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Not Your Grandmother's Flowers: What combination of flower fragrance and color is preferred by young adult consumers?

Consumer trends in the floriculture market indicate that there is a need to introduce young adults ages 18-25 to floral products.  There is an industry need to examine this audience segment, commonly referred to as “generation Y”, not only in terms of buying trends but also to determine what factors influence their purchasing and retail shopping behavior.

The purpose of this project is to look at the relationship of two of the most important floral characteristics, fragrance and color, in order to determine the most appealing combination for young adults, as well as assess how important flower fragrance is for these consumers.


Fundraising Dinner to Celebrate AFE's 50 Years

AFE will wrap up its yearlong 50th-anniversary celebration with a gala fundraising dinner on September 14, 2011. Held in conjunction with the annual convention of the Society of American Florists, the event invites retail florists, wholesalers, growers, and other industry members to unite for a common goal: ensuring the future of the industry through research, grants, and scholarships.

The fundraising dinner will be held at the beautiful Westin Mission Hills in Palm Springs, Calif. More than 200 industry members are expected at the event, which will feature special donor recognitions and a look back at the anniversary year.

To register for the September 14th dinner, become a dinner sponsor, or to make a general contribution to AFE, contact Debi Aker at daker@afeendowment.org, (703) 838-5211.


The Impact of Research

Floricultural research, sponsored by the American Floral Endowment in U.S. Universities and Federal Laboratories, has one primary goal – to provide useful information for the monetary benefit of a highly diverse industry made up of Growers, Wholesalers, Retailers and many Allied Industries.  It is a challenge that AFE has undertaken for the past 50 years with support coming from the industry as a whole.

From time to time I have been asked what AFE-funded research, in my opinion, has been most beneficial to all segments of the industry.    Clearly, and without a doubt, it is the “Cold Chain” – a concept of growing and marketing flowers that not only have consumer appeal, but also a long vase or potted life. 


14 Students Awarded AFE Scholarships Through AFE

Fourteen horticultural students are beginning the school year with scholarships from AFE totaling $24,750. “These very deserving individuals have demonstrated their commitment and passion for the floriculture/horticulture industry,” said AFE’s Scholarship Chairperson PJ Ellison, of Ellison’s Greenhouses in Brenham, Texas. “AFE understands the financial burden on young individuals, and is extremely pleased to be able to help them as they begin their careers in the floriculture industry, and become future leaders."


AFE Trustees Visit North Carolina State University

AFE Trustees met with the faculty at North Carolina State University, July 20-22, in conjunction with their annual July Board meeting.  More than 20 faculty members shared the progress of the research being conducted to improve and advance the floriculture industry. 

“NC State has an amazingly robust department of Horticultural Sciences,” says AFE Trustee Ken Altman. “We could quickly see the synergy and effectiveness of the large staff of researchers working together, and the quality of the department’s graduate students who presented to us – they were all animated and articulate.“ 


2011 - Issue Three
In This Issue
   Not Your Grandmother's Flowers: What combination of flower fragrance and color is preferred by young adult consumers?
   Fundraising Dinner to Celebrate AFE's 50 Years
   The Impact of Research
   14 Students Awarded AFE Scholarships Through AFE
   AFE Trustees Visit North Carolina State University
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Attention Students
and Faculty!

Internship Opportunities

Applications and supporting materials for the Vic and Margaret Ball (commercial production) and Mosmiller (retail/wholesale) Intern Scholarships are due no later than October 1st. 


Tom Butler
Oklahoma City, Oklahoma

Paul Bachman
Bachman’s Inc.
Minneapolis, Minnesota

Harrison “Red” Kennicott
Past Chairman
Kennicott Brothers, Inc.
Chicago, Illinois

James R. Phillip, Jr.
Phillip’s Flowers
Westmont, Illinois

Ken Altman
Altman Plants
Vista, California

David Niklas
Clackamas Greenhouse
Aurora, Oregon


Gabriel Becerra
Golden Flowers
Miami, Florida

Lane DeVries
The Sun Valley Group
Arcata, California

Alvaro Ferro
Flores de Funza S.A.C.I.
Bogota, Colombia

Ramon Garcia
The Pete Garcia Company
Atlanta, Georgia

Kristi Huffman
The John Henry Company
Lansing, Michigan

P.J. Ellison
Ellison’s Greenhouse
Brenham, Texas

Charles Kremp
Kremp Florist
Philadelphia, Pennsylvania

Dwight Larimer
Design Master Color Tool, Inc.
Boulder, Colorado

Robert Maddux
Cincinnati, Ohio

Dr. Marvin Miller
Ball Horticultural Co.
Chicago, Illinois

Eric Nissen
Sunshine State Carnations
Hobe Sound, Florida

Jack Van Namen
Vans Inc.
Alsip, Illinois

Charles Walton
Smithers-Oasis Company
Cuyahoga Falls, Ohio

Bob Wilkins
Delaware Valley Floral Group
Sewell, New Jersey



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