Last week, from September 6-9, floral enthusiasts from across the United States and beyond convened in Phoenix for the 138th annual convention of the Society of American Florists (SAF). With 473 floral professionals hailing from 42 states and five countries in attendance, this event marked a significant gathering of industry experts. Over three days, attendees engaged in a wealth of activities including education, networking, and captivating competitions.
Outstanding Varieties Competition – ‘Amistad’ Takes Best in Show
One of the convention’s highlights was the SAF’s Outstanding Varieties Competition, where exquisite blooms competed for recognition. ‘Amistad,’ a delicate light pink double Oriental lily presented by Sun Valley Floral Farms, emerged victorious, securing the prestigious title of Best in Show. Judges were captivated by its soft coloring, elegant appearance, and grandeur.
Lane DeVries, President and CEO of Sun Valley Floral Farms, expressed his delight at the unexpected win. He revealed that the lily had been grown for just two years and was chosen on a whim from regular greenhouse production. Judges commended the strong, tall stems bearing four to six lightly fragrant, pollenless blooms. One judge described ‘Amistad’ as “elegant and classic,” suitable for a range of floral arrangements, from everyday bouquets to wedding and funeral displays.
‘Amistad’ was among 249 entries from 28 companies in the 2023 Outstanding Varieties Competition. Judges evaluated each entry based on criteria such as color and commercial appeal, stem and foliage quality, bloom form and size, and overall presentation. From this esteemed group, judges selected ‘Amistad’ as the Best in Show winner.
Best in Class Recipients
In addition to the overall winner, several other flowers excelled in their respective categories. These included:
Other Cut Flower: PINK VICTORY® VERONICA, Floral Chain Direct
Cut Dianthus: Novia, AYURA SAS
Cut Alstroemeria: Florentia, Royal Van Zanten
Cut Garden Rose: Victorian Red, Dream Farms
Cut Bulb Flower: Amistad, Sun Valley Floral Farms
Cut Spray Rose: Bridal Veil, Eufloria Flowers
Decorative (Cut) Foliage & Berries: Winter Spirit, Sun Valley Floral Farms
Cut Rose: Aloha Dream, Farms
Cut Chrysanthemum: Bonita Orange, Spray Royal Van Zanten
The judging panel featured industry experts from different sectors, including retailers, wholesalers, and growers, ensuring a comprehensive evaluation.
CalFlowers Wins SAF’s Marketer of the Year Award
CalFlowers (the California Association of Flower Growers & Shippers) received the prestigious SAF Marketer of the Year Award for its 2023 campaign, “Flowers. Self-care made easy.” This national marketing initiative promoted flowers as a form of self-care and generously provided marketing assets for industry-wide use at the local level.
Steve Dionne, AAF, Executive Director of CalFlowers, emphasized that this award was a collective win for the entire flower industry. The campaign’s centerpiece was a humorous video illustrating a woman’s comical attempts at self-care, ultimately discovering the simplicity and mental health benefits of buying flowers. This video, along with other marketing materials, was made available to floral businesses free of charge and distributed across social media and streaming platforms.
The campaign’s impact has been substantial, with an estimated reach of 120 million people by the end of the year. Judges, including floral marketers and an outside marketing expert, praised the campaign for its creativity, mass adoption, and viral reach. Notably, it capitalized on the opportunity for exposure presented by Miley Cyrus’ song, “Flowers,” garnering significant attention and support.
In conclusion, the 138th annual convention of the Society of American Florists brought together floral professionals from diverse backgrounds and celebrated the industry’s finest blooms and marketing achievements. With ‘Amistad’ taking the Best in Show honor and CalFlowers’ award-winning campaign, it was a memorable event showcasing the creativity and excellence that define the world of floristry.