Founded in 2001, Pen & Petal is a full-service marketing communications agency servicing the green industry. Specializing in horticulture for both the B2B and consumer markets, Pen & Petal provides cutting-edge marketing with the technical know-how to back it up. This distinct combination of creativity and experience is a cornerstone of the business. In addition to its staff, Pen & Petal utilizes outside talent in order to be able to offer its clients all types of marketing-, advertising- and PR-related services.

Kerstin Ouellet

As President of Pen & Petal, Kerstin Ouellet brings thorough knowledge of the international horticulture industry to the table. She received her Master’s Degree in Horticulture in 1994 from the University for Applied Science in Weihenstephan near Munich, Germany. Before coming to the United States, Kerstin worked at nurseries in Germany and Denmark in various sections of the industry. She successfully applies her diverse work experience and familiarity with the European market for clients every day.

Before founding Pen & Petal, Kerstin worked as marketing director at EuroAmerican Propagators, where she made large contributions to the success of both EuroAmerican Propagators and the Proven Winners marketing cooperative.


Kerstin is a well-known speaker at industry- as well as home gardening events. She is also a renowned author of articles in trade- and consumer magazines. Kerstin is the author of two books on container gardening. The EuroAmerican Container Garden Cookbook was the first container gardening book targeted at professional growers. Contain Yourself – 101 Fresh Ideas for Fantastic Container Gardens, is a popular container gardening book for home gardeners and professionals.


Kerstin is actively involved with the growth and development of the horticulture industry. She is a past board member for OFA – an Association of Floriculture Professionals, an active member and former board member of the San Diego County Flower & Plant Association and a member of the Garden Writers’ Association, the American Horticultural Society and the San Diego Horticultural Society.

Claudia Defibaugh

Claudia Defibaugh has studied graphic arts since 1986, obtaining a Bachelor of Arts degree in graphic design in her native Germany and a Master of Art degree in Art emphasizing graphic design from San Diego State University. She is the owner and creative director of Braunwarth Design, which she established in 1997, and is now working for Pen & Petal part time.

Her project experiences include print advertising, including corporate identities, packaging, catalogs and brochures, advertisements, direct mail, showroom graphics, and digital design. Among her previous clients are many companies in the categories of infant and children’s products, high tech, bio tech, financial and law services, and the arts. Defibaugh works from her office in Encinitas, CA.



Joli Hohenstein

Joli Hohenstein is an award-winning marketer, writer and editor. She is a former editor at Green Profit, GrowerTalks and FloraCulture International, business-to-business trade publications serving the commercial greenhouse industry.

Her career also includes such diverse experience as directing creative for a mid-size marketing communications agency; developing marketing strategy for Fortune 500 corporations; founding a successful magazine; retail marketing and buying; and serving as a marketer, editor, writer and speaker for multiple publishing companies.

Hohenstein graduated with an agricultural communications degree from the University of Illinois. Her work has received a number of honors, including ACE/B2B, Davey, Decagon, Marcom Creative, Service Industry Advertising Association and Webby Awards.