Sustainabloom, a program from the American Floral Endowment, has launched the Wholesale Nickel Program to help floral wholesalers contribute to sustainability education and research.
The program allows participating wholesalers to add up to 5 cents per box on orders from approved growers and shippers. These voluntary contributions are collected monthly and sent quarterly to Sustainabloom to support sustainability-focused resources, guides and research.
Debi Chedester, executive director of the American Floral Endowment, said the program gives wholesalers a chance to make a lasting impact. “Every cent counts when we join together,” Chedester said. “By participating in this program, companies are investing in vital research and educational tools that will benefit the entire supply chain for years to come.”
Funds raised will help Sustainabloom continue providing free, research-based sustainability education for businesses throughout the floral supply chain. Contributions are tax-deductible, and participating companies will be acknowledged on Sustainabloom’s website and communications. A one-time donation option is also available.
The program was introduced at the 2025 WFFSA Floral Distribution Conference in Miami by Gustavo Gilchrist, president of Kennicott Brothers Company, a founding supporter of Sustainabloom. A new video highlighting the program’s goals was also shared at the event.
Horticulture and greenhouse professionals working with floral wholesalers are encouraged to participate and promote the initiative. According to Sustainabloom, even small contributions can scale up to significantly support sustainability efforts across the industry.
To learn more about the program and sign up, visit sustainabloom.org/
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