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Two weeks ago, I joined 17 of America’s flower farmers in the fifth annual delegation to bring the story of our farmers and flowers to our elected officials in Washington, D.C. Last year, the delegation of California flower farmers who started this event reached out to their fellow farmers in other states to join them. That gesture was repeated this year – and it was my honor to be part of the delegation of flower farmers from California, Alaska, Washington, Oregon, Maryland and Virginia. 

We took D.C. by storm, propelled by the monumental news that the White House featured American grown flowers at the Feb. 11th State Dinner with the President of France. That show of support from the Administration, which elevated American flowers to their rightful place alongside American food and American wine in an important public ceremony for our nation, was super encouraging.

One highlight was meeting and hearing from former USDA Deputy Secretary Kathleen Merrigan, who has been a huge champion for American grown flowers and flower farmers. She is moving on to do some other exciting things in the world of sustainable agriculture, but I hope to feature a Podcast interview with her in the future, so you can hear her story. 

The good news just continued on February 27th, when California Congresswoman Lois Capps and California Congressman Duncan Hunter joined together to announce the formation of the bipartisan Congressional Cut Flower Caucus.

Along with Lane DeVries, a commissioner and immediate past chair of the CCFC, and a flower farmer based in Arcata, Calif., and Diane Szukovathy, president of the SWGMC and co-owner of Jello Mold Farm in Mt Vernon, Wash., I was asked to speak at the Press Conference. Our panel was moderated by Kasey Cronquist, CEO/Ambassador of the CCFC and the instigator of the DC Fly-ins that allow American flower farmers to tell their stories to their elected representatives.

I was given permission to record the press conference, which you will hear in this Podcast. Below, I have transcribed some of the key “sound bites” from this event so you can get a flavor for what was said:

“What makes me really, really happy to do this is one major thing that I’ve pushed for along with a few of my Republican colleagues and actually more of my Democrat colleagues and that’s simply ‘Made in America.’ It’s like food, and clothes and the hammer you buy at Home Depot. If you buy American made, then you’re not just helping out the economy, you’re employing your neighbor, your family, friends (and the) people you go to church with.

“[The Caucus message:] Don’t buy the South American flowers; buy the American flowers. I think once people see that then they will.”

–Congressman Duncan Hunter 

“It’s very clear to me that (American flower farmers) don’t want a handout. They just want a fair chance to compete. It’s a very compelling story that has inspired me to create this Caucus because we want to make sure that American grown stays alive and well. We’re going to organize educational briefings, publicity events, other activities for members of Congress and staff. And of course, we’ll be surrounded by flowers wherever we do this so there will be a visual impact — olfactory, as well. The benefits of a vibrant American flower industry reach and touch every corner of our nation. It’s the core message of the Cut Flower Caucus and we’re excited to get to work.”

–Congresswoman Lois Capps 

” . . . increasing demand for local flowers has reinvigorated our industry and it provides hope and future for the sustainability of the family farms in our industry. Just two weeks ago, the White House actually featured domestically grown flowers for the first time during a State Dinner. And it is our hope, with the help of the Flower Caucus, that going forward we can  make this a commonplace (practice).”

–Lane DeVries, The Sun Valley Group/California Cut Flower Commission 

“I’m not interested in being a farmer if I can’t do it ethically and sustainably, so I was very inspired early on by an essay that Wendell Berry had written on agronomy and ecology suggesting that you cannot have humans taking care of the land unless they can make a living off of the land. We grow without chemical fertilizers and pesticides. We’re extremely aware of the fact that we share our land with many critters, so everything that we do is influenced by that. It’s not just a marketing gimmick for us. It’s the core of what we do. And I know that I speak for many growers all across this country who feel the same way. It’s a heart-driven industry.”

–Diane Szukovathy, Jello Mold Farm/Seattle Wholesale Growers Market Cooperative 

“What we’re seeing in today’s marketplace is a change. More consumers are caring about where more things are coming from in the marketplace, in grocery stores and in everyday purchasing, so why not flowers? Our farms really take great pride in the flowers that they grow. It’s our job as American Flower Farmers to ensure that the flowers we grow are part of the tablescape of the American home – and that (consumers know) their flowers are as fresh and sustainably grown as the food on their plate.”

–Kasey Cronquist, CEO/Ambassador California Cut Flower Commission 

I am still floating on air because if this transformative occasion – one that underscores for me the power of story, the strength in shared voices and the significance of taking a stand for what I believe in. Visiting Washington, D.C., celebrating American flowers and the farmers who grow them, and lending my voice to the conversation — it all adds up to a life-changing experience.

I predict that someday soon, when every room of the White House is filled with American Grown Flowers and every single event staged by the Administration in power is decorated and signified by flowers grown here at home, we’ll look back on Feb. 27, 2014 as the single “tipping point” – the event that shifted our nation’s attitude and understanding about the flowers in our lives. Soon these actions — to choose seasonal and domestic flowers – will be a natural practice.

If you are interested in being part of this movement – and especially if you are interested in reaching out to your own Congressional representative to urge her or him to join the Congressional Cut Flower Caucus, please contact me at debra@debraprinzing.com or on twitter @myslowflowers. I will get you the simple details you need to extend the invitation to your Representative.

It has been my pleasure to share with you today’s podcast conversations.

Because of the support from you and others, listeners have downloaded episodes of the Slow Flowers Podcast nearly 8,000  times! I thank you for taking the time to join to my conversations with flower farmers, florists and other notable floral experts.

If you like what you hear, please consider logging onto Itunes and posting a listener review.

Until next week please join me in putting more American grown flowers on the table, one vase at a time. 

 The Slow Flowers Podcast is engineered and edited by Hannah Holtgeerts. Learn more about her work at hhcreates.net.  

Here is a summary of the remarks I gave last month at during a gathering at Ocean View Flowers in Lompoc, Calif.

I shared three observations about the Local Flower Movement and its importance today (and in the future).

1. The narrative of American Grown

We are at a unique point in time when consumers are yearning for authenticity and the high-touch human narrative. From the explosion of interest in heirloom vegetables and fruit, with the Rock Star chef and farm-to-table menu to an anti-mass-produced desire for artisanal and hand-crafted products to ever-popular farmer’s markets, consumers are drawn to the raw materials of life. Even major companies are moving the human face and compelling stories of people, not products, to the forefront.

American Grown flowers and those who farm them and design with them are ideally positioned to respond to a hunger for story. The back story is compelling and engaging. It is authentic. John Donati, of Ocean View Flowers in Lompoc, California, summed up this sentiment beautifully: “We may be big, but we want to look small.”

I saw many examples of this during the Fun ‘N Sun conference in Santa Barbara, presented by the California Association of Flower Growers & Shippers. In his presentation at Sun Valley’s Oxnard facility, CEO Lane DeVries discussed the company’s investment in breeding better floral varieties. He showed us images of the Ilex that’s currently available on the market and then revealed several new varieties that Sun Valley is hoping to introduce in the future. Those options are clearly superior, with berries arranged all the way to the tip rather than clustered lower on each branch. The collective buzz in the room increased in volume as the questions flew Lane’s way: How long before the new variety will be in production? I can guarantee that those in the audience will be bugging Sun Valley for the next few years for those “new” Ilex cultivars. No one will forget his presentation.

Similarly, when we visited Danielle Hahn at Rose Story Farm in Carpiteria, where a delicious garden-style luncheon was served at umbrella-covered tables laden with country pitchers of roses, the commodity flower crowd gained newfound appreciation for the garden rose. Dani told many stories of the 150 old garden rose varieties that grow here, explaining how she selects for fragrance, petal color and flower form.

The history and provenance of each rose variety is at her fingertips. She is a compelling storyteller and the narrative only served to personalize each beautiful bloom and its value. No matter that garden roses have a “four hour vase life,” Dani joked (they really last for several days, if properly harvested and cared for). Their romance and beauty trump vase life. And when a bride sees (and inhales) Dani’s roses, she has a sensory response that is not based on budget, but story.

2. The power of Quality

Stories underscore the value-added nature of American Grown flowers. The local farmer should be selling quality, freshness and uncommon variety. Why? Because those attributes get our flowers out of the price race. And American Grown flowers will not win the price battle with imported flowers. Price alone turns flowers into a commodity. And commodities are generic, which means that cheap, cheaper and cheapest sells to unimaginative florists who need YOU to help them retreat from the low-cost battle.

Of course, communicating about American Grown quality product requires a lot of what I just covered above, in Point #1 – storytelling. They go hand-in-hand. Be transparent and forthcoming. It gives you an edge that makes you and your flowers memorable. None of us will forget the story that John Donati shared about Ocean View’s approach to specializing in only field-grown cut flowers. Enjoying our country-style lunch in the middle of that flower field, surrounded by vivid rows of clove-scented stock, we won’t forget the message of quality that was conveyed by everything around us.

3. Know and employ your Customers

The designers who use your floral product are ultimately your best marketers. In some industries, this approach is called “crowd-sourcing,” which sounds a little crass. But with the right approach, you can engage the people who create beautiful arrangements, bouquets and events to tell your story better than you can.

How can you do this?

• Invite designers to share their photos with you. Create special incentives for those who post photos of wedding or event flowers on your Facebook page (such as drawings for gift certificates). This approach is a win-win for everyone! Designers will benefit by showing off their artistry and your farm benefits by the implied endorsement that YOUR FLOWERS were selected for a special event. Future customers will be inspired, as well.
• Blogs and magazines need content, so create your own photography and offer it as a free resource to bridal, home décor and gardening outlets. A library of beautiful flower images or photos of arrangements, labeled with your company name, web site or watermark, will potentially capture the interest of new customers and their floral designers. The same goes for text, with free “how to grow,” “when to harvest,” “how to design” and “vase life” tips featured on your blog or articles pages. 
• Invite designers to offer their insights via an advisory committee. They’ll gladly share opinions and help you forecast floral trends. This mutually-supportive relationship will evolve. I know first-hand how beneficial simple conversations can be. Diane Szukovathy and Dennis Westphall of Jello Mold Farm in Mt. Vernon, Washington, decided to grow more and more Cafe au Lait dahlias after enthusiastic feedback from their floral customers; similarly, Vivian Larson of Everyday Flowers in Stanwood, Washington, had the confidence to plant more black-centered white anemones, thanks to her conversations with customers. 

The bottom line is that the more authentic we are, the more likely people will be drawn to each one of us, our flowers, our stories. I was reminded of this recently during an interview with Ed McMahon, senior research fellow from the Urban Land Institute. He was talking about real estate development, but I think his comment is so incredibly appropriate for the American Flower industry, too: 

“If you can’t differentiate yourself in the world we live in today, you will have no competitive advantage.”

 

 

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In this week’s podcast you’ll meet flower farmer Diane Szukovathy, the “cover girl” (along with floral designer Stacie Sutliff) of The 50 Mile Bouquet.

More than anyone I have met in the past five years, I credit Diane and Dennis Westphall, her husband and co-owner of Jello Mold Farm, with inspiring me and enhancing my understanding of what it means to be an American flower farmer. 

I’ve interviewed and written about Diane and Dennis many times, but in today’s episode, I wanted to zero in on some of the exciting news taking place at the Seattle Wholesale Growers Market. This is an innovative, farmer-owned cooperative that Dennis, Diane and several other pioneering flower farmers launched two years ago. Their tagline is: Farmer to Florist.

Listen to my conversation with Diane as we discuss the new supermarket/mass merchandising program called “By the Bunch.”

 

This is a cooperative-driven model that was designed to connect local flower farms with volume market opportunties like grocery store floral departments. Diane explains how this new program came to be and why it has so much potential to increase the income stream for people growing cut flowers.

Click here for more background on Diane and Dennis of Jello Mold Farm.

Click here for news about the 2011 launch of the Seattle Wholesale Growers Market.

Click here for an October 2012 report about the grant funding that was used to launch the new mass market program.

Click here for the post I wrote this past spring when the By the Bunch bouquet program launched.

My niece Marquis is marrying her sweetheart Rashad next month and Aunt Debby volunteered to design the flowers. Marquis’s color palette is soft yellow and white, which at first I thought would be a little too simple or possibly limiting in the floral options.

However, after we visited our favorite local flower farmers and saw all the wonderful options, I have a new-found love of the color combination.

As partners in a vase or bouquet, yellow and white flowers are simply romantic! Marquis asked that I use more yellow ingredients in her bouquet so it will be more visible against her white dress; the bridesmaids will have more white ingredients in their bouquets – which will show off against their pale yellow dresses. Great idea!

With amazing fresh, seasonal and locally-grown ingredients from Jello Mold Farm, J. Foss Garden Flowers and Oregon Coastal Flowers, I made the samples this week so Marquis could see how the designs would look . . . and to help me figure quantities of stems. Here is a sneak peek – I think they are absolutely summery and joyous, just what you want for a wedding:

Ingredients include: White scabiosa with pale green centers (pincushion flower), two types of white dahlias – ‘Bride-to-Be’ and ‘Little Lamb’; two types of yellow dahlias – ‘Nettie’ and ‘Candlelight’; feverfew (the little white buttons, actually Chrysanthemum parthenium); yellow sprays of solidaster for a soft touch; and variegated scented geranium foliage from my garden. The solidaster is a hybridized cross of a goldenrod (solidago) and aster. So if it’s not still growing next month, we’ll substitute regular goldenrod, which will create the same dreamy affect.

Finally, the centerpieces. We are going to use the same shallow glass Ikea bowls that created the centerpieces for Marquis’s sister’s wedding receiption last spring. But this time, instead of floating orchids and candles, I thought about creating a “nest” out of curly willow around the inside rim. The center will have a stunning floating dahlia, like ‘Snowbound’, the dinner-plate-sized one shown here. And I’ll weave smaller yellow flowers into the willow. Today, I played around with helenium, just to see how it looks.

You know, this floral design focus of mine has been really rewarding, both as a storyteller and garden writer. But there’s one really wonderful surprise that has come out of the four years I’ve spent working with photographer David Perry to document the local, seasonal and sustainable flower movement (see our blog, A Fresh Bouquet, for lots more details).

It has begun to dawn on me that I am a creative individual and I love to design and arrange with cut flowers. And while I am totally self-taught, I am actually good at it. I contend that gardeners are the ideal people to be floral designers. We know the habit, form and life-cycle of the ingredients we use, which is more than one can say for some in the conventional florist world. And so I am ever grateful for the opportunities I am given, like my niece’s upcoming wedding, to move my hands off of this keyboard, pick up a pair of snips – and begin to create.

 Springtime is embodied in this vase, isn’t it?

You can almost smell that heady perfume associated with Syringa vulgaris, or the common lilac. To me, the fragrance is associated with my lifelong relationship with flowers. 

We lived in rental house in Connecticut when I was in elementary school; the backyard was home to an overgrown lilac that drew me to its blossoms (we loved playing underneath the flower-laden branches and smelling spring). 

Later, when I was a teenager, I remember secretly harvesting armloads at a city park and carrying them to school in May, as if I was in a pageant! 

When we planted our former Seattle garden in the late 1990s, I asked my friend Karen to select a lilac for the border. She chose one called ‘Sensation’ – it has deep purple florets and each petal is rimmed in white. That shrub never disappointed. . . and I waited for its blooms each year until we moved away. 

And most recently, while living in Southern California, I nearly fainted when I happened upon a lilac farmer at my local market. I was so fascinated to learn lilacs can grow there at a high elevations, such as in Lancaster, Calif., north of LA. I even had to run back to my car for my camera so I could interview her about those unforgettable flowers. 

Today’s bouquet features the addition of several Jadeite-green garden hellebores and a few sultry plum-and-yellow Fritillaria assyriaca. These companions turn two bunches of just-cut lilacs into a sweet bouquet for my fireplace mantel. 

And the best thing about these blooms? They’re from local Northwest flower farmers – yeah! 

The lilacs were grown by Oregon Coastal Flowers in Tillamook, Ore. 

The hellebores were grown by Jello Mold Farm in Mt. Vernon, Wash. 

The fritillarias were grown by Choice Bulb Farms in Mt. Vernon, Wash. Check out David Perry’s gorgeous still life of this unusual flower at our blog, A Fresh Bouquet. 

If you’re a floral, event or wedding designer, be sure to meet these fabulous farmers at Seattle Wholesale Growers Market. If you’re a customer, be sure to ask your designer to patronize this amazing cooperative of local growers. Their motto is awesome: From Farm to Florist.

Here’s a link to a little post and gallery from my visit earlier this week.

Last Saturday, I traveled to Port Townsend, Washington, to speak at the Yard and Garden Series 2011, an educational program produced by the WSU Jefferson County Master Gardeners. Such a great audience of enthusiastic kindred spirits.

After my talk and floral design demonstration on Sustainable Flower Growing and Design, I promised to post some of the resources for seasonal, local, and sustainable flowers. Here they are:

California Organic Flowers (www.californiaorganicflowers.com); Here’s a link to our post about visiting this cool farm in Chico, California

Jello Mold Farm (www.jellomoldfarm.com); Our friends Diane and Dennis grow sustainable cut flowers in Mt. Vernon, Washington. Read their list of “where to buy” (including Farmer’s Market, CSA orders and Seattle area retail shops)

Peterkort Roses (www.peterkortroses.com), a fabulous, family-owned rose farm in Hillsboro, Oregon. Their roses are grown sustainably in hoop houses year ’round. The colors are pure, the scents are not cloying, and the flowers are totally fresh. While Peterkort sells wholesale only, you can ask your local florist to order from them directly. Demand for locally-grown ingredients will help give flower consumers more choices and eventually replace those steroidal mega-rose imports. ReadSandra Peterkort Laubenthal’s blog for news and updates on the rose-growing world.

Wild Ridge Organics (www.wildridgeorganics.com); Specializing in Australian and South African cut flowers, based in Salinas, California. These are the awesome exotics used in my arrangement that one lucky audience member took home with her.

Upcoming: My collaborator, photographer David Perry, and I are hitting the lecture circuit in 2011 – spreading the word about their passion for locally-grown flower crops and the designers who use these ingredients. 

If you are in the Seattle area, come hear from and meet us at the Northwest Flower & Garden Show, February 23-27, 2011. Our appearance details (click on the links below for lengthier course descriptions):

Thursday, February 24th

• 12:15 p.m. Hood Room: “Conquering Your Digital Camera: Making Beautiful & Memorable Garden Photos,” with David Perry
• 2:30 p.m. DIY Stage: “Floral Design with Spring Bulbs: Bring Spring Indoors with Beautiful Blooming Bouquets,” with Debra Prinzing

Friday, February 25th

• 12:15 p.m. Hood Room: “A Year in Flowers: Seasonal, Local & Sustainable Floral Ingredients,” with David Perry
• 2:00 p.m. DIY Stage: “The Winter Bouquet: Sustainable Floral Designs From Winter’s Bounty,” with Debra Prinzing

The September issue of Better Homes & Gardens features my “Debra’s Garden” column encouraging readers to add ornamental grasses to their seasonal flower arrangements.  

The photo that accompanies the piece depicts a gorgeous autumn bouquet bursting with asters, fall foliage and miscanthus blades.  

Its sultry palette includes dark purple, russet-red, gold and green elements in a clear, glass vase. As a footnote, I promised to show off my favorite grasses for cutting and flower arranging here on this blog.  

As it turns out, I’ve been seeing a lot of wonderful ornamental grasses and grass-like design ingredients lately. These days, I have dreamy plumes of fountain, feather, and silver grasses on my mind.  

There’s something both completely romantic and purely modern about grasses in floral arrangements (or in the landscape, for that matter). Here’s a peek at what’s caught my eye this year, including my favorite grasses for cutting:  

FROM THE FLOWER FARM  

Owned by Diane Szukovathy and Dennis Westphall, Jello Mold Farm is one of my favorite local flower sources here in the Pacific Northwest. Diane and Dennis use sustainable practices and recently they’ve delighted floral design customers with gorgeous late-summer grasses. You can find Jello Mold Farm at the Queen Anne Farmers’ Market every Thursday – be sure to check out the incredible selection of downy and fluid grasses.  

Here are a few show-stoppers included on Diane’s “fresh list” that she emails to customers every Monday. The four images you see here were taken by Diane: 

 I’m back in Seattle as of about 10 days ago.

 Can’t quite believe it but being here feels pretty awesome. We’ve been sitting out on our front porch each evening, admiring the sunset, which is silhouetted behind the Olympic Mountains and Puget Sound to the west.

 I am so torn between missing my beloved friends and garden in Los Angeles and the excitement I feel at being back in Seattle. I’ve been asking this question for four years: Is it possible to be in love with two places at the same time?

 As I ponder that “big thought,” I have had to squeeze in time to unpack (ugh), move furniture around to make room for everything in our smallish rental house, and bug my friend Jennifer to find the best dry-cleaner, dog kennel, ethnic restaurants, local grocery stores and more. Thank goodness our dear friends Jennifer and David (and their son Max, our son Alex’s BFF) live only 5 blocks from here. They are a godsend!  

Also, I’m working on two lectures for the upcoming Independent Garden Center Show in Chicago – scheduled to take place in a few weeks’ time. Ironically, earlier this week I spent 3 days in Chicago – as a would-be college freshman “mom,” for my son Ben’s orientation at DePaul University. What a cool city!

I’m looking forward to returning to Chi-town in a couple weeks where I will present a lecture on “Ideas from the country’s most inspiring garden centers” and “The female gardener” (with colleague Robin Avni). 

In preparation, I’ve been sorting slides and digital images to illustrate my talks. Robin and I met for several hours yesterday to work on our joint presentation, which taps into her trademarked “Mommy to Maven” consumer research. 

Yesterday, I also stopped by one of my favorite emporiums, Ravenna Gardens.

Owner Gillian Mathews told me that each Friday her shop receives deliveries of local and sustainably-grown bouquets from Mount Vernon flower farmers Diane Szukovathy and Dennis Westphall of Jello-Mold Farms (they grow gorgeous blooms in a farming community about 90 minutes north of Seattle). 

Ravenna Gardens places each one-of-a-kind bunch of blooms in a glass Mason jar, presenting customers with some of the most charming arrangements around. I couldn’t resist bringing one home with me yesterday. It’s sitting on my desk to cheer me up each time I look at it.

I sent a note to Diane to ask about the hard-to-ignore jumbo poppy pod – the largest I’ve ever seen! Here’s her explanation: 

A couple of years ago Melissa from Terra Bella handed me a few stems of the chubby poppy (definitely a variety of Papaver somniferum) which she had purchased at the local wholesale house. They had gotten a little old so she couldn’t use them for floral work. I was able to dry them and get viable seed and those are their grandchildren. 

That plump pod is a focal point of the bouquet, which also includes Phlox paniculata ‘Natural Feelings ; Scabiosa caucasica ‘Dark Knight’; and Sedum ‘Green Expectations’, ‘Frosty Morn’ and ‘Autumn Joy’. Blue-green Baptisia australis foliage complements the design. What a mid-summer dream! 

I’m going to enjoy these flowers for days – and it makes me happy to have that vase on my desk just knowing they were grown locally using earth-friendly practices.

Flowers lovers understand me when I talk about the disconnect that’s going on between the demand for organically-grown food and the miniscule desire for organically-grown flowers. I guess the argument goes: As long as I’m not EATING those flowers, why should I be bothered that a few chemicals were used on them in the field or after they were harvested?

Gardeners and flower fanatics alike have Amy Stewart and Flower Confidential to thank for heightening our awareness of this contradiction. The idea that we can enjoy the beauty of a bouquet’s stems and blooms while knowing that the growing process may have harmed the earth and those who grew the flowers is crazy! How can we honestly enjoy flowers in our homes or as symbols of our most sentimental occasions when they were drenched in chemicals or shipped thousands of miles on a jet flying across the ocean?

Thankfully, there is a burgeoning “slow flower” movement afoot, and I urge you to join me as we use our pocketbooks and consumer influence to encourage reversal of flower-growing practices that use herbicides, pesticides and non-organic fertilizers. I hope the momentum continues and becomes an ever-present conversation between flower purveyors and flower consumers. I can’t tell you how many times I witness friends ask a waiter if the fish on the menu was “wild catch” or “farm raised.” Similarly, when I buy flowers, I want to know: Were they were grown organically?

”]In addition to the essays in Flower Confidential, I have Erin Benzakein to thank for my education about seasonal, sustainable and local flower-growing. Erin owns floret flowers, a Mount Vernon, Wash.-based micro-farm where she uses organic practices to raise beautiful, unusual blooms for bouquets, floral designers and wedding clients. Erin is featured in a recent issue of Sunset magazine, along with my short Q-and-A and a gorgeous photograph by David Perry.

For David and me, the desire to meet, interview, photograph and document organic flower growers has been under our skin for a few years now. Other creative projects, family demands, and sheer marketplace apathy have slowed us slightly. But we both keep returning to the subject of organic flowers. I can’t let go of the notion that this is an important topic – one that needs to be shared in order to educate, inform, inspire and – change – the relationship people have with the flowers.

While in the Northwest two weeks ago, I had a wonderful chance to visit yet another organic flower farm: Jello Mold Farm. The project of Diane Szukovathy and Dennis Westphall  is an example of priorities put into practice for a commercial venture. As they write on their beautiful web site (you’ll see many of David’s photographs there), “Our flowers are safe to sniff.”

My cohort, David, an amazing photographer with whom I’ve been on this occasional journey, drove me north to Skagit Valley. We had a few stops along the way, including a sandwich at a cool roadside deli and a quick visit to Christianson’s Nursery to feast our eyes upon the cottage borders (Christianson’s is one of my favorite charming places – where plants happily coexist with weathered farm buildings).

We arrived at Diane and Dennis’s place as they came home from a day of making deliveries to customers in the Seattle area. They deliver a heady array of fresh, field-cut flowers every Monday and Thursday to Seattle area designers, event planners and retail florists.

Time to sit down for a cold one and a good gab around the kitchen table, as we all got to know one another and talk about the flower biz.

Here are some snippets from our four-way conversation. It will give you a flavor for the longer feature story we want to publish about them:

+First things first. The name Jello Mold Farm is a curious one that always invokes a question. It is an offshoot of Diane and Dennis’s gardening business, Jello Mold Landscape, which got its name from a crazy building in Seattle’s Belltown neighborhood that Diane once covered with 400 copper-hued jello molds of all shapes and patterns. Read that history here.

+Diane and Dennis have converted an 8-acre farm and its former horse pastures into a bountiful flower farm. They grow 150 varieties of blooms . . . with many, many more on the way.

+After years of estate gardening, Diane yearned to put her energy into a venture that combined her obsession for plants and her values. “I needed to do something else with my energy for my living. (Estate gardening) doesn’t fully feed my soul.”

+They started selling flowers last year and 2009 is their first season to have scheduled deliveries to wholesale customers. Diane emails an “availability list” to a growing group of flower buyers twice a week.

+In Seattle, you can find their flowers at Best Buds (Madison Park), Ballard Market, and several floral studios, including Terra Bella, an organic florist in the Greenwood District.

+They like to use the term “sustainably grown,” rather than organic. “Quality is our best calling card,” Diane says. “Fresh and local sells.”

+This is hard work, requiring 14 to 16 hour days. “There’s a whole romantic idea that we are so lucky to work on a flower farm,” Dennis admits. “People have no idea how hard we work.” Yet the couple believes they can make a decent living growing flowers rather than food, a lesson they learned after volunteering with a local CSA farmer. “There’s no way we could make a mortgage growing food,” Dennis points out.

+Making bouquets is extremely time-consuming, so Jello Mold often sells straight bunches of a single type of flower, such as dahlias. But when they do make bouquets, “I always try and put in something unique, to create a following,” Diane says. As an example, she showed me a simple bouquet with five dark pink peonies gathered within a pillow of lime-colored Alchemilla mollis (Lady’s-Mantle). They also use a lot of food in their bouquets, like berries, vines and fruiting branches.

+Organic growers are not able to command a higher price for their cut flowers. They have to meet the same market prices charged by growers using standard, non-sustainable practices.

+Slowly, over time, this may change. But only when consumers value the health benefits (to themselves and to the planet) of bringing home an organic, sustainably-grown bouquet. “It’s in the food movement already,” Diane says. It’s only a matter of time for the floral trade (and their customers) to catch up.

+This is an emotion-based business. One of passion and conviction. Diane and Dennis take delight in seeing people make an emotional connection to their flowers. They want to take care to grow sustainably in a world where such practices don’t make financial sense to larger growers.  “Ours is a better way to grow a business,” Diane says.

It was so hard to leave with our conversation just getting started. But I’m inspired and encouraged to know these new friends. And to know they are living their passion and convictions every day.