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Preparing for Valentine’s Week 2021

How Do I Love Thee? Let’s Me Count the Dollars!Indeed, we’re all reciting love sonnets to the success of Valentine’s Week 2021, as 2020 has dulled so many financial arrows! In 2020, Valentine’s Day fell on a Friday, and in 2021, Valentine’s Day will move to the end of a weekend – SUNDAY! Yikes!  In the retail floral business, this is equal to kissing a frog!But Cupid’s not the only one with arrows in his quiver! How do we hit our financial bull’s eye and convert the pigeons of discontent into the bluebirds of happiness? With the Valentine’s holiday holding court as the first- or second-largest sales week of the year, and generating 30 percent to 40 percent of the…

Why Support AFE – A History of Giving

Read About Lee Phillip Bell and Be InspiredWhen William and Lee Phillip Bell created their popular daytime drama, “The Bold and the Beautiful,” presumably they sought a name that would lure potential viewers. Unintentionally they selected one that perfectly describes Ms. Bell. A woman of striking beauty, she and her husband took a bold step and created, co-produced and launched their first daytime drama, “The Young and the Restless” in 1973. “The Bold and the Beautiful” followed 14 years later. The Bell’s two successful dramas earned them 18 Emmy Awards and it also enabled them to reside in a mansion whose prior owners included Cary Grant and Howard Hughes. (Since her death this February, the home has been purchased by LeBron…

Memorial Tribute Established in Memory of Arthur Brentwood Humphrey

Art had many skills that he acquired in his always continuing quest for knowledge and learning how things work. One of those was becoming an expert welder and he spent many hours in his shop often repairing or building things for others. For example, as retail florists transitioned from large vans to smaller ones, he developed a removable shelf deck for the NV200 and Transit vans that increased the amount of product the trucks could hold. Checks can be sent to:American Floral Endowmentc/o Arthur Brentwood Humphrey Memorial Tribute610 Madison Street, Ste. 101, PMB 803Alexandria, VA 22314 The family is always notified of donations and contributions can be made in any amount.

Memorial Tribute Established in Memory of Arthur Brentwood Humphrey

The American Floral Endowment (AFE) announces a new memorial tribute in memory of Arthur Brentwood Humphrey, a longtime friend of the floral industry who died on October 6, 2020, at the age of 74. The $1,000 fund was established by the Mayme Leong Family of Ah Sam Florist and Ken & Lynn Young of Phoenix Flower Shops. Arthur was the owner of FM3 Systems and provided computer consulting services and business solutions to florists across the country to help increase their productivity and profitability. Arthur had a special way of coming into your world and turning it upside down to point you in the right direction. His unique process and style affectionately earned him the nickname of “Awful Arthur” and…

AFE’s 60th Anniversary

2021 marks AFE’s 60th Anniversary! Throughout the year, we will be celebrating the past, present, and future of the Endowment. Highlighting our successes over the decades and those that helped us get there. For 60 years, and only through industry support, AFE has provided vital research, programs, and resources to advance the floral industry. Much of the way flowers are grown and processed today are direct results of AFE-funded research. Cold chain management, care and handling, shipping practices, and pest & disease protocols are key to the success of our industry. Industry contributions support: Research to produce healthier, longer-lasting flowers and plants to boost profits for everyone. See AFE’s research achievements here. Scholarships and Internships to recruit tomorrow’s leaders and…

A Letter from AFE’s Incoming Chairman, Laura Shinall

I am honored to begin my term as Chairman of the AFE Board of Trustees. The Endowment has been a part of my life for many years. As I follow in the footsteps of my father, Del Demaree past Chairman (1992-1993), I’m reminded how he instilled in me and our company, Syndicate Sales, the importance of giving back and building into the industry that has served us so well. Serving through AFE is the perfect opportunity to do both.In 2021, the Endowment will turn 60. That’s quite a milestone (and I should know, I’m hitting the same milestone). As we look back over the past 60 years, we have accomplished so much. We’ve funded over $14 million in research, awarded…

AFE’s Awarded Educational Grants for 2020

The American Floral Endowment is pleased to announce that 16 organizations will receive funding through our 2020-2021 Educational Grants.  This year’s list includes 5 new programs in addition to continued funding for 11 ongoing programs. The funding will support educational training, conference program support, and industry resources for floral industry members, students, and faculty.Through AFE’s Educational Grants programs, organizations, universities, or industry groups can apply for grant funding or sponsorships from the Endowment. Every organization that AFE supports provides an important resource or program that is vital to the advancement and success of the floral industry.The Annual Educational Grants prioritize programs that are wide-reaching and those that aim to bring young professionals to our industry. Weight is also placed on…

What’s in “Store” for the 2020 Holiday Season?

Will It Be Naughty or Nice?On Dasher, On Dancer, On Master and Visa! Without doubt, the 2020 holiday season will be one for the record books — either good, bad or somewhere in the middle!  The timeline of Christmas selling continues to evolve, with Black Friday and Cyber Monday compelling many retailers to be “first out” with the holiday. As a result, the transition time between Fall, Halloween, Thanksgiving, and Christmas has become shorter and shorter each year as we compete with the efficiency of the 24/7 online “clicks” to buy floral products and other gifting items.  In addition, the convenience of same-day, next day, and free delivery options has raised the bar of service expectations in the eyes of today’s…

Announcing AFE and Rio Roses Virtual Mask-erade Photo Contest Winner!

The American Floral Endowment (AFE) transformed their Annual Fundraising Dinner into a Virtual Mask-erade Event featuring Photo Contest sponsored by Rio RosesAlexandria, Virginia, October 1, 2020 – In light of the COVID-19 Pandemic, the American Floral Endowment transformed their Annual Fundraising Dinner into a Virtual Mask-erade, which featured a photo contest sponsored by Rio Roses. The contest ran from August until mid-September and encouraged participants to use their Giving to Grow event mask to design their own mask-erade look. The best mask-erade photo wins 50 stems of Rio Roses sent to them monthly for an entire year starting this month!  Out of over 90 entries, Cactus Flower Florists in Scottsdale, Arizona won and will be receiving FREE roses for a YEAR! Rio Roses…

Floriculture and Nursery Research Initiative (FNRI)

A Brief History and Current ProjectsIn the early 1990’s, the Society of American Florists (SAF) and the American Nursery and Landscape Association (now AmericanHort), sought support of Congress to allocate dedicated funding for floral and nursery research. In 1996, Congress agreed to begin funding the Floriculture and Nursery Research Initiative (FNRI) and the Agriculture Research Service (ARS) has managed projects and funding. Funding is split between floral and nursery projects with funding allocated to university and ARS projects. Projects that receive funding are based, to a large extent, on industry recommendations. SAF provided governmental support by interacting with Congress and, with grower input, made recommendations for projects of greatest need to the floral industry. FNRI is designed to support longer-term…

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