Funding Generations of Progress Through Research and Scholarships\\The American Floral Endowment is an independent non-profit organization that funds research and scholarships in floriculture and environmental horticulture for the benefit of growers, wholesalers, retailers, allied industry organizations and the general public. Since 1961, more than $15 million has been funded toward research projects benefiting the floral industry, and more than $1.5 million has been funded in scholarships designed to attract and retain future leaders.