The floral industry experienced another extraordinary year. Business was booming amid shortages of staff and at times, flowers and supplies. Still, the industry carried on, reporting impressive profits all while reminding consumers of the joy and mental health benefits of fresh flowers.
Through it all, the Society of American Florists was in the trenches to protect its members’ needs on Capitol Hill, bring together the industry to learn and grow, and help members drive sales and plan for future growth.
“After being apart for much of 2020, SAF saw 2021 as the year to reconnect the industry with in-person and virtual events that addressed top of mind issues such as labor and supply — and also help members capitalize on the demand for flowers,” says SAF CEO Kate Penn. “We put an emphasis on delivering educational and networking opportunities to help members through the evolving challenges of the pandemic.”
SAF launched its new online learning hub, Career Connection, in March, drawing 744 users in 2021. The hub currently has seven courses about onboarding employees, care and handling of flowers, design, marketing, and more, with new courses and content planned for 2022.
SAF also brought the industry together to learn and grow through virtual and in-person events. More than 800 people registered for SAF’s virtual events, which included webinars focused on the post-pandemic outlook, supply shortages, planning, labor, how to capitalize on the plant trend, and more. SAF reconnected 472 floral professionals at SAF Orlando 2021 and the 1-Day Profit Blast in Baltimore. (Check out our 2022 schedule of events).
SAF provided learning opportunities in other ways, too. SAF brought 143 expert speakers to events and they shared their knowledge in Floral Management magazine and the digital newsletter SAF NOW, too. The newsletter featured more than 200 exclusive articles on critical industry news, trends, and best practices.
SAF was the voice for the floral industry’s interest on Capitol Hill. SAF’s advocacy helped provide $250,000 in USDA aid for growers in the third round of payments through the Coronavirus Food Assistance Program. SAF also raised a record-setting $35,000 for its political action committee, SAFPAC, at SAF Orlando 2021, which will help advocacy efforts into 2022.
“Throughout the pandemic, the industry has been resourceful and innovative — and SAF has been a steadfast partner in helping our industry thrive,” says SAF President Michelle Castellano Keeler, AAF, of Mellano and Company. “Heading into 2022, SAF will continue to be our partner in tackling our biggest challenges — including increasing costs — and leveraging the most promising opportunities — namely, the increase in flower and plant buying — through our virtual and live event programming, services and content.”
Amanda Jedlinsky is the managing editor of SAF Now.
