Society of American Florists

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

PredecessorAmerican Association of Nurserymen, Florists and Seedsmen
FormationJanuary 1884; 138 years ago (1884-01)
TypeNGO
Legal statusTrade Association
PurposeSAF 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+
Websitesafnow.org

Mission statementEdit

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

Boards and councilsEdit

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

Board of DirectorsEdit

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. The President is Chris Drummond, AAF, PFCI.The Executive Vice President and CEO is Kate F. Penn.

Growers CouncilEdit

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

Retailers CouncilEdit

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

Wholesalers CouncilEdit

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

Other Joint Councils & CommitteesEdit

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

Events and educationEdit

 
Society of American Florists with Salud Carbajal in 2020.

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

Annual conventionEdit

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 DaysEdit

Each year in March, SAF members come to Washington to learn more about the state of the industry.

1 – Day Profit BlastEdit

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

CertificationsEdit

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

American Academy of Floriculture (AAF)Edit

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)Edit

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.

MembershipEdit

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.

ReferencesEdit

[1][2][3][4][5][6][7][8][9]


External linksEdit