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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…

Inspiring the Next Generation of Floral Designers at Texas A&M’s Benz School of Floral Design

AFE Vic & Margaret Ball Committee with Benz School Professor, Wendy Osburn, and Texas A&M Faculty Earlier this Fall, AFE Program Manager Candice Musgrove and members of the Vic & Margaret Ball Committee had the opportunity to visit Texas A&M University’s Benz School of Floral Design, one of the many programs supported through AFE’s James & Helen Phillip Floral Design Grant The visit offered a firsthand look at how AFE’s educational funding is helping students grow their skills, pursue their passions, and build meaningful futures in the floral industry. Founded by M. Buddy Benz, the Benz School is built on a legacy of excellence in floral design education. Its curriculum emphasizes both artistry and business acumen, teaching students the elements…

2025 Year in Review – Growth and Innovation

As we close out the year, join us in celebrating the many accomplishments across our industry. Thanks to the generosity of our donors, we’ve continued making meaningful strides to fund programs that strengthen the floral community. 2025 Highlights RESEARCH PROGRAMS Over $750,000 awarded to support 20 research projects focusing on pest management, disease control, post-production, technology, and more  SCHOLARSHIP & INTERNSHIP PROGRAMS 40 Students awarded scholarships and internships ($139,500+) to help build the next generation of floriculture and horticulture professionals  GRANT PROGRAMS 24 Organizations awarded educational grants totaling over $100,000, supporting education, new programs, floral design, and young  professionals development 5 Travel grants awarded to retail florists continuing their education  Additional highlights New resources through the Sustainabloom program - 20+…

New Video Highlights the Power of Floral Community

AFE has released a new video that highlights the organization’s long-standing commitment to strengthening and advancing the floral industry. With engaging visuals, the educational video illustrates how the floral community can come together to sustain growth through AFE’s programs, which have fueled progress for more than six decades. “This new video is more than just an explanation of AFE and what we do,” said David Garcia of Pete Garcia Company/Garcia Group, AFE Chairman. “It’s an invitation to get involved and help us continue building a stronger, more innovative industry for generations to come. The Endowment exists because of the generosity and forward thinking of our industry.” The video offers a clear look at how the Endowment works in practice. Each…

Honoring Frank Biddle Through the CalFlowers Scholarship

We are proud to share that one of our long-standing scholarships has been renamed to honor Frank Biddle, an extraordinary leader, mentor, and friend to many in our industry. Since 2017, the CalFlowers Scholarship has supported students with a passion for the floral industry. Today, it carries a new name, the CalFlowers Frank Biddle Memorial Scholarship, ensuring Frank’s legacy of mentorship and innovation continues to inspire the next generation. Investing in Future Leaders This scholarship provides critical support to undergraduate students pursuing higher education and a career in floriculture. While priority is given to students attending accredited colleges and universities in California, California residents enrolled elsewhere in the U.S. are also considered. Applicants don’t have to major in agriculture, but…

Behind the Blooms: One Mosmiller Intern’s Summer in Colorado

Each year, our interns have the chance to dive headfirst into the professional floral industry, gaining hands-on experience and learning from skilled industry mentors. One of our recent Mosmiller interns, Mackenzie Hartley, a student at California Polytechnic State University, San Luis Obispo, spent her internship at Unbound Floral Design in Steamboat Springs, Colorado. While there, she not only sharpened her technical skills, but also got to see the ins and outs of running a full-service wedding floral business. From processing fresh flowers to designing large-scale installations, Mackenzie had the chance to build her knowledge and confidence to help prepare her for a strong, successful future in floral. Read on to hear directly from Mackenzie about her unforgettable summer experience!  Student…

Global Collaboration in Bloom at Proflora 2025

Staff and representatives from AFE and Ceniflores stopped for a photo among some of the entries from the Outstanding Varieties Competition. This month, I had the privilege of representing AFE at Proflora 2025 in Bogotá, Colombia—a leading international floral trade show hosted by Asocolflores. Alongside AFE Past Chairman Ken Young, and AFE-funded researchers Dr. Rose Buitenhuis (Vineland Research and Innovation Centre) and Dr. John Dole (NC State University), we joined thousands of growers, breeders, suppliers, and floral professionals from across the globe. I arrived ahead of the show to serve as a judge for the Outstanding Varieties Competition, an honor that connected me with industry leaders from Colombia, the United States, and the Netherlands. We were tasked with evaluating more…

CalFlowers Scholarship Through AFE Honors Industry Champion Frank Biddle

CalFlowers' long-standing scholarship through the American Floral Endowment (AFE) is being renamed to celebrate the life and legacy of one of its most influential members. The scholarship, which was originally established in 2017, will now be known as the CalFlowers Frank Biddle Memorial Scholarship. About the Scholarship The CalFlowers Frank Biddle Memorial Scholarship supports undergraduate students pursuing higher education while demonstrating a clear passion for the floral industry. Scholarship eligibility gives first priority to students attending an accredited California college or university, with consideration also given to undergraduate California residents attending accredited institutions elsewhere in the U.S. While students are not required to major in an agricultural program, applicants must show a commitment to seeking employment in the floriculture industry after graduation. A work history or…

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