The Farmer-Florist Movement: A Floral Industry Transformation
A guest post written by Flossy Floral
There are really 2 pillars that essentially built my business and that was the need to design with seasonal blooms, and the desire to showcase them in an environmentally friendly way.
New to the floral industry, and freshly pregnant, I started working with florists who used floral foam and I initially thought this micro-plastic-filled tool was essential. As I cut down the foam to fit in vases, a colleague cautioned me against handling it during pregnancy. This was my first insight into the harmful effects of floral foam, the industry standard it felt, on health and the environment. It highlighted how easily we overlook the materials we work with. From that moment, I researched alternatives and realized I wanted to create a business centered around sustainable and ethical practices, as much as I could as an owner, operator, and sole employee of a brand-new business who was also a full-time stay at home mom.
All photos provided by Jess Diaz Photography
The onus for my business came back to those pillars which formed the idea you could design and even grow the flowers you pitch to clients. I wanted more from the industry so surely others did too.
Moving into a new home with a blank canvas of a yard, my hands just went crazy. I planned, plotted and dug for months, educating myself on growing flowers, composting, ecological clean up, grass alternatives, plant pairings, you name it…I’ve looked into it. I never used floral foam again, and now my designs are made possible with chicken wire, floral frogs, moss, and Oschun pouches (a compostable bag filled with a dirt mixture that is 100% organic and can be composted alongside the flowers). In doing all this, I realized the two industries of farming and floral design could be combined, and we can educate and change the way the world thinks about flowers and the people who grow them.
The farmer-florist movement is shaping the floral design industry as businesses morph to take it upon themselves to control where their flowers come from, and then artfully design them specially for a like-minded couple is going to be the new norm. The styling of more events will come from a floral designer with the eye for color and elevation in finer details to oversee all the visuals at an event in a cohesive manner especially for smaller, luxury and intimate events.
Being a member of the Green Wedding Alliance has only strengthened my goals and wants to expand my operation in growing and education. What seemed like scattered hobbies at first, now fuels a central vision so many of my other colleagues share with me, building similar brands for the betterment of the planet and honestly events as a whole.
What will this transformation ultimately provide for the events industry? AUTHENTICITY! Authentic designs with hand chosen details that are intentionally unique to the couple and the event is what gives forth the best guest experience. Hiring a floral designer who is also a farmer or has connections with local farmers that can style your wedding down to every last detail is the best way to achieve this goal. Bring them your color ideas and vibe and a bit about your love story and they will envision a day for you that you had not even dreamed of yet.
I am honored to be a part of such a dedicated and passionate community that continues to be authentic and works harder than most to ensure we are being kind to our planet and the people who live here through every celebration.
