SAF in Action BY ELIZABETH DALY
NAVIGATE UNCERTAINTY AT SAF PHOENIX 2025 >With inflationary pressures, tariff im- pacts, and shifting consumer behaviors, economic uncertainty is top of mind for business owners. That’s why the Society of American Florists is making sure floral professionals are equipped to respond — and succeed — at SAF Phoenix 2025, the association’s 140th annual convention, Aug. 11–14 at the Westin Kierland Resort & Spa in Scottsdale, Arizona. Designed to help the industry antic-
ipate and overcome current business challenges, the event delivers high-im- pact education, hands-on learning, and a powerful peer network — all in one inspiring setting. “SAF Phoenix 2025 is the best
investment you can make in your busi- ness right now,” says SAF President Oscar Fernandez. “You’ll walk away with practical strategies, fresh ideas, and the connections you need to uncover new opportunities.” That sentiment is echoed by veteran
attendees. “I always learn something at SAF conventions that more than pays for
INDUSTRY EXPERTISE SAF’s annual conventions bring together hundreds of floral professionals from all segments of the industry for world-class business education.
the cost of attending,” says Jonathon Boundy of Expressions in Bloom in Corvallis, Oregon. “The business connections and edu-
cational sessions from convention are priceless,” adds Kelley Henry of Joyce Merck Florist in Gainesville, Georgia. “We immediately implemented new practices in our business” after SAF Miami 2024.
Featured Keynote Presentations
State of the Floral Industry
Kate Penn, SAF CEO Get a high-level look at floral industry challenges and opportunities heading into 2026.
Ready for What’s Next: Economic Insights to Drive Smarter Decisions
Charlie Hall, Ph.D., SAF Chief Economist and Ellison Chair for Floriculture, Texas A&M University Plan for smart growth with expert insights on recession risks, consumer spending, tariffs and more.
8 FLORAL MANAGEMENT | July/Aug 2025 |
WWW.SAFNOW.ORG
2026 Flower Trends Forecast
Talmage McLaurin, AIFD Esmeralda Farms Discover new trend directions inspired by home décor, fashion, and consumer behavior to help you sell more flowers.
Unlocking Passion, Performance, and Transformation
Seb Terry, Global Leadership and Culture Expert Unleash your ability to find purpose, set meaningful goals, and prioritize what’s most important in your business – and your personal life.
The convention kicks off with lunch
and the 2026 Flower Trends Forecast by Talmage McLaurin, AIFD, of Esmeralda Farms. He’ll reveal the emerging trends driven by consumer behavior and life- style shifts and show attendees how to use those insights to connect with today’s customer and boost sales. The nearly 20 other education sessions are packed with relevant
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