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Upcoming Webinar Releasing Consumer Houseplant Study Results

The Floral Marketing Fund (FMF) will host a webinar on December 9th at 1 PM Eastern to present results from a consumer preferences study about houseplants conducted during the COVID-19 pandemic. The study’s researchers, Dr. Melinda Knuth, NC State University, Dr. Hayk Khachatryan, Mid-Florida Research and Education Center, UF/IFAS, and Dr. Charlie Hall, Texas A&M University, will reveal the data, address trends in houseplant purchasing, and discuss how the industry can capitalize on them. Register for the webinar at: https://bit.ly/Consumer20.To better understand the rising popularity of houseplants over the last decade, this study addresses the gaps in information that speak to the main drivers of consumer usage. Most recently, due in part to COVID-19, sales have seen further growth because…

Special 60th Anniversary Edition of the AFE Bulletin

Past, Present,and Future As AFE’s 60th year comes to a close, we hope you’ll enjoy our 60th Anniversary Special Edition Bulletin highlighting AFE’s programs, accomplishments, and impact on the industry. Special thanks to our 60th Anniversary Campaign sponsors who are recognized throughout the issue.Take a walk down memory lane with us in this special publication, where we will not only share our history and successes but also recognize the many organizations and individuals who have supported AFE’s growth. This extended issue shows the past, present, and future of AFE including our research, scholarships, internships, and grants.

Career Insights for Young Professionals

Survey Results and Webinar RecordingThis fall, the Endowment created two informal surveys for professionals in the industry and academia about their experiences and advice to help young professionals interested in pursuing a career in floriculture/horticulture. The surveys include insights on the job market, career development, application advice, background on how professionals attained their current roles, and more. The surveys were released to AFE’s community of faculty, donors, and industry members.With the help of our Young Professionals Council (YPC) through member Michael Wijesinghe, AFE analyzed the data and compiled the results into two executive summaries, one for the Industry Survey and one for the Academic Survey. We are pleased to release these resources for young professionals interested in careers in our…

AFE’s Research Achievements

The challenges facing the flower industry have changed throughout the last 60 years, and with these changes, AFE has redirected research efforts adapting to the needs of the community that we serve. As opportunities developed from these challenges, AFE supported research to enhance product quality, share best practices, and improve profits leading to a more successful floral industry. Many projects have been funded at universities and colleges across the U.S. through the years. Results from these projects have led to new production practices, postharvest & shipping procedures, reduced losses from pests & diseases, and improved longer lasting flowers. AFE funded research has transformed the floral industry as we know it today and resulted in improved quality of flowers reaching consumers.Let’s take…

Announcing Industry-Wide Recruitment Resources

We have announced new customizable recruitment resources developed to help every industry segment’s local and national recruiting efforts. When used with the AFE Career Center, these templates provide floral industry members with everything they need to promote open positions and recruit broadly. This library of ready-to-use documents includes job descriptions, job advertisements, checklists, guides for internship programs, career fair materials, and more… to support a faster avenue for connecting with, interviewing, and hiring local talent. “With labor being one of the more pressing challenges facing the floriculture industry, AFE understands the time and effort industry members must expend when looking for additional team members,” says AFE Chairman Laura Shinall, Co-Owner of FreshPath Marketing. “These comprehensive resources align with the AFE Career Center and allow businesses of any size…

Floral Design Grants Offer Scholarships to Floral Design Students

James and Helen Phillip Scholarship Fund Awards $33,000 We have awarded $33,000 in block grants to five colleges and universities through the James and Helen Phillip Floral Design Scholarship Fund for the 2021-22 academic year.James and Helen PhillipEstablished to honor James and Helen Phillip by their daughter Lee Phillip Bell, the Grant provides scholarship assistance to students enrolled in floral design programs.  Initially funded in 2008, the program leaves a legacy honoring The Phillips that supports the education of students and intends to create a pool of trained workers to fill positions in retail flower shops. The James and Helen Phillip Floral Design Scholarship Fund prioritizes funding for colleges and universities in the Great Lakes region; however, these grants are also…

Announcing the Meinders Retail Florist Education Grant Fund

New Grant Provides Support for Retail-Focused Educational Programs We are pleased to announce the creation of the Meinders Retail Florist Education Grant Fund that will provide financial support for retail florist education. Established through generous contributions from longtime industry members and AFE supporters, Herman and LaDonna Meinders, this new fund combines with the first-ever AFE Named Fund established in 2011 by the couple now totaling more than $500,000. “Herman and LaDonna paved the way to encourage others to support AFE’s overall mission of providing for the future of the floral industry. Since that time, more than 30 additional named funds have been created,” said AFE’s Executive Director Debi Chedester. When asked about his continued commitment to the Endowment, Herman Meinders shared, “As…

Our Educational Grants Strengthen the Future of Floriculture

$70,000 Awarded in 2021-22 to 17 Programs Alexandria, Virginia, October 20th, 2021 –17 programs will receive funding through our 2021-22 Educational Grants. The organizations, universities, and industry groups receiving grant funding offer a diverse array of programs that are vital to the floral industry’s advancement and success.The funding of these essential programs supports a wide range of activities that serve the floriculture industry by increasing awareness, expanding training and education, supporting conference programs and research, and expanding industry resources for floral industry members, students, and faculty.“While the programs cover many levels of educational opportunities, together they help build a strong future for the floriculture industry,” said AFE Treasurer/Secretary and Education Committee Chair Greg Royer. “At the American Floral Endowment, we are committed…

Twenty-One Students Awarded AFE Scholarships

ALEXANDRIA, VA – October 13th, 2021 – The American Floral Endowment (AFE) has awarded 21 students with scholarships totaling $54,500. In this 2021 scholarship cycle, 57 applications were received and reviewed. AFE is aware the floral industry faces significant challenges to our labor force. Now more than ever, these programs are imperative in helping support new professionals enter the industry and launch a successful career. “With the pool of high-quality candidates that AFE receives every year, it is inspiring to see the passion these scholars demonstrate in their work, study, and research,” said Greg Royer, AFE Treasurer/Secretary and Education Committee Chair. “AFE takes great pride in providing scholarships for these promising industry members, and we look forward to seeing where…

Memorial Tribute Established in Memory of Bob Williams

Bob’s early career was at Sherwin Williams, where he became Director of Sales and Marketing, Consumer Brands Division, which he held for 10 years. In 1997, Bob left Sherwin Williams to work for Smithers-Oasis, a global manufacturer and marketer of floral foam, postharvest products, growing media, temperature-controlled packaging, and floral accessory products – entering the floral industry where he would devote the rest of his career. Harrison “Red” Kennicott, Chairman of Kennicott Brothers Company notes, “Unlike many of us, Bob joined the flower industry in mid-career. Bob hit the ground running and never stopped. Bob made a difference for his company, for the flower industry and for all of those whom he touched.” Over the course of 19 years, he…

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