AFE Celebrates 60 Years of Providing For the Floral Future

January 25, 2021 American Floral Endowment

The American Floral Endowment (AFE) is excited to announce the celebration of its 60th anniversary in 2021. AFE is the leading charitable organization supporting floral and horticulture advances and growth through scientific research, scholarship and internship programs, and educational grant funding to support and provide for all segments of the industry.

AFE Memorial Tribute Established in Memory of Harold Wilkins

January 22, 2021 American Floral Endowment

Dr. Wilkins was a major force in the floriculture world, creating ideas, generating research, and mentoring students that profoundly influenced industry and academic directions. The $1,000 fund was established by Royal Heins, one of his students and professional colleagues.

Consumer Valuation of Plants Project: Intercept Interview Results Preview

November 18, 2020 American Floral Endowment

A small introductory qualitative study was completed to set the stage for the plant valuation research project and inform upcoming quantitative studies. Intercept interviews (n=44) were conducted at three garden center locations in Southern Ontario as well as one location in British Columbia and one in Saskatchewan in September 2020.

AFE: Preparing for Valentine’s Week 2021

November 18, 2020 American Floral Endowment

How do we hit our financial bull’s eye and convert the pigeons of discontent into the bluebirds of happiness?

AFE’s Awarded Educational Grants for 2020

October 23, 2020 American Floral Endowment

The American Floral Endowment is pleased to announce that 16 organizations will receive funding through our 2020-2021 Educational Grants.