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I’m so pleased to share today’s conversation with you, recorded in August at the Garden Writers Association symposium in Pittsburgh.

My guest is Lisa Mason Ziegler, owner of The Gardener’s Workshop.

Lisa’s organic flower farm is located in the midst of Newport News, in southeastern Virginia, on a little less than 3 acres. What began as a small cut flower farm in 1998 has grown into a vibrant operation:  The Gardener’s Workshop produces over 10,000 stems a week in season (mid-April to mid-November) and sells to upscale florists, to nearby Colonial Williamsburg, to area supermarkets and direct-to-consumers with a Garden Share program.

Lisa spends her time out of harvest season teaching others about organic gardening and growing cut flowers through lecturing and writing. Her lectures have reached from Texas to New York City—far beyond any dream she ever imagined.  In 2005, Lisa added a shop to her business, offering the tools, supplies and seeds that she uses in her own garden and cut flower farm.

I first learned of Lisa when I stumbled upon her self-published book, “The Easy Cut-Flower Garden,” a handy 92-page guide to growing a season of fresh-cut flowers from a 3-by-10-foot garden that Lisa wrote and produced in 2011.

I ordered the book and often refer to it, especially when I’m fantasizing about tearing up some of my lawn and add more cutting garden real estate to our yard.

Not too long ago, Lisa’s name popped up again, when my publisher Paul Kelly, owner of St. Lynn’s Press, told me that she was writing a new book for their list.

That’s one reason we were able to connect in Pittsburgh, our publisher’s home base. Lisa’s new book, Cool Flowers,  is all about how to grow and enjoy hardy annuals. In it, she shares her 16-years of growing experiences and the sheer joy of this group of flowers that are often left out of gardens.

Cool Flowers is all about how and when to plant hardy annuals so that spring in the garden will be nothing short of sensational.

Once their needs are met, this diverse yet easy group of flowers will change spring in the home garden forever.  The most important thing is to allow them to get established during cool weather. Plant them in the right spot at the right time, nestle their roots deep into rich organic soil, and stand back.  When happy, these hardy annuals need little intervention, other than having someone gaze on their beauty, or perhaps to cut a few for the kitchen table. Some of Lisa’s favorites include snapdragons, Bells of Ireland, sweet peas and sweet William.

Every flower gardener needs this book! Lisa Ziegler’s Cool Flowers brings to flower gardening a brand new point of view that introduced me to all sorts of possibilities for my floral palette – as a gardener and floral designer. Her valuable tips for success with hardy annuals will extend your garden’s blooming season, no matter where you live. If you want to make the most of all seasons in your garden, Cool Flowers is a must-have.

Thanks to support from listeners like you, this podcast has been downloaded more than 20,000 times. If you like what you hear, please consider logging onto Itunes and posting a listener review.

My personal goal is to put more American grown flowers on the table, one vase at a time. I promise that when you tune in next week, you’ll hear another insightful and educational episode of the Slow Flowers Podcast.

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

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In musical theatre the term “triple-threat” is used to describe super-talented individuals who can act, sing – and dance. I’ve been thinking a lot about how triple threat applies to other professions, such as in the floral world, where Destiny Hill Farm is a true triple threat.

Today’s podcast episode introduces you to Nancy and Jim Cameron – and the story of how they created Destiny Hill as an agro-tourism destination for growing cut flowers, designing florals and producing weddings & special events.

Based in Western Pennsylvania, this 137-acre farmstead and the people who run it do three things very well:

1-flowers are grown here, including 5,000 lavender plants and hundreds of varieties of annuals, perennials, grasses and woody ornamental shrubs.

2-there’s a full-service floral design studio that incorporates those botanical elements into bouquets, boutonnieres, centerpieces, altar pieces and more; and

3- Destiny Hill is a wedding and event destination that hosts and produces between 20 and 25 functions each year, led by event coordinator Mimi York.

I met Nancy earlier this year when Destiny Hill contributed to the Slowflowers.com campaign on Indiegogo, and then this past February when she attended a wedding bouquet workshop I co-hosted with Alicia Schwede of Flirty Fleurs. When I made the connection that Destiny Hill was located about 30 minutes outside of Pittsburgh, we started planning my visit when I was scheduled to attend a Garden Writers conference there last month.

Jim and Nancy graciously picked me up in downtown Pittsburgh and drove me out to the farm. It was a rainy summer day – familiar weather to a Seattleite like me. By the time we arrived at the majestic landscape that’s home to the Camerons’  personal residence and business enterprise, we all agreed that the rain wouldn’t stop our fun.

READ MORE…

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Did you know that more than 50 percent of all floral transactions in the U.S. take place at the supermarket cash register?

While that statistic may not bode well for the corner flower shop, it does represent opportunity for flower farmers who find a way to work with this ever-changing dynamic.

There are so many reasons for the shift from the corner flower shop to the grocery store, but according to my guests in today’s podcast one of its primary causes is time and convenience.

In other words, consumers are so pressed for time in all facets of their lives that the grocery store has become the one-stop place to purchase not just food, but so many other things.

Think about it: The grocery store, when done well, is now our coffee shop, our bank, our drug store, our greeting card store, our liquor/wine store, our bakery, our deli, and oh, yes, our flower shop.

Please enjoy today’s conversation about the fast-paced world of grocery floral – as I seek to understand where the opportunities are from two perspectives: the floral buyer (the supermarket) and the floral seller (the flower farmer).

Katie McConahay is the floral merchandiser for New Seasons Markets, a Portland-based chain of 13 neighborhood grocery stores. With the motto, “the friendliest store in town,” New Seasons nurtures its local suppliers.

On its web site you will find this message: “As a locally owned business, we take pride in supporting local farms, ranches and other small businesses through our Home Grown program.

“The Home Grown symbol points out products from produce and meat to hand lotions and scented candles that come from local companies. So, you can support the local and regional economy with your dollars. And we can further our strong commitment to sustainable agriculture.”

Unfortunately, there is a lot of lip-service paid to LOCAL and I’ve witnessed first-hand the amount of green-washing that can take place at grocery stores that tell their shoppers one thing and then do something completely opposite that . . . such as trying to pass off imported flowers as local or simply not caring enough to properly label the sources.

After getting to know Katie over the past year, I have to say how impressed I am with her philosophy of transparency about the origins of the flowers she and her employer sell. “Not many people think of buying local when it comes to flowers. Making beautiful selections available from local growers is how we’re making a difference, one stem at a time.”

Katie began her career in floral at the age of 15 when she took a position as a floral clerk at a local grocery store in Milwaukee, Wisconsin.

Early on she decided that she wanted to make unique and beautiful flowers available to everyone, even daily grocery shoppers.  She went on to become the youngest ever floral manager for Wisconsin’s largest grocery chain by the age of 18, taking her department to number one in sales in a region with over 60 stores.

Katie has been involved in all facets of the floral industry, from large scale grocers to small, elegant design studios in Portland.

She found her “happy medium” in the New Seasons Market floral program where she began as a floral manager in 2010, eventually assuming the head merchandising position in 2012.  Since that time she has nurtured the floral program to unprecedented growth levels adding dozens of local and California vendors in 2014.

Katie remains committed to cultivating relationships with local growers and promoting a sustainable, local floral program that supports small growers while continuing to supply the 13 New Seasons Markets with the very best that the floral industry has to offer.

When I visited Portland last month I scheduled an interview with Katie and I asked her predecessor at New Seasons, Molly Sadowsky, to join us.

Molly, the program manager at the Seattle Wholesale Growers Market, was the link who first introduced me to Katie. That’s when we all attended the California Cut Flower Commission’s field-to-vase dinner held in Portland last October where I was invited to speak.

At the Seattle Wholesale Growers Market, a cooperative of Northwest flower growers in Seattle’s Georgetown neighborhood, Molly oversees the selling of flowers to grocery customers and maintaining a year-round floral inventory.

Molly is such a valuable asset at the Seattle Wholesale Growers Market. One reason is her background, having previously built and ran the floral program at New Seasons Market in Portland where she initiated a seasonal buying program that relied on product from 80 growers, including more than 50 in Oregon.

Molly embraced the buy-local philosophy as a restaurant owner in the early 2000s, when she forged relationships with local farmers to supply her vegetarian breakfast-and-lunch café. Molly lives in Portland with her husband, Dan, and their six-year-old Belgian Malinois, Leyna.

Thanks to listeners like you, this flower-powered podcast has been downloaded more than 18,000 times. If you like what you hear, please consider logging onto Itunes and posting a listener review.

Please join me in putting more American grown flowers on the table, one vase at a time. I promise that when you tune in next week, you’ll hear another insightful and educational episode of the Slow Flowers Podcast.

This podcast was engineered and edited by Hannah Holtgeerts and Andrew Wheatley. Learn more about their work at hhcreates.net

 

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Last week, this podcast came to you from Homer, Alaska.

This week, my travels brought me to Pittsburgh, Pennsylvania.

Let’s just say I’m coping with a little jet lag, but summer is my busy season for lectures and photo shoots, so I’ve learned to enjoy my MVP Gold status on Alaska Airlines.

But the other thing I have thoroughly enjoyed has been the chance to connect with great flower farmers and floral designers – coast to coast – who are part of the Slow Flowers movement. In the coming weeks you’ll hear from several of these awesome folks who I first “met” virtually, through social media and — more importantly — because they have joined Slowflowers.com.

Today you will meet two of them: Jimmy Lohr and Jonathan Weber, owners of greenSinner, an urban role model that promotes American-grown flowers in the heart of Pittsburgh’s Lawrenceville neighborhood (by the way, Lawrenceville is now called “new Brooklyn” for hipster, indie, design-focused vibe).

Jonathan and Jimmy state their beliefs up-front-and-center on the home page of their web site:

“greenSinner brings you local, sustainable cut flowers and plants. We love fresh flowers (don’t you?), but we don’t love that they come from Ecuador drenched in chemicals (yuck). We’re trying to make the world — our world and yours — a little greener and a little more beautiful. We grow flowers right here in western PA and source as many materials and plants as we can in a 500-mile radius. Not only is it better for the environment, but you also get fresher flowers and more local and unusual varieties. Beyond flowers, we focus on vintage or re-purposed containers and event decor and sustainable practices.”

The guys at greenSinner first caught my attention when they contributed to the Slowflowers.com campaign on Indiegogo earlier this year. Not knowing anything about their business, I looked them up and sent them a note of thanks.

Only a few weeks after the campaign ended, I found myself in early March attending Holly Heider Chapple’s NYC Chapel Designers’ conference, where I was included in the speaker lineup. Of course, I was there to encourage her members to consider joining the American Grown flower movement, to refocus their wedding and event work to include seasonal and local flowers and to introduce these designers to the notion of working closely with flower farmers.

And there was Jimmy, a charming teddy bear of a guy, front and center, making me feel welcome. He wasn’t the only one who “got it,” but he was definitely the most enthusiastic. I learned that he and his partner Jonathan believe in designing weddings and events with locally grown flowers and plants and that they owned a postage-stamp-sized cutting garden behind their shop. We made plans for me to visit in August when I knew I’d be in Pittsburgh for the Garden Writers Association’s annual symposium.

In the ensuing months, not only did we stay in touch, but when I worked with Kasey Cronquist on the launch announcement of the Certified American Grown brand on July 1st, we invited Jimmy to speak on behalf of floral designers.

Jimmy picked me up at my hotel in downtown Pittsburgh early one morning and we drove a short distance to greenSinner’s studio. After a walking tour to see their backyard growing operation, their greenhouse and the small cutting garden they planted behind a neighboring studio where their stained-glass artist friend works, we sat down for a short podcast interview.

Before we get started, let me introduce you to the two men you’ll hear next. This is straight from greenSinner’s web site:

Jimmy Lohr, Chief Eccentric Officer:

Jimmy, in a limerick:
There once was a boy from the sticks
Who grew up and left all the hicks.
He studied the arts
And big event parts
Then moved home to share all his tricks.

Jonathan Weber, Farmer-General
Jonathan, in a haiku:
Jonathan Weber
internet marketing dude
now he’s a farmer

These guys definitely express their values in everything they do as designers and business owners – and it was such a pleasure to spend time on their turf in Pittsburgh.

Thanks for joining this lively conversation. I’m grateful for listeners like you who have downloaded this flower-powered podcast more than 18,000 times. If you like what you hear, please consider logging onto Itunes and posting a listener review.

Please join me in putting more American grown flowers on the table, one vase at a time. I promise that when you tune in next week, you’ll hear another insightful and educational episode of the Slow Flowers Podcast.

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

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I know I’ve raved about Alaska-grown peonies for a few years and YES, they are one of my floral obsessions. No apologies here. When it comes to peonies, The 50 Mile Bouquet is now The 1,500 Mile Bouquet.

But the exciting news is that these flowers are proving to be a very important value-added crop for farmers in Alaska; their lovely peonies satisfy demand at a time when no one else on the planet can supply the popular flower – and these blooms have stimulated economic development in a state that greatly needs it.

Since touring Alaska’s three primary growing regions for cut peonies in 2012, I’ve been a passionate booster for this fabulous American-grown crop – sharing the story of uncommonly beautiful summer peonies available in July, August and even September. My magazine articles, blog posts, lectures and even a previous podcast episode have highlighted peonies for the cut flower trade – and I believe consumers are just as smitten by these peonies as I am.

So it is with a huge amount of joy that I bring you today a special episode about peonies in Alaska. Thanks to the Homer Garden Club and co-chairs Brenda Adams and Roni Overway, I returned to speak at the popular “Homer Gardeners’ weekend,” an event-packed two days featuring lectures, tours and a fun reception at Homer’s only winery.

I spoke about floral design with seasonal ingredients and led an afternoon hands-on workshop using only Alaska-grown flowers. Against all this activity was the beautiful backdrop of Homer and its water, glaciers and expansive skies. The landscape is unforgettable and I loved being able to look across Kachemak Bay to Grewinkg Glacier – a sight that one never tires of.

In this episode you will hear from Beth Van Sandt, owner of Scenic Place Peonies in Homer – And – Christina Stembel, owner of San Francisco-based Farmgirl Flowers.

Beth’s peonies blew us away. It was so wonderful to share my excitement with Christina, who joined me on this fun floral vay-cay. Christina is a foremost advocate for domestic cut flowers. Through her company Farmgirl Flowers, this woman has been a tireless advocate for local and seasonal flowers, as she sources and promotes flowers from California flower farms and sustainable design.

When I told Christina back in March that I was heading to Homer in early August, she said: “I’d love to come” – and I took her seriously. While I enjoyed the companionship, I also loved the intellectual and creative stimulation of being with a kindred spirit – a fellow American Grown flower advocate and a designer who walks the talk with what she uses in her daily designs for customers who shop at farmgirlflowers.com.

Christina and I sat down one morning to record our musings about what we were both personally experiencing on this trip. We owe a huge thanks to Beth and her husband Kurt Weichhand. Their Scenic Place B&B was our home for four nights and we were cozy, comfy and happy. It was a magical trip for me in so many ways and I’m grateful to Christina, Beth and the other Homer peony farmers for giving me such a memorable experience.

On Scenic Place Peonies’ web site, Beth writes: “We are long time Alaskans who work, play and enjoy living on the Kenai Peninsula. Located on the scenic East Hill side of Homer, overlooking beautiful Kachemak Bay, Beth grows 14 different cultivars of peonies for the cut flower market. At elevation 1,150 feet, Scenic Place Peonies is one of the latest producers of fresh cut peony stems grown in America – with flowers harvested from mid July, August and September.”

The farm holds a Certified Naturally Grown designation. “Because we value our family, community and the wild creatures that we share our farm with, we choose to grow naturally without the use of harsh chemicals and with the utmost care and love. When you see, touch and smell our flowers you will only experience the true beauty and fragrance of the peony,” Beth writes.

Scenic Place Peonies thrives on a perfect combination of climate, rich black soil, cool temps and crazy sunshine of up to 20 hours a day. These assets produce magnificent flowers with long, robust stems and exceptional blooms.

Thank you for joining me today to hear some of the exciting voices in American flower farming and floral design.

Please join me next week for another insightful and educational episode of the Slow Flowers Podcast. Thanks to listeners like you, this podcast has been downloaded more than 18,000 times. 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 and Andrew Wheatley. Learn more about their work at hhcreates.net

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This iconic photo is showing up everywhere and I am so lucky it’s mine! So symbolic of American Grown. Design and truck: Tara Kolla, Silver Lake Farms (Los Angeles) (c) Debra Prinzing 

It’s summertime and the Slow Flowers Podcast is on the road. And it’s no surprise to learn there’s at least one awesome American flower farmer everywhere I seem to go.

There are passionate floral designers to be discovered right alongside and that means more beautiful Slow Flowers experiences for the nation’s consumers, coast to coast.

This week I’m sharing a fabulous conversation with a farmer-florist team from Portland, Oregon – Elizabeth Bryant, owner of Rose Hill Flower Farm, and Kailla Platt, owner of Kailla Platt Flowers.

But first, a bonus conversation that I recorded on July 16^th at Sunny Meadows Flower Farm in Columbus, Ohio.

Owned by Steve and Gretel Adams, previous guests on this podcast, Sunny Meadows is leading the way in changing how flowers get to market in several Ohio cities. The reason for my return to Sunny Meadows was to work with James Baggett, editor-in-chief of Country Gardens magazine, and Kritsada, an uber-talented photographer, to produce a feature story about Gretel and Steve – and their farm, flowers and floral design.

 

You can keep an eye out for that nothing-but-gorgeous story in the summer of 2015 – and of course, I’ll remind you here when the magazine hits the newsstands.

I recorded a short interview with Gretel and two of her summer design interns, Katie Vontz and Danica Jones. They all agreed to chat briefly about what is becoming a popular way for would-be flower farmers and new floral designers to gain training: via internships, apprenticeships or seasonal work-study-style programs. I think you’ll be intrigued and inspired to hear how Gretel filled her need via social media, too.

 

Next up: A dynamic conversation with collaborators Elizabeth Bryant and Kailla Platt. 

Kailla was trained in fine art and landscape architecture and logged a decade designing gardens. But she traces her primary training in floral design to time spent in the lush green of Oregon’s Willamette Valley, where she fell under the floral spell cast by her grandmother Jane K. Platt. 

As Kailla puts it: “she filled my young heart with a love of gardens, plants and flowers.  She would generously send me out into her amazing garden with a basket and clippers, telling me I could pick anywhere.  Then, as we selected frogs and filled vases, she would tell me the names and the stories of all these beautiful flowers.  Her garden was a fairy land to me as a child and it continues to inspire me and influence my work today.”

Kailla Platt Flowers is a young floral studio inspired by Kailla’s lifelong relationship with flowers. On her website, Kailla writes: “I care about where my flowers come from. I want to know the farmer who grew them.  When possible, I want to gather and forage botanical material myself.  The flowers we give to others, wear in our hair and lift to our faces and smell, should be free of pesticides and harmful chemicals.  Farm to table, garden to vase, me to you.” 

Kailla works collaboratively on wedding and event design with another amazing force, Elizabeth Bryant, a flower farmer, floral designer, and founder of Rose Hill Flower Farm, a small, sustainable urban flower farm and design studio in Portland. 

Elizabeth and her wife Jill grow flowers on three acres of family land in West Linn, Oregon, about 15 miles southeast of Portland. 

She says: “Our farming and land-care practices are organic and ecologically grounded, with the utmost care given to creating a healthy soil ecology and rich pollinator habitat.  We grow a range of both common and unique specialty cut flowers for use in weddings and events, through our CSA, and direct to florists.”  Rose Hill also provides lush, locally grown arrangements weekly for restaurants, businesses and individuals, or for any special occasion.  

What you’ll enjoy about this interview is hearing how two creatives – Elizabeth Bryant and Kailla Platt – have distinct points of view and floral businesses that are different from one another, but that they also are collaborative in a way that benefits both of their work – and their clients.

 

Kailla and Elizabeth share studio space with Portland photographer Katie Prentiss. In a charming little cottage in Southeast Portland, the three us a combined design and meeting/event space for floral projects.  Together they enjoy great artistic synergy and often partner on projects, including weddings and large events requiring florals.

Thank you for joining me today to hear some of the exciting voices in American flower farming and floral design. Even after a year of producing and hosting the Slow Flowers Podcast, I can guarantee that the list of future guests is very long and I don’t imagine running out of names we need to hear from – inspiring people who are changing the way Americans gather and enjoy flowers in all aspects of life.

Next week Slow Flowers comes to you from Homer, Alaska, where I’ve happily returned after my 2012 peony-hunting excursion. After that, the road tripping continues, and you can anticipate Slow Flowers interviews with flower farmers and floral designers in Pittsburgh and Philadelphia. 

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As we launch this podcast’s second year, I’m honored to continue bringing great conversations to you each week.

Some of the most rewarding side benefits of interviewing flower farmers, floral designers and other influential voices in the field-to-vase floral industry are the “field trips” that bring me close-up and in-person to see the sources of our American flowers – the farms, the studios, and the retail spaces where such amazing beauty connects us with nature and the seasons. 

This happened again last week when I invited myself to Everyday Flowers in Stanwood, Washington, for a visit.

Owned by veteran grower Vivian Larson, this established cut flower farm is a sight to behold. Viv is a precision grower, who cares deeply about her flowers – from the first seedlings emerging from trays of and trays of soil to the voluptuous bunches of blooms that are picked with great attention to detail, processed, bunched and delivered to her design customers.  

Located about an hour north of Seattle, Everyday Flowers is situated on a gorgeous piece of land with a more than 180-degree view to the Puget Sound’s many islands – Camano, Whidbey, the San Juans – all the way up to Canada – and north toward Mount Vernon. Vivian and her husband Jim, a commercial fisherman, raised two children here and are now helping raise three grand-children. It is a bucolic place with a beloved horse who adds agricultural character to the scene, as well as rows and rows of field-grown annuals and perennials located next to several large and very tidy hoop-houses containing even more flowers. 

Vivian is a founding member and board vice president of the Seattle Wholesale Growers Market, and I’ve known her for several years through that relationship. Some would say she is the glue that holds that place together, a true diplomat when it comes to synthesizing points of view and navigating the true meaning of a cooperative – one that benefits all members for the greater good. 

Vivian is the daughter of farmers who taught her those intangible skills of building good soil and caring for the land. “I always had a patch of earth where I grew flowers as a child,” she recalls. When Vivian’s own children were small, in 1990, she asked her husband to prepare a large area of ground. She began growing flowers and selling her bouquets at a nearby farm stand. “People would wait there to get my flowers or I’d have standing orders,” Vivian recalls. “Good flowers sell themselves – I’ve never had to advertise.” 

Experience has taught Vivian to know which varieties are successful as cut ingredients, which colors are reliable over time and which flowers produce the longest stems. “I’ve always known there were certain types of flowers that lasted better than others, especially if cut at the right time, and treated properly post-harvest,” she explains. “The fact is, I have a choice of what to grow and I choose to grow plants that are going to be happy at my farm and hold well in the vase.” 

For example, Vivian grows larger quantities of white, pink and yellow lilies because they are more popular with buyers. Similarly, the Karma dahlias have been bred for 18-20 inch-long stems and longer vase life, so she focuses on those. 

Vivian has a good idea of what wedding designers and their clients are looking for and how they use each flower. While she has in the past done some of her own design work, the bottom line is that Vivian is first of all a flower farmer. “Honestly, I just enjoy growing more than anything else!”  

 

We were lucky to have another guest along for my flower adventure – Alicia Schwede, a floral designer and owner of the Flirty Fleurs blog, joined Vivian and me for dinner and then returned early the following morning, clippers and urn in hand – for a floral designers’ whirlwind session. We loved creating arrangements and bouquets with Vivian’s flowers.

 

Everyday Flowers uses sustainable growing practices and the farm is Salmon Safe certified. No herbicides are used on the farm and on the rare instance when insecticides are used, they are OMRI-approved (Organic Materials Review Institute) products, Vivian explains. 

“I have a good beneficial insect population, including bees and ladybugs and I grow cover crops to suppress weeds and add more organic matter back in the soil,” Vivian explains. “I also have ‘Sassy’ my horse who does her share by producing great compost.” 

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Today’s guest is Bess Wyrick, founder and creative director of Celadon & Celery, a floral design and events studio based in New York City and Los Angeles. 

I first learned of Bess when researching florists to possibly feature in The 50 Mile Bouquet – I wanted to document the emerging business model of floral designers who actively promoted green practices, such as using seasonal and local flowers, embracing earth-friendly products and promoting anti-mass market style. 

I later learned that this category is called “eco-couture,” and it’s quite possible that Bess coined the phrase herself.

 

In 2009, Bess’s Celadon & Celery was featured in a New York Times‘ blog post about “organic flower” sourcing. The writer cited Bess’s policy of sourcing flowers within a 200-mile radius of NYC and also noted that when seasonal flowers aren’t available, she purchased Fair Trade, Veriflora and USDA organic flowers from certified vendors. 

The following year, in 2010, BizBash, a web site devoted to event planning, published a piece about Celadon & Celery that stated: “. . . sustainability is important to Wyrick. She composts, grows many of her own plants in her Chelsea studio, sources flowers from local growers or certified organic suppliers, and scavenges for materials to repurpose.” 

To read about that philosophy today – in 2015 – doesn’t seem all that unusual. But five years ago, it was rare. Believe me, I counted on one hand the number of designers proactively taking the green approach. I saved that article in my folder of inspiring designers. 

So how cool was it that when Celadon & Celery brought its floral design workshop series to Los Angeles, Bess’s publicist pitched me to write the story. 

I was definitely intrigued. Intimate hands-on floral design workshops had hit the East Coast, and the New York Times had run a piece in 2010 about The Little Flower School of Brooklyn (and owners Sarah Ryhanen and Nicolette Owen, two recent guests of this podcast). I’d even led a few seasonal floral workshops for Ravenna Gardens in Seattle in 2010, but I hadn’t seen much like this happening elsewhere on the West Coast. 

My editor at the Los Angeles Times agreed, and I did a short Q&A interview with Bess about the workshop series in fall 2011. At the time, Celadon & Celery was charging $300 for its two-hour sustainable-design workshops at Bess’s loft-studio in New York’s Chelsea Flower District. For the Los Angeles expansion, she dropped the tuition to $125 and used social media channels to promote the classes. 

Overwhelmed by the positive response, Bess rented a photography studio in downtown Los Angeles and turned it into a classroom. She hired a few local freelancers to help and ran three classes a day for three weeks. “In that time we taught floral design to more than 800 people,” Bess marvels.

I was able to witness the excitement in person and cover it for a chapter in The 50 Mile Bouquet. In the book’s pages, you can read about the explosion of DIY interest in floral design.

In that piece, Bess offered this observation: “The word ‘eco’ has a bad reputation implying something weedy,” Bess says. “But we’re creating flowers that are sophisticated, chic and tailored. ” You can read the entire chapter by clicking this link.

I’ve connected with Bess many times since the publication of The 50 Mile Bouquet, in both New York and Los Angeles, depending on where our travels intersect. She is a generous supporter of the new Slowflowers.com and you can find Celadon & Celery featured in the online directory under studio florists and weddings/events.

I’ve been wanting to have her on as a guest and I’m delighted to include our conversation here today. Please enjoy our discussion about how floral design – and this designer in particular – has evolved to encompass event production, conceptual storytelling and artistic installations.

You’ll learn that floral design can be as multidisciplinary and multidimensional as you choose it to be. And, according to Bess, florists who advocate for their vendors, the family flower farm in particular, have an edge. She says: “I like to sell the fact that I’m a luxury brand and luxury brands work with really small artisans and that’s really important because you want to make sure that your flower farm vendors keep doing what they’re doing and creating unique and unusual flowers that the higher luxury market will pay for.”

I love how generous and frank she is and a few more of her interview comments really resonated:

For one thing, volunteering on flower farms has educated Bess to understand that “it’s not okay for clients to negotiate the cost of flowers because it is back-breaking work and there aren’t enough people who know how to grow flowers.”

And second: This quote is powerful and I hope it more than a few people in the floral industry to rethink their practices: “I don’t think that any florist in California should be importing flowers at all. That’s just being lazy.”

Ahem. Thank you, Bess, for stating the obvious. You’ve lent a lot of credibility to the Slow Flowers Movement with that proclamation!

Here are links to all of Bess’s social outlets:

Life with Bess Blog

Facebook

Twitter

Pinterest

Flickr

Instagram

And Thanks to listeners like you, this podcast has been downloaded nearly 15,000 times.

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Before introducing you to this week’s guests, I want to share some of the highlights that have recently come my way, thanks to friends and members of the Slowflowers.com site.

These incidents may seem small, but when gathered together, they encourage me that the message of this podcast and the usefulness of Slowflowers.com are increasingly important.

First, we recently added “Floral Workshops & Classes” as a listing category. Maryann Nardo, owner of 7 Petals Floral Design in San Rafael, California, just let me know she booked her first student through a Slowflowers.com customer who was searching for floral design classes. That’s awesome news!

Second, Sarah Pabody of Triple Wren Farms, a recent guest of this podcast, shared news that a floral designer in her Bellingham, Washington, area – someone who’s taken a workshop of mine — found Triple Wren on the Slowflowers.com site and has since subscribed to the farm’s flower CSA for the rest of this summer. Sarah wrote: “I thought you might like to know both that it helped our farm and that she is super inspired to continue in what you taught her.”

And finally, Kate Richards of the Farmhouse 38 blog, sent this awesome piece of news.

“One of my guests at my blogger dinner this weekend is getting married in Rhode Island in September. She’s incredibly ecologically minded, and had opted to not do any flowers at the wedding because she is pretty much ‘over’ the current floral industry. Between my recent blog post about the Slow Flowers movement and my blogger dinner featuring all local, CA-grown flowers (and food), my friend had her eyes opened to the idea of slow flowers (she called it ‘life-changing’, lol). She hadn’t even considered that there could be a proximate flower farm where she could get local, responsibly raised flowers. So she went on slowflowers.com and sure enough, she discovered Robin Hollow Farm, not too far from where she’s getting married—and they are officially doing her wedding flowers now! Huzzah!!!”

These stories are simply fantastic – just what I had hoped for when I created Slowflowers.com. If you want to make my day, I’d love to hear how this movement, this podcast and the online directory is helping you as a flower farmer, retailer or florist.

It’s no surprise to learn that today’s guests are also part of the Slowflowers.com directory. Pictured above, Heidi Joynt and Molly Kobelt of Field & Florist, are based in the Chicago area. A few weeks ago, I was able to visit their idyllic growing grounds in Barrington, IL, about 30 minutes northwest of the city. After touring the fields to see what flowers are emerging from those lovely long rows, we sat down for a fun interview.

I first met Heidi when she attended the Association of Specialty Cut Flower Growers’ conference that was held in Tacoma during the fall of 2012.

We ended up sharing a car ride back to Seattle from a farm dinner in Skagit Valley, along with several other awesome young farmer-florists. For me, it was a memorable 90 minutes: ideas and energy bounced around the inside of my Subaru. Each person had something vital to share and we were all eager to learn about how our fellow passengers were developing their own floral businesses – from Seattle to Chicago to Columbus, Ohio — similar things are happening to connect local flowers with eager floral customers.

In the two subsequent years, Heidi and I have stayed in touch and corresponded about her business. She’s a model farmer-florist who has done so many exciting things to educate and inspire her customer base — from holding fun “work parties” on the farm that gets city folks out to the country and leaves a little dirt under their nails; to producing pop-up shops at hip Chicago venues, to designing beautiful seasonal wedding flowers for many happy couples.

Heidi is no longer a solo farmer and in this interview you will meet her new business partner Molly Kobelt. The two women have known one another for a couple years, through Dose Market – an innovative Chicago hub for all things local. Molly worked for Dose Market handling promotions and marketing; Heidi brought her flowers to sell. They recognized in each other a kindred spirit in their philosophy that being passionate about one’s work is important. Earlier this year, they joined forces when Molly came onboard as a partner in Field and Florist.

Check out “A Taste of a Floral Arrangement,” an awesome video produced by Rabbit Hole Magazine at Kinmont Restaurant in Chicago with Field and Florist. In the “small world” category of our intersecting lives, my son Ben works at this restaurant – and he originally shared the clip with me before he knew Heidi and I were friends. That connection makes me very happy.

Field and Florist grows and harvests a wide array of beautiful blooms from April to October – that’s about the maximum amount of time you can source locally in Chicago’s climate. In the winter months, Field and Florist sources from certified sustainable sources within the U.S.

I hope you enjoy hearing from these two talented farmer-florists, as we talk about all the successes and challenges of their venture.

Thank you for joining today’s conversation with Heidi and Molly.

Here are links to sign up for the Field and Florist newsletter

Consider subscribing to their floral CSA – they’re taking orders for September right now.