Floral professionals from across the country gathered in steamy Phoenix, Arizona during August, for the 140th Annual Society of American Florists (SAF) Convention. Unlike our regular trip to the Wholesale Florist & Florist Supplier Association (WFFSA) Conference, SAF offers a broader focus – particularly on retail florists and floral designers – making it an exciting opportunity to view the floral industry through this more design-centric lens.
Tom and I came away with fresh insights and plenty of inspiration. Here are few highlights:
2025 Outstanding Varieties Room
At Green Mountain Floral Supply, one of our top priorities is staying ahead of floral trends, we were excited to see the latest varieties firsthand. The Outstanding Varieties Room not only showcased new florals, but also gave us insight into how certain varieties are reviewed and judged across the industry.
Standouts for me:
- Pastini Arona Gerbera Daisy – From our friends at Green Valley Floral, this bloom is playfully sophisticated with curly white petals touched with green and a striking black center.
- Captain Promise – Also from Green Valley Floral, this mini calla lily stuns with its mulberry hue, large flower head, and impressive stem length.
Tom’s favorites (you guessed it – roses!):
- Country Soul – A garden-style rose blooms with quiet elegance
- Midas Touch – From Rosaprima, this mustard-yellow garden rose features pointed petals and exceptional vase life.
Look for new specialty roses in our cooler. We think you’ll love them!
Artificial Intelligence (AI) in Floristry
AI is everywhere and is transforming the way we work. While Tom and I admit to being a bit tech-averse, we were genuinely inspired by the AI demonstration we saw at SAF.
In one session, we heard an AI-generated podcast designed to train a new flower shop employee handling funeral-orders. It was astounding. We were so inspired by the demonstration we immediately subscribed to ChatGPT Plus and are now working on using AI to create training materials for our own staff.
We’d love to share what we learned – just ask! And keep an eye out for future AI classes through GMFSI’s educational offerings. It’s the future – let’s embrace it!
A Showcase of Stunning Floral Design
One of the most jaw-dropping parts of SAF was the floral design work displayed throughout the event. Our talented friend, artist and Green Mountain Floral Supply, designer-in-residence, Marlin Hargrove, AIFD, PFCI, AAF, was part of the behind-the-scenes design team led by Corey Harbour, AIFD, PFCI, CFD.
Together, nine designers worked for seven days creating:
- 1,299 arrangements in 1,437 vessels,
- 128 presentation bouquets,
- 150 corsages,
- 125 boutonnieres!
- Using over 350,000 stems and 566 blocks of foam.
They also collectively walked 1.26 million steps – roughly the distance across South Dakota!
If you love seeing an abundance of stunning floral artistry, mark your calendar now for SAF 2026, August 18-20, in Amelia Island, Florida.
Are You a Member of SAF?
SAF provides tremendous value to the floral community – especially for retail florists and designers. That got me thinking: Are any of our customers SAF members?
Let us know by answering our quick poll here. All responses will be entered into a raffle for a free pack of white roses to be picked up during our Annual Holiday Open House later this month. (You don’t need to be present to win.)
If you’re not a member, consider joining! Learn more about benefits here: https://safnow.org.
-Kim Jennings, Co-Owner, Green Mountain Floral Supply
