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…

USDA Floriculture Crops Summary Gives Us a Look at Where We’re Growing

As we step into a new season, I’m excited to welcome you back to another year of Growing Further. Whether you’re gearing up for spring planting, reflecting on last year’s lessons, or already deep into production, this time of year always carries a sense of renewed energy and opportunity. Since our last issue, there’s been no shortage of momentum across the floriculture industry.  Like many of you, I’ve been enjoying the reporting on the latest USDA Floriculture Crops Summary and what it tells us about the state of our industry. You can read more insights from our friends at Ball Publishing here, and the full report here. Overall, the report points to a sense of stability, with total floriculture sales…

Air, Electricity, and Insects: A New Recipe for Plant Nutrition?

By Pamela Andrade, University of California, Davis Greenhouse and nursery producers operate under constant pressure to deliver uniform, high-quality plants on predictable production schedules. Whether producing bedding plants, ornamentals, or vegetable transplants, growers depend on reliable inputs, especially growing media and nitrogen fertilizers, to maintain crop performance. However, in recent years, both of these foundational inputs have come under increasing scrutiny due to environmental concerns, rising costs, and supply chain vulnerability. Nitrogen remains the primary driver of plant productivity across horticultural systems. Adequate nitrogen supports vegetative growth, canopy development, and overall plant quality. Yet the global nitrogen fertilizer system is both energy-intensive and vulnerable to disruption. Most synthetic nitrogen fertilizers are produced through the Haber–Bosch process, which converts atmospheric nitrogen…

AFE Trustees Visit UC Davis to See Research and Philanthropy in Action

Last month, members of our Board of Trustees and Staff had the opportunity to visit the University of California, Davis to see firsthand how AFE-funded research is advancing innovation for the floriculture industry. UC Davis, ranked among the top universities globally for agriculture and forestry, has long been a hub for cutting-edge agricultural research. During the visit, faculty and graduate students shared updates on their AFE-funded research and related collaborative efforts aimed at addressing key industry challenges. The day began with an overview of drone imaging technology. Dr. Christian Nansen and his team showcased how aerial imaging and remote sensing tools can help monitor crop health, detect stress or pest issues earlier, and eventually provide growers with more precise data…

Growing Knowledge: YPC Members Share Their UF Greenhouse Training Experience

What happens when young professionals in floriculture get the chance to deepen their technical knowledge and immediately apply it in their work? For three members of our Young Professionals Council (YPC), that opportunity came through the University of Florida’s Greenhouse Training Online courses. Through AFE’s educational grant program, we sponsor these 4-week, award-winning certificate courses from UF/IFAS Extension. As a special opportunity provided to the YPC, Maleah Wellmann of Bell Nursery, Mike Wijesinghe of Bell Nursery, and Danielle DelConte of Ball FloraPlant each completed a course designed to strengthen greenhouse production knowledge. From plant disease diagnostics to irrigation management and climate control, the lessons they learned are already helping them think differently about challenges in the greenhouse and bring new…

Advancing Powdery Mildew Resistance in Gerbera Through CRISPR Gene Editing

Powdery mildew is one of the most persistent and economically damaging diseases affecting gerbera production. While some cultivars show partial resistance, most commercial varieties rely heavily on fungicide applications to maintain quality and marketability. Traditional breeding for resistance is time-intensive and difficult to apply to established cultivars, and transgenic approaches can face significant regulatory hurdles. A recent project, led by Dr. Dayton Wilde and his team at the University of Georgia and supported by AFE, explored a promising alternative: using CRISPR gene editing to develop powdery mildew-resistant gerbera more efficiently. Building a Gene Editing Platform for Gerbera Before targeting disease resistance, researchers first needed to establish reliable tissue culture and transformation systems for gerbera. Optimized protocols were successfully developed for…

Art Van Wingerden Appointed AFE Chairman-Elect

The American Floral Endowment’s (AFE) Board of Trustees has appointed Art Van Wingerden, COO of Metrolina Greenhouses, as AFE’s Chairman-Elect. Art will begin his two-year term as Chairman in September 2026, succeeding current Chairman David Garcia of Pete Garcia Company/Garcia Group. Following his term as Chairman, David will continue his service to the organization for an additional two years as Past Chairman. Art’s appointment comes during a milestone year as AFE celebrates its 65th anniversary, an important reminder of the industry’s long-standing commitment to investing in research, education, and scholarships that strengthen floriculture for the future. As COO of Metrolina Greenhouses in Huntersville, North Carolina, Art helps guide one of the largest and most innovative greenhouse operations in the country.…

Creating Connection and Community: My Internship Experience with AFE

By Nora Silverstein Hello, floral industry! My name is Nora Silverstein, and I have had the privilege of being AFE’s Communications Intern for the past 7 months. My work has primarily been behind the scenes, but as my internship concludes, I wanted to reflect on everything I have learned throughout this incredible experience.  A little bit about me: I am a third-year student working towards a BA in communications with a minor in sociology, and certificates in corporate & community relations, digital media, and public & professional writing (a mouthful, I know!) at the University of Pittsburgh. Public Relations, Advertising, Media, and Communications are my passions: I have always looked for opportunities to apply the skills I have learned in…

New Opportunity for Wholesale Floral Professionals: The Bill Doran Company Wholesale Education Travel Grant

We’re excited to share a new opportunity designed to support continued learning and professional growth within the wholesale floral community: the Bill Doran Company Wholesale Education Travel Grant. Developed in partnership with the Bill Doran Company and made possible through a generous contribution from the LaFever family, the fund reflects a shared commitment to investing in the people and businesses that keep the floral supply chain strong.  The grant helps offset travel expenses for wholesale floral professionals attending key industry events, conferences, and educational programs, making it easier to access meaningful learning and networking opportunities.  The fund was made possible through the commitment of Bill LaFever and Chris LaFever, who continue the legacy of leadership begun by their grandfather, the company’s founder, in…

Celebrating Milestones: Special Anniversaries in 2026

Each year, we take time to recognize and celebrate the meaningful milestones that reflect long-term commitments to our industry. In 2026, as the American Floral Endowment (AFE) celebrates 65 years of supporting research, education, and industry growth, we are also honored to recognize several Named Funds reaching significant anniversaries. These funds represent decades of vision, generosity, and belief in the future of floriculture. From scholarships that support students finding their path to research funds that improve flower quality and longevity, each has played an important role in advancing our industry. Celebrating 35 Years Carlson-Johnson Scholarship for Nontraditional Students For over three decades, the Carlson-Johnson Scholarship has helped open doors for students taking nontraditional paths into floriculture. Barbara Carlson, along with…

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