Viewpoint BY JAZMIN ALBARRAN


THE FLORAL BUSINESS AUTHORITY MAR/APR 2026 | VOLUME 43 | NUMBER 1


AMANDA JEDLINSKY EDITOR IN CHIEF AJEDLINSKY@SAFNOW.ORG


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FLORAL MANAGEMENT (ISSN 1067-4772) (USPS-936-400) IS PUBLISHED BIMONTHLY BY THE SOCIETY OF AMERICAN FLORISTS (SAF), THE ASSOCIATION THAT PROVIDES MARKETING, BUSINESS AND GOVERNMENT SERVICES FOR THE ENTIRE FLORICULTURE INDUSTRY. STATEMENTS OF FACT OR OPINION IN FLORAL MANAGEMENT ARE THOSE OF THE AUTHORS AND MAY NOT REFLECT THE OFFICIAL POLICY OF THE SOCIETY OF AMERICAN FLORISTS. PERIODICALS POSTAGE IS PAID AT ALEXANDRIA, VIRGINIA 22314-3406 AND ADDITIONAL MAILING OFFICES. ALL MATERIAL IN THIS MAGAZINE IS COPYRIGHTED 2011 BY SOCIETY OF AMERICAN FLORISTS. ALL RIGHTS RESERVED. $25 OF SAF MEMBERSHIP DUES REPRESENTS A MEMBER’S SUBSCRIPTION TO THIS PUBLICATION. SUBSCRIPTIONS FOR NON-MEMBERS ARE AVAILABLE FOR $59 PER YEAR. SINGLE COPIES: $4. MATERIALS MAY NOT BE REPRODUCED WITHOUT WRITTEN PERMISSION.


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OUR MISSION: FLORAL MANAGEMENT STRIVES TO GIVE READERS PRACTICAL, EASILY ACCESSIBLE INFORMATION ON OPERATING AN EFFECTIVE AND PROFITABLE FLORAL BUSINESS. ARTICLES ADDRESS A WIDE RANGE OF BUSINESS MANAGEMENT TOPICS, INCLUDING MARKETING AND ADVERTISING STRATEGIES, TECHNOLOGY, PERSONNEL AND FINANCIAL MANAGEMENT AS WELL AS FRESH PRODUCT, SUPPLY AND ECONOMIC TRENDS.


ON GROWING THE NEXT GENERATION > When I talk with students, educators or even parents about careers in the floral industry, the response is almost always the same: “Oh, you mean being a florist?” While floral designers are essential and beloved professionals in our field, the perception that this is the only career path is one of our industry’s greatest barriers. The floral industry contains


hundreds of career options — from greenhouse production and plant breeding to logistics, pest management, marketing, retail, sustainability, technol- ogy and research. Yet too many people have no idea these pathways exist. As an industry, we have built an extraordinary ecosystem, but we have not always told our story loudly, consistently or collab- oratively enough. This gap in awareness fuels the workforce challenges busi- nesses feel every day. At Seed Your Future, we spend our


days talking to educators, guidance counselors, families and students. What we hear is clear: Young people want purpose, joy, community, creativity, meaningful impact and a connection to the environment. One of the floral industry’s greatest


assets is joy. Flowers mark life’s mile- stones, from celebrations to moments of grief, and play a powerful role in emo- tional well-being. Floral professionals are caretakers of human emotion. When we communicate the meaning behind the work — not just the mechanics — we help people understand why choosing a floral career matters. Another major challenge is that


many students never encounter our industry in school or daily life. They may see a florist shop, but they don’t see the vast supply chain behind it: growers, wholesalers, distributors, breeders, importers, exporters, researchers and innovators. That’s why exposure matters. At


the Mid-Atlantic Nursery Trade Show this winter, Seed Your Future brought more than 60 students onto the show floor to engage directly with vendors. Watching students explore the breadth of the industry firsthand reinforced


2 FLORAL MANAGEMENT | Mar/Apr 2026 | WWW.SAFNOW.ORG


why education is so important. Many were sur- prised by the range of careers tied to sustain- ability, science and design. We continued that momentum at the Tropical Plant International, where more than 200 students experienced the industry up close. To help close this awareness gap,


Seed Your Future also created Green Career Week, slated for March 2–6 and Oct. 5–9, giving businesses across the supply chain a platform to open their doors, share their stories and connect with educators and students. Beyond a single week, every busi-


ness has the opportunity to be a bridge. Sharing employee stories, inviting a classroom for a short career-focused tour, partnering with school counselors, and talking about the careers behind the flowers all help create visibility. Floral businesses often underes-


timate how much customers want to connect with the people behind their products. Customers are drawn to craftsmanship, sustainability efforts, family legacies, career pathways and local economic impact. When we share these stories, we strengthen loyalty and interest in the next generation. The floral and horticulture industry


has everything it needs to inspire the next generation: joy, purpose, creativity, science, sustainability, global connec- tion and community. What we need now is a united effort to communicate these opportunities and open our doors to students. If we want a thriving workforce, we


must shine a brighter spotlight on the careers that grow our world — and the people who bring flowers, plants and joy into our lives every day.


Jazmin Albarran is executive director of Seed Your Future, which promotes horticulture careers for students. Learn more at seedyourfuture.org.


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