Society of American Florists

Predecessor	American Association of Nurserymen, Florists and Seedsmen
Formation	January 1884;141 years ago (1884-01)
Type	NGO
Legal status	Trade Association
Purpose	SAF provides marketing, government advocacy, industry intelligence and best practices information for participants in the U.S. floral industry.
Location	Alexandria, VA
President and Chairperson	Oscar Fernandez
President-Elect	Lori Wheat
Executive Vice President & CEO	Kate F. Penn
Key people	Amanda Jedlinsky, Laura Weaver, Joe Aldeguer
Main organ	Floral Management Magazine
Staff	13 (2025)
Volunteers	50+ (2019)
Website	safnow.org

The Society of American Florists (SAF) is a national US trade association representing floristry in the United States (US). It was formed in Chicago, IL by 21 members of the American Association of Nurserymen, Florists and Seedsmen and chartered by an act of Congress in 1884 ^[1] as the Society of American Florists. The Society of American Florists provides marketing, government advocacy, industry intelligence, and best practices information for all segments (growers, wholesalers, importers, manufacturers, suppliers, educators, students and allied organizations) of the US floral industry.

Boards and councils

The volunteer leaders of SAF serve on a number of councils and committees. ^[2] The SAF Board of Directors is responsible for making crucial decisions that guide SAF programs. It includes an executive committee and a board of directors.

The Growers Council represents the needs of the grower industry segment within the Society of American Florists. The Retailers Council represents the needs of the retailer industry segment within the Society of American Florists. The Wholesalers Council represents the needs of the wholesale industry segment within the Society of American Florists.

Awards Committee, Consumer Joint Council, Convention Task Force, Government Joint Council, Member Joint Council, and PFCI Board of Trustees

Events and education

Society of American Florists with Salud Carbajal in 2020.

SAF offers florists a number of professional development programs and related events that provide education and networking opportunities. SAF holds an annual convention that lasts several days and includes educational programs covering various aspects of the floral industry. Each year in March the SAF [political action committee] ^[3] arranges for members come to Washington, U.S. to learn more about the state of the industry and lobby on behalf of relevant issues.

The Profit-Blast format brings three educational sessions in a single day to different cities throughout the US. Introduced in recognition of the fact that not every shop is able to set aside the time to travel to the annual convention. Next get brings floral pros age 45 and under ^[4] together at an event designed for the next generation of industry leaders. ^[5]

Certifications

SAF offers two different certifications ^[6] for achievement in and contribution to the floral industry.

American Academy of Floriculture (AAF)

AAF certification recognizes industry members for their service to the floral industry and their communities. ^[7] Established in 1965, nomination and acceptance into the Academy are open to qualified persons in all segments of the industry. AAF members include retailers, wholesalers, growers, educators, scientists, designers, and more.

Professional Floral Communicators – International (PFCI)

PFCI is awarded to floral educators who, after a rigorous screening process and peer review, ^[8] have proven they are able to speak authoritatively about industry topics such as the principles and elements of floral design, the care and handling of flowers and plants, and effective business management techniques.

Membership

SAF has four main types of members: retail florists, growers, wholesalers/importers, and suppliers. There are also additional categories for students, educators, state floral associations, and independent designers. Fees depend on segment and annual revenue.

General References

1. "Records and Book Collection of the Society of American Florists, 1793-1993". USDA National Agricultural Library.
2. "SAF Board and Councils". SAF. 15 April 2025.
3. "Society Of American Florists Political Action Committee". Federal Election Commission. January 2023.
4. "Benefits of SAF's Next Gen LIVE". Florists' Review Magazine. 17 December 2023.
5. "Young Floral Pros to Gather in Dallas for SAF's Next Gen LIVE". Perishable News. 25 November 2024.
6. "SAF to induct 26 AAF and PFCI honorees". Greenhouse Product News. 24 July 2023.
7. "Eligibility Criteria For Admission To The SAF American Academy Of Floriculture". SAF.
8. "PFCI Application Requirements". SAF.

External links

• The Society of American Florists (SAF)