Americans’ appetite for flowers and plants held strong this Valentine’s Day, matching last year’s record-high buying levels, according to a new...
Valentine’s Flower Buying Holds Record High
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Floral Industry News
Tariff Roller Coaster Leaves Industry ‘in Limbo’
For floral businesses, the only certainty surrounding the Trump Administration’s tariff policy is the uncertainty it has created across the floral...
‘It Opened Their Eyes’: Students Explore Floral Industry at Next Gen LIVE!
Seed Your Future hosted horticulture students from North Carolina State University at SAF’s Next Gen LIVE! conference, where they gained a better...
Understand the Forces Reshaping Floral Wholesale
When Michelle Jones’ longtime wholesale supplier was sold, the new owners made a surprising move: They began selling flowers directly to the public,...
Obituary: Benno Dobbe 1950–2026
Martin Meskers, AAF (left), with Benno Dobbe, the longtime grower and owner of Holland America Flowers in Arroyo Grande, California, who died Feb. 5...
Build Wealth Through Real Estate
Diana Culver was raised in a flower shop. Her parents opened their San Diego business, Magnolia Florist, in 1983, and she grew up learning every...
Negative Publicity Watch: SAF Pushes Back on Trip Advisor, CNN and Others
As Valentine’s Day promotions urged consumers to “skip the flowers,” SAF pushed back, calling on brands and media outlets to promote their products...
Next Gen LIVE! Sets the Stage for Growth
Nicholas Chang of Rosa Prima, and a member of SAF’s Next Gen Committee, contributes to a group discussion at last year’s Next Gen LIVE! conference....
Stop the Scroll with Pro-Level Floral Content
Donald Yim, AIFD, PFCI, encourages florists to balance personality and polish when showcasing their work on social media. In today’s fast-moving...
Amidst Extreme Cold and Snow, Supply Chain is ‘Still Holding’
Ice coats greenery at Albin Hagstrom & Sons in Pierson, Florida, where crews ran freeze-protection systems to help crops withstand subfreezing...
Florists End 2025 Steady, But Costs and Uncertainty Cloud Outlook
Most floral businesses finished 2025 with “good” or “okay” sales but high costs, political tension and a weekend Valentine’s Day have curbed the...
National Marketers Lean Into Love With Valentine’s Day Ads
As Valentine’s Day approaches, two national florist networks are turning to emotionally driven video advertising to connect with consumers — one by...
Asocolflores President Augusto Solano Announces Retirement
Augusto Solano delivers heartfelt remarks after being inducted into SAF's Floriculture Hall of Fame, reflecting on a career dedicated to advancing...
Anne Stewart Shares Lessons From a Career of Leadership
Anne Stewart, the former president of North America operations or Smithers-Oasis, retired Jan. 30. ...
Protect Valentine’s Day Blooms From Farm to Finish
From harvest timing and rapid hydration to strict temperature control at a florist, every step in the supply chain plays a role in how long flowers...