A memorial tribute has been created through the American Floral Endowment (AFE) honoring Francis "Frank" Biddle, who passed away peacefully on June 27, 2025, at the age of 60. The
tribute was established by Frank'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.
Frank was a bold and visionary entrepreneur whose influence helped reshape floral commerce across the Americas. After earning a degree in International Studies from Juniata College and relocating to southern California, Frank discovered 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 over 170 acres of fresh-cut greens, florals, and avocados in the hills of San Diego County.
Two years later, Frank 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.
Frank's expertise and generosity didn't stop at his own companies. He 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. Whether he was mentoring young professionals, collaborating with growers, or tackling challenges on behalf of the entire industry, Frank brought integrity, warmth, and an adventurous spirit to everything he touched.
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. His colleagues knew him as both a fierce advocate and a loyal friend.
"Frank was more than just a brilliant entrepreneur. He was a genuine friend and a passionate advocate for our industry," said Steve Dionne, longtime friend and Managing Partner of Wafex USA. "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 Frank built with dedication, heart, and bold imagination.
Frank's Celebration of Life will be held at the Flower Fields in Carlsbad on July 20th. Details to follow.
You can honor Frank's memory with a donation to the Frank Biddle Memorial Tribute. Contributions can be made online here or by sending a check with this form to AFE.
American Floral Endowment
Tel.: +1 (703) 838-5211
[email protected]
https://endowment.org/