Labor, rising costs, intense competition and the need to understand and adopt new technologies are among the most significant challenges facing floral professionals today — and industry members, now more than ever, need targeted support to overcome these challenges and continue to grow and thrive.

That was the message Kate Penn, CEO of the Society of American Florists, delivered last week during “State of the Industry — and SAF,” the kick-off presentation during SAF Amelia Island 2019, the association’s 135th annual convention. During her remarks, Penn charted some of the unprecedented changes in the industry and the broader retail environment over the past decade — and the implications of those shifts on the industry — and she shared insight on how SAF is evolving to better meet the needs of forward-thinking floral professionals.

Read more at the Society of American Florists (Mary Westbrook)