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.

Memorial Tribute Established in Memory of Arthur Brentwood Humphrey

October 21, 2020 American Floral Endowment

The American Floral Endowment (AFE) announces a new memorial tribute in memory of Arthur Brentwood Humphrey, a longtime friend of the floral industry who died on October 6, 2020, at the age of 74. The $ 1,000 fund was established by the Mayme Leong Family of Ah Sam Florist and Ken & Lynn Young of Phoenix Flower Shops.

Announcing AFE and Rio Roses Virtual Mask-erade Photo Contest Winner

October 2, 2020 American Floral Endowment

In light of the COVID-19 Pandemic, the American Floral Endowment transformed their Annual Fundraising Dinner into a Virtual Mask-erade, which featured a photo contest sponsored by Rio Roses. The contest ran from August until mid-September and encouraged participants to use their Giving to Grow event mask to design their own mask-erade look.