Society of American Florists

The Society of American Florists (SAF) is a national US Trade Association that represents all segments of floristry in the United States (US). More than 7,000 retailers, growers, wholesalers, importers, manufacturers, suppliers, educators, students and allied organizations are members. The Society of American Florists provides marketing, government advocacy, industry intelligence and best practices information for all participants in the US floral industry. The volunteer leaders of SAF serve on a number of Councils and Committees. The SAF Board of Directors makes key decisions that provide the guidance for SAF programs. It is composed of an Executive Committee and Board of Directors. The current Chairperson is Shirley Lyons, AAF, PFCI of Dandelions Flowers & Gifts, LLC. The President is Martin Meskers of Oregon Flowers, Inc. and the Executive Vice President & CEO is Peter J. Moran. The Growers Council represents the needs of the grower industry segment within the Society of American Florists. The current Chairperson is Doug Cole of D.S. Cole Growers, Inc.. The Retailers Council represents the needs of the retailer industry segment within the Society of American Florists. The current Chairperson is Manny Gonzales of Tiger Lily Florist. The Wholesalers Council represents the needs of the wholesale industry segment within the Society of American Florists. The current Chairperson is David Gaul, AAF of DWF Wholesale Florist. Each year SAF holds an annual convention, usually in August or July, that lasts several days and includes educational programs covering all aspects of the floral industry. Other highlights of the convention include the Sylvia Cup Design Competition, where two dozen top floral designers are given the same materials and hours to create the surprise challenge. The winner receives the Sylvia Cup trophy, $3,000 and a complimentary registration presented later that evening at the Stars of the Industry Awards Dinner. The Outstanding Varieties Competition includes the industry’s most outstanding flowers, foliage and plants. Open to the general public, this is a highlight of the convention for growers, wholesalers and retailers. Also announced at the convention is the winner of the Floral Management Marketer of the Year award. A trade fair (called the Supplier Expo) that allows vendors and florists to connect was reintroduced in 2013.