CalFlowers Recognized With 2026 American Floral Endowment Ambassador Award

Attendees of the 2026 CalFlowers Fun ‘N Sun Convention were witnesses to a surprise announcement during the American Floral Endowment (AFE)-sponsored Friday morning breakfast on August 7, when AFE presented CalFlowers, newly renamed American Floral Alliance (AFA), with the 2026 Ambassador Award. The award was presented by AFE Trustee Gustavo Gilchrist, of Kennicott Brothers Company, and AFE’s Manager of Communications, Karin Krause, in recognition of the AFA’s leadership, collaborative spirit, and commitment to advancing the Endowment’s mission. AFA’s Board Chair Robin van der Schaaf and President Lane DeVries accepted the award on behalf of the organization.

Established in 2023, the AFE’s Ambassador Award recognizes individuals, organizations, and institutions that exemplify exceptional leadership, partnership, and dedicated service to the Endowment. Selected through a nomination process led by AFE’s Board of Trustees, recipients serve as ambassadors for the Endowment by championing research, education, scholarships, internships, and innovation that strengthen the future of floriculture.

The AFA has consistently invested in programs that create long-term impact. The organization has sponsored several Floral Marketing Fund (FMF) consumer research projects, helping generate valuable insights for the industry, and is a founding partner of Sustainabloom, AFE’s sustainability initiative dedicated to providing practical, research-driven resources for floral businesses.

The organization’s commitment to developing future industry leaders is also reflected through the CalFlowers Frank Biddle Memorial Scholarship Fund, which provides scholarship opportunities while honoring the legacy of one of California’s most respected floral leaders.

Beyond financial support, AFA leaders have also provided invaluable volunteer leadership to the Endowment. Over the years, numerous individuals affiliated with the organization have served as AFE Trustees, helping shape the Endowment’s strategic direction and strengthen partnerships that benefit the floral industry.

“CalFlowers, now American Floral Alliance, has been an exceptional partner to the American Floral Endowment for many years, and their support has helped strengthen nearly every aspect of our mission,” says AFE Chairman David Garcia, of Pete Garcia Company/Garcia Group. “Their commitment extends well beyond the Endowment. As a leader within the floral industry, AFA consistently champions programs and initiatives that benefit the industry as a whole. We are grateful for their collaborative spirit, unwavering support, and dedication to helping build a stronger future for floriculture.”

“The AFE Board is proud to recognize AFA with the 2026 Ambassador Award for its outstanding leadership, collaborative spirit, and enduring commitment to the success of the floral industry,” says AFE Executive Director Debi Chedester. “For decades, they have demonstrated what is possible when organizations work together to invest in people, innovation, and the future of floriculture. Their partnership has made a lasting difference, and we are honored to recognize their contributions with this award.”