Bridging Research and the Retail Floor

By Bob Callahan, CEO of Floriexpo Through a strategic partnership with the Floral Marketing Fund (FMF), in collaboration with AFE, Floriexpo 2026 will focus on connecting research, consumer insights, and real-world application to support long-term industry growth.To ensure we’re leading this industry toward real growth, we at Floriexpo are narrowing our focus on three critical areas: providing a complete toolkit for the modern supermarket retailer, empowering wholesalers and retailers, and leaning into strategic partnerships that turn raw data into retail reality. A Complete Toolkit for the Modern Buyer We are introducing several major shifts to the show floor designed to serve the 2026 buyer. A key focus this year is our partnership with Certified American Grown, which completes the sourcing…

AFE Scholarships Delivering Career Impact: Meet Josh Henry

Josh Henry’s career in floriculture was born from curiosity. He didn’t have a clear roadmap about his future or how far he would go, but he had a passion for growing plants, and he let that desire steer the ship. “I just said, you know, we’ll see where college takes me,” he said. What followed was a journey shaped by hard work and a network of scholarships, internships, and mentors that helped turn that early interest into a thriving career as a Technical Services Specialist with Ball Seed. Josh began his education at The Ohio State University, earning an associate’s degree in greenhouse and nursery management, then completing a bachelor’s degree in horticulture at the same institution. He admits that…

Mother’s Day: A Florist’s Playbook That Will Elevate Your Sales Potential 

Mother’s Day is one of the most significant sales events for florists, offering an excellent opportunity to connect with customers and maximize revenue. With thoughtful planning, a diverse product selection, and excellent service, floral retailers can turn this special occasion into a thriving business success. A Brief History of Mother’s Day The modern celebration of Mother’s Day in the United States began in the early 20th century, thanks to the efforts of Anna Jarvis, who wanted to honor her mother’s work as a caregiver and advocate for women. In 1914, President Woodrow Wilson officially established the second Sunday in May as Mother’s Day, encouraging national appreciation for mothers everywhere. Since then, Mother’s Day has become one of the biggest gifting…

USDA Floriculture Crops Summary Gives Us a Look at Where We’re Growing

As we step into a new season, I’m excited to welcome you back to another year of Growing Further. Whether you’re gearing up for spring planting, reflecting on last year’s lessons, or already deep into production, this time of year always carries a sense of renewed energy and opportunity. Since our last issue, there’s been no shortage of momentum across the floriculture industry.  Like many of you, I’ve been enjoying the reporting on the latest USDA Floriculture Crops Summary and what it tells us about the state of our industry. You can read more insights from our friends at Ball Publishing here, and the full report here. Overall, the report points to a sense of stability, with total floriculture sales…

Air, Electricity, and Insects: A New Recipe for Plant Nutrition?

By Pamela Andrade, University of California, Davis Greenhouse and nursery producers operate under constant pressure to deliver uniform, high-quality plants on predictable production schedules. Whether producing bedding plants, ornamentals, or vegetable transplants, growers depend on reliable inputs, especially growing media and nitrogen fertilizers, to maintain crop performance. However, in recent years, both of these foundational inputs have come under increasing scrutiny due to environmental concerns, rising costs, and supply chain vulnerability. Nitrogen remains the primary driver of plant productivity across horticultural systems. Adequate nitrogen supports vegetative growth, canopy development, and overall plant quality. Yet the global nitrogen fertilizer system is both energy-intensive and vulnerable to disruption. Most synthetic nitrogen fertilizers are produced through the Haber–Bosch process, which converts atmospheric nitrogen…

AFE Trustees Visit UC Davis to See Research and Philanthropy in Action

Last month, members of our Board of Trustees and Staff had the opportunity to visit the University of California, Davis to see firsthand how AFE-funded research is advancing innovation for the floriculture industry. UC Davis, ranked among the top universities globally for agriculture and forestry, has long been a hub for cutting-edge agricultural research. During the visit, faculty and graduate students shared updates on their AFE-funded research and related collaborative efforts aimed at addressing key industry challenges. The day began with an overview of drone imaging technology. Dr. Christian Nansen and his team showcased how aerial imaging and remote sensing tools can help monitor crop health, detect stress or pest issues earlier, and eventually provide growers with more precise data…

Growing Knowledge: YPC Members Share Their UF Greenhouse Training Experience

What happens when young professionals in floriculture get the chance to deepen their technical knowledge and immediately apply it in their work? For three members of our Young Professionals Council (YPC), that opportunity came through the University of Florida’s Greenhouse Training Online courses. Through AFE’s educational grant program, we sponsor these 4-week, award-winning certificate courses from UF/IFAS Extension. As a special opportunity provided to the YPC, Maleah Wellmann of Bell Nursery, Mike Wijesinghe of Bell Nursery, and Danielle DelConte of Ball FloraPlant each completed a course designed to strengthen greenhouse production knowledge. From plant disease diagnostics to irrigation management and climate control, the lessons they learned are already helping them think differently about challenges in the greenhouse and bring new…

Advancing Powdery Mildew Resistance in Gerbera Through CRISPR Gene Editing

Powdery mildew is one of the most persistent and economically damaging diseases affecting gerbera production. While some cultivars show partial resistance, most commercial varieties rely heavily on fungicide applications to maintain quality and marketability. Traditional breeding for resistance is time-intensive and difficult to apply to established cultivars, and transgenic approaches can face significant regulatory hurdles. A recent project, led by Dr. Dayton Wilde and his team at the University of Georgia and supported by AFE, explored a promising alternative: using CRISPR gene editing to develop powdery mildew-resistant gerbera more efficiently. Building a Gene Editing Platform for Gerbera Before targeting disease resistance, researchers first needed to establish reliable tissue culture and transformation systems for gerbera. Optimized protocols were successfully developed for…

Stories of Support and Growth

We can try to measure the impact of the American Floral Endowment (AFE) in the number of research projects we fund, scholarships awarded, or educational programs developed. But the true impact is best understood through the people whose careers, work, and businesses have been shaped by that support. Across the floral industry, from university labs to greenhouses and flower shops, our programs help turn ideas into solutions, support the next generation of professionals, and strengthen the industry’s future. That impact is possible because AFE was built with the future in mind. An endowment, by definition, requires foresight. It asks us to look beyond today’s challenges and consider what the industry will need tomorrow, five, ten, even twenty years from now.…

Art Van Wingerden Appointed AFE Chairman-Elect

The American Floral Endowment’s (AFE) Board of Trustees has appointed Art Van Wingerden, COO of Metrolina Greenhouses, as AFE’s Chairman-Elect. Art will begin his two-year term as Chairman in September 2026, succeeding current Chairman David Garcia of Pete Garcia Company/Garcia Group. Following his term as Chairman, David will continue his service to the organization for an additional two years as Past Chairman. Art’s appointment comes during a milestone year as AFE celebrates its 65th anniversary, an important reminder of the industry’s long-standing commitment to investing in research, education, and scholarships that strengthen floriculture for the future. As COO of Metrolina Greenhouses in Huntersville, North Carolina, Art helps guide one of the largest and most innovative greenhouse operations in the country.…

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