SAF in Action BY AMANDA JEDLINSKY 2026 IN REVIEW


> New technology, expanded education and a full slate of advocacy and industry events are positioning SAF members to meet the challenges ahead. As floral businesses navigated


changing technology, rising costs, workforce pressures and shifting trade policies in 2026, the Society of American Florists invested in new ways to help members find reliable information, develop their teams and remain con- nected to the industry. Those investments are also creating


the foundation for an ambitious 2027. “SAF’s role is to understand what


is changing, listen closely to what members need and turn that knowl- edge into practical support,” says SAF President Lori Wheat, AAF, of Lafayette Florist in Colorado. “The tools and pro- grams we introduced this year are part of a larger commitment to helping floral businesses make informed decisions, develop their people and prepare for what comes next.”


Get Smart — and Connected In January, SAF introduced Ask Aster, an AI-powered business consultant created exclusively for members and trained only on SAF’s publications, courses and other trusted resources. Members can ask Aster for help with


challenges ranging from staffing, pricing and profitability to marketing, customer service and operational efficiency. This


PRACTICAL EDUCATION Floral professionals learn design techniques during SAF Amelia Island 2026.


year, Aster has served as an on-demand advisor to more than 1,000 members. SAF also launched the SAF Now


app, giving members a central place to access industry news, resources and events; connect with other floral profes- sionals; and receive timely notifications. First introduced to attendees at SAF Amelia Island 2026, the organization’s 141st annual convention, the platform helps members stay connected to SAF throughout the year. (Visit safnow.org/ saf-now-app to download the app.)


Training, Growth Made Simple SAF expanded its professional develop- ment offerings with “NotebookLM for Florists: Build Your Shop’s AI Training


Assistant.” Led by SAF IT Director Joe Aldeguer, the course shows floral businesses how to transform employee handbooks, standard operating pro- cedures and other materials into a searchable knowledge base and custom- ized training resources. Employees can ask questions such


as “What is our substitution policy?” and receive answers based on the shop’s own procedures. The course also covers organizing information, managing access and protecting company data. SAF also introduced “Building


Wealth Through Real Estate,” led by floral professional turned real estate expert Diana Culver. Designed for florists, growers and wholesalers, the course explains how


INDUSTRY CONNECTIONS SAF Amelia Island 2026 brought 500 floral professionals together to network, meet suppliers and explore fresh varieties. 6 FLORAL MANAGEMENT | November/December 2026 | WWW.SAFNOW.ORG


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