Debra Prinzing

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Episode 548: Flowers – Self Care Made Easy, and more about the new flower promotion campaign with Steve Dionne of CalFlowers

Wednesday, March 9th, 2022
THAT FLOWER FEELING is a cooperative effort to get more Americans enjoying more flowers, more often. From upscale florists, farmers markets or grocery stores — as long as people are bringing home flowers regularly, that’s good enough for us. We want everyone to experience the impact of flowers on a daily basis. They’re a beautiful, natural dose of feel-good, so why should they be reserved for special occasions? Even the most modest bouquet of flowers can have all sorts of positive short and long term effects on how we feel — in other words, it’s that flower feeling.

In mid-January, I was invited to a virtual launch of an ambitious, new, consumer-focused flower promotional brand called That Flower Feeling.

The invitation came from CalFlowers, the floral trade association most widely known for providing its members with the lowest FedEx shipping discounts and negotiated discounts through other ground and air channels across the U.S.

One of the association’s top goals is to promote the benefits of flowers to new generations of American consumers. Slow Flowers Society is a member of Cal Flowers and we’re grateful for CalFlowers sponsorship of the upcoming Slow Flowers Summit.

I was so impressed about the brand, That Flower Feeling, and the new campaign, Flowers: Self-Care Made Easy, that I wanted to share it with our Slow Flowers Community. The campaign is a cooperative effort to get more Americans enjoying more flowers, more often. My guest, Steve Dionne, executive director of Cal Flowers, believes that whether it’s from upscale florists, farmers markets or grocery stores — as long as people regularly bring home flowers, it’s a good thing. 

Let’s jump right in and meet Steve, hear about CalFlowers and how That Floral Feeling was created, and view some of the fun assets and content they’ve created — all available to you for your own marketing efforts.

Self care has become a lot of work. You gotta pamper, practice mindfulness, balance life and work, and be awesome at all of them. Flowers on the other hand are self care made easy. They won’t replace working out or eating well. But they’re a spiritual tune-up. So treat yourself to a little off-the-shelf self care.

That Flower Feeling
three pinterest tiles Self Care Made Easy
Three of the social media assets created to promote Flowers – Self-Care Made Easy

Learn more about CalFlowers Here

Follow That Flower Feeling at these social places


Request access to the campaign assets by emailing:

Join the March Slow Flowers Member Meet-Up!

March 2022 MeetUp

March 2022 MeetUp graphic2

Coming up this Friday, March 11th at 9 am Pacific/Noon Eastern, you’re invited to join our March Slow Flowers Meet-Up. Our special guest is author Teresa J. Speight and many of the Creatives featured in the beautiful and significant new title, BLACK FLORA.

This event is open to guests, so share the link with anyone in flower farming and floral design who should know about Black Flora! We’ll discuss the book, meet several of the flower farmers and floral designers who participated, and preview the stunning cover floral art and some of the interior spreads.

We’re opening up this month’s Meet-Up to guests, but everyone needs to pre-register. I hope to see you there in the zoom room!

Thank you to our Sponsors

This show is brought to you by, the free, online directory to more than 880 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.

Farmgirl Flowers 2022

Thank you to our lead sponsor, returning for 2022, Farmgirl Flowers. Farmgirl Flowers delivers iconic burlap-wrapped bouquets and lush, abundant arrangements to customers across the U.S., supporting U.S. flower farms by purchasing more than $10 million dollars of U.S.-grown fresh and seasonal flowers and foliage annually. Discover more at

Thank you, a leading wholesale flower distributor that sources from carefully-selected flower farms to offer high-performing fresh flowers sent directly from the farm straight to you. You can shop by flower and by country of origin at Find flowers and foliage from California, Florida, Oregon and Washington by using the “Origin” selection tool in your search. It’s smarter sourcing. Learn more at

Thanks to Association of Specialty Cut Flower Growers. Formed in 1988, ASCFG was created to educate, unite, and support commercial cut flower growers. It mission is to help growers produce high-quality floral material, and to foster and promote the local availability of that product. Learn more at

Thanks to Red Twig Farms. Based in Johnstown, Ohio, Red Twig Farms is a family-owned farm specializing in peonies, daffodils, tulips and branches, a popular peony-bouquet-by-mail program and their Spread the Hope Campaign where customers purchase 10 tulip stems for essential workers and others in their community. Learn more at

Slow Flowers Podcast Logo with flowers, recorder and mic

Thanks so much for joining us today! The Slow Flowers Podcast is a member-supported endeavor, downloaded more than 822,000 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 Slow Flowers and consider making a donation to sustain Slow Flowers’ ongoing advocacy, education and outreach activities. You can find the donate button in the column to the right at

Debra in the Slow Flowers Cutting Garden
Thank you for listening! Sending love, from my cutting garden to you! (c) Missy Palacol Photography

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. 

Music Credits:

A Palace of Cedar; Net and the Cradle; Turning on the Lights; Gaena
by Blue Dot Sessions

by Tryad

In The Field