The Society of American Florists
connects retailers, wholesalers, growers and suppliers to cultivate a thriving floral community.
SAF News, Events and Updates
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Latest Floral Industry News
The Pivot Point: Reinventing a Floral Institution to Support Growers
https://youtu.be/IslUUigU0_c Editor’s Note: The Pivot Point is a video series that explores floral...
Does Your Marketing Have What It Takes to Win $5,000?
A trade organization that launched a national advertising campaign that aligned flowers with...
The HR Shortcut Every Florist Needs
For many floral business owners, human resources can feel like an afterthought — until a problem...
Highlights from this issue
Incentives to Inspire
Discover how florists are rethinking benefits and incentives to attract top talent and boost sales. From mental health resources to creative perks, these fresh approaches to employee satisfaction are making a big impact.
Sumptuous Selections
Get inspired by innovative ways to maximize neutral-toned florals, including Pantone’s 2025 Color of the Year, Mocha Mousse.
Since 2015, the American Florists’ Association, uniting the floral sector, has choreographed one of the most engaging floral promotions in the industry’s history — Petal It Forward. What started as an SAF-led promotional event in New York City has grown into a nationwide initiative. Watch this video to see what it’s all about!
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