Latest News

The Ultimate Guide to Promoting the Holidays on Pinterest

  By Cindy Hanauer, AFE Trustee CEO of Grand Central Floral, LLC The leaves are beginning to change, and you know what that means? It’s time to prepare your Pinterest boards for holiday selling!  Say what?  Yes!  You’ll be glad you started early and are prepared to use the latest in social media to market […]

Judges Needed!

  Join the panel of contest judges for the 2nd Annual Flower Love Video Contest! Email aalexander@afeendowment if you are interested.  We need YOUR help! Volunteers are needed to be on the panel of contest judges that will determine the top 10 finalists for the 2nd Annual Flower Love Video Contest.   Judging Eligibility: Must be 18 years […]

Smithers-Oasis/FLORALIFE® partner with AFE for end-of-year gift-matching challenge

ALEXANDRIA, VA – Nov.1, 2018 – Friends of the floral industry, are you ready for year two of the AFE Challenge? Smithers-Oasis/ FLORALIFE® is, once again, partnering with the American Floral Endowment (AFE) to support AFE’s vital work that gives so much to the cut flower industry. Today, you have the opportunity to support the Endowment, even MORE, […]

Gus De Hertogh Memorial Tribute Established

A memorial tribute has been established by members of the current AFE board honoring August (Gus) De Hertogh, Ph. D., who passed away October 26, 2018 at the age of 83. Dr. De Hertogh was an internationally renowned researcher and expert in the industry, specifically, revolutionizing forcing bulbs as pot crops on a global scale. […]

AFE Hits the Road to PMA 

Last month, AFE joined thousands of floral industry members and traveled to the Produce Marketing Association (PMA)’s 2018 Fresh Summit held in Orlando, Florida. And what a show it was! PMA’s CEO Cathy Burns presented The Forum for the Future State of the Industry, during which, she focused on technology, robotics, e-commerce and the many […]

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The American Floral Endowment (AFE) is an independent nonprofit organization that funds research and scholarships in floriculture and environmental horticulture for the benefit of growers, wholesalers, retailers, allied industry organizations and the general public.

AFE is a charitable organization under Section 501(c)(3) of the Internal Revenue Code.