American Floral Endowment launches $2.5 million fundraising campaign for Sustainabloom

The American Floral Endowment (AFE) is launching a $2.5 million fundraising campaign to support Sustainabloom, a sustainability program created for the floral community.

Initially established with seed funding from 10 organizations in April 2024, Sustainabloom, an industry-wide resource hub, helps businesses advance their sustainability efforts.

The program’s free resources, developed by top researchers, include comprehensive guides, assessment tools, government funding opportunities and certification information.

“Sustainability is no longer just a goal — it’s a necessity,” said AFE Executive Director Debi Chedester. “With Sustainabloom, we’re providing the entire industry with vital resources, free of charge, to support the transition to more sustainable practices. But to maintain and grow these offerings, we need the industry’s help. Our $2.5 million fundraising goal will ensure Sustainabloom becomes self-sustaining, as contributions will form an endowment fund where the earnings will be used annually to support the program in perpetuity.”

Last month, the program expanded with four new guides covering key topics like energy efficiency, carbon accounting and sustainable inventory management, with four additional guides expected before the end of the year. As sustainability continues to progress, continuous updates, research and resource development are important to keeping the industry informed and equipped.

“What we’re learning today will continually evolve over the coming years,” said Amanda Solliday, NC State University Ph.D. student and Sustainabloom research team member. “By securing sustainable funding, the endowment can ensure ongoing resources to continuously update and provide the tools the industry needs to adapt and stay ahead.”

Company sponsorships for Sustainabloom are also available. For more information on how to contribute or become a partner, visit sustainabloom.org/donate.