Giving to Grow Virtual Mask-erade Photos

American Floral Endowment’s 2020 Giving to Grow Virtual Mask-erade Dinner provided all sponsors and participants with event masks. These event masks were used to create and design fun mask-erade photos. From at-home game and date nights to beach and fishing trips, the mask-erade spanned across the US encouraging attendees to have a nice dinner or day out wherever they prefer. Click an image to see in full size with captions.  Then use the arrows to the side to scroll through all photos. [modula id="15264"] Each photo shows the name of the sponsor/participant and their caption that they shared on social media with #GivingtoGrow. Out of over 90 entries, Cactus Flower Florists in Scottsdale, Arizona won the photo contest and will be receiving FREE…

AFE Awards $38,500 in Scholarships

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AFE Virtual Dinner Raises Funds, Inspires Creativity

Due to the COVID-19 pandemic, the American Floral Endowment turned its annual fundraising dinner, typically held at the start of the Society of American Florists’ annual convention, into a virtual “mask-erade,” in which supporters enjoyed a meal from the safety of their own homes (or out in small groups) and shared photos of their mini celebrations while wearing AFE-branded masks.“We’ve been serving the floral community for 59 years, with 44 years of our annual fundraising dinner, and we won’t let the coronavirus break our streak,” said AFE Executive Director Debi Chedester, AAF. “The Endowment’s work is ongoing and vital to the continued growth and development of the floral industry as we adapt to this new normal.”The fundraiser helps AFE fund…

A Letter from AFE’s Outgoing Chairman, Jim Daly

Dear AFE Supporters and Friends, It has been an honor to serve as Chairman of AFE for the past two years. Even in these unprecedented times, I believe we have accomplished a lot. There’s still a lot of work to do for the industry, but in my time as Chairman, significant progress has been made on our goals and development:Solving Industry Challenges Through Specialized ResearchTo fill a gap in cut flower research over the last few years, we refocused resources ensuring that three universities are now researching in that market – Clemson, Ohio State, and North Carolina State. Along with the research focus at the universities, we are making sure that USDA funds also help cut flower research. Not to worry about bedding and…

Four Industry Members Earn AAF Designation

Four floral industry members with varied and distinguished experience are set to be inducted into the American Academy of Floriculture (AAF). The honorees have earned the prestigious rank by committing their time and energy to both the floral industry and their local communities.The 2020 AAF inductees are: Debi Chedester, AAF, of American Floral Endowment in Alexandria, Virginia; James DelPrince, AAF, AIFD, PFCI, of MSU Coastal Research and Extension Center in Biloxi, Mississippi; Charles Ingrum, AAF, of Dr Delphinium Designs in Dallas, Texas; and Jennifer Thomasson, AAF, AIFD, EMC, PFCI, of Jenny T Floristry in Florissant, Missouri.The new AAF members will be honored during SAF’s Annual Convention in 2021. SAF has made the decision to cancel SAF Phoenix 2020, where recipients…

$1 Million Awarded in Scholarships through the Vic and Margaret Ball Intern Program

Building the Bridge – The Vic and Margaret Ball Intern Scholarship Program celebrates a milestone. Here’s one thing that’s absolutely essential to keep an industry, and everyone in it, thriving: fresh talent. Especially in demanding fields like horticulture and floriculture, everything depends on the continual renewal of the professional workforce with smart, well-prepared young people who can take up the banner and infuse the tradition with their energy and insight. But where do those young people come from? They need the right academic background, of course. But they also need to have a realistic sense of where they’re heading. They need a modicum of experience to have truly discovered their passion and be committed to a challenging but rewarding career……

Operation “Rescue Floral History”

This Spring, Florists’ Review sold its building in Topeka, Kansas leaving its extensive library of more than 120 years of history without a home. Since 1897, Florists’ Review magazine has chronicled the ups and downs of the floral industry.On top of that, with the Coronavirus Pandemic in full steam, there was no way to deliver the books to a university for proper archiving.That’s when the American Floral Endowment’s Debi Chedester stepped into the rescue effort. “We simply couldn’t allow the largest collection of floral history in the world to disappear,” she said. “We’ve got to find a way to get the collection and preserve it.”Fortunately for the magazine, she called on a long-time AFE supporter, and wholesaler Baisch & Skinner…

Determining Consumer Preferences for Floral Designs Elements

Floral designers have long been taught that the most important attributes of a floral design are the elements of line, color, texture, pattern, form, space, and size. Yet, little formal research has been conducted to determine which of these design elements are truly important to consumers and drive their purchasing behavior. This project, co-funded by the Floral Marketing Research Fund and PMA, seeks to answer this overarching question and thereby enhance the likelihood of floral purchases in the future.We know from experience that people tend to “buy with the eye” when purchasing flowers (and produce). Therefore, we are using eye-tracking technology to obtain the “eye view” of consumers when viewing the elements of a floral design while shopping. The study…

Paul Ecke Jr. and Altman Family Scholars Story – The Best and Brightest

Meet this year’s Paul Ecke Jr. and Altman Family scholars: plant-powered people, creating people-powered plants. Talk to the five graduate students selected to receive this year’s AFE Paul Ecke Jr. and Altman Family scholarships, and some common themes quickly emerge. They are self-described plant nerds with a passion for horticulture—and enthusiastic advocates for their chosen field.Young as they are, they are already leaders, with an impressive record of volunteer activity. Each of them is also a well-rounded individual who pays attention to soft skills like communication and time management.More than most students, they have the benefit of real-life experience (because they took initiative to seek it out) that informs their understanding and their sense of purpose.As dedicated graduate students, they…

2020 AFE Internship Awards and Placements

AFE congratulates and celebrates the eight students recently awarded an internship through the Vic & Margaret Ball Internship Program and the Mosmiller Internship program.  Each will receive scholarships after successfully completing their paid internships, lasting between three to six months. It’s a win-win for the industry – students can apply their knowledge, while industry organizations bring top talent and fresh thinking to their operation. Vic & Margaret Ball Internship Awards The Vic & Margaret Ball Internship Program provides students the opportunity to gain practical floriculture/horticulture experience while training at a commercial production greenhouse or nursery. Students will intern away from home for three, four, or six-month periods, and upon completion of their paid internship, they will receive a scholarship in…

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