In a year that brought a changing political landscape, two destructive hurricanes, new findings on sustainability, business consolidations and closures, market fluctuations and cooling flower sales (read “2024 Industry Snapshot” for more details), the Society of American Florists helped the floral industry navigate challenges and opportunities through government advocacy, education, expert insights and connections.
“SAF has been there every step of the way, helping members navigate a constantly changing business environment,” says SAF President Oscar Fernandez. “From advocacy efforts in Washington to new educational resources, we’ve been here to support the industry at every step.”
SAF was a powerful voice for the floral industry on Capitol Hill. Its political action fund, SAFPAC, raised $30,601 to support advocacy efforts, with 17 Gold Club members contributing $1,000 or more. SAF and its senior lobbyist, Joe Bischoff, Ph.D., facilitated over 200 targeted meetings with legislators and regulators, addressing critical issues affecting the industry including the renewal of a trade program, more funding for floriculture research, and providing feedback on the drafting of EPA regulations. These efforts ensured the floral industry’s priorities were heard by decision-makers.
SAF also brought floral professionals together to connect and collaborate. More than 185 new members joined the organization in 2024, growing SAF’s membership by 3.5%. They gained access to a network of industry peers and exclusive benefits, which expanded to include a program that provides new members with samples of fresh product from SAF sponsors.
Through virtual and in-person events, SAF provided cross-segment opportunities for engagement and growth: 915 attendees participated in SAF’s premier in-person events, while 1,185 next-generation floral professionals connected during virtual happy hours and online groups. SAF’s LiveChat feature answered over 1,100 questions, offering real-time support to members navigating challenges in their businesses.
In addition to fostering connections, SAF delivered tools and information to keep its members informed and competitive. More than 1,000 floral professionals participated in 16 virtual discussions on timely topics, and 839 accessed over 100 courses and resources in SAF’s Floral Education Hub on digital strategy, customer service, sustainability, profitability and personal growth.
SAF’s digital newsletter featured 175 exclusive stories on industry news and trends, and 150 experts shared their insights at SAF events and in publications. Top suppliers and vendors also contributed, showcasing innovative products and services through SAF’s platforms.
SAF also amplified awareness of the industry through initiatives like Petal It Forward, which saw participation from 706 businesses across 49 states and five countries. The organization responded to 22 requests to respond to negative floral references in consumer advertising and in the media, and 15 media outlets sought SAF’s expertise and perspective for their coverage of the industry.
“SAF continues to be a vital partner for the floral industry,” says Fernandez. “Whether it’s connecting professionals, advocating for research funding, or sharing best practices, SAF is here to ensure the industry flourishes.”
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
