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In her new book, Floramama, flower farmer Chloé Roy combines ecological growing practices, proven business strategies, and the artistry of floral design into a visually rich guide to small-scale floriculture. This Quebec-based farmer-florist originally published Floramama in her native French language in 2023, and now, New Society Publishers has translated it into English for the rest of us to savor and absorb. Chloé is a biointensive ecological flower grower and flower farming educator. She learned market gardening from expert vegetable growers and then leveraged her skills and knowledge to turn Floramama Farm’s 1.5 acres into a thriving, six-figure flower business. We’re thrilled that the Slow Flowers Movement is featured in the book’s opening pages, where Chloé writes: “I discovered the Slow Flowers movement, inspired by the Slow Food Movement. American author Debra Prinzing published her 2014 book Slow Flowers (and) her work helped create a wonderful flower-growing community in the United States and eventually around the world.” It’s the Slow Flowers journey that connected me with Chloé and her work, and you’ll love our conversation today, which includes a deep dive into Floramama, the book.
In the lead up to Canadian Flowers Week, taking place August 17-23, we scheduled today’s episode to shine a light on one of Canada’s inspiring floral stories. Chloé Roy is a successful ecological flower grower, flower farming instructor, and founder of the ground-breaking start-up Floramama. After working with Jean-Martin Fortier at Les Jardins de la Grelinette for two years, she was inspired to apply her skills in human-scale agriculture to floriculture. Chloé launched Floramama, Quebec’s first biointensive flower farm, in 2014.
Since then, Floramama has grown to provide full-time employment for several women while delivering bouquets to over 550 annual subscribers and selling to the public through farmers’ markets, to florists and designers, to small local shops and a large organic grocery store chain, as well as arranging flowers for weddings and events, turning Floramama’s 1.5 acres of flowers into a $380,000 annual business. Chloé lives and farms in Frelighsburg, Quebec.
Also, check out Canadian Flowers Week’s website and Instagram to learn how you can support and celebrate this wonderful floral holiday, which Slow Flowers inspired and helped to launch. The campaign acknowledges that many of the flowers that are sold in Canada are imported and aspires to increase the percentage of local flowers used by floral designers and purchased by Canadian consumers. By raising awareness of flower seasonality in Canada and connecting with growers, both the industry and consumers can start to make locally conscious purchase decisions without having to sacrifice quality and uniqueness.
Learn more at canadianflowersweek.ca.
Thank you to our Sponsors
This show is brought to you by slowflowers.com, the free, online directory to florists, shops, and studios who design with local, seasonal and sustainable flowers and to the farms that grow those blooms. It’s the conscious choice for buying and sending flowers.
Thank you to our lead sponsor, My Patio Tree: Expertly Grown Plants, Perfectly Designed to Elevate Your Garden. Their second-generation family tree farm has curated the best-performing, cutting-edge, multi-zone varieties to enhance your garden, patio or special event. Every tree purchased supports Plant With Purpose, a nonprofit organization that restores hope by reversing global poverty and environmental damage. Learn more at mypatiotree.com.
Thank you to Rooted Farmers. Rooted Farmers works exclusively with local growers to put the highest-quality specialty cut flowers in floral customers’ hands. When you partner with Rooted Farmers, you are investing in your community, and you can expect a commitment to excellence in return. Learn more at RootedFarmers.com.
And thank you to Longfield Gardens, which provides home gardeners with high-quality flower bulbs and perennials. Their online store offers plants for every region and every season, from tulips and daffodils to dahlias, caladiums and amaryllis. Check out the full catalog at Longfield Gardens at longfield-gardens.com.
Thank you for joining me today! The Slow Flowers Podcast is a member-supported endeavor, downloaded more than 1.6 million times by listeners like you. Thank you for listening, commenting and sharing – it means so much. As our movement gains more supporters and more passionate participants who believe in the importance of our domestic cut flower industry, the momentum is contagious. I know you feel it, too.
If you’re new to our weekly Show and our long-running Podcast, check out all of our resources at SlowFlowersSociety.com. I’m Debra Prinzing, host and producer of the Slow Flowers Show & Podcast. The Slow Flowers Podcast is engineered and edited by Andrew Brenlan. 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. Next week, you’re invited to join me in putting more Slow Flowers on the table, one stem, one vase at a time. Thanks so much for joining us today and I’ll see you next week!
Music credits:
Drone Pine; Gaena; Stencils
by Blue Dot Sessions
http://www.sessions.blue
Lovely
by Tryad
http://tryad.bandcamp.com/album/instrumentals
http://creativecommons.org/licenses/by-sa/3.0/
In The Field
audionautix.com
