Kate Penn took on the role of CEO of SAF in November 2017. Prior to that, she has been the driving force behind all of SAF’s content, publications and communications for more than 20 years. She will bring to the conversation her insider knowledge of the US floral industry and its dynamics, and intelligence on the ongoing mutations in how (US) consumers buy flowers.
The Society of American Florists (SAF) was founded in 1884 and is the umbrella association that serves and represents all segments of the US floriculture industry – its members include about 4,500 retail flower shops, wholesalers, brokers, importers, growers, manufacturers, distributors, freelance and studio florists, as well as members of the academic community.
SAF’s mission is to connect and cultivate a thriving floral community, through advocacy, marketing and public relations, career development, events, education and content centered around trends, best practices, benchmarking and more. SAF has commissioned some of the floral industry’s most compelling third-party research about the positive impact of flowers on stress, memory and socialization among senior citizens, happiness, creativity, productivity – research that is regularly picked up in the US media.