Editor’s Note: This report is the first in a series to recap the trends and challenges discussed by the Society of American Florists’ volunteer leaders and other floral professionals. Part one focuses on how the industry can work towards, measure and communicate sustainability practices. (Want to share your insights on this issue? Email us!)

Artificial Intelligence. The proliferation of same-day delivery for gift items. Sustainability. Training for the next generation.

Those were a few of the issues that floral professionals tackled when the Society of American Florists’ volunteer leaders met for spring meetings and during a lunch Editor’s Note: discussion with attendees of SAF’s Congressional Action Days.

SAF’s more than 40 volunteer leaders represent all segments of the industry. Of those, 14 sit on SAF’s board of directors, providing valuable insight on the needs of the industry and how SAF can address those. Directors and other volunteer leaders are also part of the Retailer, Wholesaler and Growers Councils, or the Professional Floral Communicators-International Trustees, as well as four task forces, all of which address different issues pertaining to SAF’s goals and discuss trends and challenges for the industry.

“These volunteer leaders are essential in providing direction and insight on how SAF can help the industry thrive,” says SAF President Michelle Castellano Keeler, AAF. “Their knowledge and insights not only represent a comprehensive, cross-segment view of the industry’s trends, challenges and opportunities, but it also gives SAF and its members information to help businesses — and the industry — succeed.”

Challenges and Opportunities

Environmental, social and economic sustainability has been on SAF’s volunteer leaders’ radar for some time, but was a significant topic of discussion during the most recent meetings. Discussions ranged from how U.S. businesses in all segments can practice and measure sustainability, to how to educate the industry at large about global and domestic sustainability initiatives and market those practices to the end consumer. They also questioned consumer sentiments about sustainability and whether they are willing to pay more for it, and addressed challenges related to implementing sustainability practices.

Practicing Sustainability

It was widely agreed that, while many international and domestic growers have been practicing sustainability for years, the industry as a whole needs to be proactive rather than wait for a devastating news story, government regulations, or increased consumer demand, to push sustainability practices in all segments. Some leaders of businesses in the wholesale and retail segments acknowledged that there is a lack of information on how they can start incorporating those practices into their businesses. That information is the focus of a new research project by the American Floral Endowment, which has surveyed nearly 1,000 floral businesses to learn about their practices. The findings will be used to create resources of practices, identify new research needed, and help all segments of the industry make sustainability a part of their businesses. Several leaders also pointed to the many sustainability certifications and programs and suggested that U.S. businesses look to those to help guide their standards.

Controlling the Narrative

Leaders also discussed how the industry could be proactive in controlling the public narrative around sustainability in the floral industry. Many referenced a New York Times opinion piece published Feb. 13 that took aim at the industry (sometimes inaccurately) for its use of pesticides and fungicides and the carbon footprint created by transporting flowers. SAF responded to the writer, but some leaders argued that the opinion piece illustrated the need to tell more stories about sustainability practices — and for those stories to be easy for the public, including writers, to find on the internet. There was significant concern among the leaders, however, that the more information available about sustainability practices, the greater the risk for bad publicity. For instance, one leader posed this scenario: By showcasing how a South American farm cares for its workers, it raises questions about how far the flowers must travel to reach the end consumer.

Other challenges discussed included the costs associated with producing and obtaining sustainably-grown flowers and plants, and the question of whether consumers want and are willing to pay for sustainable products. That question and more will be addressed in the results of the Floral Marketing Fund’s study, “Consumer Perceptions and Willingness to Pay for Sustainable Environmental Practices in the Floral Industry,” which is scheduled to be released this spring.

SAF is continuing to publish its Sustainability Spotlight, which showcases sustainable practices throughout the industry. SAF is also keeping the conversation going through virtual events such as its Ultimate Roundtable, a virtual gathering of Ultimate-level members; an all-industry session at SAF Phoenix 2023, SAF’s 138th annual convention in Scottsdale, Arizona; and in features in SAF NOW and Floral Management.

Check back next week for part two of this series.

Amanda Jedlinsky is the managing editor of SAF NOW.