What Florida Wildflower Foundation does

The Florida Wildflower Foundation, Inc. is a Florida-incorporated 501(c)(3) nonprofit founded on February 15, 2001, that protects the state's native wildflowers and pollinators through four program pillars: education, conservation, planting, and research. Its mission is operationalized through a portfolio of grant programs (Viva Florida demonstration gardens, Seedlings for Schools, Seeds of Knowledge library gardens), the Florida Native Seed Partnership, a Roadsides Program for state right-of-way stewardship, and the Florida Panhandle Wildflower Alliance — collectively reaching 280+ schools, 70+ demonstration gardens, and 37 counties plus 4 municipalities that have adopted the Foundation's model wildflower resolution. The Foundation also supports the separately incorporated Florida Wildflower Growers Cooperative, a for-profit native seed and plant growers association spun out in 2003 to commercialize native ecotype seed supply.

The Foundation's core distribution and funding mechanism is the State Wildflower specialty license plate (Coreopsis), created by Florida statute in 1999 and placed under the Foundation's full authority in 2007, with over 33,000 plates in circulation and ranked #20 among 150+ Florida specialty tags. Revenue is supplemented by membership dues, individual and planned-giving donations (notably a $150,000 estate gift from founder Gary Henry in 2020), publication sales (including the Pineapple Press title 'Native Plants for Florida Gardens' at $21.95), grants from corporate donors such as Duke Energy and Visit Florida, and modest administrative fees. The Foundation operates with approximately 5 full-time staff, all working remotely since the 2020 closure of its Maitland headquarters, and is led by Executive Director Stacey Matrazzo.

The Foundation's technology footprint is centered on FlaWildflowers.org, a content platform hosting over 400 plant profiles, pollinator profiles, a webinar recordings library, a monthly newsletter, and program information, complemented by active social media channels totaling 50,000+ followers. Educational delivery occurs through free webinars, field trips, presentations, and the annual Florida Wildflower Symposium. The organization is governed by an independent volunteer board (current Chair: Sara Burke) and holds over $1.5M in reserves as of August 2024. There is no public API, mobile application, or disclosed AI/ML capability; the platform is content-driven rather than technology-enabled, and the Foundation's value proposition rests on institutional authority, statutory funding access, and a deeply embedded statewide partnership network with FDOT, UF/IFAS, the McGuire Center, and county governments.

Name

Florida Wildflower Foundation

Legal name

Florida Wildflower Foundation, Inc.

Website

https://flawildflowers.org

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Florida Wildflower Foundation is a 501(c)(3) nonprofit that protects Florida's native wildflowers and pollinators through education, conservation grants, and research, funded primarily via a state specialty license plate, memberships, and donations, and serving homeowners, schools, libraries, and local governments statewide.

Ownership category

akta.pro rank

Product category

Conservation Nonprofit Services

NAICS

Environment, Conservation and Wildlife Organizations (813312)

akta.pro primary industry

Biodiversity & Habitat Conservation (BPAGAGAA)

akta.pro secondary industry

Wildlife Conservation & Species Protection (BPAGAGAB)

Keywords

• Native plant conservation
• Wildflower education resources
• Pollinator habitat programs
• Native plant grants
• Conservation nonprofit services

Headquarters

HQ city

Maitland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. State Wildflower License Plate Sales: The Foundation receives proceeds from the sale of the State Wildflower specialty license plate (Coreopsis). Revenue is distributed quarterly from the Florida Department of Highway Safety and Motor Vehicles. Currently over 33,000 plates on the road generating ongoing revenue for wildflower conservation programs.
2. Membership Dues: Annual membership program providing supporters with benefits while generating recurring revenue for operations and conservation programs.
3. Donations: Individual and organizational donations, including tribute gifts and planned giving through the William Bartram Legacy Society.
4. Publication Sales: Sale of educational publications including the book 'Native Plants for Florida Gardens' priced at $21.95 plus tax, and other educational materials.
5. Grant Programs: The Foundation administers grant programs funded by license plate proceeds to support native wildflower planting in communities, schools, and public spaces. These are expenditures (outflows) rather than revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Florida Wildflower Foundation is a 501(c)(3) nonprofit organization dedicated to protecting Florida's native wildflowers and pollinators through education, conservation, planting, and research. It sells the State Wildflower specialty license plate, offers educational publications and webinars, runs grant programs for schools, libraries, and demonstration gardens, and maintains a digital library of over 400 plant and pollinator profiles. Its mission is delivered via statewide partnerships with FDOT, universities, and conservation organizations, funded primarily through license plate proceeds, membership dues, and donations.

Product overview

The Florida Wildflower Foundation is a 501(c)(3) nonprofit organization dedicated to protecting Florida's native wildflowers through education, conservation, planting, and research. The Foundation operates primarily through its comprehensive website and programs. Its core offerings include the State Wildflower License Plate Program (generating conservation funds through over 35,000 specialty plates), educational publications such as the Native Plants for Florida Gardens book and 20 Easy-to-Grow Wildflowers magazine, grant programs including Viva Florida, Seedlings for Schools, and Seeds of Knowledge Library grants, the Florida Native Seed Partnership, Roadsides Program, and an extensive digital resource library featuring over 400 plant profiles and pollinator profiles. The Foundation also maintains the Florida Panhandle Wildflower Alliance network and a library of webinar recordings by botanical experts. Partner organizations include the Florida Wildflower Growers Cooperative for native seed production.

Differentiator

Problem solved

Functional benefit

Products and services

• State Wildflower License Plate Program A specialty license plate featuring Florida's state wildflower Coreopsis; proceeds fund the Foundation's conservation and education programs. Over 33,000 plates are on Florida roads.
• Native Plants for Florida Gardens Book A 232-page educational book featuring 100 species of Florida native wildflowers, vines, shrubs, and trees with at-a-glance keys for bloom color, blooming seasons, and growing requirements. Sold at $21.95 plus tax.
• Viva Florida Grant Program

Quantifiable outcome

• Over 33,000 State Wildflower license plates on Florida roads generating funds for conservation
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core, minor and moderate.

• McGuire Center for Lepidoptera and Biodiversity, Florida Museum of Natural HistorycoreStrategic or Co-development Partner · 1 January 2006Long-term collaboration beginning with $90,000 Foundation grant for pollinator garden and educational publications. Dr. Jaret Daniels leads research projects on urban pollinator habitats and native plant corridors.
• Florida Wildflower Cooperative (Wildflower Seed and Plant Growers Association)coreStrategic or Co-development Partner · 1 January 2003For-profit organization of native ecotype plant growers established with Foundation support to expand production and build a statewide market for Florida native wildflower seeds and plants. Terry Zinn has served in leadership roles for both organizations.
• Florida Federation of Garden ClubscoreStrategic or Co-development Partner · 1 January 1996Founding partner in the State Wildflower license plate initiative. FFGC leaders first envisioned the tag in the 1980s and successfully advocated for Coreopsis as the state wildflower in 1991. Maintained unconditional and strong relationship with the Foundation, with Carolyn Schaag serving as liaison for 24 years.
• Florida Department of TransportationcoreStrategic or Co-development Partner · 1 January 1996Key partner in the State Wildflower license plate initiative, led by Gary Henry for 30 years. FDOT and Foundation collaborate on research projects, publications, websites, and roadside wildflower management programs. Jeff Caster continued the partnership at FDOT from 1993-2020.
• Keep Florida BeautifulminorStrategic or Co-development Partner · 1 January 1996Initially administered the Wildflower Advisory Council and license plate funds. After accounting issues, the Council was abolished in 2007 and authority transferred to the Foundation. Frank Walper was instrumental in rallying support.
• University of Florida/IFAScoreStrategic or Co-development PartnerAcademic partner for research projects on native wildflower seed production, planting methods, and pollinator conservation. Science Advisory Committee included UF faculty members. Gary Henry Endowment for Study of Native Wildflowers established at UF.
• Florida Department of Agriculture and Consumer ServicesmoderateStrategic or Co-development PartnerFDACS helped facilitate establishment of the Wildflower Cooperative and has supported Foundation programs through grants and technical assistance.
• Florida Association of Native NurseriesmoderateStrategic or Co-development PartnerIndustry association supporting native plant availability and adoption. Foundation works with FANN to help consumers find native plants through the Plant Real Florida initiative.
• Florida Native Plant SocietymoderateStrategic or Co-development PartnerStatewide native plant conservation organization. Foundation partners on education, advocacy, and conservation programs. Co-sponsored the 2022 FNPS conference celebrating Foundation founders.
• Lady Bird Johnson Wildflower CentermoderateStrategic or Co-development PartnerInspiration for the Foundation, modeled after this Texas organization. Anne MacKay and Foundation leaders visited in 1998 and maintained ongoing relationship for best practices and program development.
• Florida Counties (37 counties with wildflower resolutions)coreChannel Partner/ Reseller/ Distributor37 counties and 4 municipalities have adopted the Foundation's model wildflower resolution pledging to conserve naturally occurring wildflowers through reduced mowing and management practices.
• Institute for Regional ConservationmoderateStrategic or Co-development PartnerNon-profit supporting the Natives For Your Neighborhood program, which Foundation funds to advance conservation in South Florida.

Scale indicators8 records

Recent moves9 records

Expansion highlights4 records

Direct peers

• Pollinator Partnership: International nonprofit that manages the North American Pollinator Protection Campaign and Bee City USA program (which the Foundation hosts a Gainesville chapter of); shares the pollinator habitat mission and overlapping educational programming.
• Florida Native Plant Society: Statewide Florida nonprofit dedicated to preserving, conserving, and restoring Florida's native plants and communities; co-sponsors Foundation conferences and shares overlapping membership, advocacy, and educational mission.
• Xerces Society for Invertebrate Conservation: National nonprofit dedicated to invertebrate conservation, especially pollinators; collaborates with the Foundation through research and pollinator habitat guidance and competes for overlapping philanthropic and grant dollars.
• Institute for Regional Conservation: Florida-based nonprofit partner that runs the Natives For Your Neighborhood program which the Foundation funds; focused on South Florida native plant conservation with overlapping mission and direct partnership.
• Lady Bird Johnson Wildflower Center: The University of Texas at Austin–affiliated native plant conservation center that the Florida Wildflower Foundation explicitly modeled itself after; both organizations focus on native plant conservation, education, seed partnerships, and statewide habitat restoration with similar programmatic structures.
• Theodore Payne Foundation for Wild Flowers & Native Plants: California-based nonprofit focused on California native plant horticulture, education, and habitat restoration with a native plant nursery, demonstration gardens, and outreach programs—structurally analogous to the Florida Wildflower Foundation's educational and planting mission.

Broad incumbents

• National Wildlife Federation: National conservation organization with extensive pollinator, native plant, and habitat programs including Garden for Wildlife, overlapping with the Foundation's homeowner education and native landscape initiatives.
• The Nature Conservancy: One of the largest global conservation nonprofits, with significant Florida operations including land acquisition and habitat restoration that overlap with the Foundation's roadside and habitat conservation goals.
• Audubon Society: National bird and habitat conservation nonprofit with state chapters in Florida; native plant and pollinator habitat work overlaps substantively with the Foundation's pollinator corridor and roadside programs.

Regional players

• Native Plant Trust: Northeast U.S. nonprofit (formerly New England Wild Flower Society) dedicated to native plant conservation with a seed bank, nursery, and education programs; comparable mission but operates in a different geographic region.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/FlaWildflowers/playlists
• Facebookfacebook.com/FloridaWildflowerFoundation
• LinkedInlinkedin.com/company/florida-wildflower-foundation
• Instagraminstagram.com/flawildflowers
• Xx.com/flawildflowers

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Florida Wildflower Foundation