By Debi Chedester, CAE, Executive Director, American Floral Endowment

This year, AFE is celebrating 65 years of serving the floral industry. It is an important milestone and a reason to celebrate, but also an opportunity to think about where we are headed and what our industry will need from AFE in the years ahead. 

Our industry continues to face challenges with rising costs, labor, pest and disease pressures, changing technology, sustainability, and attracting the next generation. At the same time, we are seeing new ideas, partnerships, and people who want to be part of finding solutions. AFE has an important role to play in that work. 

We are fortunate to have a strong network of state and national associations and organizations serving our industry. AFE is prioritizing collaboration with these organizations to share resources, build on each other’s efforts, and reach more people throughout the floral community. 

As an independent charitable organization, AFE serves all segments of floriculture. We do not have members or collect dues. Donor support funds research, education, scholarships, internships and resources available for everyone to use and benefit from. We’ve created a new explainer video that shows exactly how AFE reinvests those contributions back to the industry.. 

Working with associations, businesses, universities, researchers, and other partners helps us connect funding and expertise with shared needs and support solutions that move our industry forward. 

In 2025, AFE awarded more than $750,000 for 20 research projects addressing pest and disease management, postharvest challenges, production practices, and emerging technologies. Another $139,500+ supported 40 students through scholarships and internships, and more than $100,000 in educational grants went to 24 organizations. 

These investments have a practical purpose: finding solutions to costly problems, improving production and quality, helping students continue their education and discover career opportunities, and bringing valuable education to more people. 

We also want the research we fund to be used. Our Grow Pro Webinar Series, informes de investigación, Creciendo más newsletter, and online resources connect research results with those who can put them into practice. 

Growing Programs and New Opportunities

One of the most encouraging developments this past year has been seeing people and organizations choose AFE to create lasting support for the industry. Six new Named Funds have been established, supporting scholarships, research, and continued education. Three provide educational-based travel grants to help industry members participate in events where they can learn, build relationships, and bring new ideas back to their businesses. 

The newly-created Fondo de Investigación de Horticultura de Nuevo Hampshire will provide ongoing research and education support benefiting growers in New Hampshire and throughout the Northeast. New scholarship funds, including those honoring August “Gus” and Mary Belle De Hertogh y el Beca de Investigación en Floricultura Royal Heins International, will create amazing opportunities for students for years to come. 

Sustainabloom has also had an exciting year. Dr. Amanda Solliday joined AFE as our full-time Senior Manager of Sustainabloom, allowing us to expand practical, research-backed sustainability resources and education. New planning templates are helping businesses assess their sustainability efforts and determine next steps, and this summer, Sustainabloom received the 2026 Greenhouse Grower Spotlight Award. 

Nuestro Consejo de Jóvenes Profesionales has grown to more than 100 members, connecting emerging professionals with each other and the broader industry. And, this year we kicked-off a new leadership and professional development webinar series for this group. 

Reaching More People and Expanding Involvement

There is still significant room to do more. More than 120 students who applied for scholarships or internships last year could not be supported. Rising research costs left 14 worthwhile projects without funding, while 38 proposals were submitted for the 2026–2027 research cycle. We have students interested in our industry and researchers ready to address the problems businesses are facing. We want to continue building the resources to support them. As we approach the end of the year, these unmet needs are an important reminder of why continued donor support matters. With additional funding, we can help more students pursue careers in floriculture and support more of the research our industry needs.

Recently, the AFE and Sustainabloom websites were updated to offer Spanish translation, and our Creciendo más research newsletter is now being translated into Spanish, helping to reach more industry professionals.

You will also see AFE at more industry events, providing education, sharing resources, listening, and connecting people with programs that may assist them. These efforts and growing partnerships are helping us increase awareness of the support and funding available through the Endowment. 

AFE also benefits from an incredible level of volunteer involvement. Our volunteer Board of Trustees represents different industry segments, provides leadership and direction, and personally covers the expenses of their Board service. More than 100 additional volunteers annually review research proposals, scholarships, internships, and educational grants, serve on committees, and share their expertise. Their involvement keeps industry voices at the center of our work. 

Mirando hacia el futuro

Reaching our 65th anniversary is a wonderful reminder of what the generosity of our donors has made possible. Since 1961, AFE has invested more than $24 million in research, scholarships, internships, and educational programs that benefit our industry. That is worth celebrating, but there is still much more to accomplish.

In early 2027, our Board of Trustees will begin developing a new multi-year Strategic Plan focused on future industry needs, opportunities to expand funding, and where AFE can have the greatest impact. Continued industry involvement and support will be essential as we plan for the years ahead.

The industry leaders who established AFE 65 years ago understood the importance of investing in the future. Thanks to their foresight and the generosity of donors over the years, we continue to benefit from that investment today.

As we close out our 65th anniversary year, we invite everyone to be part of AFE’s next chapter. Whether through volunteering, sharing expertise, collaborating on programs, or making a financial contribution, there are many ways to get involved. Whether you’ve supported AFE for decades or are considering your first gift, we hope you’ll consider a tax-deductible contribution to our year-end campaign.

Your support helps fund research, education, scholarships, and internships today while strengthening the Endowment’s ability to serve our industry for generations to come.

Join Us in Investing in Our Industry’s Future!

MAKE YOUR YEAR-END CONTRIBUTION

www.endowment.org