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If you’re listening on this episode’s release day — May 22nd — I’m coming to you from London, where I have traveled to attend the RHS Chelsea Flower Show and report for Florists’ Review and its sister publication. This incredible trip would never have happened without a surprise birthday gift from my husband Bruce Brooks, who completely floored me with a dream experience.

So of course, I wanted to season today’s episode with all things British. Our guest is my dear friend Marty Wingate and I’m so excited to introduce you to her as she shares her journey — from successful garden writer to even more successful mystery writer. All of Marty’s titles are traditional mysteries that take place against her favorite British gardens, landscapes, estates and historic manor houses as backdrops. Her mystery-solving female protagonists are curious, clever and courageous, even when they get themselves into tricky situations that require their amateur sleuthing skills.

Here’s more about Marty — excerpted from a 2017 profile I wrote about her for the Garden Writers Association’s membership publication.

Armed with a Master’s in Urban Horticulture from the University of Washington, not to mention being a bonafide King County (Washington) Master Gardener and a Seattle gardening personality who for years wrote a weekly newspaper column and appeared on the local NPR radio station, Marty Wingate knows how to diagnose dead plants.

And now, after penning more than 10 murder mysteries and being named a USA Today Bestselling Author, you could say Marty also solves mysteries about dead characters.

The threads connecting these different chapters of her life tie together Marty’s skill for storytelling, her Anglophile tendencies and a love for all things botanical. She leads garden tours to England, Scotland and Ireland and she is a member of the U.K.-based Royal Horticultural Society. In addition to being a longtime member of Garden Writers (now called GardenComm), she is a member of Mystery Writers of America, Sisters in Crime and the Crime Writers Association, the Royal Society for the Protection of Birds and the Royal Horticultural Society.

In 2014, Alibi, a Random House imprint, published The Garden Plot, Marty’s first book in “The Potting Shed” series. The books feature Pru Parke, a middle-aged American gardener transplanted from Texas to England. Murder has a way of finding Pru, wherever she gardens. The seventh title in this series, Midsummer Mayem, was just released November 2018.

After her stories about Pru were well underway, Marty’s editor suggested she dream up a new protagonist to engage the birding crowd. Julia Lanchester, a bird lover who runs a tourist office in a Suffolk village, was born, part of the “Birds of a Feather” series, with the fourth in the series Farewell, My Cuckoo, also published in 2018. Marty’s books are available on tablets and smart readers, with fans having downloaded more than 120,000 books in just four years.

Marty’s newest series—The First Edition Library (Berkley)—presents Hayley Burke, the curator of a collection of books from the Golden Age of Mystery. The Bodies in the Library, book one, will be released October 1, 2019

How did this popular garden writer, who has authored five garden titles and whose byline continues to appear in Country Gardens, American Gardener and other publications, become a successful mystery writer? So many self-employed garden communicators are interested in diversifying their careers into “crossover” platforms such as culinary, travel, health and wellness or floral (that would be me). And yet, why not fiction?

Marty lives with her husband and two cats near Seattle, her local library standing in for a more colorful writing venue—say, Vita Sackville-West’s tower at Sissinghurst.

Marty takes research seriously—she is a former how-to garden writer of numerous books and a countless number (at least, she stopped counting ages ago) of magazine and newspaper articles on everything from apple maggot to the prettiest daffodils and the best-smelling roses. Research took on an entirely new light when she began writing mysteries, and now she and her husband travel regularly to England and Scotland, where she plunges deeply into study concerning the next adventure for her protagonists — Hayley, Julia, and Pru—sparing not a few minutes a day to head to the pub.

You can find more about Marty and her books, as well as her other projects including her upcoming garden tour to the Cotswolds in 2020, in today’s show notes for episode 402 at debraprinzing.com. I’ll also share links to her social places.

Learn more about (and follow) Marty Wingate:

Marty Wingate on Facebook

Marty Wingate on Twitter

Marty Wingate on BookBub

Marty Wingate on Good Reads

Tour the gardens of Cotswolds in 2020 with Marty Wingate

Marty agrees that her horticulture background is an essential part of her narratives. “I love writing about gardens and about plants. I always have correct gardening information. Other than that, I can make up everything else.” I hope you explore her many titles and become as hooked on Marty’s storytelling as I am!

And by the way, the winner of this month’s earlier giveaway – of Teresa Sabankaya’s The Posy Book is Heather Coughlin of Pure Bloom Flowers in Long Grove, Illinois. Congratulations, Heather!

Our theme for 2019 – Fifty States of Slow Flowers – continues today, with floral designer Rayne Grace Hoke of Flora’s Muse, based in Biddeford, Maine.

She writes: “I’m enamored with the beauty of nature and I love the thrilling mix of magic and science. The graceful weight of a tulip in the hand and the intoxicating aroma of mimosa brings pure joy and a bit of awe. It’s these nuances of the natural world which fascinate me. And soaking in these experiences is for me a point of divine expression and inspiration.

“And I’m so grateful my floral path has allowed so many opportunities to explore other artistic curiosities beyond flowers. In the 1990’s, I interned at the Textile Conservation Lab at the Isabella Stewart Gardner Museum.

Additionally, I’m an Ambassador and graduate of the Beyond Startup and New Ventures business program. Via this inspiring organization, I advocate for small women-owned businesses on state and federal levels. But I’ve also tapped into weaving, perfumery, fashion design and even metalsmithing and currently I’m offering Slow Flower-inspired workshops in Maine!”

Download a PDF of my Florists’ Review March 2019 article about Rayne Grace Hoke of Flora’s Muse, and a Maine floral design workshop she produced last year with Laura Tibbetts of WestWind Florals.

Find and follow Flora’s Muse on Instagram

Check out the upcoming Slow Flowers Maine Meet-Up, scheduled for June 3rd & 4th — there is time to attend!

Earlier this month, our core member benefit — the slow flowers online directory — turned five years old! This is a major milestone and I can’t tell you how excited I am to see our cause gain more supporters and more passionate participants who believe in the importance of the American cut flower industry.

As I often say, and as you heard in my conversation with Rayne Grace Hoke of Maine, 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, sponsors!

Florists’ Review magazine. I’m delighted to serve as Contributing Editor for Slow Flowers Journal, found in the pages of Florists’ Review. It’s the leading trade magazine in the floral industry and the only independent periodical for the retail, wholesale and supplier market. Take advantage of the special subscription offer for members of the Slow Flowers Community.

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. We are so excited that Syndicate has joined the Slow Flowers Summit as a sponsor — and if you attend, you’ll be heading home with some fun Syndicate USA-made swag!

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

NW Green Panels designs and constructs a wide array of wood-framed greenhouses offering versatility, style and durability. Their greenhouses are 100% Oregon-made using twin-wall polycarbonate manufactured in Wisconsin, making NW Green Panel structures a great value for your backyard. The 8×8 foot Modern Slant greenhouse has become the essential hub of my cutting garden — check out photos of my greenhouse or visit nwgreenpanels.com.

I am so excited about the upcoming SLOW FLOWERS SUMMIT and I hope you can join ME and our vibrant and engaging lineup of presenters on July 1^st and 2^nd in St. Paul, Minnesota. One of the top reasons our attendees love the Slow Flowers Summit is the opportunity to mix-and-mingle with other kindred spirits.

For a limited time — through the end of May — when you register for the Slow Flowers Summit, you can add a guest for $275! This applies to anyone who has already registered, as well as new ticket-buyers. You can find the Plus One promo option by following the Register link at slowflowerssummit.com.

The Slow Flowers Podcast has been downloaded more than 467,000 times by listeners like you. Thank you for listening, commenting and sharing – it means so much.

I’m Debra Prinzing, host and producer of the Slow Flowers Podcast. Next week, you’re invited to join me in putting more American grown flowers on the table, one vase at a time. And If you like what you hear, please consider logging onto iTunes and posting a listener review.

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:
Our Son the Potter; Rabbit Hole; Betty Dear; Gaena; Perspiration
by Blue Dot Sessions
http://www.sessions.bluehttps://creativecommons.org/licenses/by-nc/4.0/

Lovely by Tryad http://tryad.bandcamp.com/album/instrumentals
http://creativecommons.org/licenses/by-sa/3.0/

In The Field
Music from:
audionautix.com

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BOTANICAL DIVERSITY WITHOUT BOUNDARIES

The fourth annual Slow Flowers’ Floral Insights & Industry Forecast for 2018

I’m excited to announce that Florists’ Review has come onboard as Slow Flowers‘ lead sponsor for 2018, signifying a strategic partnership that acknowledges the many ways the Slow Flowers approach is moving into many facets of floristry — at all points along the farm to consumer pipeline. Florists’ Review is the only independent monthly magazine for the retail, wholesale and supplier market, reaching the largest number of floral professionals in the industry. I’m honored to be a Contributing Editor producing the monthly Slow Flowers Journal section, filled with unique content reflecting the cultural shift taking place in flower sourcing and design.

Since 2014, I have drawn from input from members of the Slow Flowers Community, past guests of the Slow Flowers Podcast and other progressive leaders in the floral industry — including farmers, florists and design creatives — to “predict” the future. While by no means a statistical survey, the Slow Flowers Floral Insights & Industry Forecast serves as a botanical crystal ball to identify emerging themes affecting the domestic floral industry. I’m excited to share these key insights for the first time in print form, here in the pages of Florists’ Review’s “Slow Flowers Journal” section.

Think of these topics as your inspiration checklist for 2018 — Your Next, New and Now Report. Some of you are already engaged in these up-and-coming developments, so consider yourself on-topic!

The overarching theme for 2018 is “Flowers without Borders,” which to me reflects the disappearance of silo-like barriers that previously separated growers of flowers from sellers of flowers from designers of flowers. Thanks to technology and social media, the ability of conventional “gatekeepers” to control the flow of information and product has greatly diminished. Transparency is power, making it easier than ever before to identify sources of fresh and uncommonly beautiful flowers and foliage. So here’s to a new floral landscape where accessibility is the driving force.

#1 Flower Farmers Diversify into Seeds, Bulbs and Plants

Beyond selling their crops to wholesale, retailer and independent florists, entrepreneurial flower farmers are finding new ways to turn expertise into cash flow. This phenomenon has moved far beyond seed-swapping and informal exchanges of plant cuttings.

One story of diversification comes from Bailey Hale of Ardelia Farm + Co. in Irasburg, Vermont. A trained horticulturist and two-time Philadelphia Flower Show gold medal floral designer (through his former studio MODA Botanica), Bailey now raises specialty cut flowers for farmers’ markets and florists and provides full-service wedding and event design. He turned his own hunger to find sources for uncommon “couture” flowers into a spin-off venture called Farmer Bailey, a custom plug brokerage.

When he’s not tending to his own farm, which is famous for producing sweet peas long into Vermont’s cool summer months, Bailey has become a cut flower hunter. He evaluates new varieties, contracts with a large wholesale nursery to custom grow “plugs” of must-have cultivars and markets his ever-expanding online catalog of irresistible choices to flower farmers and farmer-florists like himself. Bailey saw an un-served opportunity in the marketplace and used his connections and ingenuity to fill the demand. The result is a thriving new venture and the chance to influence the types of blooms — from Asters to Verbenas — entering the floral marketplace.

#2 Flower Farmers Launch Direct-Ship Wholesale Programs
Shipping to designers in markets that don’t otherwise have access to their unusual flowers, Gretel and Steve Adams of Sunny Meadows Flower Farm in Columbus, Ohio, “have opened door to get our product to florists without having to physically deliver it,” Gretel explains. Recently, their farm joined a shipping cooperative to take advantage of discounted overnight rates, an essential part of keeping their pricing competitive.

After a season of testing packaging methods and learning to navigate the FedEx system, Sunny Meadows expects to unveil The Columbus Flower Company’s national wholesale flower shipping program this spring, beginning with its huge ranunculus harvest. “We’d like to be able to send flowers to designers in New York, or Los Angeles, or places that don’t have access to a good flower market,” she says.

Gretel, also a wedding and event designer, feels she can add value for florists who order from the farm. “My favorite clients are florists who give me an inspiration board and a budget and I’ll pull a mix of ingredients that I myself would use.”

In Weyers Cave, Virginia, Jessica Hall and her family run two businesses, Harmony Harvest Farm (specialty cut flowers) and Floral Genius (pin frogs and other flower frogs). Jessica also reports of plans to ship flowers in 2018, borrowing lessons learned from shipping flower frogs across the U.S. to Floral Genius’s  wholesale accounts.

Harmony Harvest spent 2017 trialing packaging, stem hydration and shipping methods to determine best practices for a farm-to-florist wholesale program. “I believe there is a collective army (of smaller flower farms) that can take care of the U.S. need; they might be able to grow those flowers and see that it’s possible to ship. I’m going to figure it out and hopefully that will change the industry,” she says.

#3 Retail Garden Centers Add Floral Design Services

Last year’s Floral Insights report highlighted “Return of Brick and Mortar,” documenting a possible reversal of the decades-long decline in floral retail, as I witnessed studio florists with a distinct local and community focus open a new generation of retail flower shops. The next wave in this shift continues in retail nurseries and garden centers, which are opening or reviving in-house floral shops with a distinctly local emphasis.

Slow Flowers Journal featured The Flower Shop at O’Donal’s Nursery outside Portland, Maine — which recently introduced full-service floral design as a sister business to a 60-acre tree and shrub nursery. Manager Rayne Grace Hoke credits having a distinct aesthetic inspired by O’Donal’s extensive plant collection for much of the shop’s success.

On the opposite coast, Windmill Gardens, an independent garden center in Sumner, Washington, also debuted a new flower department. According to owner Ben DeGoede, Windmill brought floral design in-house for the first time since 2001, taking over space once occupied by a tenant and rebranding as Windmill Floral Studio. The beautiful, full-service shop has a commitment to providing only locally-grown and American-grown flowers. “The Slow Flowers movement and the buy local movement has inspired us to take floral back again,” he explains.

General manager Wendy Pedersen explains that the flower shop “wants customers to support local farmers.” There are obvious synergies for couples who book Windmill Gardens’ outdoor wedding venue and hire Windmill Floral Studio to design their flowers.

#4 Flower Farmers Shift into Retail

While it may seem “counter-trend,” a number of flower farms are opening retail spaces in prime locations where their flowers are marketed alongside related hard goods and artisan products. It’s a move welcomed by consumers who want to buy farm-direct in urban and suburban markets. I’ve identified Chicago, Boston and Albuquerque, among other cities where flower farmers have opened retail shops to sell their blooms.

In Boston, Field & Vase, a new venture of Stow Greenhouses, has opened two retail spaces at The Shops at Prudential Center, a major downtown retail hub. Barbara Rietscha and Dave Buchholz incubated their first retail venture two years ago at Boston Public Market, a year-round, indoor farmers’ market with 40 vendors and a New England-grown mandate. Success in that venue attracted the attention of developers at the tony Prudential Tower, and this past September, Field & Vase opened two locations there — a permanent kiosk in the heart of the mall’s central court and a full-service shop-studio that is large enough to accommodate custom design work, event production, client consultations and ongoing workshops.

Barbara says adding multiple retail channels to sell their farm’s value-added flowers was an intentional decision. By selling the flowers they grow direct to consumers through retail, Field & Vase enjoys larger margins and gets out of the wholesale environment dominated by price competition with imports. Additionally, at the Prudential locations, the business promotes other flower farms that aren’t set up to do retail themselves. “We source within the U.S. because we believe in local,” Barbara says. “We want to be a venue for flower farmers who don’t have retail outlets themselves.”

#5 Aromatherapy and Wellness Remedies

Botanically-inspired fragrances, body care remedies and other herbal and scented goods have a natural affinity for floral consumers, and I’ve noted some brilliant ways that florists are taking advantage of this. From developing their own candle and soap collections to offering aromatherapy-themed events, florists are tapping into ways to cross-promote flowers and aromatics.

Stacey Carlton, AIFD, of The Flora Culturist in Chicago has made the fragrance connection for her customers with an “Aromatherapy Bar” service. It’s a smart way to extend into a new revenue stream incorporated into parties and special events. Guests are invited to create a personal, custom fragrance blend — or to follow Stacey’s cleverly personalized scent recipes. From intimate gatherings like bridal showers to large interactive events, the Aromatherapy Bar gives guests a social experience and a new way to engage with fragrance.

Farmer-florist Hedda Brorstrom of Full Bloom Flower Farm in Groton, California, is a certified herbalist who studied at the California School of Herbal Studies. She extends her farm’s season by creating and selling “small batch, field to face” herbal and aromatherapy products.
Full Bloom Flower Farm’s skin care line includes rich hydrating creams made from roses, calendula and lavender grown on her farm. A rosemary hydrosol is an organic spray that can be used either on the face after sun exposure or used in cocktails after a long day of gardening. Hedda’s personal favorite product is the Injury Salve which she uses after a day of farming to soothe sore muscles. She sells her products online, alongside other farm-logo items like tank tops, sweatshirts and hats.

#6 Cause-Related Flowers

Flower farmers and florists alike are investing their talents in helping nonprofits and others in their communities. Floral philanthropy or “flowers with heart” efforts are inspiring, and I love seeing flowers used as a currency to change lives and advance important causes. A number of feel-good projects caught my attention in 2017 and I am certain they will continue in 2018.

The Bloom Project, profiled recently in Florists’ Review, is a 10-year-old volunteer-run program that upcycles donated flowers into bouquets for hospice and palliative care patients in Portland, Oregon.

On a national level, Christina Stembel’s Farmgirl Flowers selects and supports a monthly nonprofit partner by donating a portion of sales for a signature bouquet in its product mix.

“We started our ‘With Heart’ campaign because we wanted a way to give back to multiple organizations that are near and dear to our hearts throughout the year,” Christina explains. “It’s also a way we can support many organizations that our team members are passionate about.” Since it launched in April 2017, Farmgirl’s ‘With Heart’ program has contributed more than $70,000 to nine different charities.

I’m also impressed with charities using flower farming and floral design as a platform for change. It’s inspiring to watch nonprofit farms that help teens and adults train for the workplace or those that provide sustainable jobs for individuals with different abilities. Some notable efforts include Muir Ranch in Pasadena, WOW Farm in Oakland, Blawesome Farms in the Raleigh-Durham area, Blooming on the Inside in Portland, and other socially responsible enterprises.

The bottom line is that flowers can meet people where they are and be used as a positive tool to instigate change, stimulate progress and enhance lives.

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