Mar 27, 2025

New fund supports floriculture industry advancements

The American Floral Endowment has launched the Demaree Family Floriculture Advancement Fund to support projects addressing critical challenges in the floral industry.

The annual grant program will fund initiatives focused on innovation, education and industry advancement. It replaces the Del Demaree Family Fund, originally established in 2014 to support a business internship program. The updated fund allows for more flexibility in responding to industry needs.

The fund honors Del Demaree Jr., a former AFE chairman and trustee who dedicated over 60 years to the floral industry before his passing on Jan. 2, 2023, at age 85. His daughter, Laura Shinall, managing partner at FreshPath Marketing, continues the family’s legacy through her leadership roles in AFE and the Floral Marketing Fund.

“The new fund is a proud evolution of our legacy and offers exciting new opportunities for projects that are working hard to enhance the floral community,” Shinall said. “It also gives us the flexibility to respond to real-time challenges our industry is facing.”

Organizations with projects benefiting the U.S. floriculture industry are encouraged to apply. Applications are due by June 1 each year, with preference for national projects that provide broad industry benefits. The fund will not support conferences, events or general operating costs but will assist established programs that address immediate industry needs.