Millennials don’t want to be florists. That’s a message circulating throughout the industry and a fear that keeps many aging shop owners up at night.

But it’s not true. At least that’s what they’d say in Texas, where floral design is taught in the state’s 1,000 school districts and, in the last three years, more than 3,000 high school students have tested for Level 1 design certification through the Texas State Florists’ Association.

In this month’s Floral Management cover story, contributing editor Mary Westbrook shares the TSFA’s multilayered efforts to build a new generation of employees and employers excited to pursue floristry (and cognizant of the hard work that goes into buying, designing, selling and delivering pretty flowers).

Among their tactics:

• Providing instructors with real hands-on training
• Networking with the Texas Education Agency and Vocational Agricultural Teachers Association
• Creating a curriculum that reflects the true nature of the job

Read “Most Likely to Succeed” for the detailed story and tools to replicate the TSFA’s recruitment program in your own state.

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