New Study Identifies Consumer Preferences in Floral Design

New Study Identifies Consumer Preferences in Floral Design“Using Biometric Technology to Better Understand Floral Consumers”January 29, 2019, Alexandria, VA – Floral designers have long been taught that the most important attributes of a design are its elements: line, color, texture, pattern, form, space, and size. Yet, these attributes have not been proven to be perfect indicators of consumer purchase behavior.In a new study currently being conducted jointly by the American Floral Endowment (AFE) and the Produce Marketing Association (PMA), funded through the Floral Marketing Research Fund (FMRF), researchers will determine which of these attributes are truly important to consumers and drive their purchase behavior. The study results can be used by florists, suppliers, retailers, and bouquet makers to increase sales.Using the latest…

2nd Annual #FlowerLoveVideoContest Winners Announced

ALEXANDRIA, VA – Jan. 28, 2019 – The Floral Marketing Research Fund (FMRF) in partnership with American Floral Endowment (AFE) is excited to announce the grand prize winner and two honorable mentions of its 2nd Annual #FlowerLoveVideoContest. The contest was originally created in 2017 as a result of the findings from the 2016 FMRF-funded study “Marketing Tactics to Increase Millennial Floral Purchases,” which suggests that the best way to reach millennials is through video.Industry members and non-industry members of all ages submitted unique videos from all around the country, each promoting the use and giving of fresh flowers. The array of videos that FMRF received were funny, emotional, creative, inspiring, artistic and so much more. The race for first place turned…

The Ultimate Guide to Promoting the Holidays on Pinterest

 By Cindy Hanauer, AFE TrusteeCEO of Grand Central Floral, LLCThe leaves are beginning to change, and you know what that means? It’s time to prepare your Pinterest boards for holiday selling!  Say what?  Yes!  You’ll be glad you started early and are prepared to use the latest in social media to market your business.Remember, Pinterest is one of the largest search engines and has the perfect audience for small businesses to stand out and promote their unique products.  So how do you show up in your customers’ feeds, encourage them to pin your pins, follow your boards and buy from you when ready?  It’s simple!  Just use these tricks of the trade:Pin as a BusinessIf you haven’t already, you’ll want…

#FlowerLoveVideoContest Winners Announced & New Flower Video Library Launched

The Endowment is excited to announce the grand prize winner and two honorable mentions of its #FlowerLoveVideoContest, sponsored by Asocolflores and funded through the Floral Marketing Research Fund (FMRF).$4,000 Grand Prize Winner – “Let Happiness Bloom” by Jaclyn FiolaThe contest was created based on results from the 2016 FMRF-funded study “Marketing Tactics to Increase Millennial Floral Purchases,” also sponsored by Asocolflores.The study suggests that reaching millennials through short, authentic videos is an effective way to engage them, and that millennials enjoy sharing funny, sentimental and how-to videos on social media. The study also reveals that 75% of millennials use Facebook daily, and 46% visit YouTube daily.$500 Honorable Mention – “The Flower Princess” by Mickelle MartinFlower lovers from across the country…

AFE Develops Employer Resource Guide for Business Internship Program

AFE developed a new Employer Resource Guide to accompany its Business Internship Program, now in its second year.The guide was created to help companies build a successful internship program, with easy-to-use guidelines and steps to create meaningful learning experiences for the next generation of business leaders.The internship program draws emerging young business professionals to the world of flowers and promotes the floral industry as a viable career path.Click the image above to download the Employer Resource Guide!Now’s your chance to host an intern and help eager students contribute to your organization and the industry!With support from participating industry organizations throughout the U.S. and Canada, students will gain practical business experience and develop essential skills to help the floral industry prosper.Open…

New Genetic Engineering Research Aims to Increase Postharvest Life of Cut Flowers

Roses overexpressing MTD. Symptoms are 4 days after spraying Botrytis spores on flowers of a low MTD expressing plant (2-), medium expressing plant (10+), and a high expressing plant (32+).New genetic engineering research from AFE funded researchers at North Carolina State University provides information about how to manage fungal diseases in eco-friendly ways, potentially increasing the postharvest life of cut flowers.Although fungal pathogens, such as Botrytis, cause economically devastating diseases in nursery, field and greenhouse production of important floriculture crops, few genes have been found that are suitable for targeted breeding or engineering specific resistance.This research is focused on expression of a naturally occurring plant resistance gene to produce plants with reduced production costs as well as lower maintenance requirements…

New Research Offers Cost-Effective Solutions for Ethylene Problems

The tomato plant on the right has been exposed to ethylene.Ethylene is an odorless, colorless gas that plays a role in seed germination, fruit ripening, leaf yellowing, etc., but too much ethylene can lead to product loss via accelerated flower wilting, abnormal growth and other problems. Results from two new research reports by AFE-funded researchers Michelle Jones, Ph.D., and Nichole Edelman of The Ohio State University can help with ethylene concerns.“Ethylene can be very destructive in both production and post-production environments,” Jones said. “Research aimed at understanding plant responses to ethylene and how to prevent damage will benefit producers, wholesalers, shippers, retailers and consumers.”Epinasty in tomato ‘Tumbler’ treated with different concentrations of ethylene for 24 hours.Use of Indicator Plants to…

AFE Research Helps Address Common Gerbera Concern

Scape bending of ‘Testarrosa’ was eliminated when stems were supported during hydration (left).For satisfied floral customers, cut flowers need to have high quality and a long vase life, but bending of the scape (stalk) is a major postharvest issue that can leave flowers unmarketable and customers unsatisfied. AFE funded researchers from the University of Florida screened 14 gerbera varieties for scape bending, flower quality and vase life.Reducing Scape Bending in the Gerbera Daisy, Research Report #454 includes the following best practices to eliminate scape bending:Choose varieties that are less susceptible to scape bending or that easily recover. (Most susceptible varieties included Guarda, Fiction, Pink Elegance, Primrose, Sonata, Teresa and Testarrosa)Avoid storing cut gerbera and never store in boxes.Unpack immediately, cut…

Floriculture InfoSearch Puts Decades of Info at Your Fingertips

Industry members now have online access to a comprehensive floriculture library containing information that may have been previously unavailable. AFE has partnered with North Carolina State University (NCSU) to create the Floriculture InfoSearch Engine, a powerful search engine for convenient and comprehensive access to floriculture literature, videos and presentations.The website also contains a floriculture archive with materials from AFE, NCSU, scientific journals and trade publications, all of which is accessible and searchable through one website.“We want to thank a couple of floriculture pack rats, George Staby and Harold Wilkins, for opening their files to us and several industry groups and magazines for allowing us to scan and enter their articles,” project leader and NCSU Horticultural Science Department Head John Dole,…

Grow with AFE Resources!

AFE has a wealth of resources available to help students and established industry professionals alike. Did you know that AFE offers more than 150 online research reports for free to the industry? These research reports focus on important industry issues, like:Detecting and managing pests and diseases.Refining watering and nutrition practices.Notably improving plant and flower quality.Providing total management systems for air and soil borne floriculture crop diseases.You can use this website to find other tools too, like an extensive and continuously updated Impatiens downy mildew resource list.Additionally, AFE’s intern scholarship programs give the industry the opportunity to host pre-screened, competent students with a passion for production. While receiving knowledgeable students, you’ll be giving back by providing the hands-on experience necessary to…

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