Donor Spotlight: Pete and Brenda S. Garcia

The Floral Industry’s “Power Couple” For over half of a century, the Garcia’s have strived to enhance the Floral Industry. With Brenda S. at his side, they were able to grow the Pete Garcia Company™, Garcia Group, and many other companies while finding ways to give back to the Floral Industry. Pete and Brenda give unselfishly to the American Floral Endowment (AFE). Attending all the AFE phone-athons, the Garcias expressed their beliefs in AFE and the impact that gifts to the Endowment have on the industry. Pete became an AFE board member back when the name was the Society of American Florists Endowment (SAFE). As Public Relations Chairman, Pete suggested the change of names from SAFE to AFE so it…

2025 Year in Review – Growth and Innovation

As we close out the year, join us in celebrating the many accomplishments across our industry. Thanks to the generosity of our donors, we’ve continued making meaningful strides to fund programs that strengthen the floral community. 2025 Highlights RESEARCH PROGRAMS Over $750,000 awarded to support 20 research projects focusing on pest management, disease control, post-production, technology, and more  SCHOLARSHIP & INTERNSHIP PROGRAMS 40 Students awarded scholarships and internships ($139,500+) to help build the next generation of floriculture and horticulture professionals  GRANT PROGRAMS 24 Organizations awarded educational grants totaling over $100,000, supporting education, new programs, floral design, and young  professionals development 5 Travel grants awarded to retail florists continuing their education  Additional highlights New resources through the Sustainabloom program - 20+…

Honoring Frank Biddle Through the CalFlowers Scholarship

We are proud to share that one of our long-standing scholarships has been renamed to honor Frank Biddle, an extraordinary leader, mentor, and friend to many in our industry. Since 2017, the CalFlowers Scholarship has supported students with a passion for the floral industry. Today, it carries a new name, the CalFlowers Frank Biddle Memorial Scholarship, ensuring Frank’s legacy of mentorship and innovation continues to inspire the next generation. Investing in Future Leaders This scholarship provides critical support to undergraduate students pursuing higher education and a career in floriculture. While priority is given to students attending accredited colleges and universities in California, California residents enrolled elsewhere in the U.S. are also considered. Applicants don’t have to major in agriculture, but…

Give Today, Grow the Industry for Tomorrow

At the heart of a thriving floral industry are the programs and resources that help growers, florists, wholesalers, suppliers, and young professionals succeed. For over 60 years, AFE has provided research funding, scholarships, internships, and educational initiatives that strengthen every part of the industry. These programs don’t just help industry members - they also ensure consumers enjoy healthier, longer-lasting flowers and plants. Your support is what helps us continue to grow these vital programs. There are many ways to give, and every contribution, whether it’s money, time, or expertise, makes a difference and is sincerely appreciated.  Learn more about the many opportunities and ways you can get involved in giving back to the industry we love! Show Your Support with…

Research Funding Awarded by the Fred C. Gloeckner Foundation Research Fund

In 2025-2026, the Fred C. Gloeckner Foundation Research Fund (FCGFRF) is awarding $122,698 in eight new and continued research projects.   In 2024, the Fred C. Gloeckner Foundation joined with the American Floral Endowment (AFE) as a named fund to continue their mission and legacy. Since its inception in 1960, the Foundation has contributed over $7.5 million to support floriculture research initiatives. Former Gloeckner Foundation Board members now serve on a committee for the fund, carrying forward the Foundation’s mission by awarding competitive grants that drive innovation in floriculture and related fields at universities and research institutions across the United States. The committee also directs support through the New York Florists’ Club Grants—an enduring tribute to the original New York Florists’ Club, founded in 1887 and incorporated into…

Travel Grants Supporting Florists’ Professional Growth

Each year, we provide grants to support the continued and future education of industry members. Our retail florist education travel grants are focused on helping florists expand their skills by making it possible to attend major educational conferences and design events.  This year, two outstanding florists, Dani Pritt of Cactus Flower Florists and Megan Hellmann of Mountain High Flowers, were awarded with the travel grants from the Arizona Retail Florist Education Travel Fund to participate in the 2025 SAF Next Gen Live! and the 2025 AIFD Symposium.  The Arizona Retail Floral Education Travel Grant was created to provide support for traditional retail florists in Arizona as they pursue continued education. The grant is open to owners, managers, and employees of…

From Planning to Petals: Board Visits Vancouver

At the end of August, the AFE Board of Trustees gathered in Vancouver for a productive two-day event bursting with planning, insights, and inspiration. Day One: Governance and Growth The first day was all about thoughtful planning. Our committees rolled up their sleeves, debating strategies, reviewing initiatives, and setting priorities for our programs. Then the full board convened, bringing energy, purpose, and a shared commitment to advancing our industry through AFE. Day Two: Inspiration from the Auction Floor to the Greenhouse On day two, the board swapped the boardroom for boots on the ground, touring three standout operations that exemplify British Columbia’s thriving floriculture industry. United Flower Growers Auction At the United Flower Growers (UFG) auction, a cooperative of more…

22 Students Receive AFE Scholarships

At the heart of the floral industry’s future are students whose passion and drive are being nurtured by the American Floral Endowment (AFE). As part of that support, AFE provides crucial funding through scholarships to help students manage the cost of their education. This year, thanks to the generosity of AFE’s donors and industry supporters, the organization is  proud to award a record $74,000 in scholarships, up from $67,600 in 2024. With 26 awards given to 22 students, the scholarships ease the financial burden of education, but more importantly, reaffirms the upcoming industry talent by believing in their potential. Congratulations to AFE’s Scholarship Class of 2025! The organization is eager to see the impact these future industry leaders will have…

A New Era for Giving: Why Industry Support Matters More Than Ever

New Tax Rules & Industry Needs Make Giving More Important Than Ever As the floral industry continues to face rising research costs, persistent labor shortages, and increasing competition for young talent, one thing is clear: we can no longer rely on uncertain federal funding or outdated support systems to fuel growth and innovation. Now more than ever, the industry must take responsibility for investing in its future, and that begins with supporting nonprofit charitable organizations like the American Floral Endowment (AFE). For over 60 years, AFE has been the floral industry’s trusted source for funding groundbreaking research, offering scholarships and internships to develop the next generation, and supporting industry-wide education. These programs don’t just happen – they depend on contributions…

R.I.S.E. to Support Fundraising Campaign Surpasses Goal

The American Floral Endowment (AFE) is thrilled to announce that their annual fundraiser, R.I.S.E. to Support 2025, has surpassed its goal, raising over $130,000 for the floral industry. This remarkable achievement highlights the unwavering commitment and unity of the floral industry in advancing growth through research, education, scholarships, and internships.  From May 15 to June 30, 2025, the fully virtual campaign engaged the floral community in support of the Endowment’s core programs. The theme of R.I.S.E. – Research, Internships, Scholarships, and Education – underscores AFE’s dedication to nurturing every facet of the floral sector. This year’s goal was set at $100,000, and thanks to the generosity of sponsors and contributors, we raised an impressive $136,000 from over 115 dedicated donors. You can see the…

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