The American Floral Endowment (AFE) is inviting the floral community to once again R.I.S.E. to Support the future of floriculture. The annual fundraising campaign runs from May 15 through June 30 and encourages the floral community to come together and give back to the industry.
R.I.S.E. stands for Research, Internships, Scholarships, and Education—four pillars that help ensure a strong, sustainable floral industry for generations to come. Every dollar raised supports programs that solve real challenges, nurture young talent, and provide trusted resources for businesses of all sizes.
Now more than ever, funding for research and education is vital for those who depend on the Endowment's programs. The floral industry, students, faculty, and researchers all depend on these resources and programs, which continue the pipeline for the overall growth of the floral community.
"This campaign is about coming together to support something we all care deeply about – our industry," said AFE Chairman David Garcia of Pete Garcia Company/Garcia Group. "By contributing, we're helping to provide for new advancements, empower the next generation, and keep our floral community moving forward."
What R.I.S.E. entails
Research: Backing cutting-edge studies that improve flower and plant health, longevity, pest and disease management, and sustainable practices.
Internships: Offering real-world training opportunities that introduce students to careers in floriculture.
Scholarships: Reducing financial barriers for students pursuing degrees in floriculture and horticulture, helping to build a strong, future-focused workforce.
Education: Providing free, accessible resources, such as the Grow Pro Webinar Series and Sustainabloom, to help businesses of all sizes stay informed, competitive, and resilient. In addition to funding grants supporting industry events and educational programs, as well as travel to those learning opportunities.
The 2025 campaign aims to raise $100,000 in funding to support these core programs and initiatives that benefit every sector of the industry, from growers and wholesalers to retailers and allied partners.
If you wish to donate to R.I.S.E. you can do so at the link here.
