Why the Endowment Funds Public Benefits Research?
 The Endowment funds Public Benefits Research for many of the same reasons as stated under Scientific Research. Both avenues of research are needed for a strong and healthy industry. Although continual improvements in floricultural crop quality, yield, and longevity can be made, these factors alone will not guarantee that the products will enhance the lives of consumers.
Due to the scale and complexity of the industry, very few firms can afford to conduct meaningful Public Benefits Research. Consequently, the Endowment enables the industry to conduct research on the impact of floral products and services on people and the environment, to discover information that can enhance the public’s experience with these products and services, and that the industry can use to better meet the market’s needs. What types of Public Benefits Research are required to ensure that the floral industry thrives and meets the expectations of all its segments and the consumers? Just as with Scientific Research, the answer is not simple and the needs change over time.
The Board of Trustees of the American Floral Endowment fully understand this challenge. Before yearly funding decisions are made they receive inputs from many industry and scientific sources. Thus, industry needs and research projects drive the funding process.
What Are The Research Priorities of the Endowment and How Are They Established?
Periodically, the Endowment conducts industry surveys to assist the Board of Trustees in identifying current and future concerns of the public and the floral industry. The feedback helps to focus funding efforts aimed at solving specific short and long term concerns.
Priority Areas for Research Proposals
The basic research priorities are listed below. They are focused on all floricultural crops – bedding plants, fresh cut flowers, fresh cut greens, flowering potted plants, and foliage plants. The Basic Research Priorities are:
- Impact on the giver and receiver, floral relative to other gifts
- Perceptions of floral/plant gifts versus alternatives
- Influence of floral products on an individual’s physical or emotional health
- Influence of floral products on social interaction
- Impact of floral products on the environment (e.g., improved air quality, removal of chemical runoff)
- Determinants of satisfaction with a floral/plant purchase
- Motives and barriers for utilization of floral products
- Other categories will be considered
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Public Benefits Research
