Bridging Research and the Retail Floor

By Bob Callahan, CEO of Floriexpo Through a strategic partnership with the Floral Marketing Fund (FMF), in collaboration with AFE, Floriexpo 2026 will focus on connecting research, consumer insights, and real-world application to support long-term industry growth.To ensure we’re leading this industry toward real growth, we at Floriexpo are narrowing our focus on three critical areas: providing a complete toolkit for the modern supermarket retailer, empowering wholesalers and retailers, and leaning into strategic partnerships that turn raw data into retail reality. A Complete Toolkit for the Modern Buyer We are introducing several major shifts to the show floor designed to serve the 2026 buyer. A key focus this year is our partnership with Certified American Grown, which completes the sourcing…

Mother’s Day: A Florist’s Playbook That Will Elevate Your Sales Potential 

Mother’s Day is one of the most significant sales events for florists, offering an excellent opportunity to connect with customers and maximize revenue. With thoughtful planning, a diverse product selection, and excellent service, floral retailers can turn this special occasion into a thriving business success. A Brief History of Mother’s Day The modern celebration of Mother’s Day in the United States began in the early 20th century, thanks to the efforts of Anna Jarvis, who wanted to honor her mother’s work as a caregiver and advocate for women. In 1914, President Woodrow Wilson officially established the second Sunday in May as Mother’s Day, encouraging national appreciation for mothers everywhere. Since then, Mother’s Day has become one of the biggest gifting…

Inside the Floral Magic of the Rose Parade

By Gracie Alvarez CFD, AFE Digital Marketing and Project Specialist This January, I had the opportunity to volunteer as a floral designer for the 137th Tournament of Roses Parade in the (normally!) bright and sunny Pasadena, California. While this year’s weather had other plans in store, the experience was an incredible chance to be a part of our floral community in action, get a behind-the-scenes look at one of the most iconic and historic floral events in the country, and see firsthand the teamwork that makes it all possible.  The Rose Parade first began on January 1, 1890, in Pasadena, California as a way to showcase Southern California’s warm winter climate and blooming flowers. What started with flower-decorated carriages and…

New Education Fund Opens Doors for Oklahoma Florists and Students

We are pleased to announce the establishment of the Oklahoma Florists’ Education Fund, a new Named Fund created in partnership with the Oklahoma State Florists’ Association (OSFA) to support the continued education and professional development of Oklahoma florists. This fund reflects our shared belief that education is essential to strengthening the floral industry, from foundational training to advanced skill development. Created in 2025, the Oklahoma Florists’ Education Fund was established with funding previously stewarded by the Oklahoma State Florists’ Association. The OSFA board chose to entrust these funds to AFE to ensure they would continue to support education and development for Oklahoma florists well into the future. “Oklahoma florists have always valued education, and it was important to us that…

New McCarthy-Family Flowers Legacy Fund Supports Multi-Generational Retail Florists

We are proud to announce the creation of the McCarthy-Family Flowers Legacy Fund, a new fund jointly established with the McCarthy Family, owners of Family Flowers, within the Endowment to uplift and empower multi-generational retail florists. This new fund celebrates the family-owned flower shops that have long served as the backbone of their communities, bringing tradition, creativity, and heartfelt connection to the floral industry. Established through a generous multi-year pledge from the McCarthy Family, the fund honors the enduring legacy of multi-generational retail florists. For decades, family-owned flower shops have strengthened their communities with creativity and personal service. Through annual educational travel grants that support leadership development and long-term business sustainability, this will help ensure these businesses continue to thrive.…

Empowering Florists to Learn, Grow, and Inspire

Continued education is vitally important to our industry, especially for small business owners and employees who rely on ongoing learning to stay inspired and competitive. To help make these opportunities accessible, we administer several grant programs designed to support retail florists as they travel to industry events, conferences, and workshops: places where they can build new skills, strengthen their businesses, and spark their creativity. This year, five individuals were selected to receive support through three of our travel education grant funds: the Retail Florist’s Continued Education Grant, the Ken and Jean Royer Family Fund - Retail Florist Education Travel Grant, and the Arizona Retail Floral Travel Education Grant. These grants were each established to expand educational access for brick-and-mortar retail…

Inspiring the Next Generation of Floral Designers at Texas A&M’s Benz School of Floral Design

AFE Vic & Margaret Ball Committee with Benz School Professor, Wendy Osburn, and Texas A&M Faculty Earlier this Fall, AFE Program Manager Candice Musgrove and members of the Vic & Margaret Ball Committee had the opportunity to visit Texas A&M University’s Benz School of Floral Design, one of the many programs supported through AFE’s James & Helen Phillip Floral Design Grant The visit offered a firsthand look at how AFE’s educational funding is helping students grow their skills, pursue their passions, and build meaningful futures in the floral industry. Founded by M. Buddy Benz, the Benz School is built on a legacy of excellence in floral design education. Its curriculum emphasizes both artistry and business acumen, teaching students the elements…

Behind the Blooms: One Mosmiller Intern’s Summer in Colorado

Each year, our interns have the chance to dive headfirst into the professional floral industry, gaining hands-on experience and learning from skilled industry mentors. One of our recent Mosmiller interns, Mackenzie Hartley, a student at California Polytechnic State University, San Luis Obispo, spent her internship at Unbound Floral Design in Steamboat Springs, Colorado. While there, she not only sharpened her technical skills, but also got to see the ins and outs of running a full-service wedding floral business. From processing fresh flowers to designing large-scale installations, Mackenzie had the chance to build her knowledge and confidence to help prepare her for a strong, successful future in floral. Read on to hear directly from Mackenzie about her unforgettable summer experience!  Student…

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…

Highlighting the Success of Former Interns & Scholars

For decades, the American Floral Endowment (AFE) has supported the floriculture industry through research and education that have been instrumental in improving the sector’s future outlook. But just as important are the financial and hands-on opportunities our programs provide for the industry's future workforce.  “Our internships and scholarships are a way in which up-and-coming industry professionals can further their education and experience. But for the industry as a whole, they also provide solid ground in developing a talent pipeline that will ensure the industry remains strong and thriving for decades to come,” said Debi Chedester, CAE, AFE's Executive Director. As National Intern Day is celebrated around the country on July 31, we are celebrating the tremendous impact internships provided through AFE…

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