Introduction to the Floral Industry

Welcome to the Floral Industry!
This course will:
  • *Give you a "big-picture" view of the floriculture industry. 
  • *Expose you to why people buy flowers and plants, where floral products come from and how they move through the chain of distribution. 
  • *Introduce you to the various segments of the industry and how they interact with each other. 




Kate Delaney, AAF

Director of Career Development

Society of American Florists

Kate joined SAF in 2020 and is excited to take on SAF’s career development goal to equip growth-minded professionals with resources to create fulfilling careers. She is responsible for developing and implementing SAF’s new career development platform.  She brings to the role more than 20 years of experience in the floral industry with exposure to all aspects of managing a successful retail florist.  Before joining SAF as an employee, Kate was an active member of the association and served as a volunteer leader on the Convention Task Force, Retail Council and Government Joint Council.

Key:

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The Big Picture
Course Introduction
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Why do people buy flowers and plants?
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What is the Floral Industry?
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The Industry Segments
The Segments of the Floral Industry
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Domestic and International Growers
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Wholesalers and Importers
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Retailers
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Continuing Your Journey - Coming Soon!