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floral marketing fund
The Floral Marketing Fund (FMF) represents a community of floral industry organizations and leaders collaboratively supporting and funding floral marketing efforts, consumer research, and promoting the emotional wellness and health benefits to increase consumer consumption of flowers and plants.
The Fund utilizes funds and expertise from industry sources to provide both financial support and human capital to projects that will benefit the entire floriculture industry – connecting marketers and researchers directly with industry leaders to directly support increased flower sales.
Today, there are 12 research reports and resources currently available for download with 3 new consumer studies being released this year!
We welcome you to use our resources to help you sell more flowers and support your marketing efforts. Please consider contributing and supporting the ongoing efforts of the Fund.
Looking ahead, there is a huge opportunity to increase flower consumption in the US by raising awareness about the benefits of flower purchasing. The Floral Marketing Fund’s ongoing goal is to inspire a movement towards the broader use of flowers and plants in everyday living across the country.
The FMF committee is always seeking input from the floral industry regarding new consumer research focuses, marketing needs, and collaborative campaigns. Please reach out to [email protected].
Our Mission
To develop, support, and promote collaborative fundraising, research, and marketing efforts to increase flower sales.
Our vision
To foster the floral industry growth and inspire everyday purchasing of fresh flowers and plants through targeted promotion.
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FMF History
2026
website redesign
The FMF unveils a newly redesigned website featuring seamless navigation, enhanced accessibility, and a modern aesthetic. The new website reflects our commitment to providing impactful research, consumer insights, and marketing resources.
2022
sustainability
The FMF launches its first of a series of research projects focused on sustainability. The first of the projects focuses on consumer perceptions around floral industry sustainable practices, and the second covers retail businesses’ current sustainable floral design practices and perceptions.
2021
REBRANDING
In 2021, the name changed to the Floral Marketing Fund (FMF). The rebrand elevates the need to focus on collaborative marketing efforts and positions the Floral Marketing Fund (FMF) to bring industry organizations together. At the heart of the rebrand are the new logo, tagline, and mission & vision statement,s encouraging industry collaboration to promote everyday purchasing of fresh flowers and plants.
2020
Hugs & Smiles Campaign
The FMF launched the Hugs & Smiles Promotion Campaign, administered by the Great Lakes Floral Association and partnered with the Michigan Association of Broadcasters (MAB). Radio and television promotional ads were designed to get consumers to buy more flowers. The campaign educated consumers on the health benefits of having flowers in their lives and how easy and safe it is to order and send flowers.
2018
Flower marketing monday
FMF-funded a #FlowerLoveVideoContest, inspired creative videos from flower lovers from across the country, and also promoted the use and giving of fresh flowers. In 2018, AFE and the FMF launched #FlowerMarketingMonday! Each week, one of the submitted videos is promoted through social media. These videos can be downloaded and used on your own websites and social media, not just for holiday reminders, but for promoting flowers as the perfect gift every day.
2012
CONTRIBUTIONS
In 2012, the FMRF received a $600,000 contribution from the Flower Promotion Organization (FPO). This funding has allowed AFE and the FMRF to continue marketing research efforts for the floral industry. Since that time, others have joined the effort to collaborate and contribute to special projects.
2008
ORIGINS
Originally established as the Floral Marketing Research Fund (FMRF) in 2008 by volunteers of the American Floral Endowment (AFE), the Floral Marketing Fund (FMF) encourages all floral industry segments to participate in fundraising, research, and marketing efforts that benefit the floral community as a whole.