Sustainabloom launches Wholesale Nickel Program to support floriculture sustainability

Sustainabloom, a program from the American Floral Endowment, has launched the Wholesale Nickel Program, a new initiative for wholesalers to support industry-wide sustainability efforts with a simple contribution.

Through the program, participating wholesalers are invoiced monthly on their orders from participating growers and shippers, and they can choose to contribute up to 5 cents per box. These contributions go directly to Sustainabloom to support the development of educational guides, resources and research — all designed to help educate the floral industry in sustainability and drive meaningful change.

The funds raised through this program will help Sustainabloom continue providing free, research-driven sustainability education and resources to businesses of all sizes. Sustainabloom was established by the American Floral Endowment in 2022 to provide free, research-driven sustainability education and resources for the floriculture industry. 

“We are excited to offer wholesalers a new, powerful way to contribute to the future of sustainability in the floral industry,” said AFE Executive Director Debi Chedester. “Every cent counts when we join together. By participating in this program, companies are investing in vital research and educational tools that will benefit the entire supply chain for years to come.”

Participating wholesalers will see a charge at their chosen amount (up to 5 cents) per box reflected on their monthly statements, with contributions sent quarterly to AFE. All contributions are tax-deductible, and participating companies will be recognized on Sustainabloom’s website and in communications. Companies can also choose to make a one-time donation to Sustainabloom here.

One of the partners on the program is Continental Flowers. Participating wholesalers will see a charge at their chosen rate per box reflected on their monthly statements from Continental Flowers. These contributions are then sent quarterly to AFE.

Continental Flowers is furthering its commitment by matching all contributions on orders placed through them, doubling the impact of participating wholesalers’ support.

“AFE’s Sustainabloom initiative is an innovative solution to bring sustainability efforts to our industry and be at the forefront of our industry’s sustainability story. Continental Flowers will always seek to support industry programs that can be amplified with collaborative partners and that can bring about meaningful change,” said Eric Fernandez, General Manager of Continental Flowers. “Sustainabloom provides that promise and we are excited to see it grow.”

The Wholesale Nickel Program was officially introduced at the 2025 WFFSA Floral Distribution Conference in Miami, Florida, by Gustavo Gilchrist, president of Kennicott Brothers Company, one of the founding supporters of Sustainabloom.

To learn more about the program and sign up, visit sustainabloom.org/wholesale-nickel-program or contact  info@sustainabloom.org.