Debra Prinzing

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Episode 450: Emily Watson of Milwaukee’s Wood Violet and our Stories of Resilience guest, Janis Harris of ASCFG and Harris Flower Farm

Wednesday, April 22nd, 2020
Emily Watson of Wood Violet in Milwaukee, Wisconsin

Our featured guest this week is florist-farmer Emily Watson, who first appeared on the Slow Flowers Podcast in 2015. I’m delighted that she has agreed to return and share an update on her business, Wood Violet, based in Milwaukee, Wisconsin. You’ll want to go back and listen to that earlier episode — click here.

Wedding design by Wood Violet – personal flowers and ceremony flowers.
Emily Watson, Milwaukee, Wisconsin-based flower farmer, floral designer, entrepreneur — today’s podcast guest.

Five years ago when Emily joined me for an episode, the timing was auspicious. She was in the throes of pivoting from her small cut flower farm operation called Stems Cut Flowers to a wedding design studio named after Wisconsin’s state flower – the Wood Violet.

After five years focusing entirely on designing for couples and ceremonies, the land is calling Emily back. And she’s agreed to discuss her entrepreneurial thought process as her business is again responding to market opportunities.

Here’s a bit more about Emily, excerpted from her web site:

Emily is a farmer florist and small business owner who calls Milwaukee home. With an education in biological conservation and a background in both floral design and landscaping, she started Stems Cut Flowers in 2008.

With a little land borrowed from her grandparents’ farm in East Troy, Wisconsin, Emily envisioned that Stems Cut Flowers would sell to florists and at farmer’s markets, and maybe for an occasional wedding. Well the idea of occasional weddings turned into a nearly every weekend occurrence and it soon became evident that Emily was running two separate businesses. That’s when in 2015, she officially established two separate businesses and launched her floral design studio. Being that the wood violet is Wisconsin’s state flower it seemed an appropriate name for a business that is focused on using locally grown blooms. Stems Cut Flowers continued to grow and mostly supply flowers to the Wood Violet studio.

Beautiful floral design by Wood Violet, with Wisconsin-grown blooms

Find and follow Emily Watson at these social places:

Wood Violet on Facebook

Wood Violet on Instagram

Our bonus series here on the Slow Flowers Podcast continues with our next installment of Stories of Resilience. I believe that now, more than ever, the message of sustainability and seasonal and locally-available flowers is top of mind — among consumers, flower farmers and florists.

I want the Slow Flowers Podcast to be a companion to those of you in isolation, away from your physical community of peers, neighbors, customers and friends. I don’t have many answers, but I do want to keep the lines of communication open and accessible.

This week’s guest: Janis Harris of Harris Flower Farm in St. Thomas, Ontario, Canada

Today’s Stories of Resilience guest is Janis Harris of Harris Flower Farm in St. Thomas, Ontario, Canada. She is also Canada’s regional director for the Association of Specialty Cut Flower Growers

I have been so intrigued by Janis’s posts on social media promoting local flowers to her community. For the past month, Harris Flower Farm has been marketing no-contact flowers thanks entirely to Janis’s creative efforts. It started on March 21st when she posted this message on Instagram: Fresh Locally Grown Spring Cheer-Up Bouquets; 3 Local Flower Farming Families are Coming Together to Bring You Some Cheer.

Janis, the “flower lady”

Janis directed buyers to visit the online shop on the Harris Flower Farm website to make their purchase of a $10 seasonal bouquet. Well, that project has blown up and taken over Janis’s life. More farms joined in so her marketing efforts are bringing additional revenue to fellow growers. Eager customers continue to order for the weekly bouquet deliveries, paying online and leaving a vase or bucket filled with water on their front porch.

Janis finds herself operating a floral business unlike anything she’s ever done before, delivering more than 100 bouquets in a single day and offering two days of delivery each week. Since the season is early and area farmers’ markets may or may not be able to open during Canada’s stay-at-home mandate, this project has clearly resonated with customers and flower lovers in her community.

A lovely wedding bouquet, grown and designed by Janis Harris

On March 24th, Janis posted this update on the Farm’s IG feed: This past week has been crazy humbling. But also figuring out our new norm of delivering flowers has been a learning curve. So I need to pause the deliveries for a bit so I can wrap my head around how we can proceed with delivering flowers. I also have to STILL BE A FLOWER FARMER. It is critical time for planting and seeding. We are sticking to our original seeding schedules. So there will be lots of flowers this summer. It’s still uncertain where and how we will sell them but I have to keep planting so there is a supply when we are on the other side of this.

To our 2020 couples: please keep us in the loop. We will work with whatever changes arise. Remember it’s your relationship that is important not the date, you still have each other.💕 I will continue to show you what is happening on the farm. Flower farming doesn’t stop. 🌻 stay healthy and positive.

Janis and Mark Harris and their family.

I’m so glad that Janis was able to share a moment of her time to record this Stories of Resilience segment for you. Best wishes to you, Janis and Mark! Listen to my 2017 Podcast interview with Janis and hear the full story of Harris Flower Farm.

Find and follow Harris Flower Farm at these social places:

Harris Flower Farm on Facebook

Harris Flower Farm on Instagram

Thanks so much for joining me today as we heard from both a flower farmer and a florist in our Slow Flowers community!

This past week, I was able to get out to my garden to start a bunch of flower seeds – some directly-sowed and some in flats in the greenhouse. Our nighttime temperatures here in Seattle are in the mid-40s right now, so I’m pretty confident that we’re past our last-frost date, but you never know! We have members who were hit with snow this past week, so nothing’s certain.

Our Slow Flowers Member Virtual Meet-Ups continue to have great attendance and participation and feel incredibly rewarding. After four consecutive weeks, I’m even feeling more confident about the Zoom technology. I owe a HUGE thanks to Karen Thornton of Avenue 22 Events, Niesha Blancas of Fetching Social Media and Lisa Waud of pot & box for their incredible talents to help make the Meet-Ups a smoothly run success. They’re part of the Slow Flowers Team that makes it all so joyful for me and keeps me sane.

Replay of April 17, 2020 — Slow Flowers Members’ Virtual Meet-Up

Last Friday on April 17th, Teresa Sabankaya of Bonny Doon Garden Company joined us as a special guest – she shared about how she’s designing and selling flowers during the Coronavirus era. We also had a surprise special guest — you’ll have to watch the Zoom replay video of the Virtual Meeting to see who joined us. Click on the video link above to watch!

Please join the next Slow Flowers Virtual Meet-Up on Friday, April 24th at 9 am Pacific/Noon Eastern. Can’t wait to see you there! Our very special guest will be Julie Tobi, who is a life coach for creatives. I met Julie at Holly Chapple’s Flowerstock last fall and I was so impressed with how Julie views that elusive work-life balance and helps creative professionals lean into the fulfilling careers and lives they actually want to have.

Artist, writer and editor Lorene Edwards Forkner will also join us on April 24th — and she’ll share about her watercolor studies as a mindfulness practice. Follow this link to join the Zoom Meet-Up on Friday.

As I’ve mentioned earlier, plans for the fourth annual Slow Flowers Summit, scheduled for June 28-30 are still in place, but May 15th will be the date when we will make a definitive decision whether to move forward with the original conference dates or reschedule for later in the year. I want to make sure you have 45 days’ notice to adjust your plans if we have to postpone. And just in case, mark October 26-27 as the backup dates for gathering together at our beautiful venue, Filoli Historic House and Garden in Woodside, California. As I said last week: I’m as eager as you are to experience a fabulous conference that’s presented in a safe environment. I hope this plan assures you and assists you in managing your own schedule moving forward into 2020.

Clockwise from top, left: Susan Mcleary, Kellee Matsushita-Tseng, Molly Culver, Lorene Edwards Forkner, Debra Prinzing, Jennifer Jewell, Pilar Zuniga and Emily Saeger

You can contact us anytime with questions and I’ve added links to my email and that of our event manager Karen Thornton in today’s show notes.  You can also follow the Filoli VISIT Page and Slow Flowers Summit Page for additional updates. One more thing — this past week’s Summit newsletter features wonderful updates from all of our speakers, who shared what they’re doing and how they’re managing the COVID-19 shut-down. I’d love for you to read it, too, and you can find the link here.

Thank you to our Sponsors

This podcast is brought to you by Slowflowers.com, the free, nationwide online directory to florists, shops, and studios who design with American-grown flowers and to the farms that grow those blooms.  It’s the conscious choice for buying and sending flowers.

And thank you to Florists’ Review magazine. I’m delighted to serve as Contributing Editor for Slow Flowers Journal, found in the pages of Florists’ Review. Read our stories at slowflowersjournal.com.

Johnny’s Selected Seeds, an employee-owned company that provides our industry the best flower, herb and vegetable seeds — supplied to farms large and small and even backyard cutting gardens like mine. Find the full catalog of flower seeds and bulbs at johnnysseeds.com.

Mayesh Wholesale Florist. Family-owned since 1978, Mayesh is the premier wedding and event supplier in the U.S. and we’re thrilled to partner with Mayesh to promote local and domestic flowers, which they source from farms large and small around the U.S. Learn more at mayesh.com.

The Gardener’s Workshop, which offers a full curriculum of online education for flower farmers and farmer-florists. Online education is more important this year than ever, and you’ll want to check out the course offerings at thegardenersworkshop.com.

The Slow Flowers Podcast has been downloaded more than 599,000 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 the American cut flower industry, 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.

I am in love with my greenhouse, designed and built sustainably by Oregon-based NW Green Panels (c) Missy Palacol Photography

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:

LaBranche; Heartland Flyer; Gaena; Glass Beads
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

Episode 439: Meet Hans and Lisa Larsen, Sunborn Gardens’ next generation

Wednesday, February 5th, 2020
Fresh and beautiful – an all-Wisconsin-grown bouquet, with flowers and design from Sunborn Gardens

I’m so delighted today to welcome Hans Larsen and Lisa Larsen, partners in Sunborn Gardens, a Wisconsin flower farm and design studio with a long history in cut flower growing.

Hans Larsen and Lisa Larsen, partners in Sunborn Gardens, 2.0!

Tucked in a little valley near downtown Mount Horeb,  Sunborn has been growing beautiful cut flowers for over 40 years. Owners Hans and Lisa Larsen run the flower farm and design studio, working closely together to create unique and artful floral.  The farmer and florist relationship is what makes their floral designs one-of-a-kind, as they constantly trial new varieties and color palettes to showcase the best Wisconsin has to offer. All farming is done using organic practices in order to properly care for their family land. Sunborn’s modern designs are inspired by the garden, full of specialty blooms, heirloom varieties and rich with texture. 

Inside one of the Sunborn Gardens’ high tunnels, with Farmer Hans.

Sunborn Gardens’ founder Carol Larsen is Hans’ mother. She originally began to sell at the Dane County Farmer’s Market in Madison, Wisconsin, 44 years ago. Her love affair with flowers began with a bucket of orange marigolds and she and Sunborn have grown cut flowers ever since. Many of you will recall that Carol is a pioneering cut flower farmer who co-founded Fair Field Flowers, a marketing cooperative of Wisconsin and Illinois specialty cut flower growers.

Hans and Lisa with two of their three young children.

Fair Field Flowers permanently closed as of January 1, 2019, but the roots of this legendary and innovative regional model remain deep in Madison, Milwaukee and other markets formely served by the cooperative. These are talented people who really made a mark on the Wisconsin floral scene and whose reach went far beyond their region through education, workshops and sharing their knowledge generously.

This is posted on the Fair Field Gardens FB Page: Fair Field Flowers has ceased operation as of 1/1/19. Should you wish to contact any of the former partners please check out the info below:

FAIR FIELD FLOWERS
PO Box 2071
Madison WI 53701

Mary Jo Borchardt fivegreenacres@gmail.com
Five Green Acres

Catherine Cooper katesfreshflowers@gmail.com
Kate’s Fresh Flowers

Christine Curley beehappyblooms@gmail.com
Bee Happy Blooms

Hans Larsen sunbornfarm@gmail.com
Sunborn Gardens

Jeanie McKewan jeaniem@brightflowerfarm.com
Bright Flower Farm

Cheryl Burton and Gina Graham oldstonehousefarm.wisc@gmail.com
Old Stone House Farm, LLC

At harvest with Hans Larsen

Here’s more about Flower Farmer Hans Larsen:

“When the opportunity to take over the family farm business came up I had just had my first child. It was in that moment that I knew I had to do it. I wanted my daughter to live the magical, nature-filled life I had as a kid. I wanted her to play in those woods and talk to the flowers. This is by far the hardest thing I have ever done. Learning greenhouse production, bookkeeping, seed starting and more is no walk in the park.  I keep showing up for the flowers. The entrepreneurship journey is a interesting one, full of ups and downs, but unlike the jobs I had before, this gig feeds the soul.  Working so closely with my designer wife, we are cultivating something really special.”

Spring market bouquets (left) and summer lisianthus harvest (right)

And a bit from farmer-florist Lisa Larsen:

I married into this wonderful flower family of mine. When Hans first had the idea to take over his Mother’s flower farm I was skeptical.  I was about to move my entire life to a new city and become a farmer? I eventually found myself helping out in the design studio and it was there I found my calling. I had studied fine arts in college and was set on becoming a teacher, but through long days at the workbench creating art by using flowers as my medium, I was hooked. All the elements and principles of design I once studied were being applied on a daily basis and I wanted more more more! I apprenticed with my mother-in-law for a few years learning all I could. I now run the design studio with a small, very talented staff to produce weddings almost every weekend. I am constantly inspired by what is growing all around me. There really is nothing better than a fresh cut local stem.

Lisianthus season at Sunborn Gardens.

I can’t wait for you  to hear the next chapter of Sunborn Gardens and be inspired by the changes that Lisa and Hans have brought, changes that work with their lifestyle of living off farm and juggling farming and studio responsibilities while parenting three young children. As Lisa and Hans like to joke, it takes two of them to match the skills of Carol Larsen. They are all quite fortunate to have one another along this journey, with Carol continuing to share her “heirloom body of knowledge” (a phrase my friend Diane Szukovathy once coined) with the next generation.

Thanks so much for joining me today — what a wonderful visit with two passionate flower lovers. Sunborn Gardens is part of the upcoming Wisconsin Cut Flower Growers School, scheduled for next weekend, February 15-16, 2020, and presented by University of Wisconsin/Madison’s Center for Integrated Agricultural Systems. You can find more details here.

May 17th Spring Centerpiece Workshop with Lisa Larsen in Madison, Wisc.

Find and Follow Sunborn Gardens at these social places:

Sunborn Gardens on Facebook

Sunborn Gardens on Instagram

Sunborn Gardens on Pinterest

Love this image created by our friends at Johnny’s Selected Seeds

Well, we’ve made it through the first month of a new year and a new decade. If you missed the February Slow Flowers newsletter check it out here.

We’ve got lots of goodness going on and you won’t want to miss out on opportunities to get involved with campaigns, content and events that will benefit you and your brand. Among other things, the newsletter celebrates one of our top highlights for the New Year. January witnessed our largest burst of growth ever — with 23 new members joining and 61 renewing members last month. Welcome all!

Registration continues for Slow Flowers Summit and we’re more than 50% sold out!

Please join me on June 28-30th and connect with our fabulous speakers, enjoy the incredibly beautiful venue at Filoli Historic House & Garden, and experience the many features that will immerse you in the people, principles and practices of Slow Flowers.

Check out all the details by following the link in today’s show notes or head to slowflowerssummit.com where you can register at an incredibly affordable rate of $599 for 2-1/2 days inclusive of programming and meals. Slow Flowers Members enjoy a discount at $549.

Join me! Slow Flowers Podcast (c) Missy Palacol Photography

The Slow Flowers Podcast has been downloaded more than 573,000 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 the American cut flower industry, 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 to our sponsors

Florists’ Review magazine. I’m delighted to serve as Contributing Editor for Slow Flowers Journal, found in the pages of Florists’ Review. Our partnership with Florists’ Review is such a valuable one, providing a forum for beautiful and inspiring editorial content in the #slowflowersjournal section – month after month. Take advantage of the special subscription offer for members of the Slow Flowers Community.

FarmersWeb software makes it simple for flower farms to streamline working with their buyers. By lessening the administrative load and increasing efficiency, FarmersWeb helps your farm save time, reduce errors, and work with more buyers overall. Learn more at  www.farmersweb.com.

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 ascfg.org. Thanks to ASCFG for returning as a Slow Flowers Sponsor for 2020. We’re launching a fun podcast series this year, in which I will catch up with all of the regional directors across North America — so listen for news about what’s happening in your area.

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.

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:

Homegrown; A Palace of Cedar; Gaena; Glass Beads
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
Music from:
audionautix.com

Episode 433: Our Year in Review – Slow Flowers’ 2019 Year in Review, Plus Our Wisconsin State Guest

Thursday, December 26th, 2019
Let’s review 2 0 1 9 before we welcome the New Year!

Thank you for being part of the Slow Flowers Community and tuning into the Slow Flowers Podcast during 2019. I’m honored and humbled that you take time to join me each week — especially in the midst of an ever-more-crowded and cluttered environment for information.

Listenership of this program has grown more sizeable than ever. Last year at this time, I told you the Slow Flowers Podcast had been dowloaded more than 390,000 times since this show launched in July 2013. Fast-forward to today and that number has climbed to 560k. With an average monthly count of more than 14k episode-downloads, I’m incredibly encouraged that this Podcast remains relevant and essential, as we deliver the voices, stories and information you crave and enjoy.

Every single week this year; in fact, every single week for the past 334 weeks, it has been my privilege to feature heroes from the Slow Flowers community. Unlike any other internet radio show in existence, the Slow Flowers Podcast is tailored to you and your interests, making its “must-listen” programming a weekly habit among flower farmers and floral designers alike.

In producing and hosting the Slow Flowers Podcast, I seek out pioneers and personalities, style-makers and influencers — as well as unsung or little-known heroes — who together are changing the floral landscape, disrupting the status quo, and bringing flower sourcing and growing practices, not to mention eco-conscious design methods, to the center of the conversation.

A highlight of 2019 was our expansive and inclusive series: Fifty States of Slow Flowers! We’ve nearly made it through the entire alphabet — from Alabama’s Lisa Thorne of Thorne & Thistle to Wyoming’s Teresa Tibbets of Dandelion Floral — who you’ll hear next week on New Year’s Day.

This ambitious series doubled the number of Slow Flowers Podcast guests we brought to you in 2019. Thank you to each of our state guests for their willingness to share their personal floral narrative with listeners. Together their stories amplified the thriving message that our Slow Flowers Movement is taking place everywhere and anywhere that people, gardens, soil and sunshine exist.

Click here to find the full list of our Fifty States of Slow Flowers Guests

Click here to find our show archives dating back to the first episode, which aired on July 23, 2013.

Sally and Courtney, photographed just as they completed the upstairs kitchen at Flower House in 2015.

Today, we’ll start the show by introducing you to Wisconsin’s Sally Vander Wyst of The Milwaukee Flower Co.

Sally is a past guest of this podcast; you met her back in 2015 when I interviewed many of the floral artists who created botanical rooms for Flower House Detroit.

You can find that episode here, in which I spoke with several Flower House creators and teams.

Sally and her collaborator Courtney Stemberg discuss their design for the upstairs kitchen at Flower House, a beautiful botanical installation entitled: “Nature Takes Back.”

It’s so hard to believe here we are four years later — and Milwaukee Flower Co. has a lot of news to share!

Wisconsin’s Slow Flowers Community has always been a strong one and I’m grateful for  growers and designers who are committed to seasonal and local blooms in the upper midwest — including Sally Vander Wyst.

Sally Vander Wyst of Milwaukee Flower Co. — harvesting zinnias in her mini-farm/cutting garden

I’m so happy I could catch up with Sally – you’ll want to stay tuned for her return to this podcast when she has more to report on the upcoming “Floral Spectacle” — a collaboration with fellow Slow Flowers member Liz Egan of Floral Alchemy, also based in Milwaukee. The two are cooking up something big and flowery to occur during the Democratic National Convention in Milwaukee next summer. I can’t wait to learn more.

Seasonal floral design by Milwaukee Flower Co.

Find and follow Milwaukee Flower Co.:
Milwaukee Flower Co. on Facebook
Milwaukee Flower Co. on Instagram

Find and follow Zap Bloom, Sally’s online “store” for budget-savvy event florals
Zap Bloom on Facebook
Zap Bloom on Instagram

Thank you for joining our Wisconsin conversation!

Left: A bridal bouquet featuring flowers from Milwaukee Flower Co.’s garden, from other Wisconsin farms and roses sourced from California. all-American grown (c) GE Creative; right: Sally in her cutting garden (c) @autumnsilvaphotography

Next up: As I have done since the beginning of 2014, I would like to devote today to the Slow Flowers Highlights of this past year. Next week, on January 1st, I will present the annual Slow Flowers’ Floral Insights and Industry Forecast for 2020.

Last year at this time, we reflected on the highlights of 2018 with 10 Top Themes. The sentiments I shared with you then are no truer today. In fact, given the world in which we live, they are more meaningful to me than ever. One year ago, I said this:

More than ever, I realize that making authentic human connections with you is what really matters. Each experience is more meaningful because of the relationships we forge with one another.”

Please know how valuable that statement is — relationships are the connective tissue that ties us together — no matter where we live geographically and no matter which role we play in the floral marketplace.

What did we do in 2019? Each of our four content channels and our live programming have added up to an incredible year of engagement, interactivity, relationships and more. The year began with the unveiling of our new Slow Flowers Society branding and web site — a central hub for all of our Slow Flowers projects.

Why the Society? Our focus hasn’t changed.

In fact, our mission continues:

“To change the flower sourcing practices of consumers and professionals through outreach and education that highlights the benefits of local, seasonal and domestic floriculture — and to build a movement that promotes cultivation and sales of those flowers while nurturing authentic connections between consumers, farmers, and florists.”

This name change was long in coming. Yet it didn’t happen impetuously or overnight. Launched at the start of 2019 when we were already turning a calendar page and thinking about a clean re-boot, the new Slow Flowers Society branding brings clarity to the Slow Flowers platform.

Since I wrote the book Slow Flowers, a lot has happened with these two words: Slow. Flowers.

These two words now symbolize an entire movement. A movement that hundreds of thousands of florists, flower farmers, retailers and designers use as short-hand to reflect their belief in local, seasonal and sustainably-grown botanicals.

After the book’s publication, and as it became clear to me that there was an opportunity to position Slow Flowers as an industry standard, new ideas inspired me to bring the following channels and programs to life. With five channels and programs, each of which has its own exclusive web site things were getting a little unruly. And truth be told, those individual and focused web addresses still exist and they are continually updated with dedicated content. By building a “front door” — via slowflowerssociety.com — we helped connect the dots for all of our activities. I hope you find it helpful, too.

About Slowflowers.com. With the help of Lisa Waud of pot + box, a longtime member and all-around organizational genius, I tackled a major cleanup of the Slow Flowers membership database in 2019, which allowed me to pivot the focus and energies of Slowflowers.com to support and encourage those of you who have invested your time, creativity and financial resources as members. We wrapped up 2019 with nearly 650 active and engaged members representing flower farmers, farmer-florists, designers, wholesalers, collectives, and more.

We recently established Slow Flowers International, an International Affiliate program for like-minded organizations in other countries. And it is with great pleasure that in 2019, our friends at SLOWFLOWERS ITALY joined as our first International Affiliate!

Founded in 2017, SlowFlowers Italy members are part of a network of professionals, of people who carry the values of respect and attention to the environment, local territories, traditions and community development.  Welcome and Congratulations! We can’t wait to partner with you in raising awareness about seasonality, sustainability and the benefits of supporting local floral agriculture!

Member Benefits

Slow Flowers is both a community and a branding platform and clearly, one of the most visible tools available to our members is Slowflowers.com, the online member directory. But there are so many other members benefit from your Slow Flowers’ association. Sharing those resources with you will be the focus of 2020 as we will use the Slow Flowers Podcast and the Slow Flowers Journal online magazine to feature ways to leverage your membership, and communicate the Slow Flowers member Values and Benefits.

I’ve found that the number one goal of our members is to tell and share their story, and because I’m a storyteller, we have lots of opportunities to shine a light on our members. In a marketplace filled with conventional flowers, our members are able to differentiate themselves and their floral enterprises by associating with the passion and mission of keeping flowers local, seasonal and sustainable — and inspiring the imagination of flower lovers and floral consumers who learn more about that narrative.

To that end, in 2019, we produced two year-long projects. Those series allowed me to feature Slow Flowers members all across the U.S. and Canada with special themes.

Visually, we featured the flowers grown and designed by Slow Flowers members who contributed to our monthly Houzz.com series in 2019. We planned a full year of Slow Flowers Galleries, with each month’s floral theme published as a “Best of” collection of design inspiration based around specific seasonal blooms. Check out this link to the full 2019 gallery. In all, we shared more than 250 floral images with Houzz.com readers — publishing an ongoing, consistent message that local and seasonal botanicals are superior.

Our other series, Fifty States of Slow Flowers, succeeded beyond all of my hopes and dreams. We were able to visit members in nearly every state — I think we skipped just two — and perhaps 2020 will allow me to catch up with the states we missed. But think about it — the chance to hear from flower farmers, floral designers and farmer-florists across North America also reinforces the significance of Slow Flowers. Click here to find the full list of our state guests for you to find and listen again.

MEDIA & PRESS

The big media news for Slow Flowers in 2019 happened when Wikipedia added an entry about Slow Flowers and the Slow Flowers Movement. This achievement was a long time in coming and it’s wonderful to see become a reality. As a digital information source, Wikipedia is of growing importance, primarily because it is a free, universal resource, one of the first examples of a usable encyclopedia that is built collaboratively by the public.

Today, when someone types “slow flowers” into their search engine, two entries appear: One is the directory Slowflowers.com, but typically, the Wikipedia story about Slow Flowers pops up first. It’s not everything, but it’s a pretty cool something, because in today’s digital reality, showing up on Wikipedia is a great endorsement. And a special thank you to writer Myriah Towner for shepherding this project with her research, reporting talents and attention to detail.

In the News

More press exposure made this a fabulous year for Slow Flowers in the News — and I just want to take a moment to mention how many outlets expressed interest in our platform. This is by no means comprehensive, but I’ll mention some highlights here. Added up, it’s pretty impressive:

Architectural Digest

Seattle Magazine

Floribusiness’s “Hortipoint”

Vox

Bustle

Green Industry Leaders Network Podcast

Seattle Times

Sunset Magazine

Canadian Florist

Globe & Mail

Good Food Jobs

Oregon Live

Sacramento News Review

The Flower Podcast

Mornings with Mayesh

Green Dreamer Podcast

Vive La Flora Live Podcast

Refinery 29

Garden Center Magazine

WYSO (NPR) in Ohio

The Minneapolis Star Tribune

Bloomsday Review and Bloomsday Review here

. . . And of course, our ongoing editorial features about Slow Flowers members in each month’s Slow Flowers Journal, found in the pages of Florists’ Review. Let’s pause and reflect on the Slow Flowers-Florists’ Review partnership – it is an incredible one that has been pivotal in moving the conversation about local, seasonal and sustainable flowers – and sustainable design practices – to the mainstream.

We have a seat at the table, and I am so grateful to publisher Travis Rigby and editor-in-chief David Coake for this ongoing opportunity. I am also part of the editorial teams for SuperFloral, a bimonthly magazine geared to mass market/supermarket floral retail; and Canadian Florist, a bimonthly magazine for professional florists in Canada. I’m so thankful for the opportunity to contribute original articles about Slow Flowers members and their creative business ventures to these titles during 2019.

All of this work as a professional communicator opened up another great opportunity for me and Slow Flowers in 2019. In September, I was inducted into the PFCI, Professional Floral Communicators International, a Society of American Florists’ organization. What an honor, that again, brings Slow Flowers into the mainstream as an authentic channel in the floral marketplace.

Producing the Third Annual SLOW FLOWERS SUMMIT occupied so much of our creative energy in 2019. As an event designed for you, our membership, it exceeded all expectations. For those of you who joined us this past year in St. Paul, Minnesota, aka the Twin Cities, I hope you agree. And I thank you for showing your support by attending, engaging, contributing to the conversation and cheering us on. It was a beautiful thing to experience.

As you know, the Summit is the LIVE event in the midst of American Flowers Week, created to serve the Slow Flowers community of progressive, sustainably-minded florists and designers and to engage attendees who want to network with one another.

Planning and producing the 3rd annual Summit was made possible by the contributions of so many people. We must thank our host, Christine Hoffman of Twin Cities Flower Exchange, along with all the flower farmers who sell through that regional floral market, for welcoming us so warmly. More than 135 of us, to be precise. The pre-Summit farm tours of Blue Sky Flower Farm and Green Earth Growers gave everyone a first-hand experience of two incredibly beautiful and prolific Midwest flower farms. Thank you so much to Jon and Rachael Ackerman of Blue Sky Flower Farm (above) and thank you to Jolea Gress and Jenny Hotz of Green Earth Growers for the tour of your fields and greenhouses — and for hosting the first-ever Slow Flowers Dinner on the Farm – a delicious experience to say the least.

We enjoyed 10 fabulous speakers, experts in their fields and experts as teachers and communicators. Due to the intimate size of the Summit attendance, everyone has a chance to meet our speakers personally. That’s one of the key benefits of being part of our Slow Flowers Community. Making in-real-time connections is a top-cited benefit, according to past Summit attendees. 

Presentations and demonstrations from Tobey Nelson, Carly Jenkins and Whit McClure ensured that floral design was at the heart of the Slow Flowers Summit. Our attendees and speakers also collaborated on a large-scale, foam-free floral sculpture using seasonal, domestic and foraged botanicals. It was a highlight!

We enjoyed a business-focused keynote from Terri McEnaney, CEO of Bailey Nurseries, and a social media panel with our own social media manager Niesha Blancas, our Summit photographer Missy Palacol, and Missy’s frequent collaborator Kalisa Jenne-Fraser.

And we learned volumes from three innovators involved in the emerging category of locally-focused wholesale floral hubs across the U.S., including Christine Hoffman of Twin Cities Flower Exchange, Amanda Maurman of Michigan Flower Growers Cooperative and Kelly Morrison of Piedmont Wholesale Flowers.

On Day Two of the Summit, attendees were invited to tour the Twin Cities Flower Exchange  where florist and event designers and floral designer Ashley Fox shared her personal approach to shopping The Exchange for a floral demonstration using all-local blooms! We also visited the last rose-grower in the Midwest with an afternoon at Len Busch Roses steeped in more Midwest-grown flowers.

If you missed joining us, I have a treat for you. You can watch the free videos of all of the 2019 Slow Flowers Summit presentations — follow this link for the full lineup.

I can’t wrap up mention of the Slow Flowers Summit, without reminding you to register for the Fourth Annual SLOW FLOWERS SUMMIT, taking place June 28-30, 2020 at Filoli  Historic House and Garden in Woodside, Calif., outside San Francisco.

Clockwise from top, left: Susan Mcleary, Kellee Matsushita-Tseng, Molly Culver, Lorene Edwards Forkner, Debra Prinzing, Jennifer Jewell, Pilar Zuniga and Emily Saeger

It is going to be an incredibly creative experience, and we’re offering you more value and benefits than ever before. The Early-Bird pricing continues through Dec. 31st so there’s not much time left to save $100 and grab a spot to join me and some wonderful speakers in the Bay Area! Follow this link to reserve your seat and join us!

We celebrated the fifth annual AMERICAN FLOWERS WEEK during June 28-July 4, 2019 — and you and your flowers were at the heart of this fabulous and important campaign.

Slow Flowers created this original U.S. flower promotion holiday, launched in 2015. Our grassroots, all-inclusive campaign provides editorial, branding and marketing resources to flower farmers, florists, designers, retailers and wholesalers who wish to promote American grown Flowers.

Highlights of 2019 include our fourth year to commission botanical couture fashions, with nine creative looks featured in the June 2019 issue of Florists’ Review as “Red, White & Bloom.”

Thank you to the floral designers and flower farmers who collaborated on this project of flowering our nation during  American Flowers Week. The inventiveness expressed by the Slow Flowers community — flower farmers and floral designers alike — elevates American-grown botanicals to new levels.

Follow this link to see the entire 2019 American Flowers Week collection of botanical fashions, including the stories of each look.

And now’s the time to mark American Flowers Week 2020 on your calendar — June 28 through July 4 — because it will be our sixth annual campaign and celebration! I’ll have more to share in the coming months. For now, check out the 2020 botanical art branding we commissioned from Tamara Hough of Morning Glory Flowers — featured in last week’s Slow Flowers Podcast — and why not download the graphics to share on your web site and via social media? Help me to start building interest and excitement for the 2020 American Flowers Week campaign. And be sure to use the #americanflowersweek hashtag so we can see your posts!

Team Slow Flowers, from left: Jenny Diaz, Andrew Brenlan, Niesha Blancas, Karen Thornton and Lisa Waud

THE PEOPLE of SLOW FLOWERS

Truly, people make the Slow Flowers Movement so successful — you and your tribe coming together with other similar tribes in regions and communities all around, both here in North America – and beyond. We share information, ideas, encouragement, key resources, tips, answers, experiences and more.

We are united in a common belief that local and seasonal flowers, grown sustainably and with minimal harm to the planet, is a practice worthy of our energies.

In 2019, my personal universe was filled with a few key people whose presence and expertise helped me further shape Slow Flowers from what was originally just a concept, a title of a book, into a multimedia, multifaceted content organization and brand platform for others’ use.

I shared a bit of this on this Podcast’s sixth anniversary episode, on July 24th when Lisa Waud joined me to talk about our collaboration to shore up Slow Flowers as a membership organization.

In late March, Lisa and I participated in a spontaneous mind-meld with two other flower friends. Part getaway; part workation, the gathering of four women creatives in small and large ventures, from different generations and walks of life, was an electrifying experience to say the least. What emerged from our time together was a new collaboration for Slow Flowers, with Lisa joining me to manage a project I simply did not have time or bandwidth to tackle. I had been yearning for someone who could help me untangle the crazy knot of our Slow Flowers Member Database. For many, this would be a mind-numbingly boring, clerical, rather than creative task. Yet for Lisa, this was a challenge that called her in — and rise to the occasion, she has.

Other key Who’s include the Slow Flowers Creative Team with whom I work all year long:

Thank you to Jenny Diaz, our uber-talented graphic designer, whose artistry helps us communicate and represent the ideas and ideals of Slow Flowers. She has consistently supported my projects since I asked her to create our Membership and Sponsor Collateral in 2015, followed quickly by the iconic American Flowers Week branding in 2016 (our campaign’s second year). Our collaboration has expanded to include all of Slow Flowers and American Flowers week branding, advertising, collateral material and now — I’m so excited to be working with Jenny as the designer of the Slow Flowers Journal – Volume One book, out in 2020! More on that later in this episode.

Thank you to Niesha Blancas of Fetching Social Media, our social media maven, who I’ve also known and worked with since 2015. Niesha took over our IG and FB social media strategy two years ago and I couldn’t be more pleased. Under her leadership, talent and attention to detail, Niesha has nurtured the @myslowflowers channel on IG and Facebook’s Slow Flowers page, exponentially increasing our engagement with you, our community. Niesha has been with the Slow Flowers Summit team from the very first conference in Seattle in 2017 and she was also a presenter this past year in St. Paul, Minnesota, at our third annual Slow Flowers Summit. I am so grateful for her creativity and positive influence as we take this Slow Flowers journey together.

Thank you to Karen Thornton of Avenue 22 Events, the steady hand on the tiller of the Slow Flowers Summit since 2018, our second conference. Karen is the secret sauce to my being able to realize a vision for a “multifaceted, interactive and live, in-person experience” that takes place during the heart of American Flowers Week. She is one of my fiercest defenders and the brand advocate I’ve needed to round out the Slow Flowers Team. For 2020, Karen is coming onboard to manage the entire Slow Flowers administrative suite of projects, making sure we stay on time, on budget, on point and more. I couldn’t be happier with the contributions of the four women I just thanked.

And yet, there is one other key person I need to thank!

He’s our dedicated, talented and supportive Podcast Engineer, Andrew Brenlan. Thank you Andrew! Hannah Brenlan was my original producer and after about one year, she handed the weekly production over to her husband Andrew Brenlan. As I said last year: Andrew has taken our audio to new levels, with beautiful musical transitions and his patient and loyal efforts to improve my limited technical skills! Let’s face it: I know how to find great guests and I know how to interview them. But beyond that, this podcast would not exist without Andrew! He’s a new father, too — as Hannah and Andrew welcomed baby Francis to their family. Congratulations, Andrew and thank you so much for making our Podcast so successful in 2019!

As we come to a close, I want to thank our 2019 Sponsors

Slow Flowers sponsors support our work to connect consumers with florists, shops, studios, and farmers who supply and source domestic and American-grown flowers, Made-in-USA floral hardgoods and accessories and related businesses.

I just want to take a minute to thank them for their financial support in 2019 and to tell you a little bit about how each partnership is uniquely tailored to meet mutual goals of promoting American flowers:

You’ve already heard about our partnership with lead sponsor Florists’ Review — but I’ll thank Travis Rigby, editorial director David Coake and art director Kathleen Dillinger here. They and the rest of the Florists’ Review team are a joy to work with and I respect and value our relationship!

Coming up in early 2020 is our first book collab with Florists’ Review: Slow Flowers Journal – Volume One, created with the amazing talented support of Robin Avni as editor and our own Jenny Diaz as designer. I can’t wait to share more but here is a sneak peek of the book cover art (featuring Missy Palacol’s photography) in today’s show notes!

Thank you to these amazing sponsors:

The peony farmers of Arctic Alaska Peonies, who supported this Podcast and Slow Flowers Journal in 2019.

The Seattle Wholesale Growers Market and its amazing group of Northwest flower farmers and market staff.

Longfield Gardens for connecting florists to gardening and connecting gardeners to floral design.

Johnny’s Selected Seeds for producing high quality flower foliage and herb seeds for cutting gardens and flower farms of all sizes.

Syndicate Sales for supporting florists with an incredibly diverse selection of USA-made vases, design mechanics and accessories.

The Association of Specialty Cut Flower Growers for its support and leadership in growing flower farming as an important profession.

Mayesh Wholesale  Florist has again supported the Podcast and American Flowers Week and we’re so grateful for their industry support.

Northwest Green Panels, the Oregon-based greenhouse builder which is responsible for my charming 8×8 modern slant greenhouse.

And Farmers’ Web, the software company that came onboard mid-year as a Podcast and Newsletter sponsor. 

Slow Flowers is the term most widely used in the floral marketplace to communicate and convey seasonal, local and sustainable floriculture.

It has been another record-setting year in so many ways. According to keyhole.com, our tracking service, Slow Flowers’ metrics are higher than ever. Our social media maven, Niesha Blancas of Fetching Social Media, has worked tirelessly to represent Slow Flowers and its members through the medium — with great results!

In the past 365 days, on instagram and twitter combined,

Slow Flowers has appeared in more than 75k posts, up from 47k in 2018.

and has stimulated social media engagement of 2.3 million, up from engagement of 1.4 million in 2018.

Field-grown Tulips
Tulips grown by an American farmer I know and trust.

To that I say, What are YOU Waiting For? We’d love you to join Slow Flowers and put your resources, creativity, personal engagement and passion to work for a Movement that gives back to you in volumes. You can start the new year with a commitment to supporting Slow Flowers and you can join us for as little as $50 a year to enjoy the many programs and benefits for members. Follow this link to join us!

Thank you for being a part of this movement and I hope you’ll make the next step by investing in the continued relevance and success of this brand

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

Well that’s it, folks. As our year comes to a close, I wish you a warm and restorative holiday season and share my hope for a peaceful and productive 2020.

Music Credits:

Basketliner; Betty DearDelamine; Gaena; Glass Beads; Highride; Perspiration
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; Redwood Trail
Music from audionautix.com