Caitlin Hupp joined the Proven Winners retail solutions team, covering the Midwest and Western regions of the United States and Canada. In this newly created role, Hupp will use her years of experience and intimate knowledge of the garden center industry to focus on the needs of IGCs and strengthen the brand’s relationships in her designated territory. In addition, she will work to create new partnerships and brand-building opportunities within this vital segment of our industry.

“We couldn’t be more pleased to be expanding and strengthening our IGC support team with the addition of Caitlin

The Garden Media Group and Royal Anthos have solidified their ongoing partnership by entering into a three-year strategic alliance to boost flower bulb sales across the United States significantly. Royal Anthos has secured a European Union grant, underlining its efforts to expand the use and sales of European bulbs in the U.S. market. The program is backed by a substantial budget of 1.9 million euros, with the EU grant funding 80 percent. Members of Royal Anthos are committed to supporting the initiative by contributing the remaining 20 percent of the finances. This is the second grant Royal

Alexandra Farms announced a special addition to its prized Princess Garden Roses Collection with a classically stunning new variety: Princess Holly’s Hope. This special garden rose has been years in the making at Alexandra Farms and is named after the company's friend and close collaborator – the renowned floral designer and educator Holly Heider Chapple.

A wonderfully imposing peach-colored bloom, Princess Holly’s Hope was selected by Chapple as her signature garden rose during a visit to the farm in early 2020. Transitioning from a soft peachy-toned center to creamy outer petals, this

The American Floral Endowment has unveiled its newly redesigned website, featuring seamless navigation, enhanced program accessibility and a modern, vibrant aesthetic.

The new website reflects AFE’s unwavering commitment to providing easy-to-use, accessible resources and programs supporting research, internships, scholarships and education for the floral industry. As the Endowment’s initiatives have grown over time, adapting to the industry’s ever-changing needs, the website housing all of the resources has been reshaped as well. Industry members can find resources and programs specific to

Decowraps, a leader in the floral industry, is thrilled to announce the grand opening of its newly remodeled showroom, a haven where a floral packaging wonderland awaits. 

As visitors step through Decowraps’ doors, they will be immersed in a kaleidoscope of colors and textures meticulously curated to mirror the beauty of the seasons and latest industry trends. The displays feature a stunning variety of their Accents by Decowraps hardgoods floral accessories that highlight the beauty and diversity of nature, ranging from the lively colors of spring to the gentle warmth of summer. 

Spotlightin

The Delaware Valley Floral Group has reached an agreement to acquire the Paramus, NJ, branch from Kennicott Brothers. DVFG will acquire certain assets of the company through an asset purchase agreement. Originally founded in 1936 as Hillcrest Garden, the company enjoyed 83 years of ownership and operation by the Levy family and has been serving professional florists and event organizers in the Tri-State area.

In 2019, Kennicott Brothers purchased the company and operated it as Kennicott-Paramus. The business will be consolidated into DVFlora, a division of DVFG. Kennicott-Paramus customers