Examples of social media posts created for the “Just Add Flowers” campaign show how That Flower Feeling is using short-form videos and lifestyle...
Momentum Builds for That Flower Feeling’s Newest Campaign
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Floral Industry News
Know Someone Who Deserves the Spotlight? Submit Award Nominations
Dianna Nordman, AAF (center), former executive director of the Texas State Florists’ Association, received the Paul Ecke, Jr. Award during the Stars...
Young Floral Pros Energized by Industry’s Scope — and New Connections
Attendees collaborate on floral designs during a hands-on session led by Talmage McLaurin of Esmeralda Farms at Next Gen LIVE!, applying insights...
Valentine’s Flower Buying Holds Record High
Americans’ appetite for flowers and plants held strong this Valentine’s Day, matching last year’s record-high buying levels, according to a new...
Tariff Roller Coaster Leaves Industry ‘in Limbo’
For floral businesses, the only certainty surrounding the Trump Administration’s tariff policy is the uncertainty it has created across the floral...
‘It Opened Their Eyes’: Students Explore Floral Industry at Next Gen LIVE!
Seed Your Future hosted horticulture students from North Carolina State University at SAF’s Next Gen LIVE! conference, where they gained a better...
Understand the Forces Reshaping Floral Wholesale
When Michelle Jones’ longtime wholesale supplier was sold, the new owners made a surprising move: They began selling flowers directly to the public,...
Obituary: Benno Dobbe 1950–2026
Martin Meskers, AAF (left), with Benno Dobbe, the longtime grower and owner of Holland America Flowers in Arroyo Grande, California, who died Feb. 5...
Build Wealth Through Real Estate
Diana Culver was raised in a flower shop. Her parents opened their San Diego business, Magnolia Florist, in 1983, and she grew up learning every...
Negative Publicity Watch: SAF Pushes Back on Trip Advisor, CNN and Others
As Valentine’s Day promotions urged consumers to “skip the flowers,” SAF pushed back, calling on brands and media outlets to promote their products...
Next Gen LIVE! Sets the Stage for Growth
Nicholas Chang of Rosa Prima, and a member of SAF’s Next Gen Committee, contributes to a group discussion at last year’s Next Gen LIVE! conference....
Stop the Scroll with Pro-Level Floral Content
Donald Yim, AIFD, PFCI, encourages florists to balance personality and polish when showcasing their work on social media. In today’s fast-moving...
Amidst Extreme Cold and Snow, Supply Chain is ‘Still Holding’
Ice coats greenery at Albin Hagstrom & Sons in Pierson, Florida, where crews ran freeze-protection systems to help crops withstand subfreezing...
Florists End 2025 Steady, But Costs and Uncertainty Cloud Outlook
Most floral businesses finished 2025 with “good” or “okay” sales but high costs, political tension and a weekend Valentine’s Day have curbed the...
National Marketers Lean Into Love With Valentine’s Day Ads
As Valentine’s Day approaches, two national florist networks are turning to emotionally driven video advertising to connect with consumers — one by...