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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…

Ken and Deena Altman Recognized with AFE Ambassador Award

Ken and Deena Altman of Altman Plants have been named the recipients of the American Floral Endowment’s Ambassador Award, a recognition that celebrates their longstanding leadership, advocacy, and dedication to the floral industry. Their outstanding commitment to advancing AFE’s mission was formally recognized last week during the Endowment’s  Board of Trustees Meeting in Sacramento, CA. Established in 2023, the AFE Ambassador Award honors individuals and organizations in the floral industry who exemplify exceptional leadership, advocacy, and service to the Endowment’s mission. For Ken and Deena Altman, that mission has been a shared priority throughout their careers, reflected in both their professional success and their consistent and generous support of floriculture research, education, and innovation. About Ken and Deena Altman Ken…

The August “Gus” and Mary Belle De Hertogh Scholarship: A Lasting Commitment to Floriculture Education 

Supporting students who are committed to building careers in floriculture has long been one of the core focuses of the American Floral Endowment. Continuing that commitment, the August “Gus” and Mary Belle De Hertogh Scholarship Fund is being established by Mary Belle De Hertogh in honor of her late husband, Gus, celebrating their shared belief in the power of education and their enduring commitment to supporting the next generation of floriculture professionals.  The new scholarship will provide financial support to undergraduate or graduate students who have demonstrated an interest in floriculture and who intend to pursue a career in the field after graduation. This scholarship will be awarded annually, with an application deadline of May 1, and preference given to students who have…

Discount Available: 2026 Greenhouse Training Online Courses

New for 2026! Plant Growth Regulators, and Cuttings & Stock Plants, and a New Elite Grower training program New courses include Plant Growth Regulators by Dr. Garrett Owen (The Ohio State University), and Cuttings and Stock Plant Management by Dr. Jim Faust (Clemson University) and Dr. John Dole (North Carolina State University). “Greenhouse and Nursery 101” has new material on container nursery production with Dr. Jeb Fields from UF/IFAS. This popular course is now offered twice a year (in May-Jun 2026 and Jan-Feb 2027). A new Elite Grower Program bundles five courses from Greenhouse and Nursery 101, Climate Management, Costing & Profitability, Cuttings & Stock Plant Management, Plant Growth Regulators, Success with your Latino Workforce, and Greenhouse and Horticultural Lighting.…

2026 Grow Pro Webinar Lineup

Our Grow Pro Webinar Series returns in 2026 for its sixth year, continuing to deliver timely, research-based education to growers across the floral and horticulture industry. What began as a targeted training opportunity has grown into one of AFE’s most widely attended educational programs, reaching hundreds of professionals each month and supporting growers at every stage of production. The upcoming year features an especially strong and diverse lineup, with sessions addressing critical production challenges and emerging innovations. Topics range from pest and disease management, substrates, water use, and PGRs to technology integration, temperature management, and sustainable production strategies.  “The Grow Pro Webinar Series has become a vital connection point between research and practice,” said Laura Barth, AFE Research Coordinator. “These webinars allow us to deliver…

Thank You 2025 Donors

We extend our sincere thanks to our 2025 donors for your generosity and continued commitment to the floral industry. Your support throughout the year made it possible to close 2025 with strong momentum and invest meaningfully in the future of floriculture. This effort was strengthened by this year's special $25,000 gift match, made possible by a generous AFE donor. The first $25,000 in contributions were matched two-for-one, increasing the impact of every gift and helping extend the reach of AFE’s research, education, internship, and scholarship programs. Together, these contributions helped us reach our year-end fundraising goal, raising more than $177,000 to support the people and programs shaping the future of the floral industry. We are so grateful to everyone who…

Inside the Floral Magic of the Rose Parade

By Gracie Alvarez CFD, AFE Digital Marketing and Project Specialist This January, I had the opportunity to volunteer as a floral designer for the 137th Tournament of Roses Parade in the (normally!) bright and sunny Pasadena, California. While this year’s weather had other plans in store, the experience was an incredible chance to be a part of our floral community in action, get a behind-the-scenes look at one of the most iconic and historic floral events in the country, and see firsthand the teamwork that makes it all possible.  The Rose Parade first began on January 1, 1890, in Pasadena, California as a way to showcase Southern California’s warm winter climate and blooming flowers. What started with flower-decorated carriages and…

New Scholarship Supports Global Floriculture Research

Some of the most meaningful opportunities in research come from stepping outside what’s familiar — new environments, new collaborators, new ways of thinking. A new Named Fund through AFE is designed to make those experiences possible for Ph.D. students in floriculture. Established in January 2026, the Royal Heins International Floriculture Research Scholarship Fund supports semester-long international research experiences that help Ph.D. students grow both scientifically and professionally. “I chose to work with AFE because it has a long-standing, trusted track record of supporting scholarships and research that advance the floriculture industry,” stated Dr. Heins.  Designed for Impact and Experience Created through a generous commitment from Dr. Royal Heins, Professor Emeritus at Michigan State University and longtime industry researcher, the scholarship…

Sixty-Five Years of Growing the Floral Industry Together

The floral industry thrives on beauty, creativity, and connection, but behind the scenes, progress depends on something just as vital: sustained investment in research, education, and people. For 65 years, the American Floral Endowment has quietly but powerfully fueled that progress. Founded in 1961, AFE was created by industry leaders who understood that the future of floriculture could not be left to chance. Our vision is simple, yet bold: fund the research and educational opportunities needed to keep the industry strong for generations to come. That vision has resulted in more than $23 million invested in research, scholarships, internships, and educational grants: support that has advanced science, opened doors for students, and strengthened businesses across the floral supply chain. Imagining…

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