R.I.S.E. to Support Floral Between May 15-June 30! Donate Now

The Fight Against Petal Blight

Researchers at Clemson University are looking into new ways to control Asteraceae petal blight, a fungal disease that causes specks and streaks to appear on the petals of certain flowers, making them unsellable. Their project seeks to minimize petal blight by finding the most common causal organisms, identifying them, and discovering the most effective strategies to combat them. One year into their project, they give an update on their work, and their plans for the next year! By Dr. Julia L. Kerrigan, Clemson University Our project was created in response to growers in the cut flower industry, particularly those in the Bogota, Colombia area, who face economic losses due to the occurrence of petal blight. Frequently, specks and streaks appear…

Celebrating & Providing for the Rising Stars of Floriculture

We love the chance to uplift young professionals in our industry! AFE has been active at a few industry events lately networking, promoting opportunities, and sharing educational programs with the best and brightest of the next generation. We firmly believe that today’s young professionals are tomorrow’s leaders - and we want to support them in every way we can!  Cultivate’24 in Columbus, Ohio AFE’s annual Board meeting coincided with Cultivate’24 in Columbus, Ohio, this year. We took advantage of this great opportunity to host a networking dinner with AFE’s Board, comprised of industry leaders across all segments, and invite members of our Young Professionals Council (YPC), program recipients, and other floral community supporters of the Endowment. We shared updates on…

$67,000+ Awarded to 24 Students through Scholarships

Over the last six decades, the American Floral Endowment (AFE) has invested more than $20 million into the industry through internships, scholarships, education, and research to help support the next generation of floriculture leaders.  With a staunch commitment to education, AFE provides more academic scholarships in floriculture than any other organization, helping to alleviate the financial burden of higher learning and proactively strengthening the industry well into the future. This year, through the generosity of our donors, we provided $67,600 in scholarships – nearly $10,000 more than the year before. In 2024, 24 students from universities in the United States and Canada were awarded scholarships. This year, we received 106 applications reviewed and scored by 60 industry member volunteers.  Please…

New Officers & Trustees Appointed

The American Floral Endowment (AFE) is pleased to announce the new Chairman of the Board, Officers, and Trustees appointments effective September 1, 2024. AFE Officers and Trustees play a crucial role in setting the long-term strategic direction of the Endowment’s research and educational programs and resources, offering their unique knowledge to assist in carrying out our mission.  Trustees volunteer their time and experience, participate in all AFE events and meetings, and travel at their own expense. They are elected by the Board’s Nominating Committee and serve a three-year term with the option of an additional three-year term. Additionally, a new Young Professionals Council Advisor to the Board has been named. New Chairman of the Board and Executive Committee Appointments David…

Together We R.I.S.E – Annual Campaign Surpasses Goal

We are thrilled to announce that our annual fundraiser, "R.I.S.E. to Support 2024," has far exceeded our goal, raising over $140,000 for the floral industry. This impressive achievement highlights the unwavering commitment and unity of our industry in advancing growth through research, education, and programs. From May 15 to June 28, 2024, our fully virtual campaign successfully engaged the floral community in a fundraising effort to boost support for the Endowment’s essential programs. The overarching theme of R.I.S.E.—Research, Internships, Scholarships, and Education—underscores our dedication to nurturing every facet of the floral sector. Our initial goal was set at $100,000, and thanks to the generosity of more than 115 donors and sponsors, we raised over $143,506. The full list of sponsors…

Opening Doors by Giving Back

Over the past few months, we have been shining a spotlight on our donors and highlighting the unique and impactful industry stories of our Legacy Circle members. Our Legacy Circle is an honorary organization composed of persons who have made provision for a planned gift to AFE through a bequest, a life insurance policy, a trust, or otherwise, such as a retirement plan beneficiary designation. The Legacy Circle affords AFE an opportunity to extend our warm appreciation to individuals who notify us of their thoughtful gift intentions. As a part of these spotlights, we recognize Mike Novovesky and his impact on the industry. We welcome you to read about his journey and crucial role in AFE’s mission! Opening Doors by Giving Back …

Thank You 2024 Scholarship Reviewers

AFE has always had a strong commitment to uplifting the next generation and sharing with them the many exciting opportunities and paths the floral industry holds! We know that financial stress is a huge burden that students face - that’s why we strive to provide for as many students as we can each year through our scholarships. This year, we received 106 scholarship applications, a 23% increase compared to last year. The number of colleges/universities represented has also broadened compared to previous years, which shows our outreach has helped boost awareness about the Endowment’s programs to new levels! We are excited to share that in 2024-2025, we will be awarding scholarships to 24 students for a total of $67,600. We…

Memorial Tribute Established Honoring Bill Gouldin

Industry Leader & Advocate Industry friends Buzzy Heroman, Steve Neubauer, Greg Royer, and Ken Young have established a memorial tribute through the American Floral Endowment (AFE) honoring William “Bill” J. Gouldin, Jr., who passed away on June 19, 2024, at the age of 75. Bill Gouldin was well known for his work as President of Strange’s Florists, Greenhouses, and Garden Center. Strange’s is focused in the Richmond, Virginia, area and consists of two florist locations, two garden centers, and a wholesale greenhouse range. His lifelong dedication to the business provided for the ongoing growth of Strange’s. Bill worked alongside his family as the third generation of the business, learning all that he could from his father, William J. Gouldin, Sr., and…

Matching Gift Provides Travel Grants for Retail Florists

Greg and Amy Royer Continue Family Legacy Expanding and enhancing support of retail florists – a generous gift of $50,000 has been provided to the American Floral Endowment (AFE)’s Ken and Jean Royer Family Fund. This donation comes from Greg and Amy Royer and matches the planned estate gift from Ken and Jean Royer, who initially established the new fund. Greg and Amy Royer, Royer's Flowers and Gifts The Ken and Jean Royer Family Fund provides travel grants to support continued education for retail florists and promote attendance and participation at in-person conferences and events. The Royer family has a long history of giving and involvement with AFE. This support continues a multi-generational legacy of giving back to the industry.…

New Fund Established Honoring Industry Trailblazer Kathleen “Katie” Kennicott

Family and Friends Unite to Celebrate Kennicott's Legacy The American Floral Endowment (AFE) has a long history of honoring industry champions through memorial tributes. These tributes allow friends and family to contribute to AFE to forever honor and recognize, in a lasting way, the successes, achievements, and legacy of our fallen friends and family. In October of 2023, the Katie Kennicott Memorial Tribute was established, honoring Katie's life. Through months of continued contributions and additional funds from Katie's loving husband, Harrison "Red" Kennicott, the fund has grown from a tribute fund (under $25,000) to $50,000, which will establish a permanently unrestricted Named Fund within AFE to help support the future of the floral industry.  "Katie was a longtime friend and loved by…

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