Hello friends! It’s 2021 and I couldn’t be happier to welcome you to our fun conversation today!
Anyone who’s been part of the Slow Flowers Community knows how deeply we value professional contacts that develop into friendships. And today, you will meet two women who are Slow Flowers members, and now, both my neighbors and friends.
I live in a little suburb of Seattle called Des Moines, Washington, which is just south of the metropolis! Our first guest is Cindi Schriock, owner of CMS Floral Design, here in Des Moines. And our second guest is Gina Thresher of From the Ground up Floral, located in Kent, Washington, the much larger community just east of us.
Cindy Schriock of CMS Floral Design (left) and with one of her signature urn designs (right)
Both women have home-based studios, and as it turns out, I learned that both started their floral journeys about 12 years ago. Cindi will explain how she organically built CMS Floral Design while working full-time in a corporate job. And Gina will share a somewhat similar path, beginning when she designed the flowers for her own wedding and growing her studio while raising her two young children.
A CMS Floral Design bridal bouquet
I feel so much affection for both of these women. Earlier this year, after the death of my father, I was so pleased to see that friends who wanted to send their sympathies ordered floral arrangements for me by look at slowflowers.com to find my local florists. Both Cindi and Gina delivered heartfelt, stunning arrangements that my family, especially including my mother, and I really enjoyed.
One of Seattle Elegant Sofreh designs for a ceremony at the Edmonds (WA) Yacht Club, designed by Cindy Schriock
In addition to CMS Floral Design’s focus on flowers for corporate clients and everyday orders, Cindi owns Seattle Elegant Sofreh, a specialty design service for Persian wedding ceremonies. The Sofreh is a cultural tradition that is created in addition to the wedding flowers, incorporating several features and ingredients that are symbolic and meaningful.
Gina Thresher, AIFD, EMC, of From the Ground Up Floral (left) and one of her exuberant bouquets, which was selected as one of the Top Ten TROPICAL NOUVEAU designs, sponsored by Neotropical Hawaii
Gina started From the Ground Up, transitioning to a full-service floral design practice after studying invertebrate biology. As you’ll hear in our conversation, her business formation began with her own wedding flowers, which she designed. She explains, “I was that DIY crazy bride, the one that doesn’t really notice she’s spending a fortune to ruin her nails and causing her family to panic when she doesn’t have the boutonnieres done at 3 a.m. the morning of the wedding.”
Gina’s use of color, texture, composition is expressed in these two bouquets
Hooked, Gina took classes and pursued floral certifications at the national and international level, including AIFD (American Institute of Floral Designers) and EMC (European Master Certification). She teaches in person and virtual design courses, lectures and is active on social media, primarily as the PNW chapter president for AIFD.
More Resources and Links: Follow Cindy Schriock at these social places: CMS Floral Design on Facebook and Instagram
Follow Gina at these social places: From the Ground Up Floral on Facebook and Instagram
Connecting with more of you – either in person or virtually thanks to technology — is one of my ongoing goals.
I encourage you to take advantage of our monthly Slow Flowers’ member virtual meet-ups. The January session took place last week. Here is the replay video, in case you missed it! Our theme was “Floral Wellness,” and I want to thank Rachel Johnson of Simply Grounded, who introduced us to Sogetsu Ikebana and demonstrated three incredible designs for us to learn from.
This Friday, January 15th at 9 am Pacific/Noon eastern, you are invited to join our free webinar focusing on how to create Botanical Couture fashions for the upcoming American Flowers Week 2021 campaign. If you have ever been interested in participating as a creator of a floral fashion, this session is for you! As of the date of this recording, ten past botanical couture creators are confirmed to present, and we will hear how each conceptualized their unique, iconic look for past American Flowers Week collections.
This wonderful pocket vase adorns my front door, containing curly willow, garden hellebores and pretty white summer snowflakes.
And save the date for the February Slow Flowers member virtual meet-up — we’re moving it a little earlier next month because of Valentine’s Day, so we will gather online February 5th to learn more about growing and designing with hellebores! More to come on that in our February newsletter; if you’re not currently receiving the newsletter, subscribe here!
Thank you to our Sponsors!
This podcast is brought to you by Slowflowers.com, the free, online directory to more than 800 florists, shops, and studios who design with local, seasonal and sustainable flowers and to the farms that grow those blooms. It’s the conscious choice for buying and sending flowers.
And thank you to our lead sponsor for 2021, Farmgirl Flowers. Farmgirl Flowers delivers iconic burlap-wrapped bouquets and lush, abundant arrangements to customers across the U.S., supporting more than 20 U.S. flower farms by purchasing more than $9 million dollars of U.S.-grown fresh and seasonal flowers and foliage annually, and providing competitive salaries and benefits to 240 team members based in Watsonville, California and Miami, Florida. Discover more at farmgirlflowers.com.
The Association of Specialty Cut Flower Growers. Formed in 1988, ASCFG was created to educate, unite, and support commercial cut flower growers. It mission is to help growers produce high-quality floral material, and to foster and promote the local availability of that product. Learn more at ascfg.org.
Longfield Gardens, which provides home gardeners with high quality flower bulbs and perennials. Their online store offers plants for every region and every season, from tulips and daffodils to dahlias, caladiums and amaryllis. Check out the full catalog at Longfield Gardens at longfield-gardens.com.
The Seattle Wholesale Growers Market, a farmer-owned cooperative committed to providing the very best the Pacific Northwest has to offer in cut flowers, foliage and plants. The Growers Market’s mission is to foster a vibrant marketplace that sustains local flower farms and provides top-quality products and service to the local floral industry. Visit them at seattlewholesalegrowersmarket.com.
Thanks so much for joining us today! The Slow Flowers Podcast has been downloaded more than 677,000 times by listeners like you. Thank you for listening, commenting and sharing – it means so much.
As our movement gains more supporters and more passionate participants who believe in the importance of our domestic cut flower industry, the momentum is contagious. I know you feel it, too.
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This Forecast began seven years ago in 2014 when I began documenting shifts and changes in the Slow Flowers Movement. I recently described the origins of this important exercise in my new online course, Taking Stock and Looking Ahead [P.S. follow this link to learn how you can take this free course as my gift to you.]
Here’s how I remember it: In 2014, when I launched slowflowers.com as an online directory of American flowers and the growers and florists who supplied them, I worked with two talented public relations friends to get the word out to the media. While planning a visit to meet with lifestyle and garden magazine editors in New York, one of the PR experts urged me to create a Power Point slide deck that included an overview of floral trends I associated with the emerging Slow Flowers movement.
In creating that deck, which became my first forecast for 2015 (see above), I learned a few important lessons. I share this in the context of the social media term “impostor syndrome,” because it’s no surprise — we all feel that sometimes. When Lola and Marla encouraged me to write a trend forecast, at first I thought: Who am I to forecast trends? Isn’t that a role only for the experts?
Their response: You have a point of view and it’s based on hundreds of interviews that you conduct for articles and for your Podcast over the course of each year. See what bubbles up from those topics and themes that excites you about the year to come.
I realized that since I was the one who conducted those interviews and wrote those articles, I was viewing trends through my own lens and filter — the Slow Flowers perspective.
When I shared that Power Point deck with editors and had positive responses (as in, they took it seriously during our meetings), I later decided to post the 10 insights on my blog and record a Slow Flowers Podcast episode about it. You can go back and listen to episode 174 from December 31, 2014
The Power Point deck I shared with editors became a blog post and, as I mentioned, the Podcast show notes. Then I shared it with Slow Flowers members in my monthly newsletter. And then a few floral trade publications picked it up.
As a result, I became an “Accidental Forecaster”, and that has elevated Slow Flowers’ unique and relevant viewpoint in the floral marketplace. I’ve learned some valuable lessons. We’re no longer waiting for Martha Stewart or Oprah or Chip and Joanna to tell us what’s on trend. Each of us can speak with an authentic voice about our observations, key cultural shifts and new creative directions in the floral space. In the end, the forecast is a tool; a roadmap that helps me and others consider what is around the bend or across the horizon. It sparks conversation and sometimes, to be honest, it sparks controversy.
The Pursuit of Nature
So let’s get started! I have 10 insights to share with you for the year to come. I’m calling our 2021 Report: “In Pursuit of Nature,” and you can understand why, right?
As we enter 2021, at least in the short term, not much will feel different from the past nine months. And if there is anything we’ve learned since mid-March 2020, it’s the essential and irreplaceable role of flowers and plants for our survival. And that’s why my outlook is deeply connected to humankind’s pursuit of nature — and how floral entrepreneurs like you can and should tap into and enhance that pursuit through your efforts.
I learned about the term “Biophilia” in October 2019 when I interviewed Tom Precht and Sarah Daken of Grateful Gardeners. Tom is a big advocate of Biophilia and he opened my eyes to its relevance as we make personal and business decisions that impact our planet’s survival. He discussed the definition when I interviewed him, but here it is again, according to Merriam Webster: Biophilia: “a hypothetical human tendency to interact or be closely associated with other forms of life in nature“
All you have to do is read the headlines of 2020 to see a collective shift toward nature, plants, the environment – and yes, flowers.
A recent article in the Washington Postcaught my attention. The headline reads: “The isolation of the pandemic caused her to form a new and intense relationship to nature. She was hardly alone. The benefits of being outdoors for your physical and mental well-being are well documented, but in this coronavirus era, they may be immeasurable.”
“Studies have proven that even the smallest bit of nature — a single tree, a small patch of flowers, a house plant — can generate health benefits,” said Kathleen Wolf, a UW research social scientist in the School of Environmental and Forest Sciences. “Look closely in your neighborhood, and the bit of nature you may have taken for granted up until now may become the focus of your attention and help you feel better.”
What are we watching for in 2021? The Slow Flowers Community’s experiences of 2020 definitely inform what is top of mind for 2021. Over the past several years, as we’ve devoted considerable time and resources to educate consumers and professionals alike; and thankfully, we are coming off a year when the attention of many turned to the Slow Flowers Movement.
Locally-grown, seasonal and sustainable flowers answer questions about a safe and reliable supply of flowers. Awareness our Movement continues to increased as floral consumers and florists alike shifted their focus to what’s closer to home. Panic over the international floral supply chains has quickly turned to a subtle but significant and newfound understanding that if we don’t nurture and support our local flower supply, there may come a day when farmland has been converted to real estate developments; where commitment to a safer, more sustainable earth has been displaced by convenience.
The anecdotal feedback I’m hearing is heartening. I received an email recently from a leader in, shall I say, “mainstream” floristry, who wrote:
“After two decades of thinking traditional wholesaler connections were the only way to run a floral studio or shop, I’m slowly starting to learn about local flower-farmers and am constantly in awe of their entrepreneurial spirit, and can’t imagine how much hard work goes into what they do. For that, I want to give them as much business as I can! I know that you had a big hand in getting this trend in motion and I thank you for that!”
As we seek new and diverse voices in the Slow Flowers Movement, I believe we will continue to witness a positive shift to a more progressive, inclusive, conscious marketplace for the flowers you grow and design with. And we will continue to document the shift with stories, interviews and resources to encourage you.
I want to thank everyone who took the time to respond to our 2021 Slow Flowers Member Survey, more than 200 of you, who I mentioned during last week’s “Year in Review” report, is triple past year’s participation.
In addition to the Survey, which asked members to share about their floral businesses, including emerging themes and topics important to them, this Forecast is informed by my 2020 storytelling — first-person interviews for print and digital Slow Flowers Journal stories, interviews with more than one-hundred Slow Flowers Podcast guests, and conversations with thought-leaders in floral design, flower farming and related creative professions.
I hope you find these insights and the 2021 forecast valuable to you. You may hear some themes that resonate with you and I’d love to hear your feedback and suggestions about what you agree with and what topics you wish we included.
Molly Culver of Molly Oliver Flowers in Brooklyn created the “Seasonal Flower Project” in 2020 — a popular local-flower subscription program that supported her favorite farms and put those flowers in the hands of people eager to connect with nature. Listen to our interview with Molly in Episode 451
The yearning for a connection to nature is truly unprecedented in our society, something many of you witnessed first-hand when Mother’s Day 2020 shattered prior years’ records for floral sales. Demand added up to three words: People. Need. Flowers.
In past Forecasts, I’ve touched on similar themes, including the popularity ofAromatherapy Bars (2018) and the Year of the Houseplant (2019). Floral Wellness is more sweeping in its meaning. More than ever, consumers and their senses are drawn to your blooms. They are drawn for fragrance and scent, for medicinal qualities, for skin and body care benefits, for nutritional meals, palette-satisfying beverages, and for — above all — their mental health.
I defineFloral Wellnessas An embrace of the therapeutic importance of flowers, both in our own environments and as a meaningful way to share with others. Floral Wellness nurtures a positive and habitual desire to have flowers in our lives and as an expression of our desire for others to also experience flowers’ emotional, physical, mental and psychic value.
This idea can be manifested in ways both simple and accessible to your clients, as well as more ambitious endeavors. From the rise of flower workshops (in person at a safe distance or in many virtual forms) to the explosion of CSA subscriptions as more consumers desired more flowers, Floral Wellness took root in 2020 and is yours to nurture and enhance with new offerings to your community in 2021.
A few comments bubbled up from our 2021 Member Survey that underscore this idea and I’ll share them here:
“People want more flowers!” “More local and more of it!” “I believe local will become more desired.” “People want to bring more flowers into their homes and are getting into floral design as a hobby.” “Flowers bring smiles and happiness in times when we need it most.” “I think people will be more oriented towards decorating their living spaces. Also, gifting flowers to loved ones.” “Customers may start treating themselves with fresh flowers.” “As work-from-home becomes normalized, the interest in gardening/flowers/natural world grows.” “I’m seeing a desire for more beauty and more positivity.”
This insight’s key takeaway for you: Use a megaphone to share your story, your flowers, and your belief that flowers are essential to our wellness and health.
#2 The Virtual Florist
All images from “Designer’s Choice,” a July 2020 Slow Flowers Journal Report in Florists’ Review — featuring (clockwise, from top left): greenSinner, Maple + Mum, Floral Alchemy, Sellwood Flower Co. and Studio Artiflora
What do I mean by the Virtual Florist? We’re living in a world of “virtual” everything, so the term is truly relevant and timely. In the Slow Flowers Community, we spent 2020 covering the ascent of virtual floristry, through our podcast interviews, in Slow Flowers Journal stories, and during our weekly and monthly Slow Flowers member virtual meet-ups. For the Virtual Florist, innovation and creativity meet a marketplaces of Covid-imposed limitations and constraints.
The Virtual Florist is adaptable, flexible and inventive in finding ways to successfully deliver flowers to his or her community. The Virtual Florist utilizes technology and serves customers’ needs where they are. The Virtual Florist disrupts “definitions” of what type of florist you may have been in the past.
This means you might own a retail flower store, but you’ve added an online shop; or, you’re studio-based, but you now offer everyday flowers through contact-free curbside delivery; or, you’ve never grown flowers before, but this year you’ve planted thousands of tulip bulbs to sell from your front porch using only your neighborhood’s Facebook page to get out the word (that’s a real story about one of our members!)
The Virtual Florist consults, teaches and inspires in new ways, too. Virtual floristry is more egalitarian and transparent. Anyone can turn on a camera and film a demonstration or tutorial for IGTV, Facebook Live, YouTube and on other platforms — the field is more level than before. It’s not just the “big names” who are attracting audiences, especially because the return to expensive, in-person workshops will be slow and gradual.
This insight’s key takeaway for you: Dial up your imagination. What may have began as a coping mechanism to stay busy or stimulate creativity is now a new business opportunity. Develop and invest time and resources into at least one virtual component of your floral enterprise. Be ready to connect with your community whose shopping habits have dramatically changed, perhaps forever.
#3 Flowers in a Box
Mail-order Floral Offerings from Slow Flowers members, clockwise from top left: Petals by the Shore, Postal Petals, Harmony Harvest Farm and Flora Fun Box
Shipping flowers is nothing new, but until this moment, only a few successful companies were getting it right.
Now, based on necessity, we are witnessing more models, most consumer-direct, designed to move local and seasonal flowers from point A to point B, with more Slow Flowers members experimenting in the world of boxed and shipped blooms.
Slow Flowers members who had never before shipped flowers began to do so in 2020. The first report we shared about this shift can be heard in early April when I interviewed Mandy O’Shea of 3 Porch Farm about the decision to ship early spring flowers when local farmers’ markets and on-farm sales were impossible. It was a survival strategy that foreshadowed a strategic business shift. You can find a link to that conversation in Episode 448.
Flowers in a Box covers a diversity of methods and formats, from overnight shipping of bulk flowers, arrangements, floral packages for weddings and more.
Members are also experimenting with the shipping of dried flowers and live plants. And others are mixing design tutorials into the mix (a nod to Insight #2 and The Virtual Florist).
This past fall, we published a six-part Slow Flowers Journal series, called New Floral Marketing Models and Platforms. I’ll share the link for you to go back and read the series in case you missed it. One of the series’ most interesting themes – to me – explores how designers and flower farmers are partnering to create boxed floral collections for home-based floral enthusiasts. Check out my stories about Petals by the Shore, Postal Petalsand Flora Fun Boxas examples.
We will be tracking more of this “Flowers in a Box” phenomenon moving into 2021, relying on our membership in CalFlowers, the only national trade group that offers flower farmers and floral designers access to deep discounts on overnight shipping rates. CalFlowers has joined the upcoming Slow Flowers Summit 2021 as a Supporting Sponsor, and we will be sharing more about this organization in future programs.
This insight’s key takeaway for you: Ask yourself: What can you put in a box — perishable or non-perishable — and offer to customers who are not in your physical market, but who want to share and experience your brand?
#4 Botanical Activism
Scenes from Slow Flowers initiatives around the U.S., clockwise from top left: Portland, Maine, installation; Milwaukee, Wisconsin, installation; Slow Flowers’ social media badge; Detroit, Michigan, installation; and Say Their Names Memorial in Kirkland, Washington
2020 was a year in which I stepped back to evaluate whether my beliefs and values were in alignment with our brand. And I know this was the case for many of you, as well.
We highlighted “Cause-Related Flowers” in our 2018 Forecast, citing the news that more flower farmers and florists were investing their talents to help nonprofits and others in their communities through floral philanthropy efforts.
The contributions of so many of our members – growers and designers alike – continue to impact our communities. It began with the simple question: Did you donate your flowers to any causes or charities this past year? So many of you can answer in the affirmative.
But something is different now. We’ve all been touched by the awareness that the social and environmental landscape is dramatically changing. And if we do not step up to walk the talk in our own floral enterprises, I believe we are only deceiving ourselves.
I define Botanical Activism as one expression of social enterprise. For Slow Flowers members, this takes shape in many ways:
Writing a statement of purpose for your brand Committing resources to racial equity, inclusion and representation in your business practice Using your flowers to speak volumes about the issues you care about, from climate change to human rights.
And yes, you may occasionally feel the sting of criticism. I’ve seen it in social media posts, along the lines of this comment: “I just want to see beautiful flowers and I come here for a respite away from the conflict and disagreements I watch or hear on the news. Why do you have to be so political here on a floral feed?”
I believe we can no longer stay comfortable in our safe flower worlds when others are suffering discrimination or injustice. I’m not saying we need to become full-time activists. We have businesses to run, bills to pay, households to support, of course. But even in small and subtle ways, we can be Botanical Activists to signal our values and beliefs.
Your answers in the 2021 Slow Flowers MemberSurvey revealed your beliefs and passion for causes important to your brands:
61% of our Members say they are taking steps to create Inclusion, Representation and Equity policies for their businesses
53% of our Members are aligning their brands with human rights and social justice messaging/activities
46% of our Members’ businesses have participated in cause-related activities to support Black Lives Matter and antiracism campaigns
In 2020, I witnessed the manifestation of these values across the Slow Flowers membership, inspired by so many of you, your efforts to take a stand for social justice, and to show positive support through your flowers.
Moving forward, this isn’t optional. It’s essential. For Slow Flowers, we are adding a sixth statement to the Slow Flowers Manifesto, originally written in 2017 and published on Slow Flowers Journal. Every one of the five original statements in our Manifesto could be considered by some to be radical and norm-busting in the conventional sense. They include:
Slow Flowers commits to the following practices:
To recognize and respect the seasons by celebrating and designing with flowers when they naturally bloom
To reduce the transportation footprint of the flowers and foliage consumed in the marketplace by sourcing as locally as possible
To support flower farmers small and large by crediting them when possible through proper labeling at the wholesale and consumer level
To encourage sustainable and organic farming practices that respect people and the environment
To eliminate waste and the use of chemical products in the floral industry
Today I am adding a sixth statement, long in coming and inspired by the actions of many of our members and colleagues in the green profession:
To proactively pursue equity, inclusion and representation in the floral marketplace, intentionally valuing Black floral professionals (farmers, floral designers and vendors) in our business practice with as much support as we give to environmental sustainability.
I recently came across a wonderful affirmation from SF-based diversity and inclusion expert Arthur Chan of Arthur Chan Consulting and it resonates with this new addition to our Manifesto.
This insight’s key takeaway for you: Belonging implies community and my pledge to each of you is to model this value in all of Slow Flowers’ actions, programs, content and investments, not just for 2021 but beyond. As I said last week in our year-in-review, until the Slow Flowers Society looks more like the communities we live and work in, more needs to be done. So, in the coming year, we will be highlighting your Botanical Activism — what causes are your flowers supporting? How are you enhancing your community and sharing your values? Please keep me posted as I seek stories of equity and inclusion, and continue the conversation.
# 5 Theatre of the Tabletop
Designs from left: Tobey Nelson, Tobey Nelson Weddings & Events; Susan Chambers, BloominCouture; Dawn Clark and Mary Coombs, A Garden Party LLC; Beth Syphers, Crowley House Flower Farm; and Kelli Galloway, Hops Petunia Floral
Written by lifestyle reporter Hannah Marriott, the article captured my imagination, as she likens tabletops to our own personal stage for artistic expression.
She wrote: ” . . . it was in lockdown, perhaps inevitably, that tablescaping became a phenomenon. With so many of us working from home, our social lives disappearing and desperate for some comfort, our focus on our homes was never sharper.“
The article continues: “Tablescaping, a small joy that can take a few minutes or a few hours, and makes dinnertime instantly prettier, is part of this national self soothing.”
The person who shared this article with me, my friend Scott Wittman, is a creative director who has spent his own COVID year exiled in the Kent countryside away from his London office. He has invested all of his free time photographing the blooms in his garden to document the passing of time, season by season. It helps that his pre-Georgian cottage is surrounded by an acre of a traditional English garden planted about 40 years ago — that’s priceless inspiration!
Scott’s garden and his photography project led him to produce an entire product line for the table, including dishes and linen tablecloths and napkins adorned with his graphic and polychromatic botanical photography. He plans on debuting the “Gate Cottage Garden” collection at the 2021 Chelsea Flower Show and I’ve been urging Scott to figure out distribution in the U.S. For now, check out images of his garden-inspired table accessories in our show notes and follow him on IG at @scottwittmanartsculpture
As I pulled together insights for 2021, I couldn’t forget this old-new idea of tablescaping and it came up again in several conversations, including, most recently with Susan Chambers, Slow Flowers florist based in San Francisco. She described to me how her business BloominCouture has changed in 2020, with more residential floristry accounts than ever.
“It goes beyond flowers,,” Susan says. “So much of what I’m hearing my clients say (is) that they want to understand, not just the floristry, but creating that moment at the table. They want me to create the vision, the pomegranates down the table, the privet berries dripping out of the arrangement. They’re wanting that me to come in and create that moment for them before the dinner party.”
Tablescaping can be the ultimate Slow Flowers expression, as your florals enhance human interactions, mark occasions both special and ordinary, and celebrate the art of dining. Many of you design tablescapes for styled shoots — some of the most adventurous and theatrical meals imaginable. Let’s celebrate the objects we cherish, and create palettes that honor both how food is grown and the origin of the floral decor. I view the theatre of the tabletop as a way to honor the gift of time.
Tablescape designed by Rayne Grace Hoke of Flora’s Muse and Laura W. Tibbitts of Midcoast Blooms
This insight’s key takeaway for you: How can you combine your flowers and floral designs into a full package? Hannah Marriott’s article in The Guardian triggers so many ideas that you’ll want to explore in 2021. She writes: “Thanks to social distancing and unbridled screen time, the ‘tablescapes’ hashtag now has 455,000 Instagram posts and counting, and it is lifting sales during the crisis. In lockdown, with the hospitality industry on pause, tablescaping took a different direction. For one thing, it provided an income stream – or at least a trickle – to companies whose businesses might have capsized in the crisis.”
#6 Reversing Climate Change
Slow Flowers’ member farms, from left Seattle Wholesale Growers Market dahlia farm shown against the September 2020 wildfire smoke; Stacey Denton of Flora Farm in Ashland, Oregon, using high tunnels to grow sweet peas; at Red Twig Farms in Johnstown, Ohio, low-tunnels for crop protection
Last year, in the 2020 Floral Insights & Industry Forecast, I featured Climate Change for the first time with an insight titled “Responding to Climate Change.” The urgency felt by the Slow Flowers Community is heightened as we move into 2021. Your responses to Climate Change questions in the Slow Flowers Survey reveal that urgency. It can seem overwhelming, but our individual actions and the policies we collectively support are powerful tools to employ as a community.
Last year, Forty-four percent of our survey respondents said they were adjusting growing practices to adapt to climate change. In this year’s Survey, 54% of Members say they are aligning their brands with climate change messaging/activities.
We also asked you to share about How Has Climate Change Affected You and Your Business? Here is a recap:
Nearly 60% of you cite weather irregularities (too much or too little rain)
30% say abnormally warm OR abnormally cold spring seasons
25% cite early frost arrival
Nearly 20% blame disaster-related damage (wildfire, flooding, hurricane, hailstorms, tornados and other weather tragedies)
Another reason cited includes extended hot periods with no precipitation.
One respondent put it this way: “Weather seems more extreme and unpredictable.”
Another wrote: “It’s not at disaster level yet, but the damaging winds and rains devastated my cosmos and the smoke from the fires sullied my white roses and strawflowers.”
What can we do? What active steps are you taking to address Climate Change in your farm, shop or studio? We know about and have covered the importance of No-Till Farming Methods, Cover Crops, Crop Rotation, Raised Beds, Water efficient irrigation. We know florists are more actively than ever rejecting single-use plastics and other chemical-based products in their designs.
What else? In the coming year, Slow Flowers commits to more reporting on your efforts to reverse climate change, efforts that will inspire others and will empower our members to take positive action in small and large ways.
For now, this insight’s Key takeaway for you: Educate yourself. Join me in seeking meaningful change as we strive to protect our climate, environment, communities and planet.
#7 Beyond the Hobbyist
Deeper Learning, clockwise from top left: Farmer-Florist workshop taught by Niki Irving of Flourish Flower Farm; a similar workshop taught by Liz Kreig of Maple Flower Farm; Cutting Garden Design with Longfield Gardens & Slow Flowers; wreath design workshops taught by Sarah Nixon of My Luscious Backyard; and Debra Prinzing floral design to fellow Garden Writers
The DIY trend has been with us for a decade, and according to my friend and publishing partner Robin Avni, after that length of time a trend that was once new, such as do-it-yourself, folds into the broader culture and becomes mainstream. Originally, I wanted to call this insight “Beyond DIY: Figure it Out” and I turned to Robin to help me flesh it out. My idea was that since more consumers than ever are seeking new knowledge, floral enterprises need to be attuned to this reality in order to offer them what they’re seeking.
But a conversation with Robin gave me a new term: Beyond the Hobbyist. Robin is my go-to expert when I want to understand what’s happening in the consumer marketplace; she spent many years working in consumer research managing a portfolio of Fortune 500 clients as a Senior Director and Lead Consumer Strategist at Iconoculture, and as a Senior Ethnographer at The Hartman Group, where she engaged in primary consumer qualitative research. And those of you who have a copy of my new book Slow Flowers Journal-volume onewill know of Robin’s influence as a visual designer — she is the creative director for that publication and my partner in the BLOOM Imprint, the new book-publishing arm of Slow Flowers.
According to Robin, DIY is everywhere, and thus, no longer new. “People feel they can access information on YouTube and figure things out themselves, from painting their walls to building a deck to designing an outdoor space,” she explains.
As an insight, though, Beyond the Hobbyist embodies so much more than DIY, more than saving money or exploring a hobby, Robin explains. “It’s about embracing a skill that gives you a sense of pride and feeds your soul. It’s about having a deeper, long-lasting connection to a skill, such as flower gardening and floral design.”
She continues: “People want to learn new skills, but then, they want to fold it into their lifestyle. They want to go beyond something superficial. They want to know that when they gather flowers from the farm-stand they can replicate at home what they learned in your design class; thanks to your class, they understand why it’s important to support the stems and change the water regularly.”
Easy, mechanics from the professional to Beyond the Hobbyist
I suspect this sentiment is a driving force behind the popularity of product lines like Holly x Syndicate’s egg and pillow mechanics, available not just to the trade, but to the enlightened floral enthusiast who wants to use the same tools and supplies that the pros use. Similarly, having the ability to order single units of the Floral Genius pin-frogs means these professional tools are getting into the hands of anyone who wants to elevate their floral design practice.
Beyond the Hobbyist is all about intentionality rather than a random DIY experience.
We will continue to witness this urge to both know a skill AND understand the why and how behind it, Robin explains. “For example, once a customer experiences a flower farm, they want more. They don’t necessarily want to be a flower farmer, but they want to understand how to grow their own cut flowers, and nurture that practice through the seasons for their own enjoyment and to share with friends and family.”
A polychromatic series: Seeing Color in the Garden @gardenercook
We talked about this further and what came to mind is the desire among many consumers to have a “Daily Practice.” And that led to my friend Lorene Edwards Forkner, Seattle Times gardening columnist, author and artist. Lorene’s Instagram feed @gardenercook features her daily practice called #seeingcolorinthegarden. Lorene is a past guest of this podcast and she will share her story and talents at the 2021 Slow Flowers Summit, leading participants in her mindful practice of painting small watercolor studies of plants and other items she collects from nature. You can see more in our Slow Flowers Mercantile, where we have a digital download gallery of Lorene’s work.
While learning a new skill and adopting a practice is useful for all floral professionals, the key takeaway from this insight is actually a challenge question to you: How do you help your customers and clients embrace a more meaningful connection to flowers? How can you create and nurture opportunities that go beyond DIY hobbies and convert your customers into floral practitioners?
When you draw back the curtain and share insider knowledge that your clients and customers can incorporate into their lifestyles, you build deeper engagements. People want to know the professional skills of growing and design; they don’t necessarily want to adopt a new profession, but you can interpret and empower them with skills, knowledge and confidence.
Learning and gathering knowledge is more important than ever. What services, products and experiences can you offer to your marketplace in 2021? What are you teaching and sharing? A final thought, one that I learned while developing online courses for the Slow Flowers Creative Workshop. Teach what you know. Nothing is more authentic.
#8 Marketplace Inclusion & Farmland Equity
Top Row: Slow Flowers Members who recently presented at the Young Farmers & Cooks Conference: Julius Tillery, Black Cotton U.S.; Taij & VC Cotten, Perry-winkle Farm; Aishah Lurry, Patagonia Flower Farm; and Julio Freitas, The Flower Hat Bottom Row: #BlackFloristFriday social media campaign, created by Talia Boone of Postal Petals and Quote from Leah Penniman of Soul Fire Farm
This insight is closely connected to Insight #4 – Botanical Activism, while also addressing two themes essential to the future survival of the floral economy.
The first topic – Marketplace Inclusion — speaks to the importance of proactively changing our business practices to support floral enterprises owned by the BIPOC community, (that’s Black, indigenous and people of color). For so long, I focused my energies on the belief that our floral profession would survive if only consumers learned to ask “where were these flowers grown” and “what growing practices were used to grow them?”
If there is one important lesson from the racial awareness and awakening of 2020, it’s that my values demand that I ask a different set of questions, such as: “how can I support and shine a light on florists, flower farmers, vendors and customers who look different than me, a middle-aged white woman?” “How can I invest in the success of underrepresented and overlooked talent, and in doing so, ensure their success and my success are equally valued?”
At Slow Flowers, we enter 2021 with an embrace of inclusivity, representation and equity in our profession. As I discussed last week, our Professional Development Fund devotes resources to invite Black farmers and florists to join the Slow Flowers Society. YOU are encouraged to participate in this endeavor by nominating Black farmers and florists in your community to be part of our efforts — please reach out with your suggestions!
Until the Slow Flowers Society looks more like the communities we live and work in, we will not be sustainable.
I have learned much from garden designer and Slow Flowers advocate Leslie Bennett, who earlier this year joined me as a return podcast guest. Leslie owns Pine House Edible Gardens, an Oakland-based design-build landscaping studio. She is the creator of Black Sanctuary Gardens, which believes that gardens are places that provide respite and restoration; healing and inspiration. The Black Sanctuary Gardens project creates and documents garden sites where Black women’s creativity, spirituality, and human experience can be cultivated and nurtured.
Slow Flowers donated to the Black Sanctuary Gardens project in 2020 and we feel grateful to learn from the example Leslie is modeling — using her talents and resources to design and build gardens where transformative change can take place, and where we can work to grow the world we want for ourselves and for our communities.
Leslie and the team behind the Black Sanctuary Gardens project are curating their time and talent to create safe and beautiful garden spaces that celebrate Black women’s humanity and the communities they hold dear within the Oakland, California area. Financial contributions allow them to provide their gifts at low to no-cost to these valued community members. This is a model I’d love to see replicated across the community in other regions.
Soul Fire Farm – a life-giving hub for education, advocacy and activism
The second theme included in Insight # 7 is Land Equity. Joining progressive voices in domestic agriculture to advocate for land equity is a cause I believe will benefit the Slow Flowers community as we see much-needed diversity and representation in flower farming.
In 2020, we financially supported Soul Fire Farm. Based in Grafton, New York, Soul Fire Farm was co-founded by past Podcast guest Leah Penniman, author of Farming While Black. She is a Black Kreyol educator, farmer, author, and food justice activist whose mission is to end racism in the food system and reclaim an ancestral connection to land. As co-Executive Director of Soul Fire Farm, Leah is part of a team that facilitates food sovereignty programs – including farmer trainings for Black and Brown people, a subsidized farm food distribution program for people living under food apartheid, and domestic and international organizing toward equity in the food system.
Soul Fire Farm recently provided us with a list of well-established Black-led farming organizations and I’ll share it in today’s show notes for you to check out. Please consider following and supporting the farming organizations in your community as we move into 2021, while seeking a more diverse Slow Flowers community that benefits all.
Contrasting and Complementary Palettes from the Slow Flowers Cutting Garden
Last year, 24% of our Slow Flowers Survey respondents cited YELLOW as their top color prediction for 2020. Yellow edged out all other colors by single-digit percentages, but there was still no clear standout, leading me to predict a Polychromatic Palette for 2020.
Here we are in January 2021, and Pantone already has declared “Illuminating,” a glowing shade of yellow, as one of two colors for 2021.
For the 2021 survey, both Yellow and Orange topped your list. Specific percentages break out as follows:
Shades of Yellow (23%) “Yellow for optimism.” Mustards and mauves.” “From rich masala yellow in curries to lavish buttercream yellow on cupcakes, the comfort of food will translate to floral expressions.”
Shades of Orange (19.5%) “I think we are seeing hints of orange, and yellow with pinks and blush.” “Everything across the range of citrus tones to fruity apricot.”
Shades of Green (14%) “The clean feeling of green, with foliage in an array of green tones and various shapes.”
Shades of Purple & Violet (13%) “I think we will see a trend towards subdued jewel tones that play off of each other.” “I find the possibilities with purple are both complimentary and contrasting and love finding those matches. People also seem to really gravitate to the purple tones, or at least, that’s what I think, maybe because I like purple flowers so much!”
Shades of Red (4.5%) “Reds, burgundy, pinks monochromatic.”
Shades of Blue (3%) “Mellow, soft blues — the world needs calming tones in these crazy times.”
So what notable color palette do we predict will influence flower farming and floral design in the coming year?
I flipped to the color section of my book Slow Flowers to see what I wrote back in 2013. I quoted Harold Piercy, former principal of the Constance Spry Flower School in England, who wrote this in 1983: ” . . . in flower arranging, I have always found it advisable to discard any prconceptions about colours.” He went on to write: “Keep an open mind and do not be ruled by the colour wheel. You may hit upon unexpected satisfactory results during your experiments.”
Yellow Roses from the Slow Flowers Cutting Garden
I dove deep into the comments that you shared in response to the survey’s Question#23 — Describe in more Detail Your Floral Palette Prediction.
I have to give a huge congratulations to the many Slow Flowers Survey responses that were spot on about YELLOW. In 2017, Slow Flowers’ Floral Forecast predicted soft yellows in an insight titled: “Beyond Blush.” It has taken four years since then for Pantone to agree! Let me include a few of your comments here so you can congratulate yourself on nailing Pantone’s color declaration for 2021 — an important emerging floral palette we forecasted here years ago!
(c) Missy Palacol Photography
“I’m only wishing. I have lemon chiffon peonies that I would love to see a bump in desire for.” “Into yellow lately.” “Cream-mustard; pale yellow. Happy shades.” “More sunny, happy color.” “Bright, positive, with an endless summer-like feeling.” “Pale yellows to golden tones.” “Yellow is inherently cheery and I think people will want more good cheer. Also, floral designers have been trying to sell clients on yellow and mustard forever — maybe this is our year that clients will finally go for it!” “Orange or yellow. We need some brightness in 2021!” “Soft, buttery yellows.” “Yellow is building momentum! And there are so many shades that blend well with the popular muddy/neutral palettes.” “Soft, light, buttery yellow.” “Seeing more demand for yellow flowers.” “2020 has been a dark year and I think we could all use a little sunshine in our future.” “Warm yellows — amber, mustard, butter – seen alone or with accents in deeper shades.” “After the Pandemic, we want LIFE! We will want color and variety. Yellow was a very big color in fashion just before the Pandemic and I think it will be picked up again after.” “I think the soft yellows and warm golden colors are what we need for 2021! We need a soft glowing hug after 2020!”
Orange & Blue(ish) dial up the palette contrast! (c) Debra Prinzing design and photograph
Clearly, we all love yellow. But of course, we do not want to follow Pantone. Let’s move beyond a single hue and explore what’s coming next:
I predict the most exciting floral palettes will feature Complementary or Contrasting Colors. With color pairs that reside opposite each other on the color wheel — combinations and variations of of course Yellow + Purple, but also interpretations of Red + Green; Orange + Blue.
What do you think of “Opposite Palettes”? A few survey comments jumped out to me in agreement:
“Oranges reaching out in different directions — yellow, reds, or complementary purple.” “Purples combined with pale yellows, oranges and whites.” “I find the possibilities with purple are both complimentary and contrasting and love finding those matches.” “Pink, peach, coral, orange, yellow and then contrasting with blue.”
Red & Green Complements (c) Debra Prinzing design and photograph
What is the key insight here? Simply, that we live in a colorful floral world and we need to experiment more! And find ways to excite customers and clients with new, shall we say, contrasts and complements, on the horizon!
At the core of it, this insight reinforces the importance of selling color as a much-desired product. Remember, you and your flowers are ready to meet consumers’ hunger for more color in their lives.
#10 Star Quality
From Left: Fleurs de Villes designs by Tobey Nelson and Thomasi Boselawa; Kristen Griffith VanderYacht of Big Flower Fight; Ace Berry, AIFD, PFCI – a finalist on Full Bloom; the Full Bloom judging panel
All of a sudden, miraculously in 2020, celebrity florists are taking center stage alongside chefs and fashion designers!
Whatever you think about floral competition television, seeing flowers and plants in the hands of professional designers on programs like Netflix’s “Big Flower Fight” andHBO’s “Full Bloom” definitely felt validating. We are witnessing flowers – elevated — in mainstream TV programming! That’s news worth celebrating!
I also enthusiatically rooted for Ace Berry, AIFD, PFCI, another past guest of this podcast, who competed in HBO’s “Full Bloom.” I won’t spoil it for you if you haven’t watched to the finale, but you can learn much more about Ace in Episode 421, originally aired in October 2019.
Nine Slow Flowers members designed floral fashions for the 2020 Fleurs de Villes Exhibit at the Northwest Flower & Garden Festival DESIGN CREDITS (c) samanthasmith.photo for Fleurs de Villes Top row, from left: Casablanca Floral, Flirty Fleurs and Garden Party Design Center row, from left: Hazel Landscapes & Design, LORA Bloom, Smashing Petals Bottom row, from left: Terra Bella Flowers & Mercantile, Tiare Floral Design, Tobey Nelson Weddings & Events
I felt quite the same sense of pride earlier this year when the popular Fleurs de Villes exhibition came to Seattle’sNorthwest Flower & Garden Festival. With flowers transformed into wearable fashions displayed on a parade of mannequins — it clearly was the most popular feature of the flower and garden festival. The success of Fleurs de Villes is similar to the buzz created by the two floral competition shows I just mentioned.
What is the magic? I believe that seeing flowers used as an artistic expression ignites the imagination of those who view them. Beyond the sheer scale and beauty of floral installations, massive topiary and botanically-dressed mannequins, flowers are the starting point that connect many consumers with the natural world. And who can argue with that?
For Fleurs de Villes, show-goers were invited to vote for their favorite design. For Big Flower Fight and Full Bloom, viewers rooted for their favorite contestants. There’s buy-in when the audience has a stake in the outcome, and ultimately, more people know more about flowers, which takes us full circle to our Insight #1 — Floral Wellness.
I hope to see all of these floral celebrity projects return to our lives in 2021, but I will offer a vocal plea for one change: Please, No FLORAL FOAM. As we’ve urged the mainstream floral profession for years: please wean yourself from a dependence on foam. Be truly creative and find alternative mechanics to express your art!
It can be done; believe me, we’ve consistently documented no-foam mechanic strategies on this podcast and in our other Slow Flowers channels. For goodness sake’s, even the famed Chelsea Flower Show has declared future exhibitions to be foam-free.
If you’re interested in showing off your own Star Quality, I invite you to join the 2021 American Flowers Week botanical couture creative team. Our creators are Slow Flowers member florists and flower farmers who and produce wearable botanical couture photographed on live models for publication.
On Friday, January 15th, you’re invited to join me for a free webinar and Learn how YOU can participate in American Flowers Week 2021
Hear advice and tips from Slow Flowers member designers and growers! We will discuss how each created an iconic botanical couture look for American Flowers Week, including flower sourcing, model selection and photography. You can join the Webinar to learn whether this opportunity is right for you! The Webinar takes place 9am Pacific/Noon Eastern on Friday, January 15, 2021.
Okay, what an inspiring list of 10 insights! Thank you for reviewing this list with me today. I want to pause here to marvel at what has happened since I began writing down what I viewed on the horizon for the Slow Flowers movement and its followers and members.
The simple act of speaking, writing and sharing one’s perspective is a personal superpower, one you can also claim, because each of us has an utterly unique world view. While it seems trite to seek out COVID’s “silver linings,” you may find meaningful truths to interpret from the past year’s chaos. Use them as a foundation for your 2021 planning. Yes, you want to make resolutions and set goals. You can also set your Intention. And intention can be our rudder to guide us through choppy waters and uncertain times. That’s clearly what we need in this moment.
Thank you to our Sponsors
This podcast is brought to you by Slowflowers.com, the free, online directory to more than 800 florists, shops, and studios who design with local, seasonal and sustainable flowers and to the farms that grow those blooms. It’s the conscious choice for buying and sending flowers.
And thank you to our lead sponsor for 2021, Farmgirl Flowers. Farmgirl Flowers delivers iconic burlap-wrapped bouquets and lush, abundant arrangements to customers across the U.S., supporting more than 20 U.S. flower farms by purchasing more than $9 million dollars of U.S.-grown fresh and seasonal flowers and foliage annually, and providing competitive salaries and benefits to 240 team members based in Watsonville, California and Miami, Florida. Discover more at farmgirlflowers.com.
Johnny’s Selected Seeds, an employee-owned company that provides our industry the best flower, herb and vegetable seeds — supplied to farms large and small and even backyard cutting gardens like mine. Find the full catalog of flower seeds and bulbs at johnnysseeds.com.
Mayesh Wholesale Florist. Family-owned since 1978, Mayesh is the premier wedding and event supplier in the U.S. and we’re thrilled to partner with Mayesh to promote local and domestic flowers, which they source from farms large and small around the U.S. Learn more at mayesh.com.
The Gardener’s Workshop, which offers a full curriculum of online education for flower farmers and farmer-florists. Online education is more important this year than ever, and you’ll want to check out the course offerings at thegardenersworkshop.com.
The Slow Flowers Podcast has been downloaded more than 675,000 times by listeners like you. Thank you for listening, commenting and sharing – it means so much.
As our movement gains more supporters and more passionate participants who believe in the importance of our domestic cut flower industry, the momentum is contagious. I know you feel it, too.
I value your support and invite you to show your thanks to support Slow Flowers’ ongoing advocacy, education and outreach activities. You can find the donate button in the column to the right at debraprinzing.com
The content and opinions expressed here are either mine alone or those of my guests alone, independent of any podcast sponsor or other person, company or organization.
The Slow Flowers Podcast is engineered and edited by Andrew Brenlan. Learn more about his work at soundbodymovement.com.
Music Credits:
Heliotrope; Vittoro; Open Flames; Shift of Currents; Surly Bonds; Gaenaby Blue Dot Sessions http://www.sessions.blue
Welcome to the final episode of the Slow Flowers Podcast for 2020. As I have done since the beginning of 2014, I’m turning the spotlight on our year of Slow Flowers. Next week, on January 6th, I’ll bring you the annual report for our 2021 Slow Flowers’ Floral Insights and Industry Forecast.
Last year at this time, we celebrated a successful 2019 with more members, more participation and more Slow Flowers blooming in the marketplace. Speaking for myself, there was a definite feeling of anticipation in the air, as we turned the calendar to a new year and a new decade. We felt optimism and creative inspiration.
We wanted to celebrate and embrace a progressive climate for local, seasonal and sustainable flowers in agriculture and design . . . and could see on the horizon a floral climate where Slow Flowers increasingly took center stage.
The year kicked off with some exciting opportunities to connect with members, including speaking twice in Oregon — first, for the PNW Cut Flower Growers Meet-Up in Corvallis, and next at the Good Earth Home, Garden & Living Show in Eugene.
In late February, I returned to the fabulous Northwest Flower & Garden Festival to produce the floral stage for the third year in a row. I welcomed six Slow Flowers Members to teach sold-out, hands-on floral design workshops called “Blooms & Bubbles.” We welcome the beautiful Fleurs de Villes floral couture installation with eight of the fashions created by Slow Flowers members who showcased their talents. Slow Flowers sponsored Melissa Feveyear of Terra Bella Flowers, for an all-domestic floral gown — Here’s my interview with Melissa in which we discuss her studio, art practice and floral fashion!
Also at the flower festival, I joined a panel presentation moderated by fellow podcaster Jennifer Jewell, author of the new book: The Earth in Her Hands, profiles of 75 extraordinary women working in the world of plants, as one of those profiled (PS you can hear that full conversation moderated by Jennifer on Episode 443).
2020 Trend Summit speakers, from left: Susan McLeary, Hitomi Gilliam, Francoise Weeks, Holly Chapple, Debra Prinzing, Leatrice Eiseman and Gregor Lersch (c) Collin Gilliam
A few weeks later in mid-March, the reality of the Covid-19 Pandemic began to sink in. I was in Vancouver, B.C., at Hitomi Gilliam’s Trend Summit, and at the time, I had no idea it would be my last in-person opportunity to speak to a floral audience. Here we are, nine months into it and we’ve all accepted the new norms required to fight the pandemic, keep ourselves and others safe from infection, and use our energy and resources to hang onto our livelihoods.
In response, we found ways to stay connected this year. I sought and invited you to share your personal “Stories of Reslience” for our Slow Flowers Podcast and Virtual Member Meet-Ups. Learning how you personally tackled and creatively addressed such huge challenges has been a major source of inspiration to me and other. And similarly, our definition of thriving has greatly changed.
Month by month, we forged ahead. We forged ahead through the Pandemic, through a racial justice awakening, through the increasing threat of Climate Change. We looked in the mirror and asked ourselves: “Are we doing enough to walk the talk?” “Are we communicating our values through our actions?” We also found and nurtured community in new ways. We spent more time at home than ever before. We re-evaluated what’s truly important.
And in doing so, I believe we have gotten stronger. In late October, I gathered with Karen Thornton, our operations/membership and events manager at either end of a huge conference table and we were joined via Zoom by Niesha Blancas, our social media manager and Becky Feasby, our new Slow Flowers Canada associate, for our 2021 planning retreat. We started the day discussing the Year in Review. You know, that exercise was so affirming. It was so valuable to not only itemize the accomplishments I felt were important, but to hear from my colleagues about the highlights that excited them.
And we came up with a pretty amazing list. It is essential to stop and take stock in the year that’s coming to a close. This year it’s especially important! I’d like to walk you through our list and invite you to join me in celebrating what the entire Slow Flowers Community has accomplished together:
SLOW FLOWERS SUMMIT
Our original panel of speakers includes, (clockwise from top, left): Susan Mcleary, Kellee Matsushita-Tseng, Molly Culver, Lorene Edwards Forkner, Debra Prinzing, Jennifer Jewell, Pilar Zuniga and Emily Saeger
The Slow Flowers Summit 2021 is moving forward with confidence!
We know for certain that the management at Filoli Historic House & Garden are taking the utmost precaution in making it safe for guests to visit their grounds, despite ever-changing policies for public gatherings in their county and state. For the Summit specifically, we are shifting plans to have an all-outside conference, made possible by Filoli’s incredible gardens, and infrastructure such as an outdoor meeting space where seating is socially-distanced, an outdoor stage and boosted Wi-Fi, among other logistics being attended to, as well as all accommodations for outdoor catering and service.
Two new speakers are joining the 2021 Slow Flowers Summit! Abra Lee of Conquer the Soil (left) and Max Gill of Max Gill Design (right)
The other big news is that we’ve invited two additional speakers to join our expanded educational program, rounding out an already amazing lineup. That means author and speaker Abra Lee of Conquer the Soil and floral designer Max Gill will be part of the program when we all gather June 28-30, 2021. I truly cannot wait!
Member and Social Media COMMUNICATIONS
Thanks to the talents of our social media manager Niesha Blancas of Fetching Social, our engagement hit 98 million impressions, with a 13 million reach in 2020. One of the most meaningful things Niesha has done – and this requires a serious investment of time – is to find ways to highlight as many members as possible, by showcasing your flowers and designs in our social media posts and stories. I am in awe of the attention to detail that Niesha brings to this effort. For example, each month, we highlight new and renewing members, usually 40 to 50 of you, and that means Niesha digs deep into your social media feeds or websites to find just the right photograph to represent you and your brand. We just surpassed 30k IG followers — all organic growth thanks to the time and attention that Niesha takes to showcase and engage with you!
VIRTUAL MEET-UPS
At the end of March, I upgraded our Zoom account to accommodate longer meetings and a larger group of participants. It felt like a desperate act at the time – we just had to DO SOMETHING, right? Like you, I was in a bit of a fog, trying to figure out how to navigate the new COVID landscape while running a floral enterprise. That Zoom tool allowed us to host the first “Virtual” Member Meet-Up on Friday, March 27th, with more than 60 of you in attendance. We attempted to give everyone a chance to say hello and check in with our community.
As Karen, Niesha and Lisa Waud, who helped us with membership for the first half of 2020, and I learned more about virtual meetings, and as we heard from you about the state of your floral enterprise, we continued to improve and refine those meetings. We met weekly as a community, each Friday, through the end of May.
We hosted a series of guests, from members who shared their strategies for contact-free deliveries and product sourcing to outside experts on wellness and mindfulness. And we dabbled with break-out rooms, which is a more manageable for smaller groups to converse and connect. After eight weekly meet-ups, by the beginning of June, we shifted to monthly sessions — to date, there have been seven monthly Meet-Ups attracting more than 350 members.
You seem to love our floral design demos and crop-specific topics, as well as our speakers, our giveaways and the important lifeline to connect with kindred spirits. Most of the Meet-Ups were recorded and you can find the playback videos on YouTube where there have been hundreds of views, reaching those who couldn’t attend in real time. The Virtual Meet-Ups will continue into 2020 — our first of the year is scheduled for Friday, January 8th – so stay tuned for more details in the January newsletter and on social media. Hope to see you there!
AMERICAN FLOWERS WEEK
American Flowers Week, June 28-July 4, took place against the COVID backdrop but you were not deterred in participating! We showcased five beautiful botanical couture fashion looks for 2020 featuring orchids from Hawaii, peonies from Alaska, local flora from South Dakota, dahlias from Washington State and annuals from Maine.
The opening pages of Slow Flowers Journal coverage of American Flowers Week botanical couture features one of Sarah Pabody’s dahlia dresses, photographed in the fields at Triple Wren Farms (c) Katherine Buttrey
Florists’ Review published the photography of these incredibly creative floral stylings in the June issue and we picked up some local press, interested in telling the story of locally-grown flowers in their markets.
Several of you joined the momentum led by Lisa Waud to use local flowers for public installations in their community– from Milwaukee and Detroit to Portland, Maine, with the goal of raising awareness, supporting flower farmers and celebrating beauty at a time when everyone so needed it.
Plans are already underway for 2021 and we have just unveiled our new branding by illustrator Jeanetta Gonzales, so please save the dates. During June 28-July 4 we will be celebrating our seventh annual American Flowers Week campaign. You can order bouquet labels anytime in our Slow Flowers Mercantile Shop — find the link here.
MEMBERSHIP
We had excellent growth in Slow Flowers Society membership for 2020 — truly inspiring and an indication that more flower farmers and floral designers want to align with our mission and values as a way to communicate their brand identity to customers.
We began 2020 with just over 600 members and we are wrapping up the year with 811 members — that’s 30% growth at an uncertain time.
I’m grateful to both Lisa Waud and Karen Thornton who have invested quite a bit of time in building our member database and outreach programs. It sounds like a minor “win,” but I find it so incredibly valuable to use one dashboard to find out about each one of you, where you’re located, how long you’ve been a member, and more!
CAUSES AND COMMUNITY
In June after the nation witnessed the senseless murder of George Floyd and after feeling so many other waves of sorrow, grief and shock about unaddressed racial injustice, I was moved to take personal action. On behalf of Slow Flowers Society, I donated $5,000 to the Equal Justice Initiative, a nonprofit that fights for law enforcement reform and improvements to the legal system on behalf of underrepresented persons.
I called on our members to take their own steps to fight racism while also fighting for inclusivity, representation and equity in our profession. And so many of you shared your actions and steps. We launched the Professional Development Fund for Black Farmers and Florists to join the Slow Flowers Society and in doing so, we’ve used those funds to sponsor six new members to join. It’s a start – and one we hope to continue in the future, until the Slow Flowers Society looks more like the communities we live and work in. Thank you to those who joined this effort.
ANNUAL MEMBER SURVEY
It was a year of ambition, to be sure. If you took our 2021 member survey, you will know to what I refer.
More than 216 of you took the survey during the month of October; that was triple the previous year’s engagement. We learned so much about you and I’ve been posting the insights by category – as a series, which you can find a Slowflowersjournal.com.
Of note: 74% of you rate the value of your Slow Flowers membership as high or very high! I’m so grateful for your support.
There is definitely an opportunity to grow that percentage and demonstrate to you the value of your membership investment. I believe that the more you engage, the more value you enjoy, so please put in the time and effort to participate in the many opportunities and programs we offer!
OPERATIONS
Check out the Slowflowerssociety.com site!
Slow Flowers Society is growing up as an organization and that is reflected in the programs and systems we have in place to run things more smoothly — and improve our responsiveness to you! With a COVID scale back of Karen Thornton’s consulting for her corporate event clients, we took advantage of her talents and time to bring her onboard as our Operations and Membership manager, on top of the Event management she’s handled since 2018. Thank you, Karen! You have improved and streamlined so many processes, moved us to Google for Business, taken the lead on finance and budget management, and run so many behind-the-scenes details that the list is too large to share here. Our team also includes Niesha Blancas of Fetching Social, whose responsibilities have expanded to include managing our FB Community and the addition of Becky Feasby of Prairie Girl Flowersin Calgary, Alberta, to manage our growing Slow Flowers Canada membership program. Wow! All so cool, right?!
One of the cool things Karen has built is our online Slow Flowers Mercantile store. It began as a place where you could purchase signed copies of my three most recent books, and it has expanded to include American Flowers Week bouquet labels, Slow Flowers Society items including plant tags, our book mark and blank journals, and some special artwork from friends of Slow Flowers. We hope to grow the shop to feature our favorite makers and vendors as we move into 2021!
PUBLICATIONS
Slow Flowers Journal – Volume One; image courtesy My Garden Over Floweth (c) Urbren Branding Co.
The year 2020 witnessed the expansion of my teaching and publishing, all designed to encourage, support and showcase the amazing people involved as Slow Flowers members. In June, we celebrated the publication of Slow Flowers Journal – Volume One, which is a compilation of the best Slow Flowers Journal articles, features and profiles that appeared in Florists’ Review from 2017 to 2019. One hundred twenty eight pages are filled with the talents of more than 80 Slow Flowers growers, farmer-florists and floral designers. And we can’t wait for you to see and read what’s inside. Thank you to Florists’ Review and Wildflower Media for publishing this lovely book and thank you to the amazing team, including creative director Robin Avniand book designer Jenny Diaz.
This project was so rewarding and demonstrates a tangible opportunity to share stories of our Slow Flowers Community, so I am here to announce that Robin and I have formed a joint venture to develop more books to continue the mission of Slow Flowers. Our project is called BLOOM Imprint and it serves as the publishing arm of Slow Flowers Society. We have five books in development and we hope to announce those titles and authors in early 2021. Some of you already may have seen our call for submissions for our first book: Where we Bloom, which I will be writing, which will showcase more than 30 Slow Flowers members and their studios, workshops, greenhouses and flower stands. That book will be published in March 2020 and you’ll be able to pre-order it soon.
EDUCATION
And to support everyone from aspiring writers to floral professionals who desire to improve their own content through the written word, I launched the first Slow Flowers Creative Workshop: Floral Storytelling as an online course in early November. Sixty of your registered for the online course and spent the month of November working through the modules, lessons and worksheets at your own pace. A highlight for me were the weekly “Office Hours” sessions – of course via Zoom – when students and I met to discuss writing challenges and achievements. Thank you to all who participated.
The next session of Slow Flowers Creative Workshop begins January 6thand I’ve created a coupon code for Slow Flowers members to enjoy $100 off the $297 registration. If you’re not a member, I have a $50 off coupon code for you — so take advantage of those benefits and join in!
Slow Flowers Society Members: Save $100 off regular tuition of $297 with this Coupon Code: SFMEMBER100
Non-members save $50 off regular tuition of $297 with this Coupon Code. SAVE50
And speaking of online courses, I want to share details about a new free course — my year-end gift to you: Taking Stock and Looking Ahead. How to Write a Year in Review and Future Forecast for Your Brand
For the past seven years, I have turned the calendar page to the New Year by first revisiting the one coming to a close. This ritual has becomes my regular “Year-in-Review” practice as I take stock of what has happened in the prior 12 months, how my efforts supported my mission and the relationships I developed along the way.
This exercise becomes the springboard for my second ritual of the season: Writing the Slow Flowers Floral Insights & Industry Forecast Report.
Now, I’ve created a FREE online course sharing my process and methods for both of these valuable tools. After you take this mini-course, you’ll have the building blocks to write your own YEAR-in-REVIEW and FLORAL FORECAST.
Once you’ve completed the course, you’ll have two new narratives that you can use for blog posts, newsletter articles and other content to support your brand. By reflecting on highlights of the past year, you can learn so much about your true priorities, passion, purpose and (one hopes) what’s most profitable in terms of trading your time for income.
Whether it’s for personal or professional reasons, as this year comes to a close, I encourage you to take time to write a creative Year-In-Review. When you do this, a narrative emerges, one that can guide your insights for next year’s Floral Forecast.
You’re hearing my year in review right now — and I encourage you to sign up for the FREE course so you can write your own year in review.
And next week, we’ll talk about what’s in store in 2021. I don’t have a crystal ball, but I do have a process and method for assessing the cultural shifts that help me forecast floral themes and topics we’ll experience in the year to come.
Thank you to our Sponsors!
This is the weekly podcast about Slow Flowers and the people who grow and design with them. It’s all about making a conscious choice and I invite you to join the conversation and the creative community as we discuss the vital topics of saving our domestic flower farms and supporting a floral industry that relies on a safe, seasonal and local supply of flowers and foliage.
This podcast is brought to you by Slowflowers.com, the free, online directory to florists, shops, and studios who design with local, seasonal and sustainable flowers and to the farms that grow those blooms. It’s the conscious choice for buying and sending flowers.
The Slow Flowers Podcast has been downloaded more than 673,000 times by listeners like you. Thank you for listening, commenting and sharing – it means so much.
As our movement gains more supporters and more passionate participants who believe in the importance of our domestic cut flower industry, the momentum is contagious. I know you feel it, too. The year 2020 has been a challenging year for all of us.
We have continued to deliver fresh, original content to you through the Slow Flowers Podcast, week in and week out — since 2013!
Not counting all of the time invested in developing the topics, guests and content, we spend more than $10k annually to bring you this award-winning internet radio program. Your financial support can ensure we continue into 2021. If every listener contributes just $2, those funds would add up quickly to cover our out-of-pocket costs to record, edit, host and promote the Slow Flowers Podcast. Would you consider making a year-end donation? I value your support and invite you to show your thanks to support Slow Flowers’ ongoing advocacy, education and outreach activities. You can find the donate button in the column to the right.
The content and opinions expressed here are either mine alone or those of my guests alone, independent of any podcast sponsor or other person, company or organization.
The Slow Flowers Podcast is engineered and edited by Andrew Brenlan. Learn more about his work at soundbodymovement.com.
Music Credits:
Castor Wheel Pivot; Glass Beads; Heartland Flyer; Rabbit Hole; Silk and Silver; Taoudella; Turning on the Lights; Gaenaby Blue Dot Sessions http://www.sessions.blue
It’s that time again, Welcome to our annual Slow Flowers Holiday Music Special!
Remy Brault, vocalist, songwriter and owner of Labellum in Bozeman, Montana
I’m so happy today to bring you an audio gift of music. Please enjoy my conversation with Bozeman, Montana-based Remy Brault, who with her husband and partner Fred Brault own the contemporary floral boutique LabellumFlowers. The couple originally met through music and formed a singer-songwriting duo called Nest of Seven when they lived and worked in Los Angeles.
Nest of Seven’s album cover
I’ll chat with Remy about how music has influenced her path, how she has taken a long hiaitus away from music, and how she’s finding her way back to music.
We’ll hear three songs from Remy and Fred’s album, “In the Valley of the Red Sparrow,” and more!
Enjoy meeting and hearing from this multi-talented creative! And if you missed my conversation with Remy earlier this year, have a listen here (Episode 459).
Labellum’s home page — reflecting the shop’s many flowers, boutique products and designs
Thank you, Remy, for sharing your musical influences and your floral journey — I wish you a creatively fulfilling 2021! By the way, I continue to be on the lookout for musical guests to feature each December, so if you’re a Slow Flowers member with a song to share (or even an album!), please reach out and let me know!
Here is a list of our past Holiday Music Episodes!
Next week, on Wednesday, December 30th, the final episode of 2020, I’ll share our 2020Year in Review with you. On the horizon, the first episode of the New Year, Wednesday, January 6th, will feature our 2021 Slow Flowers Floral Insights and Industry Forecast. I’m so excited to share both of these reports with you as we say goodbye to 2020 and eagerly anticipate 2021.
The Slow Flowers Podcast has been downloaded more than 670,000 times by listeners like you. Thank you for listening, commenting and sharing – it means so much.
As our movement gains more supporters and more passionate participants who believe in the importance of our domestic cut flower industry, the momentum is contagious. I know you feel it, too. 2020 has been a challenging year for all of us and we have continued to deliver fresh, original content to you through the Slow Flowers Podcast, week in and week out — since 2013!
If every listener contributes just $2, the funds will add up quickly to cover our out-of-pocket costs to record, edit, host and promote the Slow Flowers Podcast. Would you consider making a year-end donation?
Not counting all of the time invested in developing the topics, guests and content, we spend more than $10k annually to bring you this award-winning internet radio program. Your financial support can ensure we continue into 2021. I value your support and invite you to show your thanks to support Slow Flowers’ ongoing advocacy, education and outreach activities. You can find the donate button in the column in the right column!
Thank you to our Sponsors
This podcast is brought to you by Slowflowers.com, the free, online directory to florists, shops, and studios who design with local, seasonal and sustainable flowers and to the farms that grow those blooms. It’s the conscious choice for buying and sending flowers.
Longfield Gardens, which provides home gardeners with high quality flower bulbs and perennials. Their online store offers plants for every region and every season, from tulips and daffodils to dahlias, caladiums and amaryllis. Check out the full catalog at Longfield Gardens at longfield-gardens.com.
Rooted Farmers works exclusively with local growers to put the highest-quality specialty cut flowers in floral customers’ hands. When you partner with Rooted Farmers, you are investing in your community, and you can expect a commitment to excellence in return. Learn more at RootedFarmers.com.
Syndicate Sales, an American manufacturer of vases and accessories for the professional florist. Look for the American Flag Icon to find Syndicate’s USA-made products and join the Syndicate Stars loyalty program at shop.syndicatesales.com.
The content and opinions expressed here are either mine alone or those of my guests alone, independent of any podcast sponsor or other person, company or organization.
The Slow Flowers Podcast is engineered and edited by Andrew Brenlan. Learn more about his work at soundbodymovement.com.
The Regional Flower Economy panelists, clockwise from top left: Julius Tillery of Black Cotton US, Taij Cotten & VC (Victoria) Edwards-Cotten of Perry-winkle Farm, Julio Freitas of The Flower Hat and Aishah Lurry of Patagonia Flower Farm
Two weeks ago, you heard from Shannon Algiere and Jessica Galen as we discussed the 2020 Young Farmers & Cooks Conference, held last week as a virtual event attracting more than one thousand attendees. Shannon and Jessica shared the story of Stone Barn Center for Food & Agricultureand gave us a preview of the conference. I want to thank Shannon, a Slow Flowers member, Stone Barns Center’s resident flower growing expert, farm liaison manager and co-director of the Arts & Ecology Lab for inviting me to gather together and moderate a flower-focused panel — and I’d like to share the audio of that presentation with you today episode.
You’ll hear from four Slow Flowers members each of whom discussed her or his unique approach to agricultural entrepreneurship. They include Aishah Lurry, Patagonia Flower Farm, Julio Freitas, The Flower Hat, Taij Cotten and VC (Victoria) Edwards-Cotten, Perry-winkle Farm, and Julius Tillery, Black Cotton U.S. As I said at the beginning of our panel, clearly, I am not a YOUNG FARMER, but through my passion for the Slow Flowers Movement I hope to shine a light on several of our members: flower farming pioneers you’ll meet today.
VC and Taij with flowers and little Titus in a baby pack
Taij & Victoria (VC) Cotten, of Perry-winkle Farm in Pittsboro, North Carolina
After responding to a Craigslist ad for Valentine’s Day in 2017 at Preston Flower Shop, Taij and Victoria were hooked on flowers. They quit their jobs and traveled North Carolina’s Piedmont farming region, talking with any farmer that had time for them. They quickly realized they wanted to farm.
Above left: Michael Perry and Cathy Jones with Taij & VC Cotten; the Cotten children above right
Now farming alongside their mentors and “farm-ily,” Michael Perry and Cathy Jones of Perry-winkle Farm, the young couple helps sustainably farm 4 acres in Northern Chatham County, North Carolina, specializing in seasonal vegetables, specialty cut flowers and pasture laying hens. Perry-winkle farm attends 3 regional farmers’ markets: Fearrington Village (a seasonal market) and 2 Carrboro Farmers markets (one seasonal and one year round). Taij and Victoria reside in Chatham County, NC with their two adorable, flower-loving children: Carleigh (6) and Titus (1)
I first met Taij and Victoria at the 2018 Association of Specialty Cut Flower Growers annual conference in Raleigh, when destiny made sure we were seated together at the same banquet table. I’ve been following their adventures on social media ever since and am delighted to welcome them today.
Find and follow Perry-winkle Farm and Taij & Victoria
Julius Tillery, founder and CEO of Black Cotton U.S. Julius is the NC State Coordinator for the Black Family Land Trust. He is a 5th Generation life-long row crop commodities producer (cotton, soybeans, peanuts) from Northeastern, North Carolina. He has worked as an advocate and resource provider in the North Carolina agriculture and environmental sectors since 2009. Julius has also worked at Rural Advancement Foundation international and The Conservation Fund. He currently serves on the Southern Administrative Council for SARE (that’s the Sustainable Agriculture, Research and Education Council) and the North Carolina Forestry Advisory Council.
Black Cotton U.S. branding and product selection
Julius is a rural economic development advocate and is also known for his entrepreneurial business role as Founder of BlackCotton U.S. You can find Julius anywhere between his farm working on producing crops, on another farmer’s farm helping consult with new enterprise development, or any meeting that is focused on improving the lives of farmers and farming communities across the USA. Julius is a graduate of the University of North Carolina at Chapel Hill with a degree in Economics and minor in Entrepreneurship in 2008.
Aishah Lurry, founder and CEO of Patagonia Flower Farms based in Patagonia, Arizona. She is an artistic florist who combines her love for water-wise and organic farming techniques to produce affordable, healthy, and fresh-cut flowers.
Aishah Lurry designing with flowers she grows in the high desert area of Arizona
As a gardener who began her flower farming career in 2017, Aishah started her micro-farm on her home’s property after getting tired of driving 20miles out of town to buy overpriced and imported flowers that she didn’t like. By merging her expertise and knowledge of crop planning, propagation, harvesting, drying, and arranging, Aishah was able to turn her beloved hobby into a thriving business that celebrates eco-consciousness and the local economy.
A selection of Patagonia Flower Farm varieties
Aishah has taught several classes about sprouts, micro-greens, and propagation and today serves with Borderlands Restoration Network to further its native species and public education programs.
She considers her flowers a local, affordable, and well-deserved luxury. Each flower in Aishah’s hand-picked bouquets are lovingly grown to ensure health, vibrancy, and longevity of the ingredients.
Julio’s armfuls of flowers is a joyous and infectious expression of local flowers.
And finally Julio Freitas, owner of The Flower Hat. The Flower Hat is a floral design studio and flower farm nestled in the beautiful mountains of Gallatin Valley in Bozeman, Montana. The Studio is headed by internationally published designer Julio Freitas, whose design style embraces the seasons to create a loose, natural aesthetic that has graced hundreds of events, including many high profile and celebrity weddings.
Julio with his popular dahlia crop
In an attempt to provide his clients with the best blooms, Julio decided to incorporate a Flower Farming component to the business operation. He started his growing operations on 1,800 sq ft and quickly leased ¼ acre plot for a few years, where he was able to grow and harvest thousands of flowers by using high intensity techniques. These locally grown flowers are truly the treasures that make his designs so spectacular.
Today, The Flower Hat is a thriving company that stays busy during the summer with weddings, selling flowers to florists and wholesalers. The company is also known for its coveted dahlia tubers that sell out in a matter of minutes that go on sale on February 1, 2020. Julio regularly hosts on-farm summer workshop intensive that go deep into the business model that makes The Flower Hat such a successful little company. The classes combine hand-on floral design experience, the business behind weddings and events and small scale flower farming.
Julio also finds room in his schedule to share everything he knows with others through floral design demonstrations as well as presentations about his high-intensity flower farming techniques on his Facebook Group The Flower Hat Exchange.
Flowers grown and designed by Julio Freitas of The Flower Hat
I posed three questions for discussion: 1. First, I asked each panelist to share an overview of their floral enterprise. Who they are, what do they produce/grow? where are they located and how long have they been farming.
2. Next, we talked about how flowers are part of their farm’s business model, how they sell and what market do they serve?
3. Finally, why flowers? Why grow flowers instead of food OR why integrate flowers in into a food-growing operation
Thanks so much for joining us today. What a great session. We did have some audio and technical challenges, so I promise to bring Julius Tillery from Black Cotton U.S. for a full episode in the near future, and I hope to also host a longer podcast conversation with Taij and Victoria.
Coming up, we have just two more episodes for 2020. Next week, on December 23rd, is our annual Slow Flowers Holiday Music Special Episode, featuring the talents of a Slow Flowers member whose life is influenced by both music and flowers. And on Wednesday, December 30th, the final episode of 2020, I’ll share our Year in Review with you. On the horizon, the first episode of 2021 will feature our 2021 Slow Flowers Floral Insights and Industry Forecast.
The Slow Flowers Podcast has been downloaded more than 669,000 times by listeners like you. Thank you for listening, commenting and sharing – it means so much.
Asking for your Support
Tulips in the #slowflowerscuttinggarden from Longfield Gardens (c) Missy Palacol Photography
As our movement gains more supporters and more passionate participants who believe in the importance of our domestic cut flower industry, the momentum is contagious. I know you feel it, too. 2020 has been a challenging year for all of us and we have continued to deliver fresh, original content to you through the Slow Flowers Podcast, week in and week out — since 2013!
Not counting all of the time invested in developing the topics, guests and content, we spend more than $10k annually to bring you this award-winning internet radio program. Your financial support can ensure we continue into 2021. If every listener contributes just $2, those funds would add up quickly to cover our out-of-pocket costs to record, edit, host and promote the Slow Flowers Podcast. Would you consider making a year-end donation? I value your support and invite you to show your thanks to support Slow Flowers’ ongoing advocacy, education and outreach activities. You can find the donate button in the column to the right at debraprinzing.com
Thank you to our Sponsors!
This podcast is brought to you by Slowflowers.com, the free, nationwide online directory to florists, shops, and studios who design with local, seasonal and sustainable flowers and to the farms that grow those blooms. It’s the conscious choice for buying and sending flowers.
Seattle Wholesale Growers Market, a farmer-owned cooperative committed to providing the very best the Pacific Northwest has to offer in cut flowers, foliage and plants. The Growers Market’s mission is to foster a vibrant marketplace that sustains local flower farms and provides top-quality products and service to the local floral industry. Visit them at seattlewholesalegrowersmarket.com.
Association of Specialty Cut Flower Growers. Formed in 1988, ASCFG was created to educate, unite, and support commercial cut flower growers. It mission is to help growers produce high-quality floral material, and to foster and promote the local availability of that product. Learn more at ascfg.org.
The Gardener’s Workshop, which offers a full curriculum of online education for flower farmers and farmer-florists. Online education is more important this year than ever, and you’ll want to check out the course offerings at thegardenersworkshop.com.
I am in love with my greenhouse, designed and built sustainably by Oregon-based NW Green Panels (c) Missy Palacol Photography
The content and opinions expressed here are either mine alone or those of my guests alone, independent of any podcast sponsor or other person, company or organization.
The Slow Flowers Podcast is engineered and edited by Andrew Brenlan. Learn more about his work at soundbodymovement.com.
Jessica Galen (left) and Shannon Algiere (right) – two of the leaders at Stone Barns Center for Food and Agriculture
I’m really excited for this week’s episode – and happy to introduce you to my two guests, Shannon Algiere co-founder of the farm at Stone Barns Center for Food and Agriculture and currently the Farm Liaison manager, and Jessica Galen, Stone Barn’s Communications Manager.
I’ve invited them to give us a snapshot of the history and work of Stone Barns Center and then we’ll preview the upcoming Young Farmers & Cooks Conference, a three-day, all-virtual event produced and hosted by Stone Barns Center for Food & Agriculture and Blue Hill at Stone Barns Restaurant on December 8-10. That’s coming right up next week and you’ll want to take advantage of the extremely affordable pricing to register.
This is an important conference about sustainable farming and food systems, and yes, the subject of Floral and Fiber Agriculture has a role.
Our fabulous Slow Flowers panel, clockwise from top left: Julius Tillery, Taij & VC Cotten, Julio Frietas and Aishah Lurry
On Wednesday, December 9th (8:30 am Pacific/11:30 am Eastern), I’ll be moderating a panel called The Regional Flower Economy: Flower Farming as a Viable and Profitable Facet of Agriculture, featuring a fantastic lineup of Slow Flowers members. They include Aishah Lurry, Patagonia Flower Farm, Julio Freitas, The Flower Hat, Taij Cotton and VC (Victoria) Edwards-Cotten, Perry-winkle Farm, and Julius Tillery, Black Cotton U.S.
Whether you’re a farmer, cook, butcher, miller, preservationist, processor, or anyone else in the food (and floral) chain, this conference is for you.
Here’s a bit more about Jessica and Shannon ~
Jessica Galen is the communications director at Stone Barns Center. In this role she manages relationships with the media and partner organizations, and provides editorial support for programming for young farmers and other key audiences.
She launched her career in branding and communications at a nonprofit consulting firm and an education reform organization. While in graduate school at NYU for a M.A. in Food Studies she worked in the cheese caves at Murray’s Cheese as well as for an organic produce farm and a raw farmstead cheesemaker. She served as the general manager at Lucy’s Whey, then the Upper East Side’s largest artisanal cheese shop, and as wholesale director at New York Shuk, a small-batch producer of Israeli and North African pantry items.
Jessica published an article in the Graduate Journal of Food Studies based on her Master’s thesis entitled “Cheesemongers Over Fearmongers: Toward Data-Driven Cheese Recommendations for Pregnant Women” and was a contributor to the James Beard Award-winning “Oxford Companion to Cheese.” She is on the Advisory Board of Equity Advocates, which provides policy education, advocacy training, and coalition building services to improve healthy food access in urban communities. In addition to her Master’s degree, she has a B.A. From Harvard University in Yiddish and Latin American Studies.
Shannon Algiere, a co-founder of the farm at Stone Barns Center for Food and Agriculture brings over 20 years of experience in holistic farm design, crops production, garden and greenhouse management and farm-based education. Alongside her husband Jack Algiere, Shannon has served many roles at Stone Barns Center in its development.
Most recently as Farm Liaison Manager, Shannon partnered with the center’s farm and programs staff to oversee farmer training, internships and volunteer programming.
She attended University of Rhode Island, was an outdoor educator at the Denison Pequotsepos Nature Center, Greenhouse Manager at Meadowbrook Biodynamic Herb Farm and White Gate Farm, and a volunteer for the Costa Rican National Park Service.
In 2017 Shannon started a floral design and horticultural services business, Potter & Prune, promoting sustainable models in the floral design industry by celebrating the elegance and ecology of connecting regional grower economies with event design. She has taught workshops on growing and marketing cut flowers at NOFA, SBC’s Young Farmer’s Conference, and Oregon State University Small Farms conference. She has also written articles and been interviewed for her work at the intersection of farming and health and wellness. Along with her husband Jack, Shannon is raising two boys and serves on the board of Hearthfire and Ayer’s Foundation.
I hope you’re inspired to register and join the Young Farmers and Cooks Conference, taking place next week, December 8-10th. You can attend the conference for just $25 and you’ll be wowed by the program offerings and speakers.
UPDATE: We’ve just received a $10 off coupon code from Young Farmers and Cooks Conference! When you register, use: YFCCPROMO
You may have heard Jessica mention that the conference is being built around an anti-racist frame, and we fully support these values. When Shannon and her colleagues first approached me to curate a Slow Flowers panel, they explained that sessions are designed in a way that will honor the contributions of Black, Indigenous, and other communities of color throughout history who have shaped the agricultural and culinary topic the program addresses. Programs within the Young Farmers and Cooks Conference are designed to acknowledge the historical and cultural significance of topics; acknowledge and serve the diverse, international audience that will participate; and give space for voices and perspectives that have often been overlooked or underrepresented, especially in the realm of sustainable agriculture. Additionally, no panel will feature only white or male presenters.
And speaking of panels, in addition to our panel on the Regional Flower Economy, here are some of the other presentations I’m excited about: Beauty in Food: Incorporating Edible Flowers in the Kitchen Over time, the farm at Stone Barns Center has developed a robust flow of floral materials from greenhouse, fields, pastures and gardens into the creative hands of artisan chefs at the on-site Blue Hill Restaurant. This panel features demonstrations and encouragement on incorporating the beauty of flowers into dishes, beverages and cakes, presented by growers and artisan makers as they share tips, variety suggestions and artistic technique. Bones, Pigments, Paper and Process This panel introduces three artists applying ecological consciousness to their work and craft. They will take us through their process of land acknowledgement and working with land based materials as well as the steps that transform those materials into cultural objects. Natural Dyes for Farmers and Cooks How can natural dyes both connect us to our complicated histories and serve as a teaching tool? From the blemish of African enslavement to grow both cotton and indigo in the United States to modern textile practices that demand speed and slave wages, we have never gotten textiles right for people and planet. So what are we going to do about it and what are the most logical, equitable and environmental next steps? Join us for a discussion with four leading voices in the natural dye world. Seed Companies, COVID-19, and Our Fragile Foodshed Seeds are a critical first node in every food supply chain, so the people who run seed companies have a unique vantage point when major disruptions occur. The COVID-19 shutdowns led to the same sort of panic buying of seeds as happened in supermarkets with food. This huge increase in demand forced some seed companies to temporarily shut down or curtail operations as seed stocks diminished and experienced workers became harder to muster (with fears of the virus keeping many workers home). Now seed inventories are depleted, demand is higher than ever, and companies are struggling to maintain the diversity and quality of seed their customers expect. At the same time, most companies sold much more seed in 2020 than anticipated, leading to unexpected financial windfalls that allow for expansion, growth, and special projects. This panel features seed luminaries from a range of different companies, each offering their particular perspective and plans for moving forward into an uncertain future.
I hope you’re as inspired as I am. What a great opportunity to expand our understanding of sustainable agriculture at the intersection of art and design! Let’s all strive to be Food AND Flower System Changemakers!
Thank you to our sponsors
As our movement gains more supporters and more passionate participants who believe in the importance of the Slow Flowers Movement, the momentum is contagious. I know you feel it, too. I value your support and invite you to show your thanks and with a donation to support my ongoing advocacy, education and outreach activities. You can find the donate button in the column to the right.
This podcast is brought to you by Slowflowers.com, the free, nationwide online directory to florists, shops, and studios who design with local, seasonal and sustainable flowers and to the farms that grow those blooms. It’s the conscious choice for buying and sending flowers.
Seattle Wholesale Growers Market, a farmer-owned cooperative committed to providing the very best the Pacific Northwest has to offer in cut flowers, foliage and plants. The Growers Market’s mission is to foster a vibrant marketplace that sustains local flower farms and provides top-quality products and service to the local floral industry. Visit them at seattlewholesalegrowersmarket.com.
Longfield Gardens, which provides home gardeners with high quality flower bulbs and perennials. Their online store offers plants for every region and every season, from tulips and daffodils to dahlias, caladiums and amaryllis. Check out the full catalog at Longfield Gardens at longfield-gardens.com.
Rooted Farmers works exclusively with local growers to put the highest-quality specialty cut flowers in floral customers’ hands. When you partner with Rooted Farmers, you are investing in your community, and you can expect a commitment to excellence in return. Learn more at RootedFarmers.com.
The Slow Flowers Podcast has been downloaded more than 664,000 times by listeners like you. Thank you for listening, commenting and sharing – it means so much.
The content and opinions expressed here are either mine alone or those of my guests alone, independent of any podcast sponsor or other person, company or organization.
The Slow Flowers Podcast is engineered and edited by Andrew Brenlan. Learn more about his work at soundbodymovement.com.
Candice Howard of Duchess Farms in South Brunswick, NJ
How are you all doing, friends? It’s already the week of Thanksgiving – can you believe it?! I am still racing to plant my five peony roots from Mountain Flower Farm and plant those last 100 hyacinth bulbs from Longfield Gardens, not to mention a few woody shrubs and perennials I purchased locally on a plant-buying trip last month. It WILL all happen this week – I promise!
Speaking of Thanksgiving, despite this ridiculous year we’ve had, one with painful losses and disappointments, I do feel grateful. I’m grateful that our Slow Flowers community has remained connected through the year, thanks to technology. Our membership has just surpassed 800 — an all-time record high, thanks to our operations & membership manager Karen Thornton’s stewardship. Our listenership in this Podcast continues to grow — more than 2,000 downloads each week. And our engagement is breaking all past records, thanks in large part to our amazing social media maven, Niesha Blancas. Ambitious projects continue to drive us forward, all with the goal of inspiring the floral industry and its consumers to embrace local, seasonal and sustainable flowers.
One of the positive results of not being able to travel since March has been moving in-person Slow Flowers Member Meet-ups that took place wherever I landed for a conference, speaking engagement or magazine assignment to the virtual Zoom platform.
We met weekly from late March through late May; and then switched to monthly beginning in June. We’ve held more than a dozen meet-ups this way, drawing hundreds of Slow Flowers members to check in for an hour, hear from a speaker or two, sometimes participate in breakout rooms, gain inspiration and win giveaway prizes.
Today’s guest, Candice Howard, of Duchess Farms in South Brunswick, New Jersey, has been a frequent participant in those Zoom calls. That’s how I learned more about her, which led to a deeper conversation and my invitation that Candice share her story here on the Slow Flowers Podcast.
Here’s more about Candice and her flowers. I excerpted her bio from a recent newsletter:
Candice and Tom Howard (left); flowers from Duchess Farms (right)
People often ask me what I did before I became a floral designer and then a flower farmer. So I’ll go back a few years to give you a brief history. I grew up in Millburn, New Jersey and graduated from Rutgers College with a Bachelor’s degree in political science. Most of my career was in government and nonprofit administration/fundraising. I worked for the Governor’s Office, the New Jersey Legislature and the County of Middlesex. I have also worked for a number of nonprofit organizations including Special Olympics New Jersey, Girls Incorporated and Women Helping Women.
In 2013, I received my design certification from The FlowerSchool New York and spent the following seven years designing florals for weddings, which recently led to the decision that I really loved growing flowers. Any future designing I may do will be with my own fresh flowers.
My husband Tom says that I am the farmer…which I am since I actually sow and harvest all of the flowers and everything in between. But he helps me with all the big stuff…like building that great high tunnel and replacing our old fence, both of which gave us greatly expanded growing capacity this year. Tom also installed an irrigation system throughout the beds. So yes, I am the farmer but Tom is the Director of Public Works here at Duchess Farms. We are currently in the process of applying for farmland preservation so that the seven acres we live on will be preserved as farmland in perpetuity. We expect to have that designation sometime this year.
As she discusses, Rutgers University’s Beginning Farming program recently interviewed Candice about flower farming. Click on the link below to enjoy all of the challenges, victories and advice in that series.
We have lots of news, which you’ll be able to read in the upcoming, December issue of the Slow Flowers Newsletter – out next week. If you aren’t receiving it, you can find the subscribe link in today’s show notes or in the footer at slowflowerssociety.com.
And of course, it’s totally cliche, but we’re jumping on the CyberWeekend bandwagon here at Slow Flowers. From this Friday, November 27th through Monday, November 30th, you can enjoy two promotional offers:
1. Cyber20 — A 20% off promo code applied to any item on the Slow Flowers online shop. Right now, you can find all three of my books, plus American Flowers Week bouquet labels and our new etched Slow Flowers Society bookmark. And Karen promises that more items will be added to the Slow Flowers Mercantile online shop in December and beyond.
2. CyberSlow — Debra Prinzing’s online course, Slow Flowers Creative Workshop: Floral Storytelling, will return on January 6, 2021, with pre-registration opening Friday, November 27th. Anyone who registers during CyberWeekend — Slow Flowers member or not — will receive $100 off the course ($297 value), paying just $197. As a CyberWeekend Bonus, we’ll also send you a free signed copy of Slow Flowers Journal-Volume One, valued at $20. **If you miss out on this opportunity, the course tuition will bump up to $247 for non-members and $197 for members as of Dec. 1st.
The Slow Flowers Podcast has been downloaded more than 662,000 times by listeners like you. Thank you for listening, commenting and sharing – it means so much.
As our movement gains more supporters and more passionate participants who believe in the importance of the American cut flower industry, the momentum is contagious. I know you feel it, too. I value your support and invite you to show your thanks and with a donation to support my ongoing advocacy, education and outreach activities. You can find the donate button in the column to the right.
Thank you to our sponsors
This podcast is brought to you by Slowflowers.com, the free, nationwide online directory to florists, shops, and studios who design with American-grown flowers and to the farms that grow those blooms. It’s the conscious choice for buying and sending flowers.
Mayesh Wholesale Florist. Family-owned since 1978, Mayesh is the premier wedding and event supplier in the U.S. and we’re thrilled to partner with Mayesh to promote local and domestic flowers, which they source from farms large and small around the U.S. Learn more at mayesh.com.
Association of Specialty Cut Flower Growers. Formed in 1988, ASCFG was created to educate, unite, and support commercial cut flower growers. It mission is to help growers produce high-quality floral material, and to foster and promote the local availability of that product. Learn more at ascfg.org.
The Gardener’s Workshop, which offers a full curriculum of online education for flower farmers and farmer-florists. Online education is more important this year than ever, and you’ll want to check out the course offerings at thegardenersworkshop.com.
Photographed at Everyday Flowers in Stanwood, Wash. (c) Missy Palacol Photography
I’m Debra Prinzing, host and producer of the Slow Flowers Podcast.
The content and opinions expressed here are either mine alone or those of my guests alone, independent of any podcast sponsor or other person, company or organization.
The Slow Flowers Podcast is engineered and edited by Andrew Brenlan. Learn more about his work at soundbodymovement.com.
Grocery bouquets designed by Roots Cut Flower Farm
Between them, these two flower farmers represent a significant percentage of ASCFG’s membership! Jamie’s region is North & Central U.S., representing Iowa, Illinois, Indiana, Kansas, Michigan, Minnesota, Missouri, Montana, Nebraska, North and South Dakota, Ohio, Wisconsin and Wyoming – whew!
Michelle is ASCFG’s newly appointed Mid-Atlantic regional director, representing flower farmers in Delaware, Maryland, New Jersey, Pennsylvania, Virginia, and West Virginia.
I invited both women to share about what’s happening with flower farming in their regions, and to give us a snapshot of their respective flower farming ventures. As it turns out, they each have cultivated a successful, but different niche, so you’ll learn from Michelle about selling to mass market grocery and you’ll learn from Jamie about serving as a wholesale supplier to floral designers.
Here’s a bit more about each of these guests:
Roots Cut Flower Farm is featured as a local family farm supported by local Pennsylvania grocery stores.
Michelle Elston is founder and owner of Roots Cut Flower Farm. She has loved plants and flowers for as long as she can remember. After studying plant science in college, she and her husband, Mike, moved to Massachusetts. There, they bought a garden center and stayed for 9 years. But after the birth of their first child, they realized that the best place to raise their kids was close to family roots.
So, they sold the garden center and moved back to Michelle’s hometown of Carlisle, Pennsylvania. Time and space soon opened up for her to pursue her dream of farming. What started as a small garden has evolved into a 10-acre farm that produces enough flowers for more than 20,000 supermarket bouquets and 100 weddings/events annually. Now, 13 years later, she realizes she never imagined her seed of an idea would turn into such a thriving small business.
Buckets and buckets of local, Pennsylvania-grown cut flowers gathered into thousands of bouquets at Roots Cut Flower Farm!
Even with such growth, Michelle’s flower philosophy has remained a simple one: to celebrate the natural beauty of every season in South Central Pennsylvania. Flowers are grown sustainably and selected based on their ability to thrive in the region. All of Roots’ bouquets and arrangements are created using only what is grown on the farm. Rather than trendy, the results are timeless designs that are fresh, lush and unique.
Here’s more about Jamie:
Beautiful Nebraska blooms at Harvest Home Flowers, grown by Jamie Rohda
Harvest Home Flowers is a small, family owned flower farm located between Lincoln and Omaha Nebraska. Jamie and her husband Norman have farmed since 1994 and today their family-owned flower farm produces a wide variety of naturally grown, specialty cut flowers for local florists, designers and DIY brides.
Harvest Home Flowers serves Lincoln and Omaha, Nebraska’s florists with fresh, seasonal and sustainable cut flowers
Find and follow Jamie and Michelle at these social places:
Thank you so much for joining today’s episode with Jamie Rohda of Harvest Home Flowers and Michelle Elston of Roots Cut Flowers. The conversation filled me with gratitude for our beautiful and diverse Slow Flowers community of flower farmers and floral designers who come together to bring joy and inspiration to the marketplace of flower lovers.
Lisianthus and dahlia details from Harvest Home Flowers
We have to chase down a few more directors, and given the insanity of this COVID-distracted year, you’ll probably hear those interviews in early 2021!
The Slow Flowers Podcast has been downloaded more than 659,000 times by listeners like you. Thank you for listening, commenting and sharing – it means so much.
As our movement gains more supporters and more passionate participants who believe in the importance of the American cut flower industry, the momentum is contagious. I know you feel it, too. I value your support and invite you to show your thanks and with a donation to support my ongoing advocacy, education and outreach activities. You can find the donate button in the column to the right.
Thank you to our Sponsors
This podcast is brought to you by Slowflowers.com, the free, nationwide online directory to florists, shops, and studios who design with American-grown flowers and to the farms that grow those blooms. It’s the conscious choice for buying and sending flowers.
Rooted Farmers works exclusively with local growers to put the highest-quality specialty cut flowers in floral customers’ hands. When you partner with Rooted Farmers, you are investing in your community, and you can expect a commitment to excellence in return. Learn more at RootedFarmers.com.
Johnny’s Selected Seeds, an employee-owned company that provides our industry the best flower, herb and vegetable seeds — supplied to farms large and small and even backyard cutting gardens like mine. Find the full catalog of flower seeds and bulbs at johnnysseeds.com.
Syndicate Sales, an American manufacturer of vases and accessories for the professional florist. Look for the American Flag Icon to find Syndicate’s USA-made products and join the Syndicate Stars loyalty program at syndicatesales.com.
The content and opinions expressed here are either mine alone or those of my guests alone, independent of any podcast sponsor or other person, company or organization.
The Slow Flowers Podcast is engineered and edited by Andrew Brenlan. Learn more about his work at soundbodymovement.com.
Pilar Zuniga of Gorgeous and Green – all photography (c) Lauren Edith Anderson
In 2013, during the first year of the Slow Flowers Podcast, I interviewed a young floral designer from the San Francisco East Bay who at the time was one of the only voices talking about sustainable design practices. I called her “Berkeley’s Eco-Floral Maven” and said this: “Pilar Zuniga is blazing a new trail and is the TRUE definition of a LOCAL FLORIST. She has a hometown, Main Street flower shop that goes the full distance to source from local flower farms in her own backyard.”
Remember, this was in the early days of Instagram. When it came to visually exciting storytelling, at least online, individual bloggers still reigned. As early as 2008 when she launched Gorgeous and Green as an event floral business, and later as a local Berkeley retail floral and gift store (2010-2016), Zuniga used her blog to write about sustainability concerns, including chemical-free design techniques and mechanics. “I don’t use sprays, glues or floral foam at all,” she explains.
Seasonal and sustainable floral design by Gorgeous and Green
Today, Instagram is home to Pilar’s online presence, where followers are drawn to her vibrant aesthetic, often portrayed against a distinctive turquoise-teal wall, a color rarely found in flowers.
The flowers and foliage she selects are locally grown, and when available, are organic or non-sprayed as well. Gorgeous and Green supports local growers and farms who are doing their best to continue to keep local crops available in the Bay Area.
A floral palette as colorful as its designer
I’m so pleased to welcome Pilar Zuniga as a return guest to the Slow Flowers Podcast. I really can’t believe that seven years have transpired since early listeners of this show met her. You’re in for a treat, but as a bonus, here is the link to her first appearance in Episode 116, from November 2013) and a link to the feature about Gorgeous and Green that I wrote for the November 2019 issue of Florists’ Review.
An early “green” service: Flowers delivered by bicycle a la Pedal Express
Before we get started, here’s a bit more about Pilar Zuniga, excerpted from her web site:
A California Native, Pilar came to the Bay area to attend UC Berkeley. Her interests then and now include biology, art and culture. She is fond of painting, drawing, ceramics, sewing and embroidery, remaking old things, finding vintage goods, gardening and ballet. She is a feminist, a Latina and a colorful individual who loves dogs and smiles often. Her floral design is born out of a desire to be creative and to support a local movement of flower growers.
Find and follow Gorgeous and Green at these social places:
Thank you so much for joining this lovely and uplifting conversation with a kindred spirit – one who is a role model for how to honor your mission and values through the way you build your business.
You are in for a real treat next June, because Pilar is one of the featured presenters at the 2021 Slow Flowers Summit, taking place June 28-30, 2021 at Filoli, in Woodside, California. We will soon resume promotion and registration for the postponed 4th annual Slow Flowers Summit and I’m thrilled that our host venu, Filoli, has done everything right to accommodate a safe, socially-distanced experience.
She will discuss building an enduring brand around sustainable design and using her studio and platform to advocate for beautiful sustainability, including chemical-free design techniques and mechanics. You’ll learn more about how Pilar’s personal values have shaped Gorgeous and Green’s brand and mission in the marketplace. And, you’ll be wowed as she demonstrates her signature floral style using all-local botanical elements.
In our show notes, you’ll find a link to more details about the Summit, and to sign up for notices as we roll out an expanded speaker lineup, COVID-safe policies and more.
And a Podcast post-script. I’m recording the intro for today’s episode on Sunday, November 8th. In the U.S., we have endured a long, drawn out and agonizing political season, and I’m so pleased with the result of the presidential ticket that prevailed. Joe Biden is our president-elect and Kamala Harris, our vice president-elect, the first woman, the first Black woman and the first person of Asian descent to be elected to this office. I am exhaling, and I’ve heard from so many of you who are doing the same. If you didn’t support the Biden-Harris ticket, my wish for you is to have an open-mind, and to join me in a pledge to listen, speak my own truth, and show compassion for all humans.
Slow Flowers is committed to sustainability in all its forms, including sustaining dignity, equity and inclusion for people like us and not like us.
Stacy Brenner of Broadturn Farm, Maine’s new State Senator & Flower Farmer!
And, as long as we’re talking about elections, we want to congratulate Slow Flowers member and recent guest of this podcast, Stacy Brenner of Broadturn Farmin Scarborough, Maine. On November 3, Stacy posted this message on social media: I’m so grateful to announce that the voters in Buxton, Gorham, and Scarborough have voted for me to be the next State Senator for our district. I congratulate my opponent on a well-run campaign, and I promise to do my very best for our community in Augusta. Congratulations to Maine’s newest state senator and flower farmer, Stacy Brenner!
It’s time to announce two giveaways:
The winner of complimentary registration to Ellen Frost’s new online workshop — Growing Your Business with Local Flower Sourcing is: Zoe Dellinger of Dell Acres Farm and Greenhouse in Edinburg, Virginia! Congratulations, Zoe. You’ll hear from Ellen Frost with all the details very soon!
And congratulations to Amy Stoker of Lucky Bee Cut Flowersof Longmont, Colorado! As one of more than 200 respondents of our annual Slow Flowers member survey, your name was randomly selected for the BIG PRIZE — full registration to the 2021 Slow Flowers Summit, valued at $599. You’ll get to meet us at Filoli in late June, and meet Pilar Zuniga, today’s podcast guest in person! We’ll be sharing the insights from the member survey in the coming months — it was a huge success with more than 25% member participation.
The Slow Flowers Podcast has been downloaded more than 657,000 times by listeners like you. Thank you for listening, commenting and sharing – it means so much.
As our movement gains more supporters and more passionate participants who believe in the importance of the American cut flower industry, the momentum is contagious. I know you feel it, too. I value your support and invite you to show your thanks and with a donation to support my ongoing advocacy, education and outreach activities. You can find the donate button in the column to the right.
Thank you to our Sponsors
This podcast is brought to you by Slowflowers.com, the free, nationwide online directory to florists, shops, and studios who design with American-grown flowers and to the farms that grow those blooms. It’s the conscious choice for buying and sending flowers.
Association of Specialty Cut Flower Growers. Formed in 1988, ASCFG was created to educate, unite, and support commercial cut flower growers. It mission is to help growers produce high-quality floral material, and to foster and promote the local availability of that product. Learn more at ascfg.org.
Longfield Gardens, which provides home gardeners with high quality flower bulbs and perennials. Their online store offers plants for every region and every season, from tulips and daffodils to dahlias, caladiums and amaryllis. Check out the full catalog at Longfield Gardens at longfield-gardens.com.
Seattle Wholesale Growers Market, a farmer-owned cooperative committed to providing the very best the Pacific Northwest has to offer in cut flowers, foliage and plants. The Growers Market’s mission is to foster a vibrant marketplace that sustains local flower farms and provides top-quality products and service to the local floral industry. Visit them at seattlewholesalegrowersmarket.com.
The content and opinions expressed here are either mine alone or those of my guests alone, independent of any podcast sponsor or other person, company or organization.
The Slow Flowers Podcast is engineered and edited by Andrew Brenlan. Learn more about his work at soundbodymovement.com.
I’m so honored today to welcome Portland wedding designer Joy Proctor, owner ofJoy Proctor Design. Joy is internationally-recognized and named a top wedding designer by Harper’s Bazaar and Bride’s Magazine.
The first Say Their Names Memorial was installed in Portland, Oregon, where Joy is based (c) Jessica G. Mangia PhotographyJoy Proctor’s activism has sparked a grassroots effort to honor the lives lost to racial injustice (c) Jessica G. Mangia Photography
In June, Joy and a group of friends, artists, designers and craftspeople came together in a grassroots effort to create the first Say Their Names Memorial in Portland, Oregon.
The photographic and floral tribute used art to honor hundreds of Black men, women and young people whose lives were taken unjustly by systemic racism and racial injustice. It was first installed on June 19th, also known as Juneteenth or Freedom Day, a holiday celebrating the emancipation of those who had been enslaved in the United States.
Joy Proctor at the Kirkland, Wash., Say Their Names Memorial (c) Morgan Petroski Photography
The “Say Their Name Memorial” has grown into a nationwide initiative and it has been put up in over 25 locations nationwide since then. Joy’s aim is to use the memorial to facilitate conversation around systemic racism while honoring those whose lives have been taken by it.
Say Their Names Memorial at Germany Park in Dallas, spearheaded by Bows & Arrows Flowers (c) N. Barrett Photography
I also want to acknowledge the amazing work and passion of Dallas creatives Alicia and Adam Rico, fellow wedding designer friends and colleagues of Joy’s, and Slow Flowers members who own Bows & ArrowsFlowers. I first learned the Say Their Names Memorial project through their efforts in Dallas, Austin and other communities.
Corporate Event Planner and Slow Flowers Operations, Membership and Events Manager Karen Thornton of Avenue 22 Events (c) Missy Palacol Photography
You’ll also meet a second guest, Karen Thornton of the Slow Flowers team, who was inspired to bring the Say Their Names Memorial to the Seattle Area. On October 20th, Karen and I finally met Joy, her sister Elise Proctor and their colleague Stacy Feder when they drove from Portland to Kirkland, outside Seattle, to spend a day lending their support to the local production.
For this Podcast, I’ve invited Joy and Karen to speak about this project and share how they, as passionate and gifted wedding and corporate event professionals, respectively, are using beauty and art to raise awareness, change attitudes and protest injustice in their communities and beyond.
A photo shoot for Flutter Magazine, designed by Joy Proctor (c) Jose Villa, with florals by Amy Osaba Events
Before we get started, here’s more about Joy Proctor:
Since starting in the wedding business in 2007, Joy’s reputation and projects have led to her current reputation as one of the most highly sought after creative directors in the world, known for producing original, inventive concepts. She has designed for many brands and publications in search of new, beautiful and innovative ideas. From concept to creation, Joy and her team produce visual campaigns, branded content and editorial features for elegant and discerning clientele. As a well regarded prop and photo stylist, Joy is known for the styling of details for photo and prestigious publications.
Joy served as creative director and designer for “The Beauty of Rice,” an editorial photo shoot in Thailand (c) D’arcy Benincosa
With the aim of styling everything like it were a magazine feature, she takes photo design very seriously, creating a timeline, shot list and production plan to ensure the best shots.
She provides props and backgrounds to perfectly capture the client’s design in its best light.
Joy’s styling work appears on the cover of the first Style Me Pretty book, Style Me Pretty Weddings.
She has designed and styled weddings and events in Madagascar, Italy, Provence, France, the resort town of telluride, the Cotswolds, Thailand and beyond.
Joy planned and designed the 2019 wedding of Sophie Turner and Joe Jonas (c) Corbin Gurkin
Find and follow Joy Proctor at these social places:
Thousands have witnessed the memorial tributes to lives lost to systemic racism across our country. What Joy’s story reveals is the power of a single idea, and the potential of community grassroots action.
Karen Thornton of Avenue 22 Events at the Kirkland, Wash., Say Their Names Memorial (c) Morgan Petroski Photography
Next up, I want to share a short interview with my dear friend and colleague Karen Thornton, owner of Seattle-based Avenue 22 Events. Karen has served as Slow Flowers’ event manager since 2018 and in 2020, she assumed our operations and membership.
Hundreds of beautiful black-and-white portraits honored with individual floral tributes (c) Morgan Petroski Photography in Kirkland, Washington
You’ll hear more about the Kirkland, Washington, Say Their Names Memorial, which continues on display through November. You are invited to view the Memorial where portraits and flowers are on display at six places of worship across the community of Kirkland:
All images donated by Morgan Petroski Photography
Memorial Locations Holy Spirit Lutheran Church, 10021 NE 124th St, Kirkland, WA 98034 Kirkland Congregational United Church of Christ, 106 5th Ave, Kirkland, WA 98033 Lake Washington Christian Church, 343 15th Ave, Kirkland, WA 98033 Lake Washington United Methodist Church, 7525 132nd Ave. NE, Kirkland, WA 98033 Northlake Unitarian Universalist Church, 308 4th Ave. S, Kirkland, WA 98033 Saint John’s Episcopal Church, 105 State St., Kirkland, WA 98033
In her consulting business, Karen brings a distinctive and comprehensive skill set to event planning and management. Her background in experience design and business consulting and her ability to execute on detailed logistics help ensure satisfying, meaningful events. Karen deeply understands how to develop engaging programs and invests the effort to ensure that all the event details are in place. From visioning and honing objectives to budget management and marketing to selecting the venue and securing vendors, Karen confidently, competently does it all.
Thanks so so much for being present with me for these two important conversations. It means so much that Slow Flowers as a community provides these diverse channels for advocacy, education, outreach and activism.
And the conversation will continue, of course, as we move into 2021.
It’s your final chance to enter the generous course giveaway offered by last week’s guest Ellen Frost of Local Color Flowers. Ellen is giving a complimentary registration to her new online workshop — Growing Your Business with Local Flower Sourcing to one listener of the Slow Flowers Podcast. The six-week course begins January 4, 2021 and the course value is $495. What a generous giveaway! To enter, make a comment in the show notes at debraprinzing.com for episode 477 (and be sure to listen to my conversation with Ellen while there) — and tell us one of your favorite ways to source locally-grown flowers. All comments posted by midnight Pacific on Sunday, November 8th will be entered into a random drawing for Ellen’s course. And for everyone, click on this link to sign up for notifications when registration opens Nov. 16-20. I’m excited for the winner already!
The Slow Flowers Podcast has been downloaded more than 655,000 times by listeners like you. Thank you for listening, commenting and sharing – it means so much.
As our movement gains more supporters and more passionate participants who believe in the importance of the American cut flower industry, the momentum is contagious. I know you feel it, too. I value your support and invite you to show your thanks and with a donation to support my ongoing advocacy, education and outreach activities. You can find the donate button in the column to the right.
Thank you to our Sponsors
This podcast is brought to you by Slowflowers.com, the free, nationwide online directory to florists, shops, and studios who design with American-grown flowers and to the farms that grow those blooms. It’s the conscious choice for buying and sending flowers.
Johnny’s Selected Seeds, an employee-owned company that provides our industry the best flower, herb and vegetable seeds — supplied to farms large and small and even backyard cutting gardens like mine. Find the full catalog of flower seeds and bulbs at johnnysseeds.com.
Mayesh Wholesale Florist. Family-owned since 1978, Mayesh is the premier wedding and event supplier in the U.S. and we’re thrilled to partner with Mayesh to promote local and domestic flowers, which they source from farms large and small around the U.S. Learn more at mayesh.com.
The Gardener’s Workshop, which offers a full curriculum of online education for flower farmers and farmer-florists. Online education is more important this year than ever, and you’ll want to check out the course offerings at thegardenersworkshop.com.
The content and opinions expressed here are either mine alone or those of my guests alone, independent of any podcast sponsor or other person, company or organization.
The Slow Flowers Podcast is engineered and edited by Andrew Brenlan. Learn more about his work at soundbodymovement.com.
Music Credits:
Basketliner; Bridgewalker; Donnalee; Turning on the Lights; Gaena by Blue Dot Sessions http://www.sessions.blue
With the aim of styling everything like it were a magazine feature, she takes photo design very seriously, creating a timeline, shot list and production plan to ensure the best shots. 
