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Thank You 2025 Donors

We extend our sincere thanks to our 2025 donors for your generosity and continued commitment to the floral industry. Your support throughout the year made it possible to close 2025 with strong momentum and invest meaningfully in the future of floriculture. This effort was strengthened by this year's special $25,000 gift match, made possible by a generous AFE donor. The first $25,000 in contributions were matched two-for-one, increasing the impact of every gift and helping extend the reach of AFE’s research, education, internship, and scholarship programs. Together, these contributions helped us reach our year-end fundraising goal, raising more than $177,000 to support the people and programs shaping the future of the floral industry. We are so grateful to everyone who…

Inside the Floral Magic of the Rose Parade

By Gracie Alvarez CFD, AFE Digital Marketing and Project Specialist This January, I had the opportunity to volunteer as a floral designer for the 137th Tournament of Roses Parade in the (normally!) bright and sunny Pasadena, California. While this year’s weather had other plans in store, the experience was an incredible chance to be a part of our floral community in action, get a behind-the-scenes look at one of the most iconic and historic floral events in the country, and see firsthand the teamwork that makes it all possible.  The Rose Parade first began on January 1, 1890, in Pasadena, California as a way to showcase Southern California’s warm winter climate and blooming flowers. What started with flower-decorated carriages and…

New Scholarship Supports Global Floriculture Research

Some of the most meaningful opportunities in research come from stepping outside what’s familiar — new environments, new collaborators, new ways of thinking. A new Named Fund through AFE is designed to make those experiences possible for Ph.D. students in floriculture. Established in January 2026, the Royal Heins International Floriculture Research Scholarship Fund supports semester-long international research experiences that help Ph.D. students grow both scientifically and professionally. “I chose to work with AFE because it has a long-standing, trusted track record of supporting scholarships and research that advance the floriculture industry,” stated Dr. Heins.  Designed for Impact and Experience Created through a generous commitment from Dr. Royal Heins, Professor Emeritus at Michigan State University and longtime industry researcher, the scholarship…

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…

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