American Floral Endowment Launches $2.5 Million Fundraising Campaign to Drive Floriculture Sustainability

November 7, 2024 American Floral Endowment

The American Floral Endowment (AFE) is excited to announce the launch of a $2.5 million fundraising campaign to support Sustainabloom, a collaborative sustainability program created for the floral community. Initially established with seed funding from 10 forward-thinking organizations, Sustainabloom has expanded significantly providing sustainability resources for the industry.

Collaborating for the Advancement of the Floral Industry

The Endowment plays a vital role in the industry by providing for the advancement and growth of all segments. For retail florists, such as the members of the Ten Group, AFE features educational travel grants, care and handling resources, recruitment resources, and more. 

New Study Provides Insights from Retail Floral Shops and Owners

September 11, 2024 Floral Marketing Fund (FMF)

This new study explores the scope of sustainable practices currently being incorporated into retail floral businesses, gains an understanding of perceived barriers, and finds opportunities for improved resources and education to fill any existing gaps. 

The Fight Against Petal Blight

Dr. Julia L. Kerrigan says, “the goal of this research is to minimize petal blight by identifying the common causal organisms, facilitating their identification, and generating effective fungicide application strategies.”

A Promising Future for Floral: AFE’s 2024 Internship Recipients

These programs place students in paid internships, and awardscholarships upon completion. The scholarships help provide students with additional financial security as they finish their academic studies and prepare to enter the floral industry after graduation.