Up the Supply Chain BY AMANDA JEDLINSKY SMALL FLOWER FARMS LEAD 64% JUMP IN NUMBER OF U.S. GROWERS


> The number of U.S. cut flower growers has surged over the past five years, fueled largely by an influx of small local farms entering the market — even as overall sales have largely kept pace with inflation. According to the U.S. Department


of Agriculture’s 2024 Census of Horticultural Specialties, the number of growers climbed 64%, from 2,035 in 2019 to 3,347 in 2024. Much of that increase came from operations generat- ing less than $100,000 in annual sales, a category that more than doubled during the period.


A ‘Movement’ Steve Crone, executive director of the Association of Specialty Cut Flower Growers, says the rise in flower farming has been building for more than a decade. After holding steady for years,


ASCFG membership began climbing roughly 10 to 15 years ago, eventually reaching about 3,000 members. That trajectory closely mirrors what’s hap- pening across the broader industry, where smaller operations are driving much of the growth. Farms reporting less than $100,000 in annual sales increased 107%, from 811 in 2019 to 1,678 in 2024, according to the census. “I don’t think anybody could pin-


point one particular thing” driving the increase, Crone says. Instead, he points to a mix of factors,


including a renewed interest in buying local, a desire for community connection


and what he describes as “an entrepre- neurial spirit among this generation of flower growers.” Momentum itself is also playing a role. “When there is a movement, it’s


easier to be a follower of a movement and jump in,” he says. That influx includes both experi-


enced farmers diversifying into flowers and newcomers entering agriculture for the first time — an increasingly common pathway into the industry, Crone says.


Shifting Strategies The increase in smaller farms is only part of the story. Larger domestic growers are also growing in number, though at a slower pace. The number of farms with more than $100,000 in annual sales rose 30%, from 267 to 346. Those operations continue to anchor


production, particularly in mass-market channels where consistency and volume are essential. To stay competitive, larger growers


are adjusting their strategies, says Felicia Alvarez, chair of Certified American Grown and founder of Menagerie Farm & Flower. “For them, it’s diversification and


really choosing the varieties they grow,” Alvarez says, pointing to an emphasis on products that don’t ship well to help dis- tinguish domestically grown flowers. Across the board, growers are


increasingly focused on differentiation — whether through variety selection,


quality or market approach — as they navigate a more crowded landscape.


Sales Growth Remains Flat While more growers are entering the market, the data does not clearly show a corresponding expansion in total sales. Cut flower sales rose 22% from 2019 to 2024, reaching $468 million. Over the same period, inflation climbed 22.6%, effectively flattening real growth. In some cases, smaller farms may be


filling gaps left by larger operations that have exited the market, rather than sig- nificantly increasing overall production, says Alvarez. At the same time, Crone sees signs


that increased availability is influenc- ing buying behavior that may not be fully captured by the census, which only includes operations with at least $10,000 in sales. “The overall consumption of flowers


is increasing because of the availability,” he contends.


Relationships Drive Market Access For many smaller farms, success depends on direct relationships — including with florists. Those part- nerships require more than product; they rely on communication, flexibility and trust. Crone says those relationships are


often built gradually, with both sides learning how to work within the realities of small-scale production. “That relationship can then foster


this sense of trust,” he says. In many cases, starting with a limited


number of products — such as a filler flower or foliage — can help establish that connection without adding risk for either party. For Crone, the continued influx of


growers reflects a broader shift that is still gaining momentum. “When there is a movement, it’s


easier to be a follower of a movement and jump in,” he says.


Amanda Jedlinsky is the senior director of content and communications and the editor in chief for Floral Management.


40 FLORAL MANAGEMENT | May/June 2026 | WWW.SAFNOW.ORG


SHUTTERSTOCK/ MARIIA BOIKO


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