Despite flattening sales, 2023 proved to be a year of evolution for floral businesses that leveraged artificial intelligence, third-party delivery, and began implementing sustainability practices and driving sales and customer loyalty through in-store events. And the Society of American Florists was front and center, bringing the floral professionals together to learn, grow and network, and advocate for industry needs on Capitol Hill.
“This year brought new and exciting opportunities for the floral industry,” says SAF CEO Kate Penn. “SAF was there to help the industry put those opportunities to work and keep the industry informed about economic forecasts, trends and more.”
SAF was the voice for the floral industry on Capitol Hill. Its political action fund, SAFPAC, raised $61,000 to help advocacy efforts. Those efforts and SAF’s Congressional Action Days, when floral professionals met with more than 60 Congressional offices, resulted in an increase of $1 million in additional funding for the Floriculture & Nursery Research Initiative. (That funding is in addition to the $5.4 million going toward research projects in the current program).
Congressional Action Day attendees on their way from appointments on Capitol Hill at this year’s event.
SAF brought the industry together to learn and grow virtually and in person. More than 240 new floral professionals joined the organization this year, gaining access to exclusive benefits. More than 1,000 people registered for virtual cross-segment discussions, and more than 400 people utilized on-demand resources focused on sales forecasting, pricing for profit, employee training and more. SAF also added 23 new courses and resource packages to its online learning hub.
SAF also helped its members drive sales and plan for growth with its events and publications. Thousands of floral pros benefited from education at three 1-Day Profit Blasts, SAF Phoenix 2023, and the second Next Gen LIVE! event in Miami for young floral professionals. Those events and SAF’s publications — Floral Management magazine and the SAF News Now newsletter — featured more than 150 floral industry experts who shared their best practices and advice. The newsletter brought members more than 200 exclusive articles on critical industry news, trends, and best practices.
Next Gen LIVE! in Miami brought together nearly 200 young floral pros for two days of education, networking and floral-focused tours.
“SAF keeps an eye on economic conditions and new opportunities to help the industry evolve,” says SAF President Oscar Fernandez, of Rio Roses-Equiflor in Doral, Florida. “Whatever 2024 brings, you can count on SAF to be there to ensure the industry succeeds.”
Amanda Jedlinsky is the managing editor of SAF News Now.