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A Passion for Floriculture Blooms in the Desert

Ongela’s passion for floriculture was sparked while she was serving in the U.S. Army, stationed in Iraq. She began growing a container garden with the help of her parents who sent her the seeds and containers. Ongela recalls that she became known as the “Sergeant who was growing plants in the desert.”

Her success in growing flowers and vegetables during her military service inspired her to pursue a career in Floriculture Marketing at Delaware Valley College. In 2011 she completed her internship at Royer’s Flowers and Gifts in Reading, Pa.


Creating a Meaningful Connection Between Gift Giving and Flowers

This study took an in-depth look at consumer preferences for flowers as gifts in several topic areas including age, segments, substitutes and perceived risks.

This is the second AFE report from the study, which explores the impact of advertising and awareness.


AFE Fundraising Dinner Garners $275,000 in Donations

More than 180 industry members came together in Palm Springs, Calif., to support AFE’s annual fundraising dinner which raised more than $25,000.

Several industry members were recognized for advancing to new giving levels including BloomNet, Altman Plants, the Stuppy Family Foundation, Syndicate Sales and Kitayama Brothers/Greenleaf Wholesale. AFE is grateful for the continued support of these organizations.

Additionally, $275,000 was presented to AFE at the dinner from two very generous industry members.  


Year-End Giving: Investments Benefitting You and the Industry

2011 has been an economic roller coaster.  While concerns persist about the future, one constant is the importance of charitable organizations in our lives.  Here are some ideas to think about as you consider your year-end gifts to charities such as American Floral Endowment (AFE).


AFE Elects Two New Board Members

AFE is pleased to introduce two new AFE Trustees – Mike Duvall of Home Depot, and Laura Shinall of Syndicate Sales, Inc.

Mike Duvall has been in the industry for more than thirty-five years.  A graduate of the University of Georgia with a degree in Horticulture, ...

Laura Shinall brings over twenty-five years of industry experience to AFE. She graduated from DePauw University and began her career as a Wholesale Floral Supply Manager ...


Thank You!

As AFE's 50th Anniversary comes to a close, and on behalf of the AFE Board of Trustees, we'd like to thank all of our past and current supporters.  Without the generous donations of industry members, the scientific and public benefits research funding, along with the grants, scholarships and internship experiences for students would not be possible.

Please consider AFE as you think about your year-end tax-deductible donations.   Thank You!


In This Issue
   A Passion for Floriculture Blooms in the Desert
   Creating a Meaningful Connection Between Gift Giving and Flowers
   AFE Fundraising Dinner Garners $275,000 in Donations
   Year-End Giving: Investments Benefitting You and the Industry
   AFE Elects Two New Board Members
   Thank You!
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The Floral Marketing Research Fund has recently partnered with the Flower Promotion Organization (FPO) on developing “A Social Media Guide for Floral Retailers and Wholesalers.”

This one-year project begins in October and will be completed in September of 2012. Submit your email address to email@afeendowment.org to be notified when the final report is released and to receive other research reports.

Special thanks to SAF for allowing us to hold the 2011 Fundraising Dinner during their annual Convention, and to the following hosts and sponsors for making the dinner a success!


  • Asocolflores
  • BloomNet
  • Delaware Valley Floral Group
  • Highland Supply Corporation
  • Hortica
  • The John Henry Company
  • Mellano & Company
  • Pete Garcia Company/ Garcia Group
  • Smithers-Oasis North America
  • Teleflora


  • Amling Brothers/Newport Wholesale Floral
  • Ball Horticultural Company
  • FTD, Inc.
  • Golden Flowers
  • Kennicott Brothers Company
  • The Pennock Company
  • Syndicate Sales, Inc.
  • Tagawa Greenhouses

Wine Sponsors

  • Armellini Express
  • OFA - The Association of Horticulture Professionals
  • The Roy Houff Company

Printing Sponsors

  • Los Angeles Flower Market of the American Florists’ Exchange, Ltd.
  • Paul Ecke Ranch

Flower Donations

  • Equiflor / Rio Roses

Entertainment Sponsors

  • FTD, Inc. 
  • Teleflora

Other Supporters

  • Baisch & Skinner, Inc.
  • DESIGN MASTER color tool, inc.    
  • Phillip’s Flowers
  • Strange’s Florist
  • Vans Inc.


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American Floral Endowment
1601 Duke Street
Alexandria, VA 22314
Phone: 703-838-5211
Fax: 703-838-5212
E-mail: afe@endowment.org
Web: www.endowment.org
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