Welcome to the Society of American Florists’ Reinvention Summit!


We are so glad you’re joining us this week. This is a critical time for our industry, filled with challenges — and opportunities. As the national trade association representing all segments of the industry, SAF is connecting you with other forward-thinking floral industry peers to examine those challenges and, most importantly, discuss how to seize those opportunities.


This week, you’ll hear stories, share best practices and walk away with clarity about how to lead your business during the next year and beyond. The floral industry is made up of passionate, entrepreneurial professionals, and no matter the problems you face, you are not alone, and the events this week have been purposefully structured to encourage dialogue and feedback. Because when we work together to help drive more people to buy more flowers — especially in this singular moment in history — we all benefit.


Whether you are new to SAF or a longtime member, you are a part of our mission now — to connect and cultivate a thriving floral community. We look forward to talking with you and learning alongside you over the course of this exciting week.


Chris Drummond AAF, PFCI

SAF President


Kate F. Penn



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