Each year, the Society of American Florists (SAF) Convention brings together floral professionals from every link in the supply chain. This year’s event in Phoenix, Arizona, from August 11-14 was a powerful reminder of how relationships, real-time feedback, and shared insights help us adapt and grow as an industry.
For Choice Farms, SAF 2025 offered space to reflect, reconnect, and reenergize our commitment to serving the floral community with quality, consistency, and care. Below are the six key takeaways we’re bringing back to our business—and to our partners.
- Connection Creates Clarity
Some of the most valuable insights we brought home from SAF didn’t come from the main stage—they came from the quiet conversations between sessions, in the hallways, and over shared meals.
These moments offered a chance to ask real questions, hear honest feedback, and have the kinds of candid discussions that help us get better. Sometimes that feedback isn’t easy to hear—but it’s always worth listening to.
Whether it’s learning how our products perform under pressure, hearing how customers are adapting in a shifting market, or simply listening more closely to what they need from us—these exchanges fuel continuous improvement.
At Choice Farms, we believe feedback is a gift. And SAF reminded us that connection is not just a benefit of attending events like this—it’s the real reason we go.
- Honoring the Standouts: Blooms and Beyond
At the Outstanding Varieties Competition, Alexandra Farms—one of our key partners—earned top honors in the garden rose category, including a Blue Ribbon for ‘Garden Romance’ and a Red Ribbon for ‘Phoebe.’
These awards reflect the high standards we uphold for our product assortment and reinforce our confidence in the premium varieties we offer to customers. When the industry recognizes flowers we source and support, it sends a strong signal to our clients: you’re sourcing from trusted leaders.
But SAF isn’t only a celebration of beautiful product. It’s also a moment to recognize the superstars of our industry—the people and organizations whose dedication, advocacy, and long-term commitment have helped shape where we are today. These individuals remind us that leadership comes in many forms: through mentorship, innovation, community building, and unwavering service behind the scenes.
Their continued impact inspires us to do more, give back, and keep raising the bar. As we look toward the future, we honor those who’ve paved the way—and the many ways they continue to move this industry forward.
- Trend Sessions Confirm We’re On Track
Presentations by Talmage McLaurin and FreshPath Marketing confirmed what we’ve been leaning into: bold, expressive color palettes, layered textures, and natural movement continue to dominate event and retail design.
These sessions validated not only the direction of our marketing, but also the positioning of our product assortment heading into the busy fall wedding and holiday seasons. We’re inspired to continue creating value through trend-forward storytelling and our wide breadth of product offerings.
- An Outward Mindset Makes Us Better Leaders
One of the most impactful sessions came from Rob Dillon of Dillon Floral, who spoke about the Arbinger Institute’s work on emotional intelligence and leadership.
Their philosophy centers around a shift from an inward mindset—where others are seen as obstacles or tools—to an outward mindset, where people are understood as individuals with their own goals and challenges.
This framework resonated deeply with our team. It’s not just a leadership lesson—it’s a cultural one. It applies to how we manage internally, how we respond to customer needs, and how we approach communication throughout the supply chain.
At Choice Farms, we believe leadership isn’t just about being right—it’s about being present, curious, and ready to serve.
- Operational Insights Are Driving Real Change
The cold chain session—featuring speakers from Kennicott, Floralife, and Griffin’s Floral Design—reinforced a critical truth: product quality doesn’t end at the farm. It continues through transport, storage, and delivery. For wholesalers, who serve as the bridge between importer and designer, this insight is essential.
Cold chain management, proper box rotation, and communication with partners all play a role in reducing shrink and maintaining trust.
We also learned from the retail success panel, which shared tools that florists are using to work smarter and stay competitive—including:
- Year-round floral training calendars
- Social media content toolkits for floral businesses
- AI-generated marketing prompts to align with trends and create better operational processes
While these tools are designed for florists, wholesalers are in a unique position to help distribute or curate them. When wholesalers equip their customers with these resources, it strengthens the entire supply chain and adds value beyond the sale.
- Cultural Opportunities Are Blooming
Discussions around cultural celebrations—especially Día de los Muertos and Diwali—highlighted the increasing importance of marigolds in the U.S. market. These traditions are deeply meaningful, and florists are seeking reliable access to appropriate product during key times of year.
For wholesalers, this presents an opportunity to anticipate seasonal demand and become a trusted source for culturally significant flowers. Doing so builds relevance with customers and fosters long-term loyalty.
At Choice Farms, we’re actively exploring how to better serve these needs with intentional availability planning, storytelling support, and farm alignment.
In Closing: Why SAF 2025 Matters
This year’s convention served as a timely checkpoint—a moment to pause and evaluate where we’re going as a company, and as an industry. It reminded us that while products and platforms may change, the foundation of our business remains the same: trusted relationships, meaningful service, and shared progress.
At Choice Farms, we’re proud to play a role in shaping what comes next. And we’re grateful to our customers, partners, and peers who continue to lead alongside us.
If you’d like to learn more about any of the tools or trends mentioned here—or if you have ideas to share—we’d love to hear from you.
Let’s keep the conversation going.
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