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Our 2024-2025 Annual Report: Where Investment Meets Impact

We have released our 2024-2025 Annual Report, capturing a year of momentum, innovation, and industry-driven impact. The report illustrates how collective investment from across the floral community is fueling research, education, and leadership development that will shape the future of floriculture. Spanning July 1, 2024, through June 30, 2025, the report details more than $600,000 awarded to 20 research projects, expanded sustainability education through Sustainabloom, and continued support for students and emerging leaders through scholarships, internships, and the Young Professionals Council. In total, AFE distributed more than $1.5 million in research, scholarship, and grant funding: strategically strengthening every segment of the floral industry. The report also highlights the establishment of new and repurposed funds, including the Demaree Family Floriculture Advancement…

Beyond a Lifetime’s Work

Dr. Terril and Cathy Nell’s Support for AFE’s Legacy Circle is a Culmination of Passion and Lessons from Around the World He was simply following his grandmother’s instructions. “Here is a packet of seeds. Go rough the ground up over there and sprinkle these over the top. Let's see what happens.” The marigolds planted in his grandmother’s garden flowered. But what also started to grow was a glimpse of the future for a young boy from the south. That day symbolized the beginning of a rich career in the floriculture industry for Dr. Terril Nell, including time spent serving AFE as the Research Director.  Now, the retired college professor and industry advocate, along with his wife, Cathy, are looking to…

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…

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