AFE Launches $2.5 Million Fundraising Campaign to Drive Floriculture Sustainability

The American Floral Endowment (AFE) is excited to announce the launch of a $2.5 million fundraising campaign to support Sustainabloom, a collaborative sustainability program created for the floral community. Initially established with seed funding from 10 forward-thinking organizations, Sustainabloom has expanded significantly providing sustainability resources for the industry. Sustainabloom is a comprehensive, industry-wide resource hub, launched in April 2024, designed to help businesses of any size advance their sustainability efforts. The program’s free resources are developed by top researchers and accessible to everyone in the industry supporting eco-friendly practices. These resources, which include comprehensive guides, assessment tools, government funding opportunities, and certification information, enable organizations to evaluate, initiate, or enhance their sustainability efforts for a more sustainable future. “Sustainability is no longer just…

An Incredible Experience: The Impact of the Arizona Retail Florist Travel Grant

Each year, through our Arizona Retail Florist Education Travel Grant, a retail florist is given the opportunity to attend an exciting in-person educational conference or event. Recently, Caroline Naylor, AzMF of Razzle Dazzle® Flowers & Gifts, attended the SAF Miami 2024 Conference with support from this fund.  Razzle Dazzle® Flowers & Gifts is a fully family-owned and operated business in Mesa, Arizona, run by Caroline and her two sisters, Clara and Marcella. All three sisters attended the convention and were able to ‘divide and conquer’ to participate in as many classes and educational sessions as possible. They are also celebrating their 20th Anniversary of opening their shop in 2024!  The Arizona Retail Floral Education Travel Grant was created to provide…

Augusto Solano of Asocolflores Recognized with AFE’s 2024 Ambassador Award

Augusto Solano and Ken Young, Previous Chairman of AFE We are thrilled to announce the 2024 AFE Ambassador Award Recipient — Augusto Solano, Executive President of Asocolflores.  Solano was recognized with the award during the Asocolflores Board of Directors Meeting on October 3rd in Bogotá, Colombia, with a surprise visit from immediate past Chairman of AFE, Ken Young. "I am deeply honored to receive the AFE Ambassador Award. This recognition encourages me to further support progress in our industry and promote research and innovation as essential pillars of sustainable growth. AFE has been a crucial partner in addressing so many challenges we face, exemplified by recent workshops in Colombia on Thrips and Botrytis that improved pest management practices on our…

‘Real Local Florists’ Donates $20,000 to Support Education

In a generous move reflecting their ongoing commitment to the floral industry, Real Local Florists Inc. (RLF), through the efforts of Harold M. Hoogasian, have donated $20,000 to the American Floral Endowment (AFE) to support and bolster future educational efforts. This significant contribution creates a lasting legacy for the Real Local Florists. Real Local Florists – Formerly Florists for Change’s main goal was to improve the industry for traditional retail florists. Through a membership-based program, RLF was dedicated to improving the economics of local florists through cooperative efforts. They targeted these efforts through education, advertising, and equitable trading among florists. Recognizing the value of the funds raised and the importance of their impact, the Real Local Florists leadership team chose…

Collaboration! The Ten Group’s 100% Participation to Support Industry

In a remarkable demonstration of unity and dedication, the Ten Group, a focus group of retail florists, has once again showcased its unwavering support for the American Floral Endowment (AFE) during this year’s Annual Fundraising Campaign: R.I.S.E. to Support.  In 2024, the Ten Group reached an impactful achievement of 100% participation of current member shops during AFE’s annual fundraising effort, which supports research, internships, scholarships, and education for the entire floral industry. The group’s collective effort highlights a longstanding tradition of philanthropy and leadership in the floral industry. The Ten Group’s members of dedicated florists include: Ah Sam Floral Company Bartz Viviano Flowers & Gifts Billy Heroman’s Flowers & Gifts Ganain’s Floral & Greenhouses McNamara Florist Phillip’s Flowers & Gifts…

Donor Spotlight: Greg Royer

Greg Royer is an owner and Chairman of Royer’s Flowers and Gifts in Lebanon, Pennsylvania. From its humble beginning in the late 1930s, when Greg’s grandmother, Hannah, grew violets on her windowsill and sold them to neighbors to make extra money for the family — to today, serving central Pennsylvania with 17 stores along with three stores in Columbus, Ohio, the company has had quite a transformation. One might say Greg has been in the flower business since birth, as it was a family effort to run the business.  Greg first learned of AFE when his father, Ken, was on the board. Supporting AFE has been a long-term effort for the Royers, and Greg is proud to continue the effort.  …

AFE Chairman David Garcia’s Commitment to the Future of Floriculture

I am excited and honored to serve as Chairman of The American Floral Endowment. For more than 40 years, AFE has been an important way of giving back to our industry to both my family and our company. My uncle Ramon (Board of Trustees from 2009 to 2015), as well as my father Pete (Trustee from 1989-1993 to Chairman 1993-1995), instilled in me the importance of the Endowment and its work. As I look forward to my term as Chairman, I am confident where we are and optimistic about how we will move forward. In 2021, the Board intensely reworked our Strategic Plan to align with our industry's needs. Since then, we’ve also set aggressive goals in Budgeting and Fundraising…

A Letter from AFE’s Outgoing Chairman, Ken Young

Dear AFE Supporters and Friends, It has been a true honor to serve as the Endowment’s Chairman over the past two years. AFE has remained focused on our mission and continued to provide critical funding to support our industry. The past two years have been filled with many accomplishments resulting from the work of AFE’s incredible Staff and Trustees, along with unwavering support from the industry. The Endowment reached a significant milestone in 2023, surpassing $20,000,000 in funding for research, education, scholarships, and internships to benefit our industry. Here are just a few of the many things we have accomplished… Launched the Thrips & Botrytis Library, providing new valuable resources to growers which was the result of $1,500,000 in new…

New Officers & Trustees Appointed

The American Floral Endowment (AFE) is pleased to announce the new Chairman of the Board, Officers, and Trustees appointments effective September 1, 2024. AFE Officers and Trustees play a crucial role in setting the long-term strategic direction of the Endowment’s research and educational programs and resources, offering their unique knowledge to assist in carrying out our mission.  Trustees volunteer their time and experience, participate in all AFE events and meetings, and travel at their own expense. They are elected by the Board’s Nominating Committee and serve a three-year term with the option of an additional three-year term. Additionally, a new Young Professionals Council Advisor to the Board has been named. New Chairman of the Board and Executive Committee Appointments David…

Together We R.I.S.E – Annual Campaign Surpasses Goal

We are thrilled to announce that our annual fundraiser, "R.I.S.E. to Support 2024," has far exceeded our goal, raising over $140,000 for the floral industry. This impressive achievement highlights the unwavering commitment and unity of our industry in advancing growth through research, education, and programs. From May 15 to June 28, 2024, our fully virtual campaign successfully engaged the floral community in a fundraising effort to boost support for the Endowment’s essential programs. The overarching theme of R.I.S.E.—Research, Internships, Scholarships, and Education—underscores our dedication to nurturing every facet of the floral sector. Our initial goal was set at $100,000, and thanks to the generosity of more than 115 donors and sponsors, we raised over $143,506. The full list of sponsors…

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