NO 16


CREAM OF THE CROP Rosaprima’s creamy yellow spray rose, ‘New Moon’, enchanted judges with its understated elegance and versatility to win the Society of American Florists’ 2026 Outstanding Varieties Competition.


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WILL A BUSY DECEMBER PAY OFF? A busy holiday season doesn’t guarantee a profitable one. Protect your margins with smart purchasing, efficient production, accurate pricing and a delivery plan that covers its costs.


8 30


ON THE COVER Rosaprima’s ‘New Moon’ spray rose won Best in Show in SAF’s 2026 Outstanding Varieties Competition. Read more about the winner on p. 16. Photo by Betsy Hansen Photography.


2 VIEWPOINT 4 AD INDEX 5 MORE ONLINE 5 WHAT INSPIRES US 6 SAF IN ACTION 8


HANDS ON 12 TALENT


14 FLOWER SALE OR FAIL? 30 UP THE SUPPLY CHAIN 32 DIGITAL STRATEGY 34 BUSINESS OF DESIGN


36 FRESH PRODUCT BUYERS GUIDE


43 QUALITY


NOV/DEC 2


C 2026 I VOLUME 43


43 I NUMBE


NUMBER 5

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