Slow Flowers Industry Forecast 2023

botany lessons

2023 FLORAL INSIGHTS + INDUSTRY FORECAST

about the forecast

Like you, when we turn the page to a new calendar year, the Slow Flowers community embraces the inevitable progress of change with a dose of optimism as we look to the future.

Since 2015, we have published an annual forecast with insights and predictions of emerging themes, topics, and categories relating to the floral marketplace. In 2022, Slow Flowers began a collaboration with its publishing partner BLOOM Imprint to produce our forecast and that partnership continues with the 2023 report.

Our reports have become an important gauge for our members, as well as for the greater floral marketplace and business media, as we evaluate prevailing cultural shifts, notable changes, and breakout ideas influencing flower farming, floral design and consumer attitudes about flowers.

The insights you read here reflect a full year of intelligence gathering, as we surveyed our members and conducted hundreds of interviews for articles, our video show and the Slow Flowers Podcast Debra Prinzing draws from her wide-ranging conversations with florists, growers, experts, influencers, makers, and educators. Bloom Imprint's creative director Robin Avni contributes her point of view and expertise in cultural and consumer trend-watching, applying timely lifestyle insights to share with you.

BOTANICAL PINKS

BY SEATTLE ARTIST AND ILLUSTRATOR

Annette

Kraus

Signed, 8 x 10 giclee prints are available for purchase at ANNETTEKRAUS.COM

WEBSITE | INSTAGRAM

© COPYRIGHT 2023 SLOW FLOWERS SOCIETY AND BLOOM IMPRINT. ALL RIGHTS RESERVED. No part of this publication may be reproduced, stored in a retrieval system or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior written permission of the publisher.

botany lessons

Sinking our roots deeper into nature and its healing qualities

Holding our collective breaths, we seek to shed the burden of worry and redefine our lifestyles. There are the glimmers of promise as we sense an intentional reset among creative professionals and consumers alike. Whether it's for personal or professional reasons, we are reimagining and renewing what we want and how we work. Emerging from the pandemic (or adjusting to its constant presence, but not holding back), what does the new reality look like?

We view 2023 through the imagery of being rooted, of sinking our roots deeper into nature and the plant kingdom, and in the healing qualities of both. The embrace of small and slow provides one path to take control, whether by rebranding your business, reviving your mission, and refocusing your purpose.

Our 2023 Slow Flowers Member Survey reveals a clear desire for transformation. We asked, "Have you changed, or plan to change, your floral career or enterprise?" Responses reflect this trend line, with one-third of our members "launching a new product or service that I have thought about for years" and one-quarter choosing to "phase out a product or service I no longer enjoy."

More specifically, individual survey comments reveal the choices our members are making: "I'm opening a wedding venue," "Opening a new studio," "Expanding our services with container planting and design."

We'd love you to join the conversation! Do you see yourself in this discussion? What feels right for you? Here is our roundup of eight important insights to influence you in the New Year.

Bloom Imprint is scheduling insight presentations for organizations and businesses. Reach out if you're interested in taking a deeper dive into these insights and how to leverage for your interests.

[NO. 1] the rise of non-floral florals

We adore our favorite blooms, but our love affair with the natural world has added plant life in all its forms to a growing list of floral design elements. Everything is up for consideration, and that means sourcing from produce departments, farm stands, garden centers, and (responsibly) wild-foraged from the forest or seaside. As floral artists expand their use of all plant life, they build deeper connections to the earth, enriching customers and clients in the process.

THE LARGER CULTURE

ORGANIC MECHANICS

49% of Slow Flowers members cite using plant-based materials such as branches, willow, and foliages as their foam-free mechanics

The idea of "non-floral florals" means we have a broader palette of botanicals available for growing and designing. The proliferation of plants into hospitality, fashion, consumer marketing, environmental design, and architecture is helping change our "plant blindness" to "plant literacy." Pollinator plants appear in public gardens and municipal spaces, plants as design icons are splashed across home design and fashion with a heightened awareness of replacing turf with native and edible plants is influencing zoning policies across America.

WHAT IT MEANS FOR BUSINESS

We're relying on more plant-based solutions rather than chemical or synthetic applications, with demand for biodegradable accessories such as containers, packaging, and mechanics.

FLOWERS FOR ALL Modern Floral Arrangements for Beauty, Joy, and Mindfulness

Every Day

by Susan McLeary

Photography by EE Berger

Chronicle Books, 2023

YOU CAN ORDER THE BOOK HERE

Floral designers and flower farmers alike are expanding their botanical palette to include native species and place-adaptive plants. In Ann Arbor, Michigan, Slow Flowers member Alexandra Cacciari of Seeley Farm has introduced her floral customers at the Michigan Flower Growers Cooperative to native plants suitable as cut flowers. Through a Farmer-Rancher grant from North Central Sustainable Agriculture Research and Education (NC-SARE), the project has trialed more than 20 species of native, herbaceous flowers and foliage plants to determine their value and marketability in the wholesale floral industry. According to Alex, these plants (which include such beauties as gentian, black-eyed Susan, blue flag iris, Joe Pye weed, and swamp milkweed) support wildlife and pollinators, and are more drought- and flood-tolerant than their non-native counterparts. "As cut-flower crops, when planted in their desired conditions, native plants require less added water, fertility, and pesticides than traditional crops, and offer a sustainable option for growers," she explains.

ADDITIONAL READING

VEGAN LEATHER MADE FROM FLOWERS (BBC); REMOVING BAD LAWNS (NYTIMES)

Here, brunnera, hosta, nasturtium, lungwort, Japanese forest grass, artemisia, luffa gourd tendrils, and lupine are presented unpretentiously alongside clusters of immature currant tomatoes and stark white mushrooms from a local grocer.

SUSAN MCLEARY

MAGICAL MUSHROOMS

Have you noticed? Mushrooms are everywhere! Fungi fans are no longer the only ones collecting mushrooms, and you'll see mushroomy imagery popping up in home decor and textiles, housewares and tabletop, fashion, and yes, floral design! As part of a distinct plant kingdom, mushrooms are far more than a culinary delicacy.

Carolyn Kulb of Seattlebased Bloom Poet recently showcased the shapes and forms of mushrooms in the bouquets, boutonnieres, and centerpiece for a summer wedding. "As avid mushroom hunters, my couple wanted their spring wedding florals to be forest-inspired, mushroomy, and colorful. And we went with a bright, whimsical palette that included unique elements like moss, spider roots, and a wide variety of mushrooms."

[NO. 2] creative waste

More consumers, and especially more flower folks, are rejecting throwaway culture. We are replacing single-use plastics for compostable alternatives; we are making intentional choices in how we run our businesses by changing our everyday habits, and how we spend our budgets. From small to large steps, the Slow Flowers community is leading by example, helping customers and couples understand how their purchases make a positive impact on the environment. We call this resourcefulness "creative waste," reflecting the Slow Flowers Movement's practice to use all parts of a plant (think of 'root-to-bloom' as similar to the culinary world's 'nose-to-tail' idea of utilizing all parts of an animal).

THE LARGER CULTURE

Sustainability is no longer a fringe topic; it has moved to the mainstream in all sectors. Consumer concern about the planet and its future is impossible to ignore, especially given wastefulness that has come to light with the excess packing material generated by a spike in online ordering during the pandemic. Corporations know it, and whether they are making honest steps to change or just paying lip service to the conversation, their consumers are demanding green practices and transparency.

In its third consecutive Deloitte UK sustainability survey, the consultancy found: "with fewer choices and opportunities due to the impact of inflation and supply-chain disruptions, consumers are finding more 'innovative' ways to spend less; for example by adopting a more sustainable lifestyle and choosing goods that are more durable or that can be reused or repaired easily."

According to IBM Institute for Business Value, "as climate change intensifies, companies across sectors have transformed their business models to forge a sustainable future one that protects people, planet, and profits. In the race to reduce emissions, consumption, and waste — while protecting biodiversity — everything is on the table. Supply chains are being recalibrated. Source materials are evolving. Travel requests are carefully scrutinized. But companies can’t do it alone. Consumers also play an important part. What they’re willing to pay for defines, in part, how far a sustainable business can go."

WHAT IT MEANS FOR BUSINESS

Slow Flowers members are not waiting around for the global floriculture industry and their customers to catch up with their preferences. While it takes more time and intentionality, our member

BOTANICAL RIBBONS

At Forage Floral in Santa Ynez, California, Jill Redman keeps a jar in her flower shop to "brew" silk ribbon from discarded flower petals. "Every day, no matter what botanical material we bring in, we put some of it in a pot and see what happens with our ribbons," Jill explains. "Nothing ever comes out the same, but it's pretty magical. We tie all the bouquets going out the door with our custom, plant-dyed silks."

[NO. 2] creative waste

flower farmers and floral designers are driving the conversation. Retail flower shops are adopting regular practices and sharing that information to educate their customers. At Foxbound Flowers in Eugene, Oregon, Kelsey Ruhland tracks the volume of plant and flower trimmings that she diverts from the landfill by weighing it on a weekly basis. As a "zero-waste business, we divert 90% or more of our waste by recycling, repurposing, or composting," she says.

Wedding florists are tackling similar waste challenges. Blair Lynn of Sweet Blossoms in Ijamsville, Maryland, outside the Metro DC market, says she has been able to recycle three-quarters of the flower packaging that arrives at her studio. "I feel the best thing I can do is choose vendors who package their product in the most green way. I buy most of my flowers from in-state flower farms because the blooms are mostly wrapped in paper, not packaged in plastic. My primary rose supplier in Oregon packs everything in paper and does not use styrofoam in the shipping box. We separate small wood pieces from shipping boxes and recycle it as kindling for our wood stove. The rubber bands are never cut; they are unwrapped from the stems and saved to return to flower farmers. I save ice packs and give them away on Facebook Marketplace, usually for high school athletic game coolers." She is proud of the steps that Sweet Blossoms has taken, but knows there is more to do.

At The Flower Bar in Bozeman, Montana, Richelle Koffman partners with a private composting service to provide earth-friendly, postevent disposal of flowers and foliage. "Happy Trash Can is one of our favorite partners. They help turn all our scraps into nutrient-rich compost and divert materials that would otherwise sit in a landfill and contribute to climate issues. They provide a simple, easy, affordable service that requires very little on our part."

ADDITIONAL READING

AN INNOVATIVE ECO-FRIENDLY ALTERNATIVE MATERIAL FROM FLOWER WASTE

SUSTAINABLE WAYS

Increasingly, people are concerned about the single-use plastics in the floral industry. In last year’s Slow Flowers Member Survey, we asked, “What percentage of your design work uses alternatives to floral foam?”

73% of Slow Flowers members use alternatives to floral foam in 75-100% of their designs

RECYCLE + REUSE

A glass-vase recycling program spearheaded by Tammy Myers of First & Bloom in Seattle, Washington, is addressing pandemic supplychain shortages faced by florists through a collaboration with a local private recycling service. Tammy partnered with Ridwell in a pilot collection across four Seattle neighborhoods, amassing 117 boxes of unwanted glass vases. She created vase collections by size and type, and resold them to florists through the Seattle Wholesale Growers Market. "I am absolutely loving the addition of recycled vases back into my offerings," she says. "Not only does this help reuse household products and prevent them from entering a landfill, I spend less and that means more profit in my pocket"

Sustainability is so much more than just showing and posting, it's about doing and taking action.

TAMMY MYERS

TAMMY MYERS

[NO. 3] the naturals

Concerns about the environment and personal wellness are driving demand for plant-based beauty and health-care solutions. It's related to the concept of clean eating, as increasingly, consumers view that what they put on their bodies is as important as what they put in their bodies. Nurturing beauty solutions from the garden has prompted small-batch makers to exploit the healing qualities of herbs and petals, while growers and florists are experimenting with custom formulations and body-care product lines as an extension of their botanical brands.

THE LARGER CULTURE

WHAT DO YOU GROW?

From the Slow Flowers Member Survey:

24.5% grow plants for aromatherapy and wellness products

11.5% offer health and wellness activities for their customers

7.5% utilize plants for soap and candle products

According to Grand View Research, the global, natural skin care products market size (valued at USD 6.7 billion in 2021) is expected to expand at a compound annual growth rate of 6.6% from 2022 to 2030. "One of the primary factors driving the market is growing awareness about the adverse effects of chemicals on the skin, such as irritation and dullness," the report says. "The increasing awareness about the benefits of organic, ingredient-based items has prompted customers to seek out eco-friendly, natural skin care products.

Additionally, the recent Covid-19 outbreak has severely impacted the growth of the beauty and personal-grooming industry, disrupting production, as well as sales of beauty and personal-care products through both online and offline channels due to social distancing and stay-home policies."

WHAT IT MEANS FOR BUSINESS

The desire to formulate bespoke beauty products from the farm isn't new, but we're spotting many creative expressions of this trend. And there's an upside to putting your botanical byproducts in the jar or bar.

At Wild Heart Farm in Rimrock, Arizona, Kate Watters calls her approach to plant-based products and programs "Flower Healing." "Plants have so many qualities that bolster emotional and mental wellness," she explains. "We have been making tinctures, tonics, and flower essences with our farm flowers, as well as offering immersive, day-long and weekend retreats that help women in particular learn how to use plants, make teas, and flower essences for their personal healing."

In 2023, Wild Heart Farm plans to offer herbal tonics and flower essences for clients' wedding celebrations, and host immersive flower parties for showers and other gatherings held at their farm.

At a December 2022, Slow Flowers Member gathering, two flower farmers shared how they are building separate business channels with their value-added products. Among other items, Sarah Wagstaff of SUOT Farm + Flowers makes herbal tub teas, and Natasha McCrary of 1818 Farms produces botanical wax sachets.

At Sweet Blossoms, Blair Lynn makes a plant-based skincare line called Sweet Botanicals. The all-natural product line includes bath bombs, body butters, salt scrubs and beard balms for men. "I started creating these products to reduce the amount of single-use plastic in our home," Blair says. "I wanted to make sure that I knew what all the ingredients were, and that they were packaged in reusable containers, using no plastic, if I could help it. My ingredients include plant-based butters and oils, plant-based fragrances, nonsynthetic vitamins, minerals, and only two animal byproducts (lanolin and beeswax)."

ADDITIONAL READING

BLOOM OF INTEREST IN PLANT-BASED PRODUCTS (THE GREEEN CELL)

© KRISTEN CALDON O'NEILL PHOTOGRAPHY

organic self-care

BY JANICE COX | NATURALBEAUTYATHOME.COM

Throughout history, great beauties have always made their own special skin-care treatments, so we realize that making your own natural cosmetic products is not a new concept. You might recall Cleopatra made the milk bath legendary; she would infuse her bath with honey and herbs for silky skin. Lipstick has more of a checkered past, for sure, but even among Puritan women, homemade lip salves were socially acceptable.

These days, cosmetic and body-care products featuring garden- and plant-based ingredients are one of the fastest-growing areas in the personal care industry, and very easy to find on drugstore shelves, online retail outlets, and supermarket aisles. That was not the case years ago, when natural bath and beauty products were only found at natural food stores and farmers' markets.

The term "natural" should mean that products do not contain man-made ingredients or materials. They are as nature created them, pure and unpreserved. Words like "organic," "aromatherapy," or "hydrotherapy" are used as well — and depending on the product category, can carry different meanings, even more as marketing speak than truth. No matter the reference, these phrases have become a part of our modern lives. They demonstrate a growing consciousness and interest in wellness and the priority to take better care of ourselves — and the world around us.

Think about what you are using, how it is packaged, and the origins. Locally sourced ingredients that otherwise might be discarded, like avocado pits, citrus peels, or coffee grounds, can be transformed into DIY beauty solutions.

Creating your own products means you use less packaging and you're able to reuse containers that you have on hand. You may even do away with packaging all together when you create shampoo bars, lotion bars, and toothpaste bites. More and more consumers are changing how they live by starting small with daily cleansing habits and other health and wellness products.

Just know, all efforts can make a difference. Swapping out disposable products such as razors and facial wipes means less waste. Become a packaging snob and a label reader. Look for skin-care ingredients sold in bulk, such as herbs, clays, extracts, and essential oils. Homemade body-care products are a wonderful addition to anyone's lifestyle; they are a unique blend of cooking, crafting, gardening, and natural practices.

There are inventive and exciting changes from an industry that still sells many of the same ingredients and treatments that were popular in ancient times.

Natural products are a lifestyle choice and getting back to basics has its merits.

[NO. 4] opposite ends of the spectrum

Last year, given supply-chain issues and flower shortages, we encouraged you to expand your palettes and consider incorporating other hues in your practice, and that you did! It turns out, so have the multitude of color experts, gurus, and sages, as they have declared a wide-ranging assortment of hues for their "2023 color of the year" with a saturated celebration of color that runs from one end of the spectrum to the other. There is no doubt that color palettes are moving away from the safe creams, whites, and beiges and that too-long obsession with the various shades of gray. What say you 2023?

THE LARGER CULTURE

When the world around you appears dismal and gray - inflation in the cost of goods, a looming recession, layoffs, and a decrease in consumer spending - it's not difficult to surmise that an infusion of warm and saturated colors are finding favor. Add in a little bit of patina as there is a European influence at work in the dramatic, deep saturated colors that are beginning to show up on stateside interiors walls, cabinets, and molding. The deVOL Kitchens palette has influenced all the major paint brands and, as a result, the current color shift. Even the iconic Farrow & Ball has introduced new paint colors for the first time four years.

Viva Magenta, the 2023 Pantone Color of the Year is a bit of an outlier given it's intense magenta hue. The color was generated using Artifical Intelligence (AI) and brings a tech glow to the mix. AI imagegenerating programs like DALL-E 2 infuse vibrancy into the image composition with a simple typed request and click. It's great news that nature conveniently provides specular options in the Viva Magenta range for those clients who want an intense vitality to their choices.

WHAT IT MEANS FOR BUSINESS

Along with clients dictating what to wear to their guests (Thank you, Instagram and TikTok), we see the intersection of personal expression and economic constraints having clients staying closer to home and looking to downsize budgets; meaning fewer destination weddings and more local events, parties, and celebrations. Individuals want to be the creative director of their special story, and will continue to look to online influencers more than traditional media sources to find inspiration. Growers, designers, and florists should continue to think local to help cost constraints, and realize the ever-expanding choices of visual palettes.

ADDITIONAL READING

WHY ISN'T BEIGE EVER THE COLOR OF THE YEAR? (WSJ)

COLOR PREDICTIONS

Slow Flowers members identify their 2023 palette preferences:

27%

Warm and Saturated (Moving to the top of the list from second last year at 20%)

22.4% Mixed Medley (Moving up from third last year at 16% to second)

17.9% Organic Neutrals (Dropped from the top of last year's list at 26%)

7.5% Bright Pastels

7.5% Cool and Vibrant

6% Muddy and Sultry

1.5% White and Blush (Dropped to the bottom,)

1.5% OTHER

CLOCKWISE FROM TOP LEFT

AMP UP NEUTRALS WITH SHOTS OF COLOR

Seattle florist Melissa MercadoDenke of Campanula Design Studio accents seasonal blooms and foliage in golden tones with the surprising addition of persimmons.

MIX WARM AND COOL TONES FOR EYE-PLEASING BALANCE

Kelsey Ruhland of Foxbound Flowers in Eugene, Oregon, balances the warm-cool spectrum with local annuals and an organic vessel crafted from recycled wood fencing.

BROWN (AND TAN) IS BEAUTIFUL

This composition expresses the wild, bold, and natural aesthetic of Bozeman, Montana-based Labellum and designer Remy Brault She loves to combine fresh and dry elements, including grasses, pods, and feathers.

GO DEEP WITH RED + FUSCHIA

The lush and seductive palette is expressed in hot-hued dahlias grown by Krista Rossow of O'Flora Farm in Oregon's Willamette Valley. Spikes of celosia and scented geranium foliage complement summers starring focal flower.

A RAINBOW OF COLORS FOR 2023

BLANK CANVAS BEHR

RUSTIC GREIGE DUTCH BOY

REDEND POINT SHERWIN-WILLIAMS

ALIZARIN GRAHAM & BROWN

TERRA ROSA DUNN-EDWARDS

RASPBERRY BLUSH BENJAMIN MOORE

VIVA MAGENTA PANTONE

AMBER YORK

SPANISH MOSS KRYLON

VINING IVY GLIDDEN

BROWN OCHRE VESTEK FURNISHINGS

BOHLD CMG NORTH AMERICA

[NO.5 ] incredible edibles

Interest in edible flowers has been part of the Slow Food scene for years, but offerings of locally grown, organic, flavorful — and pretty — edible blooms has been a bit slow to catch up with demand from the culinary crowd. Now is the time to take advantage of this value-added category as chefs, bakers, and mixologists are hungry for colorful, nutritious blooms to enhance their recipes and concoctions. These bite-sized delectables give flower farmers and floral designers an opportunity to diversify and cross into the hospitality, event, and specialty-food markets.

THE LARGER CULTURE

Edible flowers enhance the sensory appeal of culinary dishes and drinks, and they have special relevance for vegetarian and vegan menus. The use of petal garnishing as a decorative trend is fast gaining traction. The French food blog ChefClub declared 2022 the year of edible flowers, citing the Slow Flowers Movement, and the momentums continue for 2023. "With an average of 107k queries typed each month into Google worldwide, the term 'edible flowers' doubled compared to 2019," the blog writes, adding: "Local producers are making the choice to grow edible flowers, feeding a local market that respects the ecosystem and the seasons. It must be said that the field of possibilities is vast, very vast.”

THE EDIBLE FLOWER

A Modern Guide to Growing, Cooking & Eating Edible Flowers

Laurence King Publishing, 2023

THEEDIBLEFLOWER.COM

JOHNNY'S SEEDS FREE EDIBLE

FLOWER GUIDE

A HANDY ONLINE GUIDE to help you pick what edible flowers you can grow on your own

Transparency Market Research found upward growth through 2028 in the global edible flowers market. "One of the key reasons supporting this growth is increasing demand from food incubators and restaurants, who want flowers suitable for human consumption, not to mention a growing awareness about the health benefits of edible flowers."

Technavio says the Packaged Edible Flower Market is expected to grow by $100 million during the 2021-2026. Reasons for this predicted growth include:

• The demand for photogenic food

• Lavender, hibiscus, dandelion, and rose flowers used as taste enhancers, effect magnifiers, and additional fragrances. "Given this, chefs have begun using edible flowers as garnishing agents to impart unique flavors and highly-appealing textures to their dishes," Technavio continues

• Cocktails, lattes, sparkling drinks, and teas immersed with edible flowers improve the presentably of the beverages

[NO. 5] incredible edibles

Technavio states in their report the "barrier to entry is low when you can grow and sell varieties like borage, nasturtium, geranium, marigold, dianthus, calendula, viola, pansy and other tasty blooms that feed body and soul. Fresh flowers can be used to decorate both sweet and savory dishes. Encased in an ice cube, they enhance cocktails. Dried, they can be used in infusions, jams, breads, and sauces. Gelled, they become edible works of art. Pressed or crystallized, they give relief to pastries."

WHAT IT MEANS FOR BUSINESS

FLORAL FLOURISHES

Sarah Wagstaff of SUOT Farm and Flowers in Burlington, Washington, partners with Darcy Olsen of Fir Island Cakery, who incorporates pressed violets and pansies into flower lollipops (Sarah sells them in her flower shop and online for $3 each or 2-for-$5). "I also sell edible blooms and petals to area restaurants and chefs. We see so many uses: cake decor, catering garnishes, cocktail infusions and more!"

A TOAST TO MARIGOLDS

At The Marigold Gardens in Ithaca, New York, Caitlin Mathes grows only one type of flower: marigolds. "To me, they taste a little like lettuce just before it bolts with maybe a slight citrus/ spice note and visually, the sunny, celebratory energy of marigolds is undeniable," she says. Caitlin supplies bakers, chefs, and caterers with this "petalled sunshine," as she describes her favorite edible flower. It's a favorite garnish that matches the color of Aperol Spritz.

NEW PRODUCTS

At Salty Acres Farm on Whidbey Island, Washington, Tonneli Gruetter and her mother Kim Gruetter sell festive floral "confetti" as a way to turn a waste product (dead-headed flowers) into a shelf-stable product, Tonneli says. "We separate edible flower varieties and dry them for use as cocktail garnishes, confection toppings, and our special rainbow-colored and biodegradable alternative to confetti."

OPEN DOORS TO NEW MARKETS

Christian Ingalls of Daisy Dukes Flower Farm on Hawaii's big island grows dozens of annual varieties that can be cut for floral designers, but which also are edible, ensuring the presence of two channels for her blooms. Christian markets Flower Bento boxes for $10 each, with a mix of up to 22 edible varieties packaged in a biodegradable container.

They're perfect for birthdays, weddings, baking, or wanting to add something fun to your dinner.

CHRISTIAN INGALLS | DAISY DUKES FLOWER FARM

[NO. 6] community retail

Let's face it, retail is undergoing major disruptions, with name-brand chains closing locations and so many empty storefronts. Online consumption is up, and in-person shopping is down. But after all that alone time, or too much online-only interaction, consumers are yearning for a physical space to visit, gain inspiration, be a maker, or shop from an curated collection. These community-centric retail spaces celebrate creativity and offer experiences are continuing to thrive.

THE LARGER CULTURE

We're seeing industry reports about "retail as theater" from a Whole Foods executive who predicts "our core customer really cares about quality standards and the differentiation that we bring to market,” and luxury brand Neiman Marcus crediting its turnaround (from a 2020 bankruptcy) on customer relationships. Neiman's CEO, Geoffroy van Raemdonck, recently spoke to a National Retail Federation audience about the ongoing importance of immersive experiences, saying, “At the end of the day, we are all social creatures. We want interactions. We want to touch the product. We want the advice.”

These top-brand lessons are just as relevant for small business creatives, especially those offering the potential of flowers and plants to make an emotional connection with customers.

WHAT IT MEANS FOR BUSINESS

flower shops (up from 7.48% in 2021)

6.25% of members opened new retail flower shops

Community-based retail is closely connected to the personality and style of its owner(s), and our Slow Flowers Society members are opening shops that reflect their aesthetic, mission, values, and brands. Our members have been at the forefront of community retail, and we have documented this cultural shift for several years.

In our 2017 forecast, we cited the "Return of Brick and Mortar," identifying studio florists who opened stand-alone retail flower shops. Our 2019 forecast identified "Experiences, not Conveniences" and "Relational, not Transactional," key reasons behind successful floral retail endeavors with a local and sustainable focus.

The momentum continued through the pandemic, as retail floral entrepreneurs who survived became more deeply rooted in their communities. These successes echo other creatively focused destinations, such as knitting shops and independent coffee spaces.

[NO. 6] community retail

We know that retail is not for everyone, but there are facets of retail that all Slow Flowers practitioners can put into practice. Community Retail is high-touch, relational, personalized, and artisan. The successful floral retailer can be host or hostess of their own "show" or "party," welcoming guests who are not just shoppers, but community members invested in the success of their local flower shop.

We are learning much from recent conversations during the recent Slow Flowers meet-up with members whose new retail spaces all opened in 2022 are supporting valuable customer connections. These floral entrepreneurs are going against the grain and proving that the local flower shop isn't disappearing from Main Street. Laura Mewbourn of Feast & Flora (Charleston, South Carolina), Tamara Hough, Morning Glory Flower Co. (Glenville, West Virginia); Lisa Larson, Sunborn Gardens (Horeb, Wisconsin); and Kat Willrett and Mary Grace McCauley, Willrett Flower Co. (Malta, Illinois) are creating flower-forward ventures that connect customers with the source of their flowers (this even includes flowers grown on the farms of these retailers).

We have interviewed floral boutique owners who shared tips on bringing more patrons through the door. Jill Redman recently opened the second Forage Florals in Solvang, California, which offers craft nights and a bloom bar for DIY floral enthusiasts who want to design while enjoying wines from the tasting room next door. Angela Turner of Bel Fiore Co. Flower Bar & Boutique in Lees Summit, Missouri, who recently opened her first retail shop, which stocks a 100% American-grown flower bar for everyday DIY customers. These relationships are authentic and accessible and add meaning and purpose to new retail formats with a heart.

ADDITIONAL READING

RETAIL RENAISSANCE: THE STORES REVOLUTIONIZING SHOPPING (HARPER'S BAZAAR)

UNREASONABLE HOSPITALITY, BY WILL GUIDARA (OPTIMISM PRESS, 2022) (FAST COMPANY)

PET PROJECT

Ellen Frost of Baltimore, Maryland-based Local Color Flowers doesn't operate retail hours at her 2,000-squarefoot warehouse studio, but she regularly hosts events to engage her customers, from a botanical book club, to holiday pop-ups. "We're really trying to find new ways to connect with our customers and do new things with local flowers." People who love local flowers are also passionate about their pets, she noticed. "My friend Naomi Cataldo of Urban Row Photography came up with the best idea: portraits of pets wearing flowers at the shop. Not only was it a money-making opportunity, we ended up with great studio photographs and made a video for our blog."

Naturally, Ellen and her team created stylish floral crowns and botanical collars for the dogs and cats who posed for their portraits, often with their human owners.

Pet Portraits was a highlight of last year, she says. "It was frenetic and lots of fun. We have another 30 pets coming in two weeks — the event sold out in two hours!"

7] farewell flowers go green

On the macroeconomic level, consumers are concerned about the environment and global climate change. There is an overwhelming urge to reduce their impact and to be more sustainable. In floristry, especially during the past decade, these sentiments are driving florists' domestic and local flower-sourcing choices and (as we identified last year) a widespread rejection of single-use plastic mechanics and supplies. These values have influenced the rise over the past decade in "green weddings," but only recently have consumers scrutinized the sustainability of funeral flowers and the larger funeral industry's environmental impact.

THE LARGER CULTURE

Media coverage around the recent funeral of Queen Elizabeth II prompted consumers to question floral industry waste, magnified by a story published by CBC News in Canada that critiqued plastic wrapping accumulated from the mountain of floral bouquets left at Buckingham Palace and other places to commemorate the Queen. Perhaps all those bouquet sales were good for flower retailers, but the criticism generated by scenes of container loads of plastic trash was disturbing. Slow Flowers member Becky Feasby of Prairie Girl Flowers, producer of #sustainabilitysunday on Instagram, was quoted in the CBC News story. She questioned whether there are ways that packaging can be changed to reduce plastic consumption.

WHAT IT MEANS FOR BUSINESS

Ever since we published our first Slow Flowers Forecast in 2015, we have identified concern over the harmful and toxic attributes of floral foam. More professionals, especially Slow Flowers practitioners, are prioritizing their values by upcycling and choose plastic (plant-based and compostable) alternatives to floral foam.

One of the six values identified in the Slow Flowers Manifesto is “to eliminate waste and the use of chemical products in the floral industry.” As interest in green (or natural) burials increase, Slow Flowers members can provide a valuable service by offering "farewell flowers" in alignment with green funerals. In the following pages, Lori Poliski of Seattle-based Flori LLC shares her findings about environmentally friendly shifts in the funeral industry.

Respondents identified barriers to offering sustainable flowers, including not having an established ties with area funeral homes and more education about earth-friendly materials. One member emphatically responded: "There are no barriers! It is totally doable!"

FUNERAL MECHANICS

Slow Flowers invited designers to share foam-free methods for producing floral arrangements, casket sprays, and other tributes

59% use natural jute or twine rather than zip ties, elastics, or tape

45% compostable alternatives to floral foam

45% designing with compostable mechanics like moss

21% compostable or reusable trays, rather than plastic options

the final floral footprint

BY LORI POLISKI | FLORI FLOWERS

What could be “greener” than flowers? They come from the soil of the earth. What could be “greener” than a burial? One's body is returned to the earth. Yet the floral and funeral industries are anything but green. Rife with problems regarding sustainability, when combined, the pollution generated by these two industries is compounded and their footprints on the earth are heavy.

Funerals in Western civilization may have been influenced by societal and cultural shifts over time, but the importance of honoring the end of life with sympathy flowers has remained a constant. What has not changed is while modern society increasingly focuses on sustainable lifestyles, traditional floral tributes and traditional death practices continue to pollute the planet.

Melissa Meadows of The Modern Mortician, a licensed funeral director in Washington, attributes much of the waste generated by funerals and in cemeteries to funeral flowers. “Go to any big cemetery and you are going to see a mound of plastic, wires, foam, ribbons, and fake flowers that are just a filthy, dirty, dumpy mess. Sometimes, that trash is just pushed down a ravine or ends up in the landfill.” Melissa suggests small measures that florists can immediately take to become more sustainable, including working with funeral homes to reuse metal easels and glass vases, and ditching plastic card-holders. And, of course, “to make farewell flowers as natural as possible.”

If you estimated that just one funeral flower

arrangement using floral foam was present at half of the 2.4 million funerals held in the U.S. in 2020, that would be 1.2 million pieces of foam entering the landfill in just one year. This is a conservative estimate. Many funerals have more than one floral tribute, so the number could actually range from 1.2 million to 3.6 million arrangements using floral foam in a given year, and that end up in landfills, and eventually in our water and atmosphere, in a single year. Reducing or reversing such overwhelming metrics can, indeed, seem impossible.

So much of past floral education has been supplier-driven, says floral educator, Hitomi Gilliam AIFD "We essentially have to reexamine what constitutes 'best business practices' for sustainable floristry. In rethinking and reassessing materials that can be deemed compostable, for example, we can come up with new product lines that are more suitable for the present generation of floristry. Also, within the currently available supply lines, we have to Pare away all the singleuse plastics and toxic contaminents, and find the alternatives to take their place.”

Tara Folker of Splints and Daisies, based in Lancaster, Pennsylvania, has offered sustainable designs, including sympathy arrangements, for over 20 years, long before sustainability was a buzz word. “I only offer ‘eco-friendly’ floral designs during my clients' lives," she says. "So, I see no reason to send off a loved one at death with toxic ingredients, plastics, foam, or noncompostable mechanics.”

Green "farewell" flowers is a major new opportunity for industry.

Shane Connolly of Shane Connolly & Co., is one of Britain’s most well-known florists who holds a Royal Warrant of Appointment and is an advisor to the Royal Horticultural Society. His natural and sustainable funeral wreath for Queen Elizabeth II’s funeral in September 2022 was seen in images and footage around the world.

Shane has been practicing sustainable floristry for years and is a strong advocate on social media, having popularized use of the hash-tags #nofloralfoam and #sustainablechurchflowers. In a recent discussion, he noted, “It would be unacceptable for me to work as a florist, connected with and reliant upon nature, to NOT try to be sustainable; I just couldn’t condone the use of floral foam and imported flowers when I can get locally grown ones.”

Floristry is the interpretation of nature, “not a Pantone color,” says Shane, who encourages florists to frequently visit a local botanical garden to seek inspiration and connect to nature.

“Sustainability equals seasonality in one’s local region," he continues. "Let the seasons be the guide.”

Sustainable education is difficult to find. In my review of new textbooks used in U.S. certification programs for floristry, I found chapters on how to use floral foam in designs but no chapters covering alternatives or sustainable design methods, or on using seasonal or local flowers.

Sustainable farewell flowers have the potential to greatly impact not only the floral industry, but the funeral industry. And the impetus for change will likely be driven by conscious consumers who want all aspects of their lives and lifestyles to reflect their values not to mention be earth-friendly.

By offering sustainable farewell flowers and funeral flowers through my floral design studio, I've differentiated Flori LLC in a crowded and affluent marketplace, serving customers who take comfort in knowing their funeral budget isn't harming, but rather, is honoring, the environment.

Is there a certification for sustainable floristry?

Yes, it is on the horizon. The Sustainable Floristry Network (SFN), founded by Rita Feldmann, a second-generation florist, science writer, and founder of the No Floral Foam movement, is launching one soon, based on the United Nations Sustainable Development Goals. Several prominent floral leaders are involved, including Connolly, who serves as an ambassador, and the Slow Flowers Society is an industry advisor.

SAVANNAH THOMPSON

[NO. 8] woe is social media?

The pervasive technology has taken a tumble of late, and we don't mean in the stock market or with their recent round of layoffs, but rather in our hearts and minds. Our feeds are overrun with ads we never asked for, creatives mourn the good-old-days of Instagram when aesthetics mattered more than algorithms and reels, Facebook feels faded, and there are ongoing questions about TikTok. Social media's invasive access to personal data haunts both the government and our school systems - but sadly, not our youth. Oh, and, all that fuss about the metaverse? Meh.

THE LARGER CULTURE

CAN TECH REWRITE ITS WRONGS?

Produced by the cultural intelligence unit of TBWA\Worldwide is a global study of society's complex relationship with technology and social media. The ezine can be downloaded HERE

82% agree that technology has been a benefit; saving them time or money and making them more productive

64% say life was better before social media

52% are concerned about the direction new technology is headed

An article in the January issue of House & Garden asks Is Instagram the Enemy of Creativity? at the same time the Wall Street Journal declares There’s No Quick Fix for Social Media because "what's bad about social media has everything to do with what’s good about it." So, while as a society we struggle with social media's larger implications, do the benefits of technology still outweigh the concerns?

We've all experienced how a simple like, love, or picture post can link us with family, clients, new associates, other creatives, and old friends. It's the dark side of social media that is coming to light. But to understand the dark side is to acknowledge the dark side of humans. Hate speech, trolling, disinformation; it all existed long before social media. Which is why personal and professional vigilance is paramount. Now, more than ever, monitor your feeds and your followers; evaluate how social media is impacting you and your business.

WHAT IT MEANS FOR BUSINESS

Social media is a hungry beast that needs to be fed a constant diet of content if there is any hope of achieving visilbity. It consumes your head space and your precious time. Spend a moment to assess what platforms are worth your investment. Take stock of who you are trying to reach, and why, and choose your platforms accordingly. Are there two, maybe three, platforms that will achieve your business goals? Perhaps it's time to create a Patreon space or build a Facebook Community for a more controlled connection with your followers. Do you share demonstrations, and training, or advice? Maybe, like farmer-florist Beth Syphers of Crowley House Flower Farm in Rickreall, Oregon, it means building out a YouTube audience "You can fake a lot on Instagram, and I wanted to show what actual flower farming looks like.” For Beth, YouTube is where her time is better spent, rather than Instagram reels. Her audience is growing by 300 new followers per month, and those fans hop over to Crowley House Flower Farm's Instagram to see more.

something new under the sun

BY TOM PRECHT PH.D. | GRATEFUL GARDNERS

This article originally appeared in Plenty (Summer 2022). This is a condensed and edited version.

My wife Sarah and I have always wanted to create something together that we could call our own. We weren’t sure if that was a hobby, a small business, or an intellectual project. Turns out it was all three! We started our farming adventure in 2018, with little more than a backyard and desire to be outdoors with our hands in the dirt. My mother, Diana Precht, had been a gardener for decades and like most good parents, exposed me to her passions (although it took me a good 30 years to embrace it), and she inspired us to start a flower farm.

We saw some early success, and with each successive year we saw more revenue, generated more relationships with floral designers and florists, incurred even MORE expenses, and expanded what flowers and foliage we grew. We were at a point in our lives when meaning and passion held more value than the almighty dollar. So, we set out to start a real-life flower farm and make it our real-life job. And thus, Grateful Gardeners was born.

What about the environment? We care deeply about it, we want to preserve it, we want to restore it. It was a core principle in our business ethos from the beginning. When we came up with our three-word mission Local. Sustainable. Collaborative. we memorialized how important

it was going to be in everything on the farm.

We dove into organic and sustainable practices, figuring out how we could implement all new methods and technologies related to this type of farming. One approach spoke to us, the art of growing plants in water, or hydroponics.

Upon investigating hydroponics further, we realized there was an even greener alternative to hydroponics, the less-known aquaponics. Aquaponics recreates a natural symbiotic relationship among three entities: fish, plants, and bacteria.

Have you ever looked at a lake or a pond and wondered, how is it that fish can live in that? Aren’t they excreting waste into the water? Wouldn’t that be toxic for them? The answer is that certain bacteria convert the nitrogenous waste from fish into a form of fertilizer that plants can readily absorb. The basic cycle is fish excrete waste, bacteria convert the waste, plants absorb the waste and then return clean water to the system, and the cycle repeats indefinitely. All three participants are in balance, and the overall ecosystem and habitat thrives. Aquaponics is the replication of that same system in a controlled environment of a greenhouse.

Vegetables have been the most studied and researched crops in aquaponics systems, for good reason; we need more food in this world to feed a growing population. But we are flower farmers

The benefits of aquaponics are powerful, using 95% less water than for field-grown flower crops. The technology yields up to twice the growth rate, while reducing weeds and pests (and pesticide use).

and so we looked at whether any inquiries had been conducted with flowers in aquaponics.

We began writing grants to obtain funding to research this possibility and create the appropriate conditions to produce flowers via aquaponics. In 2021, we received a small USDA Sustainable Agriculture Research and Education (SARE) grant to begin the first phase of the project. Later that year, we were awarded an even bigger grant from Maryland’s Tech Development Council (TEDCO) through the Agriculture Rural Recovery Challenge; $200,000 to build a greenhouse and commercial scale aquaponics system to grow dahlias and lisianthus year-round. This was mind-blowing!

It’s pushed us to substantially expand our farm operation. We purchased a new 34-acre property in Poolesville to build this dream space. We are building and implementing this system with the assistance of a special consulting firm based in Denver, Colorado, the Aquaponics Source. We are teaming with Regen Aquaculture based in Kentucky, experts in aquaponics research and development.

We are being guided by Dr. John Dole, the acting Dean of the College of Agriculture and Life Sciences at North Carolina State University. He is one of the top floriculture experts in the field of cut-flower production. We hope to produce tens of thousands of stems this year all through this groundbreaking technology, but more importantly show other farmers, flower and vegetable alike, that this approach is valid and lucrative and hugely impactful against climate change.

Agriculture, at the magnitude that it is practiced currently, incurs a significant toll on the earth, from soil erosion and carbon sequestration to excessive emissions and overuse of fertilizers and pesticides. We believe we are on the forefront of a changing dynamic in agriculture, the widespread adoption of sustainable-farming methods. All it takes is an open mind, and a willingness to try something new.

The sky is truly the limit.

PHOTOGRAPHY BY TOM PRECHT

BLOOM identifies and develops projects that shine a light on the floral lifestyle, showcasing the stories of floral personalities, creatives, entrepreneurs, farmers, and artisans.

OUR BOOKS FEATURED IN

BOOK + EZINE PUBLISHING

Founded in 2020, BLOOM engages readers to experience a new relationship with flowers, inspiring them to embrace local, seasonal, and sustainable practices. The publications reveal the authentic voice and vision of our authors and writers, pairing their written narratives with beautiful imagery and strong graphic design concepts. Located in the Pacific Northwest, the independent boutique publishing company works with a variety of creatives from the beginning of a great concept to the final product, including marketing and worldwide distribution with Two Rivers Distribution, a division of Ingram.

CUSTOM PUBLISHING

We provide custom publishing solutions for companies, organizations, and artisans. As content developers, we design specialty packages that align with your needs, goals, and initiatives. Our creative content services include the development and production of books, magazines, ebooks, newsletters, and annual reports. We offer a menu of content and design services including writing, editing, graphic design, informational charts and graphics, image editing, and production for printed and digital collateral.

DEBRA PRINZING

BLOOM Co-founder

Slow Flowers Society Founder

A Seattle-based writer, speaker, and leading advocate for domestic and sustainable floral practices, Debra convenes a national conversation on locally grown flowers. She is the author of 12 books including Where We Bloom. In addition to BLOOM, Debra is the producer of SlowFlowers. com, the online directory of American & Canadian flower farms, florists, shops and studios who supply domestic and local flowers. She is also the creator of American Flowers Week (June 28-July 4), launched in 2015, and is the founder of the Slow Flowers Journal and the Slow Flowers Summit, dubbed the TED Talk for floral professionals.

CONSUMER INSIGHTS + CULTURAL ANALYSIS

In addition to our yearly floral lifestyle forecast and twice-a-year topical white papers, we offer custom research, position papers, and primary and secondary research on specific floral and garden lifestyle topics.

BLOOM Imprint, along with their sister company Slow Flowers, leverages their extensive professional experiences and relationships to support a portfolio of industry-leading clients through research, cultural analysis, market insights, and advisory services that focuses on the garden and floral industry, as well the floral and garden consumer.

Co-founders Debra Prinzing and Robin Avni have provided industry research and analysis to leading home and lifestyle companies, including Johnny's Seeds, Longfield Gardens, Scripps Network, Home Depot, MASCO, Moen Corporation, allrecipes.com, Kohler, Microsoft Home, PepsiCo, and General Mills, as well as major shelter and trade media outlets.

ROBIN AVNI

BLOOM Co-founder

A creative veteran in the media + high-tech industries, including nine years at Microsoft in design and creative management. She has successfully managed innovative, award-winning design teams and highprofile projects, as well as receiving numerous national design awards and honors for her own work. Robin is also an experienced qualitative strategist and ethnographer. In 2003, she founded a consultancy specializing in creative strategy, content development, and trend analysis for home + garden. She has worked with Fortune 500 companies, national advertising agencies, and award-winning media properties, applying timely actionable insights to their businesses.