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Quality of Flowers More Important to Consumer than Price

The Floral Marketing Research Fund (FMRF) has just released a comprehensive study on Consumer Preference for Flowers as Gifts. According to the study, the quality of flowers is more important to consumers than price. When compared with other attributes when purchasing flowers, consumers ranked quality the highest consideration in the buying process, followed by color, price, design, and other factors.

That's just one finding from this comprehensive research study now available from the FMRF.  The Floral Marketing Research Fund was established in 2008 by volunteers of the American Floral Endowment board of trustees to support consumer research that benefits the floral industry.

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AFE 2011 Pledge Campaign Underway!

Join with other industry leaders and make your pledge commitment to AFE today!  Your pledge allows AFE to continue to help advance the industry through programs that benefit the entire industry. 

For more than 50 years, AFE's legacy of responsible stewardship of industry funds has generated more than $14 million to assist top scientists solve the industry's most critical challenges, and to help educate - through scholarships, grants and internships - the next generation of floral industry leaders.

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Memorial Tribute Established for Industry Leader Douglas K. Dillon

A Memorial Tribute has been established within the American Floral Endowment honoring Douglas K. Dillon, 85, who passed away on September 30. The Tribute was established by a $1,500 donation by the Board of Directors of Hortica Insurance, a leading insurance and employee benefits provider to garden centers, nurseries, retail florists, wholesale floral distributors, greenhouse growers, and other industry professions.

“We are honored to establish the Douglas K. Dillon Memorial Tribute on behalf of our current Board of Directors”, says Hortica CEO, Mona Haberer. “Doug served on Hortica’s Board for over 32 years, 16 of those as our Chairman. This memorial is a fitting salute to his dedication not only to our company, but to the industry he loved.”

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Lessons from the Loading Dock: AFE Internship Guides Doug Cole Decades Later

It was the spring of 1977, 32 years before D.S. Cole Growers, Inc., would earn headlines and sustainability credibility as the first MPS-certified grower in the U.S.; 28 years before Cole was elected president of OFA, an Association of Floriculture Professionals, 10 years before he'd buy 25 acres in Loudon, N.H. to open a business and a few months before this college junior would learn the sweaty, nitty-gritty details of selling plants, without losing your shirt and sanity along the way. That education would come thousands of miles away at Voster’s Nurseries in Miami.

Cole earned his semester in the real world by being awarded an AFE Mosmiller Scholarship, a $2,000 scholarship given to a student who completes an internship at a retail, wholesale or allied trade operation for 10 to 14 weeks.

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How the New Tax Law Affects Gift Planning

The compromise tax bill, which was adopted by Congress and signed into law by the President this past December, contains a number of provisions that affect both charitable and family gift planning.  Here are some things you might want to consider this year as you plan your gifts to charities and family members.

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Special Research Report: Disease Management Management of Downy Mildew on Roses

Potted roses grown in U.S. greenhouses and nursery production facilities have been plagued since the 1800s by downy mildew, a highly destructive disease.  It may occur sporadically in some areas of the country, but is a predictable pest in others.  

Downy mildew of roses occurs on all above-ground plant parts, blighting the leaves and canes.  Early symptoms may be confused with nutrient deficiency or spray injury. 

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2011 - Issue One
In This Issue
   Quality of Flowers More Important to Consumer than Price
   AFE 2011 Pledge Campaign Underway!
   Memorial Tribute Established for Industry Leader Douglas K. Dillon
   Lessons from the Loading Dock: AFE Internship Guides Doug Cole Decades Later
   How the New Tax Law Affects Gift Planning
   Special Research Report: Disease Management Management of Downy Mildew on Roses
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Important Application Deadlines

AFE's Research, Scholarship and Educational Grant Applications must be received by the deadline below:

March 1 –

May 1 –

June 1 –

October 1 –



 

Careers in Floriculture Brochure

Developed and published by AFE and SAF in a joint effort, this newly-designed brochure is an excellent recruitment tool for students and others wishing to enter the floriculture industry. 

 

Browse through the many rewarding career paths available in the industry -- commercial growers, floral wholesalers, retail florists, researchers, hard goods suppliers, importers, wire services, floral design instructors, and more. There’s a growing demand for trained professionals who have strong business skills and floriculture/horticulture knowledge. 

 

Contact AFE for more information.




 

 

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American Floral Endowment
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Alexandria, VA 22314
Phone: 703-838-5211
Fax: 703-838-5212
E-mail: afe@endowment.org
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