SAF Phoenix 2025 to address industry challenges
Registration is now open for the Society of American Florists’ 140th annual convention, SAF Phoenix 2025, scheduled for Aug. 11–14 at the Westin Kierland Resort & Spa.
The event will focus on helping floral professionals navigate economic uncertainty through more than 20 sessions covering labor management, cost control, consumer trends and technology. With tariffs, wage increases and shifting consumer expectations affecting the floral supply chain, growers and greenhouse operators are encouraged to attend for insight on sustainability and profitability.
SAF chief economist Charlie Hall will lead the keynote, “Ready for What’s Next: Economic Insights to Drive Smarter Decisions,” examining interest rates, consumer spending and inflation. A follow-up session will explore practical ways to apply that information.
“In today’s volatile economic environment, staying informed isn’t just helpful — it’s essential,” said Hall.
SAF CEO Kate Penn will deliver a State of the Floral Industry report. Additional sessions will address workforce issues, including staffing efficiency, training and morale, along with consumer-focused topics like color psychology and future trends in floral design.
A session called “Growth Through Change” will feature perspectives from a grower, wholesaler and florist on evolving their operations to stay competitive. Other topics include leveraging AI for business insights and cutting waste in floral production.
The convention also includes the Outstanding Varieties Competition, the Sylvia Cup design contest and a supplier expo showcasing new varieties and products.
SAF Phoenix 2025 aims to equip floriculture professionals with tools to respond to market shifts and grow stronger businesses.
View the full schedule and register now.
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