How to Make Your Customers Swoon Over Your Blooms! Tips and Tricks for Valentine’s 2024

As we approach Valentine’s Day 2024, the collective flower, plant, and hard goods industries have a special opportunity to maximize flower sales right out of the gate during the first major holiday of the year! Thoughtful preparation, festive atmospheres, fresh products, and impeccable service will attract customers and optimize their entire shopping experience. So here we are – it’s December 2023, and the race has already started. Here are some important business strategies to help maximize sales during one of the most critical weeks of 2024: Sales Budgeting A simple SWAG (scientific wild a** guess) method of selecting a rote sales increase based on an annual figure doesn’t work. Budgets for a holiday — especially one of this magnitude —…

Manipulating Light to Improve Quality of Cut Flowers

Once completed, this research will provide growers with well-defined recommendations for vegetative and reproductive growth to increase cut flower production efficiency and profitability. Specifically, we are quantifying how several new and commercially important cut flower varieties respond to daylength and/or vernalization temperature and duration to ultimately determine how these environmental parameters should be managed to hasten flower initiation and induction without negatively impacting stem quality and yield. This information is especially crucial for cut flower growers located in northern latitudes as they transition to year-round greenhouse production.   Bluebeard (Caryopteris ×clandonensis) and Billy button (Pycnosorus globosus) are both crops that have been recently introduced as cut flowers, however, there is very little production and flower induction information available. These crops have the…

A Year in Review: A Look Back at 2023

As the year comes to a close, we invite you to celebrate all that the Endowment has been able to accomplish and provide through your ongoing support. What a year it’s been! We couldn’t have done it without you. Together, we have granted over $675,000 in funding this year to support research, internships, scholarships, and education for the entire floral community. Consider making a contribution to support us continuing this great work next year! Here are some key highlights from 2023: Research and advancements are key to the industry’s ongoing growth and success. This year, we have funded 12 ground-breaking research projects, including five new projects and seven continuing projects. The projects are working to move the industry forward and help solve some of…

Educating and Empowering: AFE’s Commitment to Continued Education for the Floral Industry

The American Floral Endowment (AFE) is pleased to announce that it is awarding $63,990 in Educational Grants to 19 organizations in 2023-24. This funding will help these organizations host conferences, teach students and educators about the floral industry, offer programs such as greenhouse training and florist certification classes, promote sustainability practices, and more. AFE’s Educational Grants represent an ongoing commitment to the future of the floral industry. By supporting education at all levels, AFE is helping to ensure that the industry has the latest skills, knowledge, programs, and technology it needs to succeed. 2023-2024 Educational Grants Awarded to: America in Bloom – America in Bloom Educational Symposium American Institute of Floral Design (AIFD) – Bringing FFA to AIFD Symposium Orlando,…

Coming Full Circle Leads to Life of Giving

This special article features AFE’s Legacy Circle Member, Sten Crissey, a long-time industry member who has been retired from the industry for 15 years. Sten resides in Seattle, Washington with his wife, Maryann. Since he was big enough to push a broom, Sten Crissey spent his days growing up in the floral business. His dad, James, had opened the Seattle-based Crissey Flowers and Gifts downtown in 1942, well before Sten came along. But once he did, the family business was in his blood. His mom, Aimee, handled the office duties, and his dad ran the shop. Sten jumped in where needed, and his responsibilities would grow as he did. He folded boxes, then handled deliveries, and by the time he…

Arizona Grant Opens Doors of Opportunity for Local Industry Members

Next year, two floral industry members from Arizona will have the chance to attend exciting national industry events to further their education, learn new techniques, and network with other industry members – thanks to AFE’s Arizona Retail Floral Education Travel Grant.  The Arizona Retail Floral Education Travel Grant was created to provide support for traditional retail florists in Arizona to pursue floral industry educational or design events outside of the state of Arizona. The grant is open to owners, managers, and employees of traditional retail florists with a brick-and-mortar storefront in Arizona.  The fund was established from the defunct FTD District 8K with additional initial funding provided by Ken and Lynn Young of Phoenix Flower Shops. The fund continues to grow with contributions…

The Influence of Internships

AFE’s Visits with Students and Faculty at Michigan State University Just a few short weeks ago, AFE Staff, alongside the Vic & Margaret Ball Committee, had the opportunity to visit Michigan State University (MSU) to review internship applications, select students, and spend some time with faculty and students who directly benefit from the Endowment’s programs. Every year, the Vic & Margaret Ball Committee meets in March and October to evaluate applications and select students for its prestigious internship program. The program awards three-, four-, or six-month internships to students pursuing a career in commercial production/growing.  On top of the paid internship, students receive a scholarship of up to $6,000 upon completion. This program grants a full-circle experience of both hands-on…

2024 National Floriculture Forum: A Gathering of Floriculture Experts and Educators!

We cordially invite floriculture stakeholders from academic institutions, governmental agencies, and the floriculture/greenhouse industry to join us in Biloxi for the 2024 National Floriculture Forum (NFF) taking place from Thursday to Saturday, February 22-24, 2024. For over two decades, dedicated faculty and educators have collaborated to organize these annual events that promote unity, communication, and advancement within the floriculture community. .“After a pause due to the global pandemic, the 2024 National Floriculture Forum will make an exciting return, bringing together industry leaders, researchers, and students in the spirit of collaboration and innovation that has long defined the floricultural community,” Dr. Jim DelPrince, this year’s conference co-chair, said. “This event holds great significance as we move forward together, addressing the challenges and opportunities that lie…

Memorial Tribute Established Honoring Katie Kennicott

Pioneer and Goodwill Ambassador A Memorial Tribute has been established through the American Floral Endowment (AFE) honoring Kathleen “Katie” Kennicott, who passed away on October 13, 2023, at the age of 86.Many in the floral industry knew Katie Kennicott best as the sunny, astute and engaging wife (64 years) of Harrison “Red” Kennicott, of the Chicago-based wholesale distributor Kennicott Brothers Company; however, Katie also played a direct role in the company’s success. Over more than 60 years of active involvement in the floral industry, she showed a special talent for making strong connections with customers, suppliers, and others—connections that have helped to change the face of the industry.Katie met Red when both were students at Michigan State University; they married the…

A Launchpad for an Exciting Career in Floriculture: AFE’s Vic & Margaret Ball Internship Program

Learning from experienced professionals, completing hands-on training, and making connections that could lead to your dream job—that’s just some of what the American Floral Endowment’s Vic and Margaret Ball Internship Program provides for students!Through the Vic and Margaret Ball Internship Program, interns are placed at top production greenhouses across the United States, where they work alongside experienced professionals to learn about all aspects of the industry, from growing and harvesting flowers, to shipping, and conducting research and testing. One of the highlights of the Program is the opportunity for students’ advisors to visit them on-site. During the visit, advisors have the chance to check in with the interns, tour the site, and meet the student’s coworkers and supervisors. After each visit…

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