Red, white and blue American-grown flowers, featured in a patriotic display at Sun Valley’s Oxnard, CA, farm.

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

A visually appealing banner on display during our tour of Sun Valley’s Oxnard farm.

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.

Luscious and romantic, Rose Story Farm’s American-grown garden roses.

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

Old-timey John Deere tractors – how nostalgic is that? On display in the beautiful fields of flowering stock at Ocean View Flowers.

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

A gathering of friends at the July 18th Flower Fields luncheon, hosted by John Donati and the staff of Ocean View Flowers. I’m at left, joined by fellow writers/bloggers Billy Goodnick and Nell Foster.

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.”

FRUIT AND FLOWERS

Bowls and urns are ideal for low tabletop arrangements. And this vintage silverplate bowl is perfect for summer’s best blooms.

Beauty is in the details here.

Seasonal Choices

SUMMER CONFECTIONS

The stars of this arrangement are the alluring ‘Queen Red Lime’ zinnias.

Potter, artist and flower-grower, Frances Palmer created this yummy buttercream vase.

Design 101

A very special vase: I was first introduced to the work of Frances Palmer when Stephen Orr profiled the American potter and her Connecticut cutting garden in Tomorrow’s Gardens. Then Frances appeared on Martha Stewart’s television show, where she discussed how she creates her exquisite one-of-a-kind vessels and dinnerware, including vases for the flowers she grows. Her delightful pottery style – classical with a touch of whimsy – is a floral designer’s dream come true.

 

Naturally, I set my sights on acquiring one of Frances’s pieces. For the vase-lover on a budget, her Pearl Collection reflects the artist’s signature style at everyday prices. I chose this fluted vase because of the generous diameter of its opening (nearly 5 inches). And to me, this butter-yellow glaze is a perfect foil for all sorts of flowers, but especially the zinnias and dahlias.

UP ON THE ROOF

I made this bouquet at the invitation of Ellen Spector Platt, a fellow garden writer who shared her NYC rooftop bounty with me

Ingredients:

Long after I left Manhattan, Ellen redesigned the longest-lasting floral elements, using several bud vases to each display a single Caladium leaf (c) Ellen Spector Platt

Eco-technique

Bouquet 2.0: After my visit, Ellen emailed me: “Your arrangement still looks good, but after 4 days it needed some grooming.” Here are her tips for reviving a bouquet: “Don’t try to groom it by pulling out a wilted stem, since you’ll likely take out other good stuff along with it. Instead, leave the stems where they are and reach in to snip off a single dead flower. Or, cut off the entire top of the stem, leaving the bottom in place. No one will ever know it’s there.” In this arrangement, the black-eyed Susan blooms were the first to be removed.

 

“By the time many of the stems start to die, I just pick out the few good ones that are left and put them in a narrow vase or bottle to wring out my last bit of enjoyment,” says this experienced floral designer. “I’m sure I’ll be left with the caladiums, looking like an entirely new design.” And sure enough, nine days after we made the original bouquet, Ellen sent me this photo of her green bud vases with the beautiful – and long-lasting – caladium leaves.

The little brother of a summer teen farmer donned a sunflower hat that Mud Baron gave him at Muir Ranch. Adorable~!

Here’s some more great news about the Urban Farming Movement.

In 2011, a dedicated team of volunteer teachers and students began converting 1.5 acres of Pasadena, California’s John Muir High School campus into a school-based farm.

Today, Muir Ranch grows a variety of flowers, vegetables and fruits that are included in weekly CSA boxes as well as school cafeteria lunches. Students can complete community service or internship graduation requirements by enrolling in classes at the Ranch. Muir Ranch also provides paid internships to students, which are funded by private donations, special events, farmer’s market sales, and subscriptions to the produce box program (CSA).  Every week, Muir Ranch CSA subscribers get a box or bag of about 7-10 different types of fruit and vegetables grown without the use of pesticides or chemical fertilizers. Customers pick their shares up at central distribution sites throughout Pasadena. Muir Ranch CSA partners with several local farms for seasonal fruit and vegetables to supplement what they can produce, providing tax-deductible weekly boxes to over 100 subscribers. It is the CSA program that generates much of the income that keeps this place operating.

“Mud” Baron, Executive Director of Muir Ranch, is an urban farming activist and proud bouquet-maker.

One of the people at the hub of this fast-rolling wheel is Mud Baron, a passionate school garden advocate who serves as the Executive Director of Muir Ranch. That sounds like a high-falutin’ title, but in all reality, he is true to his nickname. Mud gets down and dirty – and REAL – with his kids, teenagers whose horizons are much brighter after they’ve learned to grow and sell food and flowers to local customers. 

How did this former design-build contractor end up teaching gardening and farming skills to urban youth? I’m still trying to figure out the exact path of Mud’s career, but suffice it to say he’s in his element growing food and flowers. He totally lights up whether he’s shooting the breeze with one of the teen-CSA interns or sharing drinks with me and a board member (Mud ordered the Stone IPA, brewed with dandelion greens).

Board member Leelee Clement Doughty discovered Muir Ranch through the Pasadena Garden Club, which brought expert Rosarians to the farm to teach students about rose growing and rose care. She got hooked and started volunteering. “The best sales pitch is the Ranch itself,” she told me. A lifelong gardener and corporate finance escapee, Leelee digs the lessons she sees young people learning: Cooking and Catering, Marketing, Nutrition, Math and Business, Science and more. Right now, Muir Ranch is a “fiscally sponsored proeject of the Pasadena Education Foundation,” but if Leelee and Mud’s vision is realized, it will soon be a standalone nonprofit. 

The Ranch is situated behind John Muir H.S.

Many programs besides the CSA are supported under the umbrella of Muir Ranch, such as partnerships CSAs run by with other local schools and learning gardens. Muir Ranch also and hosts monthly “Plug Mobs” to help the community start their own gardens. In Mud’s mind, no Southern California-based teacher should go wanting for school garden supplies. “The Plug Mob program means that finding seeds and plants is no longer a factor for 2,000 schools,” he says. Muir Ranch operates like a plant nursery, helping source and distribute seeds, bulbs and flats of plant starts. Like modern day Johnny Appleseeds, Mud and his supporters share what they have and spread around the love.

Muir Ranch hopes to add a culinary program that will connect students more closely to food systems. As young people “connect the dots,” they become involved in how food it is grown, distributed, and finally cooked into healthy meals. Besides being a center for education, Muir Ranch hosts a variety of ongoing and special events. The program is known for its floral arrangements, and I love that Mud has taught his interns and student workers how to harvest and assemble bouquets. When I visited last month, he gave two young women a challenge to create a bouquet for me. I loved the ease and confidence with which each gather flowers – mostly annuals and summer dahlias — into a custom-made bunch.

And the word is getting out about Muir Ranch’s flowers. One of Mud’s interns just earned $400 selling wedding flowers to a market customer. According to Mud, that experience has opened her eyes to possibilites for a bright future. 

Here’s that beautiful bouquet, an impromptu gift that I cherished.

Volunteers are welcome (and needed) at this innovative program, especially to weed, prepare beds, turn compost, plant seeds and plugs, move worm “tractors,” maintain irrigation systems, water nursery plants and harvest crops. If you’d like to stop by and help, the regular Muir Ranch Workdays take place Monday-Friday from 8 to 11:00 a.m. 

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I’m standing in a Homer, Alaska, peony field at Scenic Place Peonies. It’s owned by Beth Van Sandt and Kurt Weichhand – check out the views!!!

Last summer I visited Alaska and toured about 12 cut peony farms from Fairbanks to Homer – in one week! It was a wonderful trip, made all the more special because of the many cool, welcoming flower farmers I met along the way. They hosted me for meals, spent quality time walking and talking with me along the rows of robust and beautiful plants, lent me a bed for the night, and generally adopted me into their Alaska Peony Tribe! If you want to learn more about the Peony Growers of Alaska and how to order cut flowers from some of them directly, visit the Alaska Peony Growers’ web site.

It was a thoroughly freeing time for me as a journalist because I was my own client. No editor gave me the assignment. No publication had their dibs on how the story would be reported. I used my Alaska Airlines’ frequent flier miles to book my flight into Anchorage and then rented a car with another set of airline miles.

I made reservations to tour Denali National Park on the first day – mainly because Dr. Pat Holloway, my trip advisor, insisted that I couldn’t just drive past the majestic national park while seeking peony farms! After that first day, I spent the following seven preoccupied with peonies, their cultivation, harvest, post-harvest care and ultimate journey to the hands of satisfied customers. It was pretty sweet – and I can’t wait to get back. I wrote a fun post about the week in Alaska here.

Other than selling a *tiny* story about Alaska peonies to Sunset magazine, I am happy to announce that my first big editorial placement appears in the current issue of Alaska Airlines magazine. How fitting! You can read the feature here [PDF].

This week’s podcast features interviews with the owners of two farms I visited during my tour. First, you’ll hear my conversation with Rita Jo Shoultz of Alaska Perfect Peony in Fritz Creek on the Kenai Peninsula, one of the first growers to jump in feet first to plant peony roots. You will hear the sounds of nature around us, as we sat in her garden near the pond to talk. For some crazy reason, Nicco, her cat, was fascinated with the audio recorder’s microphone. You’ll hear a few bumps in the audio, thanks to the curious cat!

Here are some photos from Alaska Perfect Peonies:

Rita Jo with a double-headed peony that we discovered in her growing fields. 

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PASSION FOR PEONIES

I came home from Alaska with these luscious peonies – and it seemed as if no other flower could compete for room in the vase.

From the Farmer

FLIGHTS OF FANCY

A summer bouquet for my friend Stacie Crooks’s annual garden girlfriend soiree.

This charming arrangement is even more interesting when viewed from the top as the gooseneck stems appear to be flying in all directions!

Ingredients:

7 stems Dahlia ‘Coral Gypsy’, grown by Jello Mold Farm

15 stems white love-in-a-mist (Nigella damascena), grown by J. Foss Garden Flowers

5 stems chartreuse Hypericum perforatum (a florist’s variety selected for its colorful fruit), grown by Jello Mold Farm

7 stems goldenrod (Solidago sp.), grown by J. Foss Garden Flowers

11 stems white gooseneck loosestrife (Lysimachia clethroides), grown by Jello Mold Farm

20 stems burnet foliage (Sanguisorba obtusa), grown by Charles Little & Co.

Vase:

6-inch tall x 4-inch diameter glass vase 

Eco-technique

Transporting bouquets: Save your arrangement and your car with a smart stabilizing trick I learned from flower farmers who make frequent bouquet deliveries. Use a box that is at least half the height of your vase; seal the

top and bottom so you have an empty “cube.” Using a utility knife, cut a large X on one side of the box. The cuts should be approximately the same size as the vase diameter. Push the bottom of the vase into the X-opening. The

triangular cardboard flaps created by the cuts should bend inward to hold the vase securely while you drive.

Just look for the hand-painted lavender sign when you’re driving down 26th Avenue Southwest in Seattle. There’s plenty of places to park on the street . . . and then you’ll wander down the long drive to the nursery.

Earlier this spring, I had the delightful experience of giving a floral-design workshop at Village Green Perennial Nursery in West Seattle’s White Center neighborhood. This place is like a secret garden, although there are many, many customers who have been in on the secret for years. This is a plant-centric business, one neighbor to the next. 

Village Green Perennial Nursery was founded by Teresa Romedo over 30 years ago. In 2003, she passed the torch to Vera Johnson, who has owned and operated the nursery ever since. 

Vera Johnson, plantswoman, horticulturist, designer, educator and artist, presides at the helm of this magical destination. Her mission is to inspire the neighborhoods of White Center and West Seattle by providing the very best resources available to create sustainable outdoor living spaces, one block at a time. As a little garden center with big ambitions, Village Green is known for high-quality customer service and healthy plants. It has evolved as a community center that showcases local artists, musicians, and events. 

Vera has just announced her first farm-to-table event, scheduled for August 31st. This has the potential to be an unforgettable moment in time, an experience that celebrates food, wine, plants and flowers. Tickets are $100 per person. Order yours here.

Take a virtual tour of the beauty at Village Green Perennial Nursery – and save the date for a fabulous event! I hope to see you there!

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