What Inspires Us THE POWER OF EXPERIENCE Preparing for holiday hiring?


Wondering how other florists are planning for Petal It Forward? Need ideas for boosting fall sales?


Just Ask Aster, SAF’s AI business consultant.


Built by SAF for members and trained exclusively on SAF’s trusted publications, articles and courses, Aster delivers answers grounded in real floral industry expertise — not generic internet advice. Available anytime, has already served as an on-demand advisor for more than 1,000 members. safnow.org/askaster


> Every October, one of my favorite events of the year arrives: Petal It Forward. It’s the Society of American


Florists’ goodwill initiative, which invites floral businesses around the world to step outside with flowers in hand — not to sell, but to give away. Each recipient receives two stems or bouquets: one to keep and one to share with someone else (read more about the event on p. 6). It’s a simple gesture, but every


year it produces the same result. Smiles. Conversations. Connections. Surprise. Gratitude. And it shows consumers that flowers are more than a product; they are something to be experienced. That belief — that firsthand experiences can change the way


More Online


LEARN Put AI to work training your team. SAF’s newest online course, “NotebookLM for Florists: Build Your Shop’s AI Training Assistant,” shows you how to transform employee handbooks, SOPs and other existing documents into an AI-powered training resource. Learn how to create searchable knowledge bases, customized training podcasts and other tools that help employees find answers independently, reducing interruptions and creating a more consistent onboarding experience. safnow.org/NotebookLM


PROTECT YOUR BRAND SAF’s new Deceptive Order Gathering Resource Center helps members identify misleading order gatherers, understand how they operate and respond when deceptive businesses target consumers in their markets. You’ll also find guidance on educating customers and reporting questionable practices, along with resources to help protect your business and your reputation. safnow.org/deceptive-order-gathering


READ Enjoy an enhanced digital edition of Floral Management. Save articles as PDFs, add notes and comments, and star your favorites for easy reference. safnow.org/floralmanagement


people think about flowers — shows up in this issue in a much bigger way. SAF’s 32nd annual Marketer of the Year winner, Arizona Flower Market, created Tempe Blooms, an immersive community festival that attracted nearly 100,000 people to engage with flowers in fresh, memorable ways. Both Petal It Forward and Tempe Blooms demonstrate that when people experience flowers firsthand, they begin to see their value differently. Read more about the winning campaign on p. 22. Also in this issue, you’ll find practical ideas for growing your business from


every angle. On p. 30, learn how AI is changing the way consumers find florists — and the steps you can take to ensure your business stands out. Then, on p. 38, put your digital presence to the test with a five-part audit designed to improve online visibility and build trust. Our finance column on p. 34 challenges you to think differently about market-


ing by focusing on customer lifetime value instead of one-time sales, while the Up the Supply Chain column on p. 36 looks at how rising costs and shifting market conditions are changing growers’ planting decisions and influencing what’s avail- able to florists. And in Fresh Choices on p. 18, discover new alstroemeria varieties that bring exciting colors, forms and performance to the market. Whether you’re spreading joy through flowers, adapting to new technology


or strengthening relationships with loyal customers, our industry continues to thrive when we create meaningful experiences and communicate the value behind them. As you enjoy this issue, I hope you’ll also visit safnow.org and sign up to join


your peers for Petal It Forward on Oct. 14. Sometimes all it takes to change some- one’s perception of flowers — and brighten their day — is two stems and a simple invitation to pass one along. Thanks for reading!


Amanda Jedlinksy Editor in Chief ajedlinsky@safnow.org


The magazine of the Society of American Florists (SAF)


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