Funding the Future of Floriculture & AFE Reception

We have announced our upcoming Funding the Future of Floriculture Event and AFE Reception in Orlando, Florida, on Tuesday, September 6th, from 4:00 – 6:00 pm in conjunction with the SAF 2022 Annual Convention.  This two-hour event is scheduled just before the SAF Welcoming Reception and will include the announcement of our new Sustainability Initiative, special recognition of our incredible sponsors and supporters, and an industry networking reception. The event and reception are open to all SAF Convention attendees and local industry members at no cost. AFE Trustees have worked diligently over the past two years to develop new resources for the industry. Our annual funding covers new and innovative research, support for scholarships and internships, young professional development and…

Funding The Future of Floriculture Campaign Update & AFE Reception

Join Us in Funding the Future of Floriculture and In-Person at Our Upcoming Reception! There are only two weeks left to join us in Funding the Future of Floriculture Campaign!What do you see in the future of floral? We envision a growing industry that supports new advances through innovative research, shares and promotes continued education, and fosters the next generation through scholarships and internships. The campaign runs between Monday, May 16th and Thursday, June 30th. Make a donation today and join us this September for our AFE Reception at SAF 2022!After this year’s campaign, we will be celebrating our donors, sponsors, and supporters with an event at SAF’s 2022 Convention. We are so excited to to re-engage with our floral community in person after the last…

Hands-On Learning Supported by AFE’s Educational Grants

To your average non-industry member, the scope of horticulture and floriculture may not run far outside of lawn care and gardening. Education is an excellent place to start when it comes to showing the scale of our industry to a broader audience of students and encouraging them to enter our field. Oklahoma State University’s Department of Horticulture and Landscape Architecture recognized this and utilized support from the American Floral Endowment (AFE)’s Educational Grants to offer a successful Hands-On Horticulture course in 2021-2022. The result? Enlightened students with a deeper understanding of this field, newfound hort knowledge, and industry promotion. What began as an idea for an alternate science class became a fun, informative foundation for horticulture education at OSU. The…

Funding the Future of Floriculture

2022 Fundraising CampaignHeld Virtually Between Monday, May 16th – Thursday, June 30thIn an effort to continue to increase annual support for important research, education, and other floriculture programs, AFE once again conducted a virtual fundraising campaign. Our new format of virtual campaigns has allowed us to expand our fundraising capacity beyond industry event attendees and further raise awareness for our impactful industry programs.The Endowment celebrates and thanks the many industry supporters, sponsors, and friends who contributed to this year’s annual fundraiser, Funding the Future of Floriculture. Over $146,000 was raised in support of the floral industry through the Endowment. Read more on the 2022 Campaign Results and please take a look at our complete list of sponsors below.Thank You to…

Press Release: AFE’s 2022 Fundraising Campaign

Funding the Future of FloricultureHeld Virtually Between Monday, May 16th – Thursday, June 30thFOR IMMEDIATE RELEASEAlexandria, Virginia, May 13, 2022 –Envision a future full of flowers! The American Floral Endowment (AFE) is inviting the floral industry to join them in their annual fundraising campaign – Funding the Future of Floriculture. Look ahead with AFE, as they share innovative research with new advances, scholarships and internships for the next generation of leaders, grants to enable the continued education of all industry members, and more.To continue to increase annual support for their floriculture programs, AFE is once again conducting a virtual fundraising campaign. The campaign runs between Monday, May 16th and Thursday, June 30th. Make a donation today! The theme Funding the Future of Floriculture…

Memorial Tribute Established in Memory of Don Hook

In 1976, Hook bought the company from his father. After taking over the business he also took on several other volunteer leadership roles. In the late 80s, he served as a member of AFE’s Board of Trustees. Don served the Endowment in many capacities: Secretary, Vice Chairman of Fundraising and Chairman. He also chaired the 1983 Phone-a-thon participating as one of our most successful fundraisers. He was also a former president of the Society of American Florists (SAF) and the Wholesale Florist and Florist Supplier Association (WFFSA). “Don’s example and encouragement were an inspiration to me and many other young people to enrich our lives by participation in floral industry associations,” noted Red Kennicott of Kennicott Brothers Company.Additionally, Don was…

AFE’s Strategic Plan Outlines Priorities for Funding the Future of Floriculture

As the industry continues to adapt to the changing world and new ways of conducting business, the American Floral Endowment (AFE) took the opportunity to also take a deeper look at how they can better support industry members and businesses through their floriculture programs and funding. Through an eight-month Strategic Planning effort, new priorities, goals, and initiatives were identified to provide for continued growth in the industry.As part of the Strategic Plan, the Board also approved a revised vision, mission, and logo update to better identify and promote AFE’s core initiatives. The new logo touts the overall goal of Funding for the Future of Floriculture.After months of consultation and evaluating input from the broader floral community through interviews, a public…

Memorial Tribute Established in Memory of John M. Hodapp

John passed unexpectedly on February 11, 2022. John and his wife Cathy had recently moved to Eddyville, Kentucky, where he planned to retire before the end of the year. He had recently celebrated his 35th anniversary with Hortica. Prior to joining Hortica, John worked for 12 years alongside his father at the family’s independent insurance agency. John was very dedicated to family, friends, and to Hortica. He enjoyed working on insurance issues within the floral industry. John is survived by his wife Cathy, their son Ryan, daughter Ashley, and their spouses. He is also the very proud grandfather of four grandsons (Beau, Luke, Tucker, Grant) and one granddaughter (Arlie). John will always be remembered for his eternal optimism and friendly smile.…

Suntory Flowers Partners with AFE to Establish a New Scholarship

Inspiring Innovation for UndergraduatesAdditional funding opportunities are now available for junior and senior undergraduates through the Suntory Flowers “Dream Big!” Scholarship. This scholarship is established by Suntory Flowers to inspire innovation and encourage students to explore the many possibilities available to them within the floral industry. This scholarship joins 27 other scholarships available through the American Floral Endowment (AFE).Suntory Flowers is establishing this scholarship as a part of their 20th Anniversary celebration. While Suntory celebrates their many achievements in innovation through flower breeding and genetics, they continue to spread the joy of gardening. Their dedicated network of unrooted cuttings producers and young plant operations around the globe, ensure that every grower and retailer has easy and reliable access to clean…

Supporting Future Generations of Floriculture: The Dewar Family Scholarship Fund

A new scholarship fund has been established through the American Floral Endowment (AFE) to support future generations of students interested in pursuing a career in floriculture. This scholarship joins 26 other scholarships available through the Endowment.The newly established Dewar Family Scholarship Fund will be awarded to an undergraduate student (or students) in their junior or senior year, studying environmental horticulture with an emphasis and focus on a career in floriculture. The fund is established by the Dewar Family of Dewar Nurseries.Dewar Nurseries was established in 1963 by founder Alex Dewar, with the vision of providing premier plants and exemplary customer service. The Dewar Family appreciates the value of a quality education and is excited to encourage young professionals to enter…

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