Conscious Market, a social enterprise employing individuals who need a second chance.
She's certified as a community behavioral health technician and uses psycho-social rehab methods to support those with mental illness. Florence is passionate about fostering collaboration, creativity, and community impact, and is committed to driving real change through initiatives like a weekly food giveaway.
Founder, vice chair
Katie Salz is a seasoned environmental educator with over a decade of experience in food justice and sovereignty. She specializes in community-led initiatives, transforming abandoned lots into thriving urban farms and gardens.
Katie's approach is distinctively collaborative, fostering community partnerships and integrating economic sustainability into her programs. As a self-described "community matchmaker" she empowers grassroots solutions rather than imposing top-down approaches. In her free time she enjoys homesteading, crafting, reading, and beachcombing for seaglass.