In a year shaped by continued economic uncertainty, shifting trade and regulatory pressures, and rapid change across the floral marketplace, the Society of American Florists helped members stay informed, connected and supported — with advocacy on Capitol Hill, real-time business help, timely education and industry-wide visibility.
“SAF’s role is to make sure floral businesses aren’t navigating these challenges alone,” says SAF President Lori Wheat, AAF. “Whether it’s elevating our priorities with policymakers or delivering practical resources, we’re here to help the industry move forward.”
Advocate on Capitol Hill
SAF remained a strong voice for florists, growers, wholesalers and suppliers in Washington. In 2025, SAFPAC contributed $43,500 to political candidates who support the floral industry’s legislative priorities. SAF also facilitated 237 meetings with legislators and regulators on issues impacting the floral industry — including 66 appointments with SAF members during Congressional Action Days and 171 year-round meetings led by SAF Senior Lobbyist Joe Bischoff, Ph.D., that addressed critical issues such as tariff relief and funding for floriculture research.
Connect and collaborate
SAF continued to bring the industry together across segments and career stages. 157 new members joined the SAF community in 2025. SAF’s social channels also grew, with 3,036 new users following SAF accounts — bringing SAF’s total audience to 32,566 followers staying connected to industry news and initiatives.
Through events and networking, SAF created multiple ways for floral professionals to learn and build relationships: 852 attendees from all industry segments came together at SAF’s five premier in-person events, while 1,300 next-gen floral pros connected in-person and virtually through Next Gen LIVE!, virtual meetups and SAF social media groups. On the day-to-day support side, SAF’s LiveChat answered 1,013 questions on safnow.org, providing real-time guidance and resources.
Stay informed and get ahead
SAF delivered ongoing education and insight to help businesses adapt and plan. In 2025, floral pros participated in 667 virtual discussions on timely industry topics, and 626 users accessed 100+ courses and resources through SAF’s Floral Education Hub.
SAF also kept members up to speed with 175 exclusive stories on critical news developments, trends and best practices delivered through its digital newsletter. Across SAF events and publications, 150 experts shared insights and advice, and 115 top suppliers and vendors provided access to the latest innovative products and services.
Amplify industry awareness
SAF continued to elevate the value of flowers — and respond when the industry needed a stronger public voice. Petal It Forward engaged 581 businesses from 50 states and four countries, spreading the power of flowers in communities nationwide. SAF also addressed 32 requests to remove negative floral references from consumer advertising, and 33 media outlets contacted SAF for interviews and information about the industry.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
