News 1 October 2019

Floriforum speaker announced: Kate Penn, Society of American Florists (SAF)

Union Fleurs, the International Flower Trade Association, is pleased to announce Kate Penn, CEO of Society of American Florists (SAF), as a confirmed speaker at Floriforum on 5 November 2019.

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.

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.

Don’t miss out! Register now to Floriforum and join the conversation on “Customer Dynamics” on 5 November !


                ➯ Info & tickets


Floriforum 2019 is organised by Union Fleurs, the International Flower Trade Association.

More details on the programme and full speakers’ line-up will be progressively released over the coming weeks. In the meantime, check out the speakers page regularly for updates.

DATE: Tuesday 5 November 2019 | TIME: 14h to 17h CET | VENUE: IFTF Auditorium in Expo Haarlemmermeer, 2151 SB Vijfhuizen, the Netherlands.


  • Floriforum is addressed to companies and organisations active in the international floriculture supply-chain.
  • A limited total number of seats is available in the Auditorium in Expo Haarlemmermeer.
  • Don’t wait too long and book your ticket as early as possible and well ahead of 5 November!