Society of American Florists

The Society of American Florists (SAF) is a national US Trade Association that represents all segments of floristry in the United States (US). More than 7,000 retailers, growers, wholesalers, importers, manufacturers, suppliers, educators, students and allied organizations are members.

PredecessorAmerican Association of Nurserymen, Florists and Seedsmen
FormationJanuary 1884 (1884-01)
TypeNGO
Legal statusTrade Association
PurposeSAF provides marketing, government advocacy, industry intelligence and best practices information for all participants in the U.S. floral industry.
Location
  • Alexandria, VA
Chairperson
Bill LaFever, PFCI
President
Chris Drummond, AAF, PFCI
President-Elect
Michelle Castellano Keeler, AAF
Executive Vice President & CEO
Kate F. Penn
Key people
Jenny Scala, Laura Weaver, Sheila Santiago, Joe Aldeguer, Jenester A. Corbin, Lynn Craig, Kimberly A. Hay CCSP, Claire Marwitz, Katie Savage, Mary Westbrook
Staff (2019)
14
Volunteers (2019)
50+
Websitesafnow.org

Mission statement

The Society of American Florists provides marketing, government advocacy, industry intelligence and best practices information for all participants in the US floral industry.

Boards and councils

The volunteer leaders of SAF serve on a number of Councils and Committees.

Board of Directors

The SAF Board of Directors makes key decisions that provide the guidance for SAF programs. It is composed of an Executive Committee and Board of Directors. The current Chairperson is Bill LaFever, PFCI of Bill Doran Company. The President is Chris Drummond, AAF, PFCI of Penny’s by Plaza Flowers.The Executive Vice President and CEO is Kate F. Penn.

Growers Council

The Growers Council represents the needs of the grower industry segment within the Society of American Florists. The current Chairperson is Jamie Kitz, AAF of Sakata, Inc.

Retailers Council

The Retailers Council represents the needs of the retailer industry segment within the Society of American Florists. The current Chairperson is Kaitlin Radebaugh, AAF of Radebaugh Florist & Greenhouses.

Wholesalers Council

The Wholesalers Council represents the needs of the wholesale industry segment within the Society of American Florists. The current Chairperson is Oscar Fernandez of Equiflor/RioRoses.

Other Joint Councils & Committees

Awards Committee Consumer Joint Council Convention Task Force Government Joint Council Member Joint Council PFCI Board of Trustees

Events and education

SAF offers florists a number of professional development programs and related events that provide education and networking opportunities.

Annual convention

Each year SAF holds an annual convention, usually in August or July, that lasts several days and includes educational programs covering all aspects of the floral industry. Other highlights of the convention include the Sylvia Cup Design Competition, where two dozen top floral designers are given the same materials and hours to create the surprise challenge. The winner receives the Sylvia Cup trophy, $3,000 and a complimentary registration presented later that evening at the Stars of the Industry Awards Dinner. The Outstanding Varieties Competition includes the industry’s most outstanding flowers, foliage and plants. Open to the general public, this is a highlight of the convention for growers, wholesalers and retailers. Also announced at the convention is the winner of the Floral Management Marketer of the Year award. A trade fair (called the Supplier Expo) that allows vendors and florists to connect was reintroduced in 2013.

Congressional Action Days

Each year in March SAF members come to Washington to learn more about the state of the industry then visit Capitol Hill, lobbying on behalf of the floral industry.

1 – Day Profit Blast

This relatively new format bring four sessions in a single day to different cities throughout the US.

Certifications

SAF offers two different certifications for achievement in and contribution to the floral industry.

American Academy of Floriculture (AAF)

AAF certification recognizes industry members who meet the highest standards of service to the floral industry and their communities. Established in 1965, nomination and acceptance into the Academy is open to qualified persons in all segments of the industry. AAF members include retailers, wholesalers, growers, educators, scientists, designers and more.

Professional Floral Communicators – International (PFCI)

PFCI is awarded to the best floral educators in the industry. PFCI are accepted only after a rigorous screening process and peer review, and are able to speak authoritatively about industry topics such as principles and elements of Floral Design, care and handling of flowers and plants, and effective business management techniques.

Membership

SAF recognizes and welcomes four main types of member: Retail Florists, Growers, Wholesalers/Importers and Suppliers. There are also additional categories for students, educators state floral associations and independent designers. Fees depend on segment and annual revenue.

Views

Together with AmericanHort, SAF holds that neonicotinoids, when used as directed, are not the cause of widespread bee health issues. [1]


References

[2] [3] [4] [5] [6] [7] [8] [9] [10]

  1. AmericanHort, Society of American Florists, Horticultural Research Institute and American Floral Endowment Statement in Response to Lowe's Position on Neonicotinoids, PR Newswire
  2. SAF Honors Our Industry’s Best, Florists' Review Magazine
  3. Society Of American Florists Hires New Lobbyist, Greenhouse Grower Magazine.
  4. SAF Campaign Promotes Flower Buying And Sharing, Florists' Review Magazine
  5. Hortica Partners with Society of American Florists to Create Association Health Plan Exclusively for It’s [sic] Members, hortica.com
  6. Society of American Florists (SAF), FloristWare Industry Resource Guide
  7. Records and Book Collection of the Society of American Florists, US Department of Agriculture
  8. Meskers tabbed president of Society of American Florists, Portland Tribune
  9. Mobile Device Policy Case Study: Society Of American Florists, Associations Now
  10. How To Value A Flower Shop, Forbes Magazine


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