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and increasing competition for young talent, one thing is clear: we can no longer rely on uncertain federal funding or outdated support systems to fuel growth and innovation.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…

On the Road to Educate: Bringing Our Programs to the Industry

Spring is kicking off as a busy season for the AFE team! From Board Meetings, to industry events, our team has been hard at work spreading the message about AFE and our latest programs, like Sustainabloom, with the industry. Meeting with professionals from across the nation also helps us to hear about current challenges, needs, and areas where AFE programs can help. Pre-Valentine’s Day Miami Experience First up, Michelle Van Norden, Manager of Development and Donor Engagement, took a trip to Miami with Rob Shibata, President of Mt. Eden Floral, ahead of Valentine's Day to see the flower operations during the busy holiday rush. Rob, with his many years of experience in the industry, invited Michelle, who is relatively new…

Spring Hiring Made Easy – 25% Off!

The AFE Career Center provides valuable online career tools, resources, and industry guides tailored to both individuals seeking opportunities in the floral industry and employers looking to expand their staff. The Center provides the most up-to-date job listings, real-time job alerts, networking opportunities, and free tools to help both candidates and employers during the job search. Since its launch in 2020 by AFE, engagement has more than doubled in both job views and active applications.  Calling All Employers! The AFE Career Center is a comprehensive platform to help streamline your spring hiring process. Connect with eligible employees, review resumes, and post job openings. As part of the Spring Hiring Campaign, take advantage of a special deal: Receive 25% off your job posting by using…

Looking Ahead: Resources, Opportunities, and Innovations from AFE

Happy 2025, floral industry! We hope your year is off to a great start. AFE’s team is excited to kick off another incredible year filled with free educational programming, expanded funding opportunities, and new resources tailored for every segment of the floral industry. Here’s a glimpse of what you can be looking ahead to in 2025: Tailored Resources for Every Segment of the Industry We recognize that the range of jobs in the floral industry is diverse, with unique challenges and opportunities across different segments. That’s why we’ve developed landing pages specifically tailored to your needs - on our homepage, you can access a customized library of programs, research results, and latest news for your profession! Check it out here.…

Meet Our 2024 Travel Grant Recipients!

Every year, we award travel grants to support continued education and help industry professionals overcome financial barriers to attend educational events, like conferences, workshops, and programs. These opportunities allow them to learn cutting-edge techniques and trends to bring back to their businesses, benefiting their teams and communities. This year, we are thrilled to celebrate three exceptional grant recipients who have been awarded funding through the Arizona Retail Florist Travel Grant and the Retail Florist Continued Education Travel Grant. These individuals showcase a passion for learning and a dedication to advancing the floral industry. These grants are made possible by generous individuals who started the funds and grow each year with industry support. The Arizona Retail Floral Education Travel Grant was…

Valentine’s Day 2025: Prep Tips & Trends

This article on Valentine’s Day 2025 comes from guest writer Gina Tarquinio, a floral designer based in the Philadelphia Suburbs and a member of our Young Professionals Council. This piece contains photos of some of Gina’s designs—you can see more here! Each year, Florists begin preparing earlier for the biggest day of the floral year: Valentine’s Day. This holiday is widely known for celebrating love and romance, with the most popular gifts to give being greeting cards, candy, and flowers. Flowers are our focus, which means finding ways to add other top sellers to the sale is a win-win situation for you and your customer. Your average order value will increase, and the customer can get all of their Valentine’s…

2024-25 Grants Empowering Floral Industry Education

We are excited to announce that 19 organizations will receive educational grants from AFE in 2024-25, totaling $63,500. The funding will support these organizations as they conduct educational conferences, offer online and in-person training and certification programs, and expand awareness for the floral industry.  Our commitment to these programs supports a wide range of activities that strengthen the floral industry, from promoting awareness to the next generation to fostering continued education and resources for current industry members. “For over 60 years, the Endowment has helped fund educational programs and opportunities that are vital to advancing our industry,” said AFE Education Committee Chair Adam Van Winkle of Stadium Flowers.  “Through the support of our dedicated donors, we are able to continue…

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…

‘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…

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