Debra Prinzing

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Episode 527: Grow. Design. Teach. How Sweet Earth Co.’s Xenia D’Ambrosi fine-tuned her brand message with three essential words

Wednesday, October 13th, 2021

I’ve just returned from a short trip to New York City and Brooklyn, one of the highlights of which included my spending two days in the lower Hudson Valley doing some pre-planning for the 2022 Slow Flowers Summit!

Xenia D'Ambrosi and Debra Prinzing
Xenia D’Ambrosi and Debra Prinzing at Sweet Earth Co.

Of course I spent time at our venue for 2022, Stone Barns Center for Food and Agriculture, in Pocantico Hills, New York . . . and I’ll share much more about that in the coming weeks. But I also had a fantastic visit to Sweet Earth Co., located in Pound Ridge, just 20 miles away. Listeners of the Slow Flowers Podcast may recall that I hosted farmer-florist Xenia D’Ambrosi as a guest in January 2018, when she shared her story of recovering from cancer by moving away from corporate finance to a new life growing, designing and teaching around plants, flowers and wellness.

Sweet Earth Co.'s herbal tea collection
Sweet Earth Co.’s herbal tea collection ~ a diversified product from the farm.

Each of us has experienced our own version of a “pivot” due to the pandemic, and Xenia has done so herself. She’s tightened her focus on the essential aspects of Sweet Earth Co. and taken some very intentional steps in marketing and content development to communicate to her customers. Sweet Earth Co. is described as a floral and garden design studio located on a sustainable flower farm.

Sweet Earth Co bouquet
A glorious seasonal bouquet from Sweet Earth Co.

Here’s more about Xenia D’Ambrosi, excerpted from her website:

Xenia is lead designer and farmer-florist at Sweet Earth Co. Most wouldn’t have imagined that a city girl like me would find her calling amidst flower fields and gardens, but I can’t deny a history of generations of land stewardship & farming engrained in my DNA.

Having my hands in the soil brought me healing and ignited my passion for sustainable gardening and horticulture. In 2012 I started Sweet Earth Co. which specializes in growing specialty cut flowers and herbs, and in garden and floral design and installations.

After touring the growing grounds, I sat down with Xenia to continue our conversation, which we recorded in her studio. You can watch the video of that tour and interview above.

Find and follow Sweet Earth Co. and subscribe to Xenia’s newsletter here:

Sweet Earth Co. on YouTube

Sweet Earth Co. on Facebook

Sweet Earth Co. on Instagram

Sweet Earth Co. on Pinterest

Slow Flowers Society Member Appreciation Month

We are in the midst of October’s Member Appreciation Month and I’m so pleased at all the great content we’ve been able to share with our community of members. If you aren’t a member yet — and why haven’t you joined us? It’s the perfect time to step up and commit. This month, all new members will receive our special Member Benefits Booklet with coupons, discounts and other perks from eight of our partners and sponsors — the savings will more than cover your annual membership investment.

All new members also receive our Slow Flowers Society collector’s pin, made in the USA and featuring our teal and lime green logo. Plus, if you upgrade to or join at the Premium Level, you’ll also receive the video bundle of all our Slow Flowers Summit 2022 speaker videos, valued at $129.

Interested in learning more? Head to and click our “Become a Member” Button

Johnnys Seeds Newsletter

Before we wrap up, I want to draw your attention to another incredible free and timely resource — an extensive report that we just produced for the October Johnny’s Seeds’ Advantage Newsletter. The article is called Collective Selling Models for Flower Farmers. As you have heard many times on this Podcast, it’s no wonder that over the past 10 years interest in collectives, cooperatives and co-marketing models is definitely on the rise. This change runs parallel to the general explosion of new flower farmers and increased demand among florists for local and seasonal product. But there is no one-size-fits-all template, which has been frustrating for some startup groups.

Our article for Johnny’s reviews three popular options for creating a regional wholesale flower hub, including Legal Cooperative; Multi-Owner LLC; and For-Profit Wholesale Business.I spoke withseveral Slow Flowers members who have formed regional marketing hubs to learn about the appeal of each model. Thank you to Slow Flowers members Diane Szukovathy of the Seattle Wholesale Growers Market; Martha Lojewski of Alaska Peony Cooperative; Melissa Webster and Megan Wakefield of Old Dominion Flower Cooperative; Christine Hoffman of Twin Cities Flower Exchange and nationally-recognized expert in shared ownership strategies Margaret Lund.

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 Banner

Thank you to our lead sponsor for 2021, Farmgirl Flowers. Farmgirl Flowers delivers iconic burlap-wrapped bouquets and lush, abundant arrangements to customers across the U.S., supporting more than 20 U.S. flower farms by purchasing more than $9 million dollars of U.S.-grown fresh and seasonal flowers and foliage annually. Discover more at

2nd sponsor bar
sponsor logo bar

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

Roadie, an on-demand delivery company offering affordable same-day and scheduled delivery. With a network of friendly, local drivers who handle each delivery with care, and one-on-one support from a designated account manager, Roadie guarantees a smooth and reliable delivery experience–from pickup to delivery. Sign up for your first delivery at and use promo code slowflowers–that’s one word–to get five dollars off., our new sponsor. FlowerFarm is 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 and 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

Slow Flowers Podcast Logo with flowers, recorder and mic

Thanks so much for joining us today! The Slow Flowers Podcast has been downloaded more than 774,000 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.

I value your support and invite you to show your thanks to support Slow Flowers’ ongoing advocacy, education and outreach activities. You can find the donate button in the column to the right at

I’m Debra Prinzing, host and producer of the Slow Flowers Show & Podcast. Next week, you’re invited to join me in putting more Slow Flowers on the table, one stem, one vase at a time. 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. You can learn more about Andrew’s work at

Music Credits:

Long Await; Turning on the Lights; Gaena
by Blue Dot Sessions

by Tryad

In The Field

Episode 333: Flowers and Herbs with Xenia D’Ambrosi of New York’s Sweet Earth Co. and News about the PNW Cut Flower Growers Meet-Up

Wednesday, January 24th, 2018

Today’s guest is Slow Flowers member Xenia D’Ambrosi of Sweet Earth Co. Blooms & Botanicals

Xenia with her flowers . . .

I’ve met Xenia on a few locations – both in the PNW and here, at the November 2017 New England Farmer Florist Connection event.

Today’s guest is Xenia D’Ambrosi, owner of Sweet Earth Co. in Pound Ridge, New York – where the New York City suburbs transition toward the lower Hudson Valley.

I’ve invited her to share her story as part of my 2018 goal to zero in on the successful small business strategies of Slow Flowers members.

There’s so much creativity and innovation taking place in flower farming and floral design and we are a community of generous individuals who are incredibly eager to share their stories.

Whether it’s about extending one’s brand to related products and services or diversifying to reach a new market or changing up the channels through which you’re selling flowers — all is relevant and I want to hear about it!

Before we join my conversation with Xenia, though, I want to share a report from the Pacific Northwest Cut Flowers Growers upcoming meet-up. For the fourth year, flower farmers, farmer-florists and floral designers are gathering for an intensive day focused on the practices, crops and marketplace that makes this region dynamic and unique. The day’s keynote speakers, Ralph Thurston and Jeriann Sabine from Bindweed Farm will wow you. Listen to their 2016 appearance on the Slow Flowers Podcast here. 

Erin McMullen of Rain Drop Farms in Philomath, Oregon, is part of the planning team for the February 25th Meet-Up in Corvallis, Oregon. I’ve asked her to share a bit about the sure-to-be-sold-out event. Tickets are going fast and it’s time to grab yours if you’re thinking about joining this one-day session next month.

Details on the February 24th Oregon Small Farms Conference are HERE

Details on the February 25th PNW Cut Flower Growers Meet-Up HERE

A glorious seasonal bouquet from Sweet Earth Co.

More seasonal annuals, perennials and herbs from Sweet Earth Co.

Now, to our main guest of the day, Xenia D’Ambrosi of Sweet Earth Co.

Xenia D’Ambrosi has a passion for sustainable gardening and horticulture. Her company Sweet Earth Co. specializes in designing and maintaining sustainable gardens and natural landscapes, as well as crop planning and management.

Sweet Earth Co. was built around a mission –to help clients improve function, beauty and biodiversity in their landscape while mentoring and partnering with them to understand and practice the basic tenets of sustainable landscaping. Mixing function and beauty is something Sweet Earth does close to home.   

Having recently rebranded her business as Sweet Earth Co. Blooms & Botanicals , Xenia sustainably grows specialty cut flowers  and offers a flower and herb CSA, as well as produces a line of specialty herbal teas.  Visitors to the farm stand at Sweet Earth Co find local flowers, herbs, teas, honey, herbal products and garden gifts and decor.  

Xenia earned a Masters in Public Health and an MBA from Columbia University, as well as a certificate in gardening and sustainable practices through The New York Botanical Garden. She is the author of articles regarding sustainable gardening and has led various workshops and educational events about gardening and agricultural literacy.

The cutting garden at Xenia’s “farmstead” in Pound Ridge, NY

Sweet Earth Co.’s herbal tea collection ~ a diversified product from the farm.

The Slow Flowers Podcast has been downloaded more than 274,000 by listeners like you. Thank you for downloading, listening, commenting and sharing — it means so much.

As the Slow Flowers 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 at in the right column.

Thank you to our sponsors who have supported Slow Flowers and all of our programs including this podcast, American Flowers Week, the online directory to American grown flowers, as well as our new channels, Slow Flowers Journal and the 2018 Slow Flowers Summit.

Thank you to our lead sponsor for 2018, Florists’ Review magazine. I’m delighted to serve as Contributing Editor for the new monthly Slow Flowers Journal section, which you can find in the pages of Florists’ Review. It’s the leading trade magazine in the floral industry and the only independent periodical for the retail, wholesale and supplier market. Take advantage of the special subscription offer for members of the Slow Flowers Community.

Certified American Grown Flowers. The Certified American-Grown program and label provide a guarantee for designers and consumers on the source of their flowers. Take pride in your flowers and buy with confidence, ask for Certified American Grown Flowers.  To learn more visit

Arctic Alaska Peonies, a cooperative of 50 family farms in the heart of Alaska providing high quality, American Grown peony flowers during the months of July and August. Visit them today at

Seattle Wholesale Growers Market, a farmer-owned cooperative committed to providing the very best the Pacific Northwest has to offer in cut flowers, foliage and plants. The Growers Market’s mission is to foster a vibrant marketplace that sustains local flower farms and provides top-quality products and service to the local floral industry. Find them at

Longfield Gardens 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. Visit them at

Syndicate Sales, an American manufacturer of vases and accessories for the professional florist. Look for the American Flag Icon to find Syndicate’s USA-made products and join the Syndicate Stars loyalty program at

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. Check them out at

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

(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

Music Credits:
Sage the Hunter; The Wooden Platform; Yarrow and Root
by Blue Dot Sessions