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Mar 24, 2022
AFE Sets New Goals For Supporting Floriculture Industry

After eight months of strategic planning, the American Floral Endowment (AFE) has a new plan to provide for continued growth in the floriculture industry.

As part of the plan, the AFE’s Board also approved a revised vision, mission, and logo update to better identify and promote AFE’s core initiatives. The new logo touts the overall goal of Funding for the Future of Floriculture.

After months of consultation and evaluating input from the broader floral community, a new strategic plan was developed to better position the endowment to address the ever-changing needs of the floriculture industry.

diagramThe three-year plan underscores and strengthens fundamental priorities vital to AFE’s future and mission: supporting innovative research and floral industry education; an irrefutable pledge to keeping young professional development at the center of our work; increased outreach and fundraising efforts to provide more dollars for floriculture-related programs; and, finally and importantly, a commitment to collaboration with like-minded organizations for these and other programs geared toward advancing the industry.

The strategic plan sets goals to expand core AFE programs, provide new and innovative research, develop more targeted and strategic communications, and increase fundraising to support these initiatives. Like the new Vision states, AFE pledges to do these things “to better connect people to flowers and plants in everyday life.”

AFE’s core programming supports better quality flowers and plants and provides best practices for increased longevity of products. Better quality and longer-lasting plants support profitability and happy consumers. Whether you are a grower, researcher, event planner, wholesaler, or retailer, AFE’s work has positively impacted your business. With expanded resources to reach and support the next generation of young professionals through our career center, recruitment resources, and Young Professionals Council, the Endowment is also educating and supporting a workforce for the future. All AFE’s resources are available to everyone in the industry FREE. Industry contributions are the key to providing these programs for all.

“AFE’s new goals show our ongoing commitment and dedication to the industry. These expansions will be extremely impactful both internally and externally. It is exciting to look ahead and see this clear path to success aiding the growth of our industry,” says AFE’s Chairman-Elect Ken Young, owner of Phoenix Flower Shops.

The new Strategic Plan will serve as AFE’s benchmarks for success over the next three years. They will also help AFE continue to address the transforming needs of the industry and further expand their reach to keep up with industry growth.

Learn more about AFE researchinternshipsscholarshipseducational grants, and other industry resources from its home page.


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GPN recognizes 40 industry professionals under the age of 40 who are helping to determine the future of the horticulture industry. These individuals are today’s movers and shakers who are already setting the pace for tomorrow.
Erica Hernandez
Emma Lookabaugh
Melissa Maguire
Cole Mangum
Oz Marshall
Meagan Nace
Tiffany Nohl
Chris Plane
Mike Prol

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