Society of American Florists

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Predecessor	American Association of Nurserymen, Florists and Seedsmen
Formation	January 1884; 137 years ago (1884-01)
Type	NGO
Legal status	Trade Association
Purpose	SAF provides marketing, government advocacy, industry intelligence and best practices information for 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+
Website	safnow.org

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

Mission statement[]

The Society of American Florists provides marketing, government advocacy, industry intelligence and best practices information for 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.

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

Controversy[]

As part of a 2019 reinvention effort the organization announced a new online learning platform. The decision put the organization in direct competition with some of their biggest and most enthusiastic supporters.

In 2020 the association president appeared in a full page ad in the official association publication, personally endorsing one particular vendor member. Some members believed such an ad reinforced some of the damaging perceptions about the organization (that it primarily serves very large “elite” retail members and one particular segment of vendor member) and devalued their investment in the association.

References[]

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External links[]

• The Society of American Florists (SAF)