Stop by the SAF Registration Desk to check in and pick up your basge and registration materials. 

Panel: Alejandra Fernandez, Dummen Orange, Mimi Martinez-Pacheo, Jet Fresh Flowers, additional panelists TBA

Why does bloom size or color vary from one farm to another? Why are some varieties so much more expensive than others? Join experts from every corner of the floral industry — breeders, growers, importers, wholesalers, and florists — as they reveal little-known facts and fascinating insights from their unique perspectives. This session will equip you to source, sell, design, and communicate about flowers with the confidence and expertise of an industry pro. 

You’ll learn:

• How flowers move through the supply chain 
• Learn about innovations and environmental practices shaping the industry 
• Discover challenges and unique insights from each industry segment 

Speaker: Laura Walsh, PFCI, Smithers Oasis 

Change is happening at an unprecedented pace, and Next Gen employees are not just adapting; they’re leading the charge. This session will empower you to leverage your natural strengths — digital skills, adaptability, purpose-driven leadership, and collaboration — to drive meaningful change within your organization in today’s rapidly evolving business landscape. Then, put theory into practice with the Change Agent Action Plan Workshop, where you’ll create a detailed, step-by-step strategy to lead a specific and impactful change in your workplace. 

You’ll Learn: 

• How to use digital skills, adaptability, and teamwork to drive change 
• Practical strategies to influence change when you’re not the boss 
• Leave with a personalized plan to champion purpose-driven initiatives   

Browse through dozens of new products and services and get to know vendors who can answer your questions and point you towards profitable opportunities for your business.

Enjoy dinner while cheering on your favorite team at this lively design competition!

Speaker: Holly Haveman, Kennedy’s Flowers and Gifts

Start your day with guided meditation and practical tips to cultivate work-life harmony.

Panel: Nicholas Chang, Rosaprima, Liza Roeser, AAF, Fifty Flowers, Melanie Spilbeler, Fresh Path Marketing

The floral industry has made giant strides in sustainability — now it’s time to make sure consumers know it. This session focuses on how every segment can communicate and market sustainability to enhance brand value and attract B2B and B2C eco-conscious customers. Learn tips and techniques for crafting an impactful sustainability story that resonates with your audience. 

You’ll Learn: 

• Techniques for crafting a compelling sustainability message 
• Insights into how each part of the supply chain communicates sustainable practices 
• Tips for effectively reaching eco-conscious consumers and boosting brand loyalty 

Speakers: Erin Bruno, AAF, McNamara Florist, John Burk, DVFlora, additional speakers TBA 

Master the art of managing up and down the organizational ladder. This session offers strategies to align with senior leadership’s vision while effectively leading and supporting your own team. Learn practical tools for building trust, fostering communication, and bridging organizational objectives with daily operations. Attendees of all levels — from executives to entry-level professionals — will leave equipped with actionable insights to lead effectively in any direction, ensuring alignment and engagement throughout the organization. 

You’ll Learn: 

• Learn to balance senior leadership goals with team needs through effective communication 
• Discover tools to develop and mentor direct reports, promoting leadership growth 
• Gain strategies for fostering transparency, trust, and engagement at every level

Panelists: Cindy Prichard, Flower Shop Network, additional panelists TBA

Enhance your team’s ability to connect with customers confidently across all channels, from face-to-face interactions to social media. This session covers essential sales techniques and empowers employees to navigate challenging conversations with ease, providing tools to diffuse uncomfortable situations and turn them into positive experiences. Ideal for all segments of the floral industry, this session will equip teams to build trust and loyalty with every customer interaction. 

Takeaways: 

• Gain practical sales techniques for effective communication across all customer touchpoints 
• Learn strategies to empower employees to handle difficult situations with professionalism and poise 
• Discover tips for maintaining a positive, consistent customer experience in-person, by phone, and online

Speakers: Jackie Levine, Central Square Florist; Sheldon Jensen, Flowers by Michelle

Build a resilient brand by mastering reputation management techniques that turn customer feedback into opportunity. This session covers strategies for addressing unhappy customers, recovering from negative reviews, and safeguarding your online presence. Learn how prompt, thoughtful responses can protect your reputation, improve customer satisfaction, and even enhance recruitment efforts. 

You’ll Learn: 

• Effective strategies for managing unhappy customers both online and in person 
• The importance of timely responses to protect and enhance your brand reputation 
• How reviews can impact recruitment and how to leverage positive feedback for growth.