Sixty-Five Years of Growing the Floral Industry Together

The floral industry thrives on beauty, creativity, and connection, but behind the scenes, progress depends on something just as vital: sustained investment in research, education, and people. For 65 years, the American Floral Endowment has quietly but powerfully fueled that progress. Founded in 1961, AFE was created by industry leaders who understood that the future of floriculture could not be left to chance. Our vision is simple, yet bold: fund the research and educational opportunities needed to keep the industry strong for generations to come. That vision has resulted in more than $23 million invested in research, scholarships, internships, and educational grants: support that has advanced science, opened doors for students, and strengthened businesses across the floral supply chain. Imagining…

Nitrogen Fertilizer Needed to Grow Crops is in the Air We Breathe

By Professor Christian Nansen, University of California Davis and co-authors from his lab group: Postdoc Patrice Savi and graduate students Pamela Andrade and Yugeng Zou. In this article, we provide insight into a solution to the global challenge of meeting future demands for nitrogen fertilizer. This article follows up on a virtual seminar in the 2025 Grow Pro Series by the American Floral Endowment, entitled: Plasma-Activated Water (PAW) for Floriculture Production. The seminar is available as a YouTube video here. The Growing Demand for Fertilizer With a growing human population, longer life expectancy, and living standards improving in many parts of the world, demands for more agricultural and horticultural products will increase in coming decades. Many of us scientists dedicated…

Our 2024-2025 Annual Report: Where Investment Meets Impact

We have released our 2024-2025 Annual Report, capturing a year of momentum, innovation, and industry-driven impact. The report illustrates how collective investment from across the floral community is fueling research, education, and leadership development that will shape the future of floriculture. Spanning July 1, 2024, through June 30, 2025, the report details more than $600,000 awarded to 20 research projects, expanded sustainability education through Sustainabloom, and continued support for students and emerging leaders through scholarships, internships, and the Young Professionals Council. In total, AFE distributed more than $1.5 million in research, scholarship, and grant funding: strategically strengthening every segment of the floral industry. The report also highlights the establishment of new and repurposed funds, including the Demaree Family Floriculture Advancement…

New Education Fund Opens Doors for Oklahoma Florists and Students

We are pleased to announce the establishment of the Oklahoma Florists’ Education Fund, a new Named Fund created in partnership with the Oklahoma State Florists’ Association (OSFA) to support the continued education and professional development of Oklahoma florists. This fund reflects our shared belief that education is essential to strengthening the floral industry, from foundational training to advanced skill development. Created in 2025, the Oklahoma Florists’ Education Fund was established with funding previously stewarded by the Oklahoma State Florists’ Association. The OSFA board chose to entrust these funds to AFE to ensure they would continue to support education and development for Oklahoma florists well into the future. “Oklahoma florists have always valued education, and it was important to us that…

Beyond a Lifetime’s Work

Dr. Terril and Cathy Nell’s Support for AFE’s Legacy Circle is a Culmination of Passion and Lessons from Around the World He was simply following his grandmother’s instructions. “Here is a packet of seeds. Go rough the ground up over there and sprinkle these over the top. Let's see what happens.” The marigolds planted in his grandmother’s garden flowered. But what also started to grow was a glimpse of the future for a young boy from the south. That day symbolized the beginning of a rich career in the floriculture industry for Dr. Terril Nell, including time spent serving AFE as the Research Director.  Now, the retired college professor and industry advocate, along with his wife, Cathy, are looking to…

New McCarthy-Family Flowers Legacy Fund Supports Multi-Generational Retail Florists

We are proud to announce the creation of the McCarthy-Family Flowers Legacy Fund, a new fund jointly established with the McCarthy Family, owners of Family Flowers, within the Endowment to uplift and empower multi-generational retail florists. This new fund celebrates the family-owned flower shops that have long served as the backbone of their communities, bringing tradition, creativity, and heartfelt connection to the floral industry. Established through a generous multi-year pledge from the McCarthy Family, the fund honors the enduring legacy of multi-generational retail florists. For decades, family-owned flower shops have strengthened their communities with creativity and personal service. Through annual educational travel grants that support leadership development and long-term business sustainability, this will help ensure these businesses continue to thrive.…

Empowering Florists to Learn, Grow, and Inspire

Continued education is vitally important to our industry, especially for small business owners and employees who rely on ongoing learning to stay inspired and competitive. To help make these opportunities accessible, we administer several grant programs designed to support retail florists as they travel to industry events, conferences, and workshops: places where they can build new skills, strengthen their businesses, and spark their creativity. This year, five individuals were selected to receive support through three of our travel education grant funds: the Retail Florist’s Continued Education Grant, the Ken and Jean Royer Family Fund - Retail Florist Education Travel Grant, and the Arizona Retail Floral Travel Education Grant. These grants were each established to expand educational access for brick-and-mortar retail…

Your 2025 Wrapped: Research in Action

Dive into Your Year of Floriculture Innovation Everyone’s comparing Spotify Wrapped results right now, and I was thinking… If AFE research had a Spotify Wrapped, what would it look like for 2025? This year, growers, researchers, and AFE definitely turned the volume up with new trends, new feedback, as well as some old favorites. So put your headphones on, here’s your AFE Research Wrapped 2025. Your top tracks of 2025 You responded. We counted. Over 100 growers, researchers, and industry professionals weighed in through our Industry Summit, surveys, events, and conversations nationwide to provide feedback on which research tracks would be most beneficial to the industry.  And the playlist isn’t final yet. There’s still time to take the funding input…

Donor Spotlight: Pete and Brenda S. Garcia

The Floral Industry’s “Power Couple” For over half of a century, the Garcia’s have strived to enhance the Floral Industry. With Brenda S. at his side, they were able to grow the Pete Garcia Company™, Garcia Group, and many other companies while finding ways to give back to the Floral Industry. Pete and Brenda give unselfishly to the American Floral Endowment (AFE). Attending all the AFE phone-athons, the Garcias expressed their beliefs in AFE and the impact that gifts to the Endowment have on the industry. Pete became an AFE board member back when the name was the Society of American Florists Endowment (SAFE). As Public Relations Chairman, Pete suggested the change of names from SAFE to AFE so it…

Extending the Life of Valentine’s Blooms: The Science of Love

As Valentine’s Day approaches, florists across the country are gearing up for one of the busiest weeks of the year. A time when flowers aren’t just gifts, but powerful symbols of love, joy, and connection. Yet, behind every rose and carnation lies a challenge familiar to anyone in the floral industry: how to keep blooms fresher, longer. With research funding from AFE, Dr. Rasika Dias and his research team at the University of Texas at Arlington are working to tackle this exact issue. Their project focuses on counteracting ethylene, a naturally occurring plant hormone that accelerates aging and causes petals to wilt, buds to drop, and flowers to fade prematurely.  Why Ethylene Matters  Ethylene plays a vital role in plant…

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