Matching Gift Provides Travel Grants for Retail Florists

Greg and Amy Royer Continue Family Legacy Expanding and enhancing support of retail florists – a generous gift of $50,000 has been provided to the American Floral Endowment (AFE)’s Ken and Jean Royer Family Fund. This donation comes from Greg and Amy Royer and matches the planned estate gift from Ken and Jean Royer, who initially established the new fund. Greg and Amy Royer, Royer's Flowers and Gifts The Ken and Jean Royer Family Fund provides travel grants to support continued education for retail florists and promote attendance and participation at in-person conferences and events. The Royer family has a long history of giving and involvement with AFE. This support continues a multi-generational legacy of giving back to the industry.…

Ken and Jean Royer Family Fund Provides Travel Grants for Retail Florists  

A new travel grant has been established through the American Floral Endowment (AFE) by a generous bequest from the estate of Ken and Jean Royer. Ken Royer, a second-generation florist from the family-owned Royer’s Flowers & Gifts, headquartered in Pennsylvania and now in its fourth generation, alongside his wife, Jean, left behind a legacy marked by their generous spirits and commitment to the retail floral community. The new Fund honors the memory of both Ken and Jean Royer and their steadfast dedication to our industry. The Ken and Jean Royer Family Fund supports continued education for retail florists and promotes attendance and participation at in-person conferences and events.  “This Fund continues a legacy of support and involvement in our industry…

AFE’s 2024 Fundraising Campaign: R.I.S.E. to Support!

R.I.S.E. up to support the floral industry! In an effort to continue to increase support for important research, education, and other floriculture programs to advance our industry, the American Floral Endowment (AFE) has launched its annual fundraising campaign running from May 15th through June 28th with a goal of $100,000 in industry support.  The Endowment's annual summer campaign theme touts the overall tagline of R.I.S.E., representing AFE’s core programs: Research, Internships, Scholarships, and Education for the floral industry. These resources are vital to the ongoing growth of floral; the Endowment is welcoming the industry to R.I.S.E. up with us to help fund ongoing success and support for all segments, ages, and levels. You can check out the campaign launch video featuring industry supporters and AFE's Chairman, Ken Young of Phoenix Flower Shops, by clicking here. Make a…

Applications Now Open for 2024-2025 Educational Grants

We are now accepting applications for our 2024-2025 Educational Grants. The deadline to apply is June 1, 2024. Our Educational Grants help fund wide-reaching industry learning programs that provide solutions and focus on ongoing and new educational opportunities. We are committed to providing funding for various resources that empower the floral industry to invest in continued education. These grants can provide financial assistance to support educational opportunities of all kinds, including national industry conventions, event programs, or virtual events, and they allow us to collaborate with and sponsor national, state, and local association educational programs. Working with important industry organizations including state and national nonprofits, and university programs, our funding helps current industry members, students, and young professionals expand their educational opportunities and professional development. Our…

AFE On the Road

The AFE team has been busy the past few weeks! From North Carolina, to California, our staff has been busy from coast to coast attending floral industry events, networking, and planning for the future! Staying connected with the industry allows us to see first-hand the impact of our programs and research, and allows us to hear directly from industry members about the challenges they’re facing so we can adapt our programs to help.  Read on to learn more about all of the AFE staff adventures so far in 2024! AFE Board Meeting and NC State Tour Twice a year, the AFE Board meets in person to engage in strategic discussions and review past, present, and upcoming initiatives, charting the course…

The Importance of Continued Education: Sharpe Family Grant Supports Retail Florists

Continued education is a vital part of any business, but it is especially vital in the vibrant and ever-changing world of flowers.  The Sharpe family knew how much of an impact pursuing education opportunities and attending industry events can have on a floral business. In 2019, Bob and Carol Sharpe established the Retail Florist’s Continued Education Grant to help businesses in the Maryland, Virginia and DC area pursue educational opportunities that help them stay up-to-date with the latest education, tools, tips, and trends to help their business grow.  “In an industry where businesses are handed down from generation to generation, continued education is vital for success,” said Bob. Bob and Carol wanted to help floral businesses succeed, so they worked…

Unveiling AFE’s New Website: Tailored for You

We are excited to unveil our newly redesigned website, featuring seamless navigation, enhanced program accessibility, and a modern, vibrant aesthetic! The new website reflects our unwavering commitment to providing easy-to-use, accessible resources and programs supporting research, internships, scholarships, and education for the floral industry. As the Endowment’s initiatives have grown over time, adapting to the industry's ever-changing needs, the website housing all of the resources has been reshaped as well. Industry members can find resources and programs specific to their business segment, including tailored-specific news, research findings, opportunities, and more. With a focus on accessibility, the redesigned platform ensures that visitors can easily access valuable resources and navigate the website effortlessly."We are thrilled to introduce the new website, which embodies our dedication to serving all segments of…

Spring Hiring Campaign Kicks Off to Tackle Labor Challenges

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 Job-Seekers! Explore an array of resources including resume tips, reviews, and a centralized job openings hub at afecareercenter.com. Be entered to win 1 of 3 $50 Amazon gift cards by uploading your resume by April 23rd! Uploading your resume means employers can reach out to you directly with inquiries…

How to Make Your Customers Swoon Over Your Blooms! Tips and Tricks for Valentine’s 2024

As we approach Valentine’s Day 2024, the collective flower, plant, and hard goods industries have a special opportunity to maximize flower sales right out of the gate during the first major holiday of the year! Thoughtful preparation, festive atmospheres, fresh products, and impeccable service will attract customers and optimize their entire shopping experience. So here we are – it’s December 2023, and the race has already started. Here are some important business strategies to help maximize sales during one of the most critical weeks of 2024: Sales Budgeting A simple SWAG (scientific wild a** guess) method of selecting a rote sales increase based on an annual figure doesn’t work. Budgets for a holiday — especially one of this magnitude —…

Educating and Empowering: AFE’s Commitment to Continued Education for the Floral Industry

The American Floral Endowment (AFE) is pleased to announce that it is awarding $63,990 in Educational Grants to 19 organizations in 2023-24. This funding will help these organizations host conferences, teach students and educators about the floral industry, offer programs such as greenhouse training and florist certification classes, promote sustainability practices, and more. AFE’s Educational Grants represent an ongoing commitment to the future of the floral industry. By supporting education at all levels, AFE is helping to ensure that the industry has the latest skills, knowledge, programs, and technology it needs to succeed. 2023-2024 Educational Grants Awarded to: America in Bloom – America in Bloom Educational Symposium American Institute of Floral Design (AIFD) – Bringing FFA to AIFD Symposium Orlando,…

Get Involved with AFE

Make an Impact

Ways to Give

Volunteer With Us

Opportunities