Refinement of the brand, recruitment of talents among the themes of the convention of florists


Photo: Society of American Florists

The 137th annual convention of the Society of American Florists will be held September 6-8 in Orlando, Fla., and will feature more than 20 training sessions and workshops designed to help florist businesses meet consumer expectations in a changing shopping habits and rising inflation rates.

“SAF knows the obstacles facing the floral industry, and the convention’s educational sessions have been planned to help professionals meet these challenges,” said SAF President Michelle Castellano Keeler. “From recruiting and retaining workers, to adapting to the new normal, and understanding changing consumer behavior, attendees will leave armed with information and connections to help grow their business.”

The full SAF Orlando 2022 schedule is available now. The training sessions are targeted on four learning tracks: operations, profitability, talents and floral trends.

In the operations track, sessions include:

  • State of the floral sector
  • Attracting and retaining today’s flower and plant buyers
  • Operational tools that sustain your business
  • Win-win seller-buyer partnerships

In the profitability track, sessions include:

  • Digital marketing revamp
  • Generate revenue from reviews
  • Lean Retail
  • Refine your brand
  • Brainstorming: Marketing Hacks

In the talent track, sessions include:

  • 5 generations under one roof: working together to succeed
  • Create a talent pool through schools
  • Does your culture attract or chase talent?
  • Empowering tomorrow’s leaders
  • Well-being and mindfulness for teams
  • Brainstorming: Staff Incentives and Retention Hacks

In the floral trends trail, sessions include:

  • Floral Trend Forecast 2023
  • Cost-effective and fashion-forward everyday designs
  • wedding trends
  • Design demonstration experience zones

The convention also includes the 53rd Annual Sylvia Cup Competition – the longest-running national live floral design competition; the Exceptional Variety Contest, where growers from around the world present their best varieties; a vendor expo allowing attendees to see the latest products and services from dozens of vendors.

Registration for SAF Orlando 2022 is open.



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