American Floral Endowment (AFE)

Free resource for wholesale florists on your sustainability journey!

The Sustainabloom Planning Template for Wholesale Florists is designed to make sustainability planning approachable for businesses of all sizes: helping you assess where you are today, identify opportunities for improvement, and create a trackable plan to move forward.

Learn more and download your free template here: https://sustainabloom.org/sustainability-planning-templates

In 2026, we are recognizing nine incredible anniversaries for our funds and programs, ranging from five years to over 35 years of impact. Today, we highlight the Egon and Laina Molbak Fund, celebrating 10 years in 2026!

Dedicated to honoring a family legacy built on entrepreneurship and horticultural excellence, Egon and Laina Molbak immigrated from Denmark and established what would become Molbak’s Garden + Home in Woodinville, WA., paving the way for 67 years of dedicated service to the industry.

Read about all of our milestone anniversaries here:
https://endowment.org/news/celebrating-milestones-2026

June is Pride Month, and what better way to celebrate than with a beautiful, colorful floral bouquet!

Have questions about applying for an AFE research grant? We have answers!

In this video, our Research Coordinator, Laura Barth, breaks down the application timeline, requirements, and current research priorities. She also shares what the review committee looks for and answers some of the most frequently asked questions.

Don't miss these insider tips on how to make your proposal stand out!

Watch here: https://youtu.be/YLB_Or4QWzU

We are a proud sponsor of Fun ‘N Sun 2026—a premier event bringing together the floral industry’s top professionals.

We’re excited to support an experience that fosters connection, innovation, and growth across the entire floral supply chain.

Join us in Pasadena this August 5-8!

🔗 Learn more: https://www.cafgs.org/fns2026

Calling all mum growers! Our upcoming webinar is for you.

Join us on June 23rd at 1pm EST, as Dr. Josh Henry at Ball Seed Company discusses practical tips for mum production challenges. He will cover a wide range of topics, from propagation all the way to shipping. Don’t miss this chance to gain insight into how to lower your shrink and raise your profit margin.

Thank you to Ball Seed Company for sponsoring this webinar.

Learn more and register here: https://endowment.org/growpro/

Sustainability in the floral industry can be about more than conserving resources and reducing waste. It’s also a powerful way to build meaningful community connections and deepen customer loyalty.

Join us June 24th at 1pm EST as Jennie Love Love 'n Fresh Flowers, Kelly Shore Petals by the Shore - Wedding & Event Floral Designs, and Eileen Taylor The Flower Shuttle discuss finding creative ways to make a difference through flowers. Come for ideas and leave inspired to try something new in your own floral business.

Learn more and register here: https://sustainabloom.org/news/creative-ways-to-build-community-around-sustainability

A big thank you to Seed Your Future for partnering with the American Floral Endowment at Texas A&M University's Horticulture Exploration Day yesterday.

Together, we had the opportunity to connect with students, parents, and educators while showcasing the many opportunities available within the horticulture industry.

Special thanks to our Young Professionals Council member, Mason Marshall, for representing AFE and Seed Your Future and for sharing valuable information with future horticulture students.

We also extend our appreciation to Texas A&M for hosting this outstanding event and providing a space for students to explore the diverse and rewarding career paths available in horticulture.

By working together, we can continue to inspire and support the next generation of horticulture professionals.

We want to hear from you!

Please take 10-12 minutes to share your perspective on your industry segment's needs and AFE's value. Completing this survey will help us develop a fundraising strategy, including an Ambassador Program designed to expand the organization’s reach across all segments of the floral industry. Your feedback will help shape how we engage and support the industry for years to come.

Complete the survey by Friday, June 5th: bit.ly/afesurveys

Our 2026 R.I.S.E. to Support campaign is in full swing!

When you contribute to R.I.S.E., you are helping AFE to continue providing the floral industry with vital research, internships, scholarships, and education. Learn more and make your tax-deductible donation today at: https://endowment.org/rise2026