Looking for ways to inspire the next generation to explore careers in floriculture and horticulture? This special Idea Exchange — open and free to both members and non-members — will explore how businesses, schools, and industry professionals can participate in Green Career Week. Hear from Seed Your Future Executive Director Jazmin Albarran and experienced participants about activities ranging from quick awareness efforts to week-long efforts celebrating industry careers 

What You’ll Learn: 

• How to create engaging Green Career Week activities that fit your time and resources  

• Ways to introduce students and job seekers to opportunities in the floral industry  

• Practical examples and lessons learned from businesses that have participated successfully 

Customers want to support local businesses, but online advertising and deceptive practices can make it difficult for them to know which retailers are truly local. This Idea Exchange will explore practical ways florists can strengthen their digital presence, stand out in local search results, and communicate the value of shopping local. The conversation will also address tools and tactics florists can use to recognize and combat deceptive order gathering activity. 

What You’ll Learn: 

• Simple, high-impact updates that improve your visibility in local search and maps results  

• How to communicate authenticity and build customer trust online  

• Ways to recognize deceptive order gathering activity and prepare your staff to respond appropriately 

Employee training often lives in scattered documents, verbal instruction, and tacit knowledge.  This course shows floral businesses how to use NotebookLM to centralize information, streamline onboarding, and create easy-to-use training resources for staff. Using realistic flower shop scenarios and examples, participants will explore how AI can support operations, communication, and employee confidence without requiring advanced technical skills.

After completing this course, learners will be able to:

• Streamline onboarding by transforming existing business documents into interactive training resources
• Improve employee access to operational knowledge through AI-powered search and summaries
• Apply NotebookLM workflows to real-world floral business scenarios and team training needs

This quarterly event is reserved for SAF's Ultimate level members.

Not an Ultimate level member but want more information on how you can join other roundtable events? Contact SAF’s Membership Specialist Justine Seas.

Join floral pros from across the industry to reflect on Mother’s Day sales results — and what they signal for the months ahead. During this virtual event, SAF Chief Economist Charlie Hall, Ph.D., will break down a consumer survey from IPSOS, conducted on behalf of Society of American Florists, exploring Mother’s Day spending and behavior. Hall will also provide an economic update. Plus, hear how retailers across the country performed — what worked, what didn’t, and where opportunities emerged. 

Come prepared to discuss: 

• Your Mother’s Day sales compared to 2025 

• Consumer buying trends 

• What Mother’s Day reveals about the rest of the year 

Rising costs. Shifting demand. Climate pressure. AI disruption. 

The floral industry isn’t standing still—and neither can you. 

Join SAF for a dynamic, cross-supply-chain conversation that explores what these changes really mean for your business — and the future of the industry. 

In this one-of-a-kind virtual event (free for SAF members, $50.00 for non-members), leaders from the grower, wholesale and retail sectors will tackle the biggest forces shaping the floral industry today. Together, they’ll unpack the trends, share what they’re seeing on the ground and offer perspective on how businesses can adapt, compete and grow. You’ll also have the opportunity to share your own perspective—what you’re seeing in your business, how you’re navigating change and where you see both challenges and opportunity. 

What You’ll Learn: 

• How climate variability, rising costs and shifting demand are impacting availability, pricing and profitability across the supply chain 
• How retailers, wholesalers and growers are adapting their business models to manage risk, protect margins and meet evolving customer expectations 
• What broader forces—like tariffs, consolidation and AI—signal for the future of the floral industry and how to position your business for what’s next 

This isn’t just a discussion—it’s a chance to step back, connect the dots and better understand where the industry is headed. 

Whether you’re growing, wholesaling or retailing, you’ll leave with fresh insights, practical perspective and a clearer sense of how to navigate what’s next. 

Free for SAF members. $50.00 for non members.  

Competitions 101: What They Are & How to Get Started

Curious about competitions but not sure where to begin? Join us for a casual Next Gen Virtual Coffee Chat designed to demystify the world of industry competitions and help you take that first step with confidence. 

We’ll cover the basics—what types of competitions are out there, where to find them, how to decide which ones are right for you, and what to expect when you participate. You’ll also hear honest insights about preparation, time commitment, and how competitions can support your creative growth, visibility, and professional development. 

Whether you’re competition-curious, actively considering entering your first one, or just want to learn more about the landscape, this conversation is a low-pressure way to get informed, ask questions, and connect with peers who are navigating the same path.  

Come learn, connect, and leave feeling ready to explore what competitions can offer you. 

Your SAF membership is more than access—it’s a tool to help you grow, connect, and stay competitive. This short course walks you through how to quickly tap into SAF’s most valuable resources, from education and events to industry insights and tools like Aster. In just a few minutes, you’ll have a clear path to start using your membership with purpose and confidence.

Key Takeaways:

• Identify the most valuable SAF resources and how to access them quickly
• Take immediate action with simple steps to start engaging in your first 90 days
• Use SAF tools and content to support real business decisions and growth 

April 2026 Idea Exchange: Service that Stand Out 

Exceptional service isn’t just about fixing problems - it’s about creating experiences that make customers feel genuinely valued.  Join Tim Huckabee of The Profitable Florist and your peers to discuss how to empower employees to delivery personalized, consistent service that strengthens customer loyalty.  Explore practical ways to weave meaningful details, consistency and care into every interaction – digitally or in person. 

Key Takeaways:  

• Equip your team to spot and act on selling and service opportunities within their roles. 

• Learn simple, memorable ways to make customers feel recognized and appreciated. 

• Create alignment across your business so every customer receives the same exceptional experience. 

Typically reserved for Ultimate Level Members, this special event is open to all SAF members. 

Not an Ultimate level member but want more information on how you can join other roundtable events? Contact SAF’s Membership Specialist Justine Seas.

Join your peers on March 16 at 2 PM ET for a timely virtual cross-segment discussion on how tariffs affecting floral imports are shifting rapidly — and what the latest developments mean for your business.

This event features a panel of industry experts who will explain the latest policy and legal updates, potential refund scenarios, and the broader economic outlook.

• SAF Senior Lobbyist Joe Bischoff, Ph.D. will explain what has changed, what we know about possible tariff refunds, and what may come next for floral businesses.
• SAF Chief Economist Charlie Hall, Ph.D. will share a broader view of the economy, including the potential implications of a tariff refund.
• International trade attorney David Olave will provide legal insight and answer member questions.

Recent developments underscore why this conversation matters. After the U.S. Supreme Court struck down the 2025 reciprocal tariffs imposed under IEEPA, the Court of International Trade confirmed the ruling applies nationwide and that importers may be eligible for refunds.

However, new 10% tariffs have already been imposed under a different statute, and new investigations could lead to additional duties, leaving the tariff landscape uncertain for import-reliant businesses.

Join the discussion on March 16 to understand what these changes could mean for your business and what to watch next.

Tipping can motivate employees and boost morale, but it can also raise tough questions about fairness, compliance, and transparency.  Join peers to discuss the pros and cons of implementing a tipping program, from deciding how to structure payouts to ensuring your system aligns with payroll best practices.   

Key Takeaways: 

• Understand the advantages and challenges of introducing a tipping program in your shop. 

• Explore different models -pooled, individual, or hybrid - and how to apply them fairly across roles and hours. 

• Learn best practices for staying compliant and transparent in tip distribution and reporting.