River Farm-Based American Horticultural Society Refreshes Branding

FORT HUNT, VA — After 25 years, the American Horticultural Society based at Fort Hunt's River Farm is giving its branding a refresh.

The organization's new logo, which includes a flower and modern print, "exemplifies the excitement, energy and momentum of gardening and horticulture today" and "reflects the evolution of the organization as it meets the needs and challenges of the 21st century," according to the American Horticultural Society.

"Our new logo shows that gardening itself has changed. Like every discipline in science, horticulture evolves. Horticulturists move forward and make progress," said Suzanne Laporte, president and CEO of the American Horticultural Society. "So too, does the 100-year-old American Horticultural Society!"

The organization also revised its mission statement to read, "To inspire a culture of gardening and horticultural practices that creates and sustains healthy, beautiful communities and a livable planet."

The organization's revised vision is "Where all Americans garden to ensure a thriving and beautiful world for current and future generations."

Revised values defined by the organization are:

• Respect: We treat one another with courtesy and respect to build the trust of our members, supporters, neighbors, employees, partners and colleagues.
• Integrity: We act with the highest ethical standards, demonstrating honesty, transparency, and intellectual integrity in all our actions and information.
• Best Practice: We embrace proven traditional practices and promote innovation in horticulture and gardening to improve lives and address the needs and challenges of a healthy and livable planet.
• Lifelong Learning: We provide educational opportunities to meet our members on their gardening journey and to further their personal growth. We celebrate outstanding achievements that inspire continual learning.
• Environmental Stewardship: We support, share, and encourage horticultural practices that promote the Earth’s ability to sustain itself and all its inhabitants.

Its revised diversity, equity and inclusion statement reads "We embrace and celebrate the diversity of the beauty, food, culture and sustainable practices of the gardens of all Americans. We strive to make our organization and the field of horticulture welcoming to all."

The organization also reiterated its support for preserving River Farm as its headquarters and keeping it open to the public. Several years ago, River Farm had been considered for sale by the organization, but it was later taken off the real estate market. With changes to the board and executive leadership, the American Horticultural Society affirmed its long-term commitment to River Farm and keeping it a public resource.

River Farm has offered limited visiting hours as well as special events like a 50th anniversary picnic and gala, fall festival, holiday open house and more. In the coming months, the American Horticultural Society plans to introduce new programs, travel adventures, collaborations, user-friend technologies, an updated website and more.

The American Horticultural Society is a membership-based national gardening and horticultural organization founded in 1922. It has been located at River Farm since acquiring it in 1973 with the help of philanthropist Enid Haupt. To follow updates on the organization and River Farm, visit www.ahsgardening.org.