Up the Supply Chain BY SARAH SAMPSON MAKE LOCAL WORK
> For Kelsey Brazelton, creative direc- tor at Tipton & Hurst in Little Rock, Arkansas, sourcing flowers from local farms offers an incredible brand story and an opportunity to tap into a growing part of American floral production. But bringing the unique character
of field-fresh blooms back to her design floor took some work, for both her and the farmers she buys from. “As a professional florist, I need a
higher grade of stem,” Brazelton says. “I’m not only looking at the farm with the right price, but I’m looking at petal count, stems that are sturdy and have enough length. I’m checking for pests, to see if they have spider mites or aphids. If they do, that isn’t something I can bring into my stores.” With the surge in the number of
U.S. cut flower growers (up 64% from 2019 to 2024) — driven almost entirely by micro-farms generating less than $100,000 in annual sales — opportunity abounds for florists to build relation- ships with growers, says Steve Crone, executive director of the Association of Specialty Cut Flower Growers.
SOURCE LOCAL SMARTER •
•
Find farms. The Association of Specialty Cut Flower Growers has an online directory of local growers. Visit
localflowers.org.
Build relationships. Farm visits, trial orders and regular communication help build trust over time.
• Have backup sources. Many florists keep multiple growers in mind for key flower types in case weather or crop issues affect availability.
• Plan around harvest schedules. Local deliveries may happen only once or twice a week.
• Expect more conditioning. Field-fresh flowers can require additional processing time when they arrive.
•
Design seasonally. Instead of ordering exact varieties year-round, florists often design around what is freshest and available.
• Train designers differently. Local flowers may be more textural, varied and less uniform than imported product.
• Communicate with customers. Seasonal substitutions and availability windows become part of the conversation.
• Tell the story. Consumers increasingly see “locally grown” as a value- add worth supporting.
Those relationships often start when
farmers show up at a shop with stems in hand, which is how Brazelton met two farmers growing in Missouri’s Ozarks. Embracing this trend requires a shift
from simply filling out a purchase order to meet design demands to getting to know the farms, their products and processes, and building partnerships, Brazelton says. Before doing business with the farms she evaluated them, visited their acreage and carefully reviewed their product. “I support this because I’m getting
a consistent good-quality stem from a farmer I know and trust. It is a high-value product that is consistent and adds more luxury to our brand,” Brazelton says.
Establish the relationship The first orders don’t have to necessarily be high volume, Crone says. “In many cases, starting with a limited number of products — such as a filler flower or foliage — can help establish that connection with- out adding risk for either party,” he says. He suggests florists find where a
farm’s niche aligns with a shop’s needs. He advises florists to ask new growers questions like: “What do you grow best? When is it available? What does your harvest schedule look like?” This helps establish an ongoing dia- logue, which is important with seasonal
36 FLORAL MANAGEMENT | July/August 2026 |
WWW.SAFNOW.ORG
product that may vary by volume week to week.
Understand the cost Sourcing local stems can cost more — “and probably should,” Crone notes, because of the quality and unique varieties that can differentiate a flo- rist’s offerings. Rather than viewing local sourcing as a simple, item-for- item replacement for other flowers, he encourages florists to think of them as a way to expand their creative options. Brazelton notes that buying local
can eliminate other costs. While she won’t pay more than a 25% premium over the standard price from wholesal- ers or farms abroad, she points out that buying from a local farmer eliminates tariff costs that are passed down and can make transportation costs less expensive. “The stems are fresher, I get it
quicker, I’m paying more but skipping fees, and I’m supporting people I really believe in; I think all that matters,” she says. “It matters where we put our money these days.” And the local peonies, foxglove and
dahlias make a stellar story to share with customers and her community.
Sarah Sampson is a contributing writer for Floral Management.
GARDENIA, LLC
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