Greenhouse Canada

AFE a key source for industry studies

August 24, 2015  By Dave Harrison

Aug. 24, 2015, Alexandria, VA – The American Floral Endowment (AFE) has launched an updated and more efficient web site for the Floral Marketing Research Fund (FMRF) at

The newly designed web site is now mobile-friendly and features improved navigation for users to access free research reports and other FMRF news and updates on all electronic devices, from PCs to smartphones.

Some of the free reports include:


• Funeral Directors and Flowers Report – funeral directors’ perspectives and consumer preferences on sympathy flowers, and the relationship between floral retailers and funeral directors.

• Social Media Guide for Floral Retailers and Wholesalers – social media marketing best practices and real industry case studies.  

• Consumer Preferences Study for Flowers as Gifts – advertising and awareness, floral gift benefits, and longevity and fragrance.  

The restructured website also provides information on pre-proposal applications, which can be submitted for any cut flower consumer-based research.

 The FMRF was established in 2008 by AFE Trustees to fund consumer research projects that benefit the entire floriculture industry. With added financial support from other industry organizations and individuals, the FMRF has provided more than $110,000 in funding over its first two years.  

Register online to access and download the FREE reports!  

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