From left, Jeff Lanman, of IFD in Richmond, Ind., Bill LaFever of Bill Doran Company in Rockford, Ill., and Jim Daly of Floralife in Waterboro, S.C., brainstorm top industry challenges and potential solutions, as part of SAF's "Leadership Café."

Getting young people to buy flowers, finding good help and growing profits were top among the many challenges cited by more than 60 retailers, wholesalers and growers who gathered Sept. 25, 2007, in Palm Springs, Calif., for a "Leadership Café" hosted by the Society of American Florists (SAF).

Held two days prior to SAF's 123rd annual convention, SAF Palm Springs 2007, one purpose of the event was to define the floral industry's key issues and concerns, according to Rod Saline, AAF, who, during the Café, was just three days away from accepting the gavel as SAF's president. 

Saline, of Engwall Florist and Greenhouse in Duluth, Minn., says the findings will fuel an upcoming evaluation of SAF's strategic plan. "Just as you question and evaluate what you're doing in your business, so should SAF question and evaluate its role as the industry's national trade association," Saline says.

For three hours, attendees gathered in small groups of four to six, sitting "café-style" at tables, to discuss the challenges facing their specific segments and the industry at large, and then "report" their discussions to the group, as moderator Arian Ward, of Community Frontiers in Boulder Creek, Calif., took their feedback and posted it for the group to view and discuss. 

"The energy and enthusiasm in the room was incredible," says Peter Moran, SAF CEO. "It was [a] testimony to the value of bringing all segments in the industry together, which doesn't really happen in any other industry organization."

Some of the top challenges cited most frequently by the various groups included increasing both top and bottom line sales. "There was a lot of discussion about not only increasing costs — labor costs, insurance, energy — but also the need to grow sales," Moran says.

Understanding and targeting the younger consumer also emerged as a key issue from many of the groups, who made statements such as, "How do we keep up with the younger generations?", "We need to be more Vera Wang than Laura Ashley," and "Younger people are buying less and less flowers." 

Labor issues, ranging from attracting talent to dealing with immigration issues, also ranked among the most frequently cited issues.

In addition, attendees brainstormed possible ways SAF can address these challenges, which also will help frame discussions as SAF updates its strategic plan. "We want to make sure that all of our discussions about our strategic plan, and how we might need to change it are grounded in what's really happening in our industry and what our members really need from their association," Saline says.  

--Kate Penn
kpenn@safnow.org

 

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