Maura Kenny, SAF’s new Director of Development
An industry insider and entrepreneur with a passion for flowers has joined the Society of American Florists as its director of development.
Maura Kenny, a business owner and wedding florist turned sales director for an urban, nonprofit flower farm and florist in Chicago, will lead SAF’s work to connect the floral industry’s buyers and sellers through a wide range of partnership opportunities.
“I’m passionate about driving innovation and growth in the floral industry,” Kenny says. “With over two decades of experience as a floral designer and business owner, I’m one of you. I know the struggles and triumphs that we all go through in this industry. I’m looking forward to crafting impactful solutions that empower floral businesses to not only thrive but to enjoy the path toward success.”
Kenny will lead SAF’s effort to connect the industry’s suppliers with the SAF audience, through membership, sponsorships, exhibits, virtual and print ad spaces, sponsored content and more.
“Forging connections in our industry and giving our members access to a wider array of products and services to meet burgeoning demands is my top priority,” Kenny says. “I take great pride in facilitating partnerships that propel small businesses forward. The more resources we are able to provide our members, we amplify everyone’s potential to flourish.”
Kenny began working as a floral event designer in 2005. She started her wedding floral business in 2012 with no capital and within six years grew it to nearly $850,000. In 2022, she joined Southside Blooms, the inhouse farm to flower shop at Chicago Eco House, which helps alleviate poverty among youth. There, she increased event sales by more than 300% in one year and built processes from scratch to improve business operations.
“We were immediately impressed with Maura’s floral industry experience, her entrepreneurship, resourcefulness, and sales records, but most of all, her thoughtfulness and passion for our industry,” says SAF CEO Kate Penn. “She will do impactful work for SAF and the industry because she understands our mission.”
Kenny is traveling to San Diego for SAF’s Next Gen LIVE! conference Feb. 25-27, where she will meet with suppliers. A week later she’ll attend the Wholesale Florist & Florist Supplier Association’s conference in Miami. She can be reached at mkenny@safnow.org or 703-838-5225.
Amanda Jedlinsky is the managing editor of SAF News Now.
