Growing Together: Inside AFE's Mission for Floriculture with Laura Barth
S01:E02

Growing Together: Inside AFE's Mission for Floriculture with Laura Barth

Alexandria, Virginia
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Episode description

Blooms and Beyond - Season 1, Episode 2

Episode Title:

“Growing Together: Inside AFE’s Mission for Floriculture”

Episode Description

What happens when a music major moves to North Carolina and falls in love with plants? In this episode, Dr. Ping Yu sits down with Laura Barth, Research Coordinator for the American Floral Endowment (AFE), to explore how this nonprofit organization supports the entire floriculture industry—from funding research to awarding scholarships.

Discover what AFE does for growers and researchers, why the floriculture industry is “surprisingly friendly,” and how trends like AI, drones, and e-commerce are shaping the future. Plus, Laura reveals her favorite flower (hint: it looks like a craft project made of tissue paper!) and both hosts share how flowers can boost your mood—that’s plant power!

Listen Time: ~27 minutes

In This Episode

Featured Guest

Laura Barth — Research Coordinator, American Floral Endowment

  • Facilitates AFE’s research programs and outreach
  • Former AFE scholarship recipient
  • Background in music performance and horticulture science from NC State

Main Topics

Laura’s Journey to Horticulture (01:35 - 03:17)

  • First degree in music performance in Wisconsin
  • Moving to North Carolina sparked her love of plants
  • “All I wanted to do was be outside and garden”
  • Discovered NC State’s horticulture program in Chapel Hill

The Connection Between Art and Floriculture (04:03 - 05:15)

  • Creativity in floral design and landscaping
  • Artistic side of creating outreach materials
  • Famous plant paintings: sunflowers, iris, water lily, pear blossom

What is AFE? (05:46 - 06:43)

  • 501(c)(3) nonprofit organization
  • Funds research, internships, scholarships, and educational programs
  • An endowment: “the money isn’t going anywhere”
  • Industry-funded, resources go back to industry for free
  • Both Ping and Laura are former AFE scholarship recipients

Floriculture Industry Status (07:26 - 08:11)

  • Cut flower production: field, greenhouse, hoop house
  • Young plants, finished plants, all stages of growth
  • Perennials, bulbs, foliage, and succulents
  • Growing interest in locally grown cut flowers

U-Pick Farms and Georgia’s Floriculture (08:12 - 08:58)

  • Rise of small cut flower farms with u-pick options
  • Georgia’s floriculture history: 2008-2009 recession impact
  • Industry gradually recovering

Hard Goods (09:06 - 10:03)

  • AFE board meeting visit to Floral Mart in Peachtree Corners, Georgia
  • The Garcia family’s floral materials for weddings and more
  • High-quality floral products, ribbons, and wire

Industry Challenges (10:27 - 11:44)

  • Labor shortages (potential solutions through internships, automation, AI)
  • Thrips, botrytis, spider mites, Lewis mites
  • Inflation impacting consumer gardening purchases
  • Uncertainty with federal funding for floriculture research
  • Long-term impacts of funding cuts may not be visible for 5-10 years

E-Commerce Impact (11:46 - 13:14)

  • Brick and mortar florists losing business
  • Miami import hub: arrangements assembled for e-commerce
  • Younger generation interested in online plant shops
  • Social media driving houseplant trends

Sustainabloom (13:15 - 14:44)

  • AFE launched Sustainabloom resource hub in 2022
  • Resources for all industry segments
  • Young consumers researching product sustainability
  • Europe has more regulations; US industry staying ahead of trends

Sustainability in Practice (14:45 - 15:49)

  • Biodegradable containers
  • Reducing chemical leachate
  • Implementing IPM practices
  • Consumers willing to pay extra for sustainable products

Favorite Plant: Ranunculus (15:51 - 17:26)

  • Laura’s current favorite: ranunculus
  • Saw stunning varieties at ProFlora in Colombia
  • “They look like a craft project—rows of tissue paper stuck together”
  • Favorite flower changes with mood and season

Plant Power and Mood (17:27 - 18:12)

  • Plants can influence your mood
  • “Go out for a walk and see plants… they can make you feel happy again”
  • Even just looking at flowers brings peace

Flowers as Lifestyle (18:13 - 20:04)

  • Ping’s love of Trader Joe’s flower section
  • Weekly bouquet as affordable self-care
  • The Lady of the Camellias by Alexandre Dumas
  • European fresh markets and flower culture
  • Emily in Paris lifestyle: grab a bouquet, wander the city

Future of the Industry (20:06 - 21:25)

  • Increased sustainability efforts
  • AI integration in all aspects of production
  • Drones with AI/machine learning for disease and nutrient detection
  • Dispensing biological controls
  • Automation, SOPs, and tool development
  • More research proposals involving AI and machine learning

E-Commerce Future (21:27 - 22:19)

  • Next generation opening online stores
  • GrowPro webinar with Melinda Knuth on younger consumer purchasing
  • Different crop types for e-commerce: niche succulents, houseplants

Advice for Young Growers (22:20 - 23:50)

  • Use free AFE resources
  • Attend conferences, go on tours
  • Reach out to local Extension offices
  • “You don’t have to spend a ton of money to reinvent the wheel”
  • Industry is “surprisingly friendly and surprisingly open”
  • Competitors willing to share knowledge

Finding Resources (24:44 - 25:42)

Key Highlights

  • Laura’s Journey: Music performance degree → Move to North Carolina → Fell in love with plants → NC State horticulture program
  • AFE Impact: 501(c)(3) nonprofit funding research, scholarships, internships, and educational programs
  • Sustainabloom: AFE’s 2022 resource hub for industry sustainability efforts
  • Industry Challenges: Labor, pests (thrips, botrytis, mites), inflation, federal funding uncertainty
  • Future Trends: AI, drones, machine learning, e-commerce, sustainability
  • Industry Culture: “Surprisingly friendly”—competitors share knowledge openly
  • Plant Power: Flowers boost mood and represent a lifestyle choice

Key Quotes

“I’m trying to write this essay about why I want to do this, and I’m like, ‘You know what? I really just kind of want to be outside.’ Hmm, maybe that’s my answer.” — Laura Barth

“I absolutely think there is a connection between art and horticulture. And especially in floriculture, when you’re seeing floral designers and some of the landscaping, I think there really is creativity to a lot of our industry.” — Laura Barth

“The best thing about AFE is that it is an endowment so the money isn’t going anywhere. We’re supported by the industry through industry funds and everything we put out goes directly back to the industry for free.” — Laura Barth

“You don’t have to spend a ton of money to reinvent the wheel. And also I would say our industry is surprisingly friendly and surprisingly open with how much knowledge we’re willing to share.” — Laura Barth

“I call it plant power, and it can really influence your mood. If you don’t feel well or if you feel upset, go out for a walk and then see all those plants outside… they can make you feel happy again.” — Dr. Ping Yu

“I think that’s the reason that our whole industry thrives… Because if we’re all eating, it’s better for everybody.” — Laura Barth

Educational Highlights

What is AFE (American Floral Endowment)? A 501(c)(3) nonprofit organization that supports the floriculture industry through:

  • Research funding
  • Scholarships and internships
  • Educational programs (including GrowPro webinars)
  • Resources that go back to the industry for free

What is Sustainabloom? Launched by AFE in 2022, Sustainabloom is a resource hub where people from all segments of the floriculture industry can find resources to help them become more sustainable, no matter where they are in their journey.

What is Floriculture? The segment of horticulture focused on flowering and ornamental plants, including:

  • Cut flower production (field, greenhouse, hoop house)
  • Potted plants (young plants to finished)
  • Perennials, bulbs, foliage, and succulents
  • Hard goods (faux flowers, ribbons, supplies)

What are Hard Goods? In the floral industry, “hard goods” refers to non-living floral supplies including high-quality faux/artificial flowers, ribbons, wire, containers, and other materials used in arrangements.

Resources & Links

American Floral Endowment:

Cooperative Extension:

  • Contact your local Extension office for floriculture resources

Blooms and Beyond:

About Blooms and Beyond

Blooms and Beyond is a podcast that covers plant history, culture, and management through the lens of science. Whether you’re a commercial grower looking for management solutions, a student exploring horticulture careers, or someone who just loves plants and their stories, you’ll find something here for you. Hosted by Dr. Ping Yu from the University of Georgia, each episode features interviews with experts who bring enchanting stories, pioneering research, and practical wisdom from the world of horticulture.

About the Guest

Laura Barth serves as the Research Coordinator for the American Floral Endowment, where she facilitates research programs and outreach. Her journey to horticulture began unexpectedly—after earning a degree in music performance, a move from Wisconsin to North Carolina opened her eyes to the beauty of plants and flowers. She went on to earn undergraduate and graduate degrees in horticulture science from North Carolina State University. As a former AFE scholarship recipient herself, Laura understands firsthand the impact of AFE’s programs on the next generation of horticulturists.

Credits

Host: Dr. Ping Yu Guest: Laura Barth, American Floral Endowment Producer: Rich Braman

Episode Release Date: November 30th, 2025 Episode Length: ~27 minutes

“Till next time, stay healthy and go plants!” 🌱🌻🌿

0:06Welcome to Episode 2
0:49Meet Laura Barth from AFE
1:35From Music to Horticulture
4:03Art and Floriculture Connection
5:37What is AFE?
7:16Floriculture Industry Overview
8:32U-Pick Farms and Local Cut Flowers
9:14Hard Goods: Floral Products at Floral Mart
10:27Industry Challenges: Labor, Pests, and Funding
12:15E-Commerce Impact on Florists
13:41Sustainabloom: AFE's Sustainability Hub
15:51Favorite Plant: Ranunculus
17:33Plant Power and Mood
19:01Flowers as Lifestyle: Emily in Paris
20:20Future Trends: AI and Drones
22:20Advice for Young Growers
24:24Finding Resources: endowment.org
25:44Thanks and Closing