Latest News

Gus De Hertogh Celebration of Life

A celebration of life will be held in honor of August (Gus) De Hertogh on Saturday, March 16, 2019, from 3 – 6:30 pm. It will be held at the JC Raulston Arboretum in Raleigh, North Carolina. To RSVP: email Debbie Hamrick at    August (Gus) De Hertogh, Ph. D. passed away October 26, 2018, […]

Research Study to Break New Ground in Understanding Consumers

Sales of cut flowers have decreased recently in the U.S. floral market. Some experts posit that this could be correlated with changes in disposable income, causing some consumers to move to the lower-value end of the market. Others contend that this decrease in floral purchasing could also be due to barriers such as price or […]

Thank you 2018 donors!

Thanks to all of our donors from the past year for your generous contributions. Your support is greatly appreciated and allows us to continue providing programs and other important benefits to the industry. AFE is the floral industry’s endowment — a place where all industry members can invest to help solve critical challenges. Tackling industry […]

New Research Application Process for 2019

AFE’s Research Committee announces a new research funding process and a revised application for 2019. The new application process is a single application form. For many years, AFE’s process required researchers to submit a pre-proposal application. Then, if preliminarily selected by the committee and industry members, it required a more detailed full proposal. “We realized the time […]

New Study Identifies Consumer Preferences in Floral Design

“Using Biometric Technology to Better Understand Floral Consumers” January 29, 2019, Alexandria, VA – Floral designers have long been taught that the most important attributes of a design are its elements: line, color, texture, pattern, form, space, and size. Yet, these attributes have not been proven to be perfect indicators of consumer purchase behavior. In […]


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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.