Flower Discoveries: Sweet Wishes For Your Journey

This week, in place of our regular flower discoveries, we’re sending you sweet wishes from all of us on the team from behind the scenes. Close your eyes, take a deep breath, and receive each wish with an open heart.

Special Guest Interview: Kate Penn of SAF

Kate Penn is CEO of the Society of American Florists (SAF). SAF is the umbrella association that serves the entire US floriculture industry—its members include about 4,500 retail flower shops, freelance and studio florists, wholesalers, brokers, importers, growers, manufacturers, distributors, breeders, as well as members of the academic community. Its mission is to connect and cultivate a thriving floral community, through advocacy, marketing and public relations, career development, events, educational content centered around trends, best practices, benchmarking and more.

In this episode, you’ll hear:

• How the floral industry has been affected by COVID from a bird’s eye view

• Whether the virus is transmitted on flowers or floral packaging

• What to anticipate for Mother’s Day

• How Congressional Action Days work and which topics are being fought for

• What main skill should florists develop to flourish

• Petal-It-Forward

One of SAF’s most notable marketing programs is the much loved “Petal It Forward,” a “pay it forward” event SAF created in 2015, where on one day in October, thousands of floral business owners and employees around the country hit the streets to give unsuspecting strangers two floral bouquets—one to keep and one to give to someone else. Most recently, the SAF team has been focused on helping the floral industry navigate the myriad challenges brought on by the COVID-19 crisis, with a suite of resources and tools designed to help businesses come out on the other side of the crisis intact. @societyofamericanflorists

Use Social Media as an Introvert to Grow Your Floral Business

Take a listen to our featured audio article for this week. The floral design industry can be a lonely place for an introvert, but utilizing social media can help mitigate those feelings of isolation. Team Flower Member Teresa Eoff of Figure Eight Events is here to give you three simple things you can do to build your network using social media!