"In 2020, SAF leveraged ‘resiliency’ and ‘innovative spirit’ of Industry"

The entire floral industry was forced to adapt this year and reimagine everyday operations in order to overcome unimaginable challenges. Each step of the way, the Society of American Florists worked to ensure its members had the resources and information they needed to be successful in the new COVID environment.

“The obstacles 2020 presented were unprecedented, but SAF pivoted, persevered and found new ways to help floral industry members come together to problem-solve and identify solutions to complex challenges and go after important sales and revenue opportunities,” said Kate Penn, SAF’s CEO. “SAF is driven by direct feedback from our volunteer leaders and members, so the number and quality of virtual events, content and new resources we created, along with the legislative victories we achieved, are a testament to the resiliency and innovative spirit of the floral industry.”

Almost everything SAF did looked different this year, but SAF’s goals remained the same, Penn noted. Among those goals:

  • SAF still brought the industry together (virtually) to protect and advocate for important industry issues.
  • SAF shifted to virtual formats to facilitate information-sharing and education on critical need topics and continued to host events to connect members.
  • SAF developed new tools and resources to help members drive sales and growth despite the impacts of the pandemic.

“We look forward to many more accomplishments in 2021 — and to continued, meaningful partnerships with all of our members as we work together to generate new programming, services and content for the dynamic needs of the entire floral industry,” said Penn. 

Review some of SAF’s key accomplishments from 2020 here

Plus, check out some of the primary lessons from the year from SAF members.

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