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…

Ockert Greyvenstein of Ball Horticultural Joins AFE’s Board of Trustees

The American Floral Endowment (AFE) is pleased to announce that Ockert Greyvenstein of Ball Horticultural Company is joining the Board of Trustees. Our Board is comprised of industry experts from all segments, bringing diverse perspectives and enhancing the impact of AFE’s programs. Greyvenstein will join the group, bringing his voice as an expert plant breeder and serve a three-year term with the option for a second term. Through August 31st, he will be filling a vacancy on the Board, and then will officially begin his three-year term on September 1st.  Greyvenstein joined Ball Horticultural Company in 2014 as a plant breeder with PanAmerican Seed. A transplant from South Africa, he came to the US for graduate school, first earning his…

Funding Innovation for the Industry: 2024-2025 Research Projects

A core value of our mission is to help address industry challenges and struggles through the funding of cutting-edge research. We understand the important role research plays in sustaining our industry, and as a result, much of the research that has transformed industry practices in the past 60+ years has been sponsored by AFE, helping to provide longer-lasting, better-quality flowers and plants. We are committed to continuing to support advancements like this, and accept new proposals from researchers each year.  AFE’s Research Committee and the Society of American Florists Growers Council carefully review these proposals and evaluate them for their focus, reach, and benefit to the industry. If selected, an independent scientific peer review is carried out.  We are pleased…

Cultivating Excellence: Announcing the 2024 Paul Ecke, Jr. and Altman Family Scholars

Six individuals dedicated to the horticulture industry have excelled in their fields, earning them scholar status in two prestigious educational funding programs through the American Floral Endowment (AFE). The Paul Ecke, Jr. and Altman Family scholarships help fund the education of full-time graduate students pursuing a career in horticulture or floriculture. Those who receive the scholarships are rewarded for their accomplishments as they continue working toward growth in the industry. The 2024 recipients are Savannah Mead, West Virginia University, Paul Ecke, Jr. Scholarship, first year; Jack Bobo, North Carolina State University, Paul Ecke, Jr. Scholarship, second year; Greta Gallina, University of Georgia, Altman Family Scholarship; Jessica Brown, Michigan State University, Altman Family Scholarship; Haramrit Gill, Texas A&M University, Altman Family…

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…

Michelle Van Norden Named New Manager of Development & Donor Engagement

We are pleased to welcome Michelle Van Norden to the AFE staff as the new Manager of Development and Donor Engagement! We have proudly been providing programs, resources, and support for the floriculture industry for 60+ years; this has been made possible only with the support of generous donors. This position will continue to enhance connections to our donors, and further develop relationships with our stakeholders. As the Manager of Development and Donor Relations, Michelle will be promoting our many ways to give, such as named funds, legacy gifts, recurring donations, and designated donations.  As the Endowment’s community of donors grows, AFE will be able to further expand our core programs — scholarships, internships, educational grants, and innovative scientific research…

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…

Altering Petunia Development Rate to Improve Cutting Yield and Crop Production Efficiency

Researchers at Michigan State University, funded by AFE, are exploring how to breed new varieties and improve petunia crop to make production more efficient. This project is working to understand the genetic materials of different petunia varieties, and evaluate their development and performance to maximize efficiency. Read more below, and explore our other currently funded projects here. The rate at which plants produce new nodes is a fundamental trait with numerous implications for ornamental crop production. The benefits of understanding the genetic regulation of development rate and being able to manipulate development rate in the breeding of new cultivars include: 1) Reduction in crop production time:  Crop production time for annual bedding plants is a function of the rate of development,…

The Fred C. Gloeckner Foundation Joins with the American Floral Endowment 

Amplifying Floriculture Research Advancements The American Floral Endowment (AFE) and the Fred C. Gloeckner Foundation are pleased to announce a new partnership and joining of forces promoting a shared vision of cultivating and funding innovation, advancements, and growth through floriculture research. Through this partnership, the American Floral Endowment will provide a new home for the Fred C. Gloeckner Foundation, transitioning the Foundation to a new fund within AFE. The new Fred C. Gloeckner Foundation Research Fund will continue the Foundation's current mission of providing a source of funding for research and education in floriculture while maintaining its robust history. The Fred C. Gloeckner Foundation Research Fund complements AFE's research efforts and amplifies floriculture growth through combining efforts, ultimately resulting in more significant achievements and…

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