American Floral Endowment establishes memorial tribute for Francis "Frank" Biddle

The American Floral Endowment has created a memorial tribute honoring Francis “Frank” Biddle, who passed away peacefully June 27 at the age of 60.

The tribute was established by Biddle’s industry friends Steve Dionne of Wafex USA, Chris Drummond of Penny’s by Plaza Flowers, Greg Coleman of Mayfield Florist and Ken Young of Phoenix Flower Shops in recognition of his leadership, innovation and lifelong dedication to the floral industry.

After earning a degree in international studies from Juniata College and relocating to Southern California, Biddlediscovered the floral industry and never looked back.

His passion for people, flowers and the natural world converged when he co-founded Dos Gringos, a company rooted in sourcing florals from Mexico. In 1993, he founded Francis Biddle International (FBI Flowers), a business that grew to encompass more than170 acres of fresh-cut greens, florals and avocados in the hills of San Diego County.

Two years later, Biddle co-founded Tradewinds Intl, where he brought his signature energy and creativity to the importing side of the business. His foresight in streamlining logistics and shortening the supply chain between South American farms and U.S. buyers revolutionized how flowers from Colombia and Ecuador made it to market. That impact is still felt across the floral sector today.

Biddle’s was a regular supporter of AFE’s annual fundraising campaigns. He served on the board of directors of CalFlowers, eventually stepping into the role of president, where he helped plant the seeds for new ideas and influential campaigns like That Flower Feeling.

He often described the industry as a “global tribe,” and his connections spanned continents and decades, fueled by trade shows, dusty farm visits and spontaneous detours through Colombian hillsides.

“Frank was more than just a brilliant entrepreneur,” said Steve Dionne, longtime friend and managing partner of Wafex USA. “He was a genuine friend and a passionate advocate for our industry. His legacy will continue to inspire all of us.”

Frank is survived by his wife, Jennifer, and their sons, Joseph and George. Together, Jennifer and George will carry on the operations of both FBI Flowers and Tradewinds Intl, preserving the legacy Biddle built.

Biddle’s celebration of life will be held at the Flower Fields in Carlsbad on July 20. More details are to be announced.

Contributions to the Frank Biddle Memorial Tribute can be made online or by sending a check with this form to AFE.