AFE Launches $2.5 Million Fundraising Campaign to Drive Floriculture Sustainability

The American Floral Endowment (AFE) is excited to announce the launch of a $2.5 million fundraising campaign to support Sustainabloom, a collaborative sustainability program created for the floral community. Initially established with seed funding from 10 forward-thinking organizations, Sustainabloom has expanded significantly providing sustainability resources for the industry. Sustainabloom is a comprehensive, industry-wide resource hub, launched in April 2024, designed to help businesses of any size advance their sustainability efforts. The program’s free resources are developed by top researchers and accessible to everyone in the industry supporting eco-friendly practices. These resources, which include comprehensive guides, assessment tools, government funding opportunities, and certification information, enable organizations to evaluate, initiate, or enhance their sustainability efforts for a more sustainable future. “Sustainability is no longer just…

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…

AFE in Action: Recent Events and Highlights

September was filled with exciting events where AFE actively engaged with the industry, participating in multiple conferences and tours. Here's a recap of some key happenings! ASCFG Regional Conference: Boulder, Colorado (September 11-12) Dr. Jim Faust (Left), Laura Barth (Center), and Francesca Hand (right) AFE staff and researchers participated in the Association of Specialty Cut Flower Growers (ASCFG) Regional Conference, which took place in Boulder, Colorado. A highlight was the tour of The Fresh Herb Co., a local grower of cut flowers, culinary herbs, and succulents. During the conference, attendees benefited from presentations by industry-leading experts and researchers. During a special session, Dr. Jim Faust from Clemson University shared insights into his latest AFE-funded research, Biocontrol for Botrytis Management in…

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…

Augusto Solano of Asocolflores Recognized with AFE’s 2024 Ambassador Award

Augusto Solano and Ken Young, Previous Chairman of AFE We are thrilled to announce the 2024 AFE Ambassador Award Recipient — Augusto Solano, Executive President of Asocolflores.  Solano was recognized with the award during the Asocolflores Board of Directors Meeting on October 3rd in Bogotá, Colombia, with a surprise visit from immediate past Chairman of AFE, Ken Young. "I am deeply honored to receive the AFE Ambassador Award. This recognition encourages me to further support progress in our industry and promote research and innovation as essential pillars of sustainable growth. AFE has been a crucial partner in addressing so many challenges we face, exemplified by recent workshops in Colombia on Thrips and Botrytis that improved pest management practices on our…

From the Field: Laura Barth’s Column Kick-Off

I’m writing this to you from beautiful Boulder, Colorado, where I had the opportunity to participate in the Association of Specialty Cut Flower Growers (ASCFG) Regional Conference and meet many cut flower growers in the Colorado area and beyond (perhaps some of you reading this article!). One of my favorite parts of being the Research Coordinator for AFE is talking with growers - both in person and virtually. That’s why I’m excited to introduce this new column in Growing Further, where I can talk to you directly about the latest AFE (and industry) updates and resources for growers, and you can get to know me a little bit better as well. Everything AFE does is supported by the industry for…

‘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…

Donor Spotlight: Greg Royer

Greg Royer is an owner and Chairman of Royer’s Flowers and Gifts in Lebanon, Pennsylvania. From its humble beginning in the late 1930s, when Greg’s grandmother, Hannah, grew violets on her windowsill and sold them to neighbors to make extra money for the family — to today, serving central Pennsylvania with 17 stores along with three stores in Columbus, Ohio, the company has had quite a transformation. One might say Greg has been in the flower business since birth, as it was a family effort to run the business.  Greg first learned of AFE when his father, Ken, was on the board. Supporting AFE has been a long-term effort for the Royers, and Greg is proud to continue the effort.  …

Enhancing Cut Flower Quality & Vase Life with Beneficial Microorganisms

In the ever-evolving world of cut flower production, sustainability and quality remain top priorities for both growers and consumers. Recent research at The Ohio State University funded by AFE focuses on the use of biostimulants—microorganisms and humic substances—to improve the growth, quality, time-to-harvest, and vase life of cut flowers while reducing the need for conventional fertilizers. These promising results may provide growers with effective alternatives to traditional chemical inputs that still support high-quality crops. Learn more from their recent research update below! By Laura Chapin, Juan Quijia Pillajo and Michelle Jones, Department of Horticulture and Crop Science, The Ohio State University, Wooster Background Cut flowers are cultivated in various environments, ranging from open fields to greenhouses, hoop houses, high tunnels,…

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