JULY/AUG 2025 I VOLUME 42 I NUMBER 3 22


POWER UP YOUR BUSINESS WITH APPS From scheduling to delivery, florists are using tech tools to save time, reduce stress, and scale their businesses.


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AEO AND GEO: THE NEXT GEN OF SEO Voice search and AI tools are reshaping how people find flowers. It’s time to optimize for the new digital frontier.


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ON THE COVER Christine Guenther, AAF, owner of WildFlower Stem + Sundry in Maryland, uses a variety of apps to power her business — boosting communication, effi ciency, and workplace culture. Read more on p. 22. Cover photograph by Lindsay Ferrogine / Penny Lane Lifestyle Photography


LESSONS FROM A LIFE IN FLOWERS As he retires, Paul Goodman, MBA, AAF, PFCI reflects on five key ideas that can help florists grow strong, sustainable businesses — and full lives.


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VIEWPOINT


4 WHAT INSPIRES US 4 MORE ONLINE 6 AD INDEX 8 SAF IN ACTION 10 HANDS ON 14 TALENT 16 FLOWER SALE OR FAIL?


18 FRESH CHOICES 38 UP THE SUPPLY CHAIN 40 DIGITAL STRATEGY 42 BUSINESS OF DESIGN


45 KEY TECHNOLOGY VENDORS


48 QUALITY

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