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FMF Vertical

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.

While consumer research remains an integral part of the Fund’s efforts, broader coordinated promotional campaigns supported by many will benefit the industry on a wider scale. The FMF has found that through pooling industry funding and expertise, each campaign can have a more significant impact.

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.

In 2021, the name changed to the Floral Marketing Fund (FMF). The rebrand elevates the need to focus on collaborative marketing efforts and position the Floral Marketing Fund (FMF) to bring industry organizations together. At the heart of the rebrand are the new logo, tagline, and mission & vision statements encouraging industry collaboration to promote everyday purchasing of fresh flowers and plants.

FMF’s new mission, vision, and about statements are as follows:

Mission Statement

To develop, support, and promote collaborative fundraising, research, and marketing efforts to increase flower sales.

Vision Statement

To foster floral industry growth and inspire everyday purchasing of fresh flowers and plants through targeted promotion.

About the 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 info@floralmarketingfund.org.

FMF Board of Directors:

  • President – Dwight Larimer, DESIGN MASTER color tool, inc., Boulder, CO
  • Vice President – Jim Daly, Floralife, Inc., Walterboro, SC
  • Treasurer/Secretary – Ken Young, Phoenix Flower Shops, Scottsdale, AZ
  • Greg Royer – Royer’s Flowers & Gifts – Lebanon, PA
  • Laura Shinall, Fresh Path Marketing, Charleston, SC
  • FMF Executive Director – Debi Chedester, Alexandria, VA

Support future floral marketing studies