As the floral industry continues to wrestle with labor shortages, one nonprofit is stepping up with a bold approach to build the sector’s future workforce — starting with the classroom.
“This industry is the best kept secret that shouldn’t be a secret,” says Jazmin Albarran, executive director of Seed Your Future.
Through high-impact programs and national outreach, Seed Your Future has made significant gains in 2025 by helping educators connect students to the full range of careers in floriculture and horticulture. Here’s how they did it:
- Pushed Past Perceptions
At a time when many industries are vying for young talent, Seed Your Future focused on combating misconceptions about green careers. The organization continued to change perceptions and build enthusiasm by spotlighting diverse roles — from plant breeding to wholesale logistics — that aren’t always visible to students or their parents.
- Expanded Seed to STEM Teacher Program
A cornerstone of the group’s efforts is Seed to STEM, a summer program launched in 2024. It gives educators firsthand experience in floral and horticultural settings, from design studios to greenhouses. The goal? Equip teachers to bring that experience back to their students.
“These educators may know the industry exists, but not all of them are having career conversations,” Albarran says. “We want to make sure they understand the roles behind breeding, wholesale, growing and more.”
Many teachers returned to their classrooms with fresh energy — and ready-to-use lesson plans they created as part of the program. One called it “the best professional development” of her entire career.
- Connected Industry with Classrooms
Educators in the Seed to STEM program developed shareable, classroom-ready lessons that highlight floriculture’s range. Some reported they are now weaving horticulture into nearly every subject they teach — a powerful shift that opens new doors for student discovery.
To expand its reach beyond the summer program, Seed Your Future launched a national webinar series in 2024. It has since drawn over 1,400 registrants — including students, parents, teachers and professors — by featuring professionals sharing real stories from across the floral and horticulture landscape.
- Promoted Industry Involvement with Green Career Week
Seed Your Future also advanced its Green Career Week initiative — a grassroots effort that empowers florists and business owners to engage with local schools. From hosting shop tours to sharing career spotlights on social media, the goal is to boost visibility and inspire curiosity. The next Green Career Week is scheduled for March 2–6, 2026.
- Tackled Awareness Gaps
Ultimately, much of the nonprofit’s work this year has centered around one key issue: visibility. Too many young people — and the adults who guide them — simply don’t know about career options in the floral world, Albarran says.
“We’ve heard from people who said, ‘My parents talked me out of it,’ or ‘My guidance counselor never mentioned this,’” she says. “Green Career Week is our chance to reach them before they miss out.”
Visit Society of American Florists’ Spotify channel to learn more about Seed Your Future’s work in this conversation with Albarran and SAF’s senior director of content and communications, Amanda Jedlinsky.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
