Latest News

Gabriel Becerra

Gabriel Becerra Appointed to President of FMRF

The Floral Marketing Research Fund (FMRF) has announced the appointment of Gabriel Becerra of Golden Flowers in Miami, Fla. as the new President of the FMRF Board, effective Sept. 1, 2016. Becerra precedes Paul Bachman of Bachman’s Inc., who completed his two-year FMRF presidency. “I am very happy to lead the efforts of the FMRF to provide the […]

L to R: Dwight Larimer and Gabriel Becerra

2016 Fundraising Dinner a Big Success in Maui

AFE’s biggest fundraising event of the year, the 2016 Annual Fundraising Dinner, was an exciting and momentous evening, honoring industry champions and raising money for floriculture. The dinner, attended by nearly 300 industry members, was held on Sept. 22 in conjunction with the Society of American Florists’ Annual Convention in Maui, Hawaii. The event included […]

Eugene and Evelyn Yoshihara

Tribute Established in Memory of Gene Yoshihara

The Tagawa family has established a new memorial tribute in memory of lifelong floral industry figure Eugene “Gene” Yoshihara, who passed away on July 30, 2016. He was 80 years old. Created with a $5,000 contribution through AFE, the Eugene Yoshihara Memorial Tribute honors the respected industry veteran and continues his legacy. Yoshihara was born to […]

Dwight Larimer

AFE Welcomes New Trustees, Chairman

Three new trustees have been appointed to AFE’s Board of Trustees, and a new Chairman, Dwight Larimer, will assume leadership at the Annual Fundraising Dinner, replacing outgoing Chairman Gabriel Becerra. The Endowment welcomes the following incoming trustees: David Boulton, AAF, PFCI of Flowers by George, Inc. in Arlington, Wash. Patrick Dahlson of Mayesh Wholesale Florist in […]

Katie Bennett and Dr. James Faust.

Students Honored at ASHS Annual Conference

Two students whose research projects have been supported by AFE were recognized during the 2016 American Society for Horticultural Science (ASHS) Annual Conference held from Aug. 8 – 11, 2016 in Atlanta, Ga. Clemson University student Katie Bennett received the Outstanding Undergraduate Student Presentation Award and Krishna Bhattarai of the University of Florida was awarded […]


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