Monday, 19 March 2018 16:44

FRF Announces Hiring of Lorena Holley as New General Counsel/Vice President

For Immediate Release: March 19, 2018
CONTACT: James Miller, This email address is being protected from spambots. You need JavaScript enabled to view it., (850)701-3015

Holley, most recently General Counsel for Dept. of Agriculture, brings extensive legal, utility regulation, small business and food safety experience to FRF’s senior leadership team

TALLAHASSEE, FL – The Florida Retail Federation (FRF), the state’s premier trade association representing retailers for more than 80 years, announces the hiring of Lorena Holley, Esq. as its new General Counsel and Vice President effective March 26. Holley will serve as lead counsel for the organization as well as work with Florida’s grocers and convenience stores on small business, fuel regulation and food safety issues. Holley comes to FRF from the Florida Department of Agriculture and Consumer Services where she served as General Counsel to Commissioner Adam Putnam.

“With her years of experience in both the public and private sectors, Lorena brings extensive knowledge on business issues that impact almost all of our members in some way,” said R. Scott Shalley, FRF President/CEO. “Whether it's food safety, small business, utility regulation or legal issues, Lorena will be an invaluable resource to our members. I’m excited about the depth of experience that Lorena brings to our team, our membership and our industry.”

Holley was appointed General Counsel of the Florida Department of Agriculture and Consumer Services by Commissioner Adam Putnam in January of 2011. Prior to joining the Department, Holley was with the Florida Public Service Commission (PSC), serving as a Senior Attorney with the Commission’s Office of General Counsel Division of Appeals, Rules and Mediation. During her years at the PSC, Holley also served as a Chief Advisor to a Commissioner, advising on legal and policy issues related to the economic regulation of Florida’s electric, gas, telecommunications, and water and wastewater utility industries.

“I’m thrilled to join the Florida Retail Federation and I look forward to bringing my experience to help our industry members achieve their goals,” said Holley. “I want to thank Scott for this great opportunity, and I look forward to working with him and the whole FRF team as we help the more than 270,000 retailers throughout Florida.”

Holley also worked for the law firm Rutledge, Ecenia, Purnell & Hoffman, P.A., where she provided legal representation to local governments and private utility companies. Prior to joining the PSC, Holley was a staff attorney with Legal Services of Greater Miami, Inc. where she worked as an advocate and representative of indigent clients before various forums including the United States Social Security Administration, Citizen and Immigration Services, and the Florida Department of Children and Families.

She received her J.D. in 1999 from the Texas Tech School of Law in Lubbock, Texas and is a member of the Florida Bar. Holley is originally from Chile, but grew up in Austin, Texas.

The Florida Retail Federation is the statewide trade association representing retailers -- the businesses that sell directly to consumers. Florida retailers provide one out of every five jobs in the state, pay more than $49 billion in wages annually, and collect and remit more than $20 billion in sales taxes for Florida’s government each year.

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