Lane DeVries, AAF, former owner of Sun Valley Floral Farms, has published a memoir that captures more than four decades of triumphs, trials and transformation in the U.S. floral industry. The Pursuit of Purpose: A 40-Year Journey of a Dutch Flower Farmer traces his career from his beginnings as a young Dutch immigrant pulling dead lilies from Oregon greenhouses to leading one of the nation’s largest flower farms — and ultimately, closing its doors in 2024.
DeVries recounts battles with economic pressures, evolving markets and government investigations, offering a rare inside look at the business and personal costs of building and sustaining a large-scale floral operation in the U.S.
In the latest episode of SAF Exchange, the Society of American Florists’ audio series on Spotify with industry movers and shakers, DeVries speaks about why he chose to tell his story, the faith that sustained him, and the advice he hopes to pass on to the next generation of floral professionals.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
