Flower season is in full swing for many local growers, whose products offer wholesalers and florists unique varieties, extended availability and increasing consumer appeal. In fact, a 2023 study facilitated by the Floral Marketing Fund found strong support for local sourcing: 65% of consumers said they’d be more likely to buy from a retailer offering flowers grown within 100 miles, and 61.7% said they’d pay 10% or more for locally sourced blooms.
Some wholesalers have taken note.
“Many florists are eager to feature locally grown flowers whenever they are available, so we make it a priority to have them on hand whenever we can,” says Red Kennicott, AAF, chairman of Kennicott Brothers Company, a Chicago-based wholesaler.
So, how can florists find success sourcing and using locally grown flowers? We talked with Kennicott and Jenny Marks, who’s grown flowers for a decade on her 24-acre farm, Trademarks Flower Farm, in Upstate New York. (Read more about Marks in the November/December 2024 issue of Floral Management.)
What Local Flowers Offer
Adding locally grown flowers to your cooler brings benefits that can build your shop’s reputation.
- Unique varieties. To compete in their markets, flower farmers typically grow unusual flowers and varieties — ones that can differentiate a florist from competitors. Expect bright, vibrant colors and possibly patterns, such as striations or stripes, Marks says.
- Unexpected availability. By using season extension techniques such as high tunnels, many flower farmers focus on producing stems outside traditional harvest windows. “For a florist, this means you might get sweet peas in July in Upstate New York, or maybe it’s tulips in February in the Midwest,” Marks says. Having crops available in non-standard windows gives a florist shop a competitive advantage, especially in a tight market.
- Sustainability. If your shop values sustainability, working with local flowers is a no-brainer, especially if they were grown without chemicals or the need for large amounts of resources.
Tips for Succeeding with Local Flowers
- Be Flexible. Most local flower growers have a variety of crops that bloom at different times, making orders for a specific flower sometimes difficult. Marks recommends florists sell customers on color palettes versus specific flowers. “Managing these expectations makes it less stressful for the grower, florist and client,” she says.
- Be Selective. Kennicott Brothers Company encourages customers to learn about and plan around their region’s growing season. Marks encourages florists to consider relying on one specific crop when it’s in season, focusing on crops that don’t ship well. She suggests crops such as lisianthus, delphinium or dahlias. Zinnias, cosmos, sunflowers and celosia are other popular products.
- Communicate. Ask wholesalers “early and often” about local products so they can keep you up to date on availability, says Kennicott. And, let them know what you like. The more a grower or wholesaler knows about your preferences and customers’ demands, the better they can plan, grow or source with you in mind, he says.
How to Find a Local Flower Grower
In addition to asking your wholesaler about locally grown flowers, florists can find flower farms online. LocalFlowers.org, managed by the Association of Specialty Cut Flower Growers, features more than 1,700 growers across the United States. Certified American Grown, which represents flower and foliage growers, offers a searchable directory with nearly 80 farms.
Julie Martens Forney is a contributing writer for the Society of American Florists.
