Diamond Celebrations for AFE – 60th Anniversary Feature in FCI

This past month, FloraCulture International took some time to sit down with our Executive Director, Debi Chedester, to feature the Endowment’s 60th (Diamond) Anniversary and the vital resources we continue to provide for the floral and horticulture industry. Touching on almost every aspect of AFE, the conversation flowed from addressing major industry challenges to the importance of supporting the Endowment, and our greater purpose and mission. “An industry is only as strong as those that support it. It is vital to support AFE because without this critical research, the support of education through grants, and the support of young professionals with internships and scholarships— there wouldn’t be advances. No other organisation in the industry provides all of these services, and AFE…

PRESS RELEASE: AFE Surpasses Initial Fundraising Goal in Under 30 Days

60 Days to Raise $100,000 – Support another 60 years of floral industry programs, research, and resources! Alexandria, Virginia, July 14th, 2021 –Today marks the halfway point of AFE’s 60 Day Fundraising Campaign! Thanks to the quick work of AFE’s ambassadors and the generosity of our floral industry community, AFE has surpassed its initial goal of $60,000 within the first 30 days. With the support of AFE’s volunteer fundraising team consisting of its Board of Trustees, staff, and longtime supporters, AFE is setting a new goal of $100,000 with the remaining 30 days! This new goal will break records for AFE’s annual fundraising event – during our 60th Anniversary Year! Sponsors of this campaign will impact the industry by funding research, scholarships, internships, and grants allowing AFE to expand its programs.For the second year in a…

Floral Marketing Research Fund Announces Rebranding

Growing Our Industry Together FOR IMMEDIATE RELEASE Alexandria, Virginia, July 12, 2021 –  The Floral Marketing Research Fund (FMRF), the industry’s organization for floral marketing research and resources, has announced its rebrand to the Floral Marketing Fund (FMF). The comprehensive rebrand elevates the need to focus on collaborative marketing efforts and position the Floral Marketing Fund to bring industry organizations together. At the heart of the rebrand is the change of name to the Floral Marketing Fund, a new logo, tagline, and mission & vision statements encouraging industry collaboration to promote everyday purchasing of fresh flowers and plants. The rebrand to the Floral Marketing Fund is not just cosmetic— it notes the Fund’s expanded marketing efforts and a movement towards more…

PRESS RELEASE: American Floral Endowment Seeks Industry Input for Strategic Planning

American Floral Endowment Seeks Industry Input for Strategic Planning Deadline: July 9th, 2021 FOR IMMEDIATE RELEASEAlexandria, Virginia, June 22nd, 2021 – The American Floral Endowment (AFE) asks for industry feedback as they engage in a new strategic planning process this summer. Please take a short 7-minute survey that will help lead the development of the Endowment’s new strategic plan. The survey is fully anonymous.  This year AFE celebrates its 60th Anniversary, and in those 60 years, more than $16 million in funding has been directed to scientific research. Over $3 million has been awarded for educational grants, scholarships, and internship opportunities for young professionals. This crucial strategic planning comes at a time when the industry has learned to adapt to new…

2021 Paul Thomas Floriculture Production Intern of the Year, Sherman Hartman

Essential Experience, Passion & DedicationA large part of our industry’s future relies on the minds and green thumbs of young professionals studying, researching, and working in the field.The American Floral Endowment recognizes one such prodigy by awarding the 2nd annual Paul Thomas Floriculture Production Intern of the Year Award. This year, we are pleased to bestow this honor on Sherman Hartman of Iowa State University for his exceptional hard work and dedication to our industry.Sherman made his skills and passion for greenhouse floral production clear during his internship at Tagawa Greenhouses in Denver, Colorado. Sherman completed this internship in 2020 through the Endowment’s Vic & Margaret Ball Intern Scholarship Program, qualifying him for this prestigious award.About the Paul Thomas Floriculture…

Florists’ Review New Ownership and Ongoing Partnership with AFE

Since 1897, Florists’ Review magazine has chronicled the ups and downs of the floral industry. Throughout that time, the Endowment and Florists’ Review has built a long-term partnership supporting both each other and the floral industry, which we both serve.Last Spring, the Endowment was able to rescue the Florists’ Review’s extensive library of more than 120 years of floral industry history when the Review sold its building.In January of 2021, the Review announced their new ownership, FUSE Media+. Continuing our ongoing industry connection, AFE’s Executive Director, Debi Chedester recently was invited to meet with new owner, Jules Lewis Gibson, and Associate Publisher, Mechell Lord over Zoom who shared Florists’ Review’s plans to engage, support, and provide educational content to the floral industry. Florists’ Review New…

Announcing Our 60th Anniversary Fundraising Event

 60 Days to Reach $60,000 – Support another 60 years of floral industry programs, research, and resources! For the second year in a row, our annual fundraising event will be held virtually in order to assure the safety and health of the floral community. While we know many are ready to travel this fall to in-person events, many still are not. Since our annual fundraising dinner also serves as a donor recognition event, we plan to have a large in-person celebration in 2022 to honor our industry champions over the past two years. As donors, you can continue to support the industry from home and spare any unnecessary travel.In honor of our 60th Anniversary celebration this year, our Board of Trustees and…

Care & Handling Resources, Guides, and Research for Cut Flowers

When the Association of Specialty Cut Flower Growers recently announced their Cut Flowers of the Year, the Endowment asked Dr. John Dole from NC State University to provide information on the handling of each crop. AFE has been supporting the important research at NC State for decades and is funding a new two-year project on long-term storage of cut flowers beginning in July. Care & Handling for Cut FlowersFresh Cut Flower of the Year:  Hellebore Ice N’ Roses series.  Interest in hellebores as cut flowers has steadily increased over the years, fueled by their durability and new genetics that feature outward-facing flowers in many colors and color combinations. Flowers can be harvested over a long period – interestingly, the older flowers last…

60 Days to Raise $100,000 – Peer-to-Peer Campaign

Thank you for Joining Our 60 Days Campaign!Supporting another 60 years of programs, research, and resources!For the second year in a row, AFE’s annual fundraising event was held fully virtually in order to assure the safety and health of our floral community. As a Board and staff, our shared goal for this virtual non-event was to raise $100,000 in 60 days! (Monday, June 14th to Friday, August 13th) Thanks to the quick work of our ambassadors and the generosity of our floral industry community, we have surpassed both our initial goal of $60,000 within the first 30 days and our new goal of $100,000. Breaking records for AFE’s annual fundraising event – during our 60th Anniversary Year! Sponsors of this campaign…

New Monthly ‘Grow Pro’ Webinars

Providing the Floral Industry with Direct Access to Findings and Expert ResearchersInnovation, vision, and education drive the future of the floral industry. Starting this May, we are hosting new monthly webinars on production topics that directly impact growers.AFE-funded research has provided our industry with solutions to tough challenges for 60 years now. To further communicate new results from university studies and other advancements on a broader scale, these monthly webinars are being offered free of charge, thanks to industry sponsorships.Our nationally recognized researchers, hosts, and speakers will offer ‘how-to’ advice based on AFE-funded and other research projects to help the industry navigate through these ever-changing growing challenges. The webinar topics are current and offer long-term opportunities for growers to focus on increased profit, greater…

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