Society Of American Florists And Ornamental Horticulturists

Career development - equipped growth-minded professionals with resources to create fulfilling careers. Key strategies included launching an online training platform, partnering with content providers, developing certifications, and cultivating interest in floriculture careers.

The future - industry resource for relevant data and knowledge about the future. Key strategies included: identifying key data to help industry members navigate changes; enhancing existing content that accentuates industry, consumer and business trends and celebrates entrepreneurial thinking; and curating relevant information to help the industry choose technology solutions. In 2024, featured key strategic topics across all content channels (bi-monthly magazine, weekly e-newsletter, and ongoing website updates), including driving growth, streamlining operations, staff compensation, leveraging technology, driving online sales and managing supply chain logistics.