What’s Happening On California’s Flower Farms?

Learn How California's Flower Farmers Are Investing to Grow Their Flowers and Their Futures

What’s going on in California?

As I travel the country speaking with people about our industry, our farms and the American Grown Flower movement, I undoubtedly get asked where I’m from. After sharing that I live in California, the conversation typically turns to a discussion about the state, a  recent headline they read , a news report they watched or a trip they took to the California coast. If they are in the industry, they may start “talking shop” about our California Grown Flowers.

Visiting with guests during the American Grown Field to Vase Dinner at Destiny Hill Farm in Washington, Pennsylvania.

Regardless, I always enjoy the discussions and am struck by the varying impressions and opinions people have about the Golden State and, specifically, their understanding of California flower farming. Yes, California is the largest producer of cut flowers and greens in the United States, providing almost 80 percent of domestic production and approximately $300 million in farmgate value.

That’s a lot of flowers.

I enjoy every opportunity to talk about flower farming in the United States and the growing demand for American Grown Flowers.

But these aren’t corporate farms, venture capital companies or multi-national conglomerates growing flowers in California. They are family farms, dedicated to the craft of growing flowers, in some cases, for more than six generations. So, during this time of growing consumer interest in where products, like our food, are coming from, we thought we’d provide some posts that feature California flower-farming families, highlighting their farms, their flowers and their continuing commitment to grow, develop and expand their operations to meet this increasing demand for flowers grown here in the  U.S.

Each year, a dedicated group of California flower farmers descend on the state’s capitol to advocate for their futures.

We’re calling this series, “California Growing,” and for the next several weeks, the CCFC will be publishing a collection of stories on some of our farms that have great examples of investments they’re making in growing their farms and increasing production – and that have a bullish outlook on their future ahead.

I hope the series helps answer questions, inspires and provides perspective on what is really going on in California.

The series kicks off in Santa Paula, California, at Joseph & Sons’ flower farm.

California Growing | This Family Farm Is Gearing Up For Its Next Generation of Flower Farmers

Here are just a few examples of quotes from these stories:

 

Celebrating California Grown Flowers Month at Arroyo Seco Weekend with Mud Barron

Flowers On Your Head Is a CA Grown Hit!

Festivalgoers gravitated to the all California Grown Flowers “Flowers On Your Head” tent during this weekend’s Arroyo Seco Weekend.

California Grown Flowers were a beautiful addition to this weekend’s festivities at Arroyo Seco Weekend. The CCFC collaborated with Mud Barron of Muir Ranch to provide fresh California Grown Flowers for his crowd favorite “Flowers On Your Head,” activation.

The crowd loved it.

A nice banner highlighting the celebration of California Grown Flowers in June hung proudly in Pasadena during Arroyo Seco Weekend.

And we loved being a part of Mud’s team of students who were on hand to help spread the #CAGrown news through an engaging display in the shadow of the Rose Bowl. CCFC Chair Diana Roy of Resendiz Brothers led the charge, ensuring our farms’ flowers arrived to Pasadena this weekend and helping with the activation.

Thank you to our farms for contributing their beautiful California Grown Flowers this weekend!

It was estimated that over 25,000 people attended the inaugural event.

Thank you to all of our farms that responded to Mud’s request for California Grown Flowers.  He reported back with his deep appreciation for the flowers that were sent, highlighting it was all for a good cause. Mud is the man responsible for the student flower farm and design program at Muir Ranch. You can learn more about Muir Ranch by visiting their website.

Staying On Mission

The CCFC Is Unique Organization With A Unique Mission

This weekend, one of our farmers reached out to me asking me to send him, “one sentence to describe the mission of the CCFC.” He was preparing to give a presentation and wanted to be able to clearly articulate the purpose of the CCFC to his audience.

Helping to keep your organization focused on your mission, your message and the people you serve is why a mission statement is so important.

The good news is that the CCFC’s mission is only once sentence:

“To provide a unified effort by farmers to enhance the performance of the California cut flower and foliage industry.”

I quickly shared this with him, but also forwarded him a less formal, more conversational version that I often use when I’m asked what the CCFC is about.

“The CCFC is a state agency that serves as the lead advocacy and promotion organization for California’s flower farmers.”

I was inspired to share this story in light of how important a mission statement is during times of challenge and uncertainty. At both the federal and state level, California’s flower farmers continue to face some difficult issues.

California’s flower farmers recently rallied in Sacramento to advocate for their farms.

The availability of labor, transportation, unbalanced trade agreements, a $15 minimum wage, family estate and succession planning and regulatory overreach are all threats to the continuation of California’s hallowed flower-farming heritage and tradition.

At the same time, we’re seeing signs of opportunity and progress. Increasing production of flowers by farms in Southern California. An increasing number of new and beginning flower farmers throughout the country. Increasing promotion and consumer demand for California and American Grown Flowers. A groundswell of support from lawmakers and consumers for America’s flower farmers. More requests for all-American Grown Flowers at major events such as this year’s First Lady’s Luncheon. Origin-based campaigns by major retailers such as Safeway’s “Blue Bucket Campaign” featuring flowers labeled California Grown.

A mission statement is important not only because of what it says, but also what it doesn’t say.

The CCFC doesn’t represent lettuce, cucumbers or tomatoes. You’re not going to see the California Cut Flower Commission discuss or get involved in the promotion or advocacy of crops that do not reflect our mission.

Our mission statement also makes it clear who we serve. The CCFC was created for and is focused on California’s flower farmers. It is a “unified effort by farmers” for flower farmers. As we look at issues, develop strategy and identify opportunities, we have to keep asking the question, “How does the work we do better serve California’s flower farmers?”

June is California Grown Flowers month. Our flower farmers recently rallied in Sacramento to help raise the profile of flower farming in California and encourage lawmakers to support this year’s resolution to declare June as “California Grown Flowers Month.”  This was a great example of farmers working together, staying focused and promoting what value they bring to their communities and the economy. To help us celebrate this special month, the CCFC featured a campaign that really symbolizes how coordinated efforts from the field to the store can produce successful mission-oriented results.

Just check out this fantastic “Blue Bucket Campaign” by Safeway. The entire Northern California division of Safeway has adopted the California Grown program and made it their own, increasing sales and getting the customer recognition they deserve for their efforts to source California Grown Flowers.

This is just one example of the kind of mission-driven initiatives that help our farms grow and succeed; the kind of effort that unites farmers and shows how working together on a common cause can make a difference.

Farmers join together in Pasadena to recognize float teams committed to California Grown Flowers.

Safeway’s Incredible Campaign For California Grown Flowers

Celebrating California Grown Flower Month

New video captures Safeway’s “Blue Bucket Campaign” featuring California Grown Flowers.

To help celebrate California Grown Flower Month throughout June, we’re featuring photos, examples and stories from farmers, designers and retailers who are championing California Grown Flowers.

We’ll be looking for standout examples, people who are making the extra effort to highlight California Grown Flowers and programs that help people connect with why origin matters.

One such story and amazing example is Safeway.

NorCal Safeway Sales Manager Crystal Hedgpeth and her team have an amazing campaign underway that really helps consumers connect with the origin of their flowers, communicates clearly their support for California’s flower farmers and, just as importantly, helps increase Safeway’s sales.

We wanted to learn more about the campaign and what inspired Crystal and her team to take such extraordinary efforts to spotlight the California Grown Flowers in their floral departments. So, we interviewed her.

Her testimony speaks for itself and really confirms what a difference it makes for consumers to know that Safeway cares where their flowers come from. It also highlights what a difference marketing the origin of flowers makes when you give customers a choice, and it confirms the consumer research we’ve done that shows the majority of consumers are looking for homegrown blooms.

On behalf of California’s flower farmers, thank you to Crystal and her team at Safeway for promoting California Grown Flowers.

It makes a difference.

California Legislature Declares June California Grown Flowers Month

SCR 58 Passes With Unanimous Support

 

Celebrating California Grown Flowers Month with an official declaration by California’s state Legislature. Pictured with me are Sen. Hannah-Beth Jackson and Sen. Mike McGuire.

Today, I had the privilege of representing California’s flower farmers on the floor of the state Senate while Sen. Mike McGuire shared his remarks of appreciation for an industry that brings so much beauty to the Golden State. Sen. McGuire sponsored SCR 58, declaring June as California Grown Flowers Month.

Senators from up and down the state joined in their support for SCR 58 that declared June as California Grown Flowers Month.

Sen. John Moorlach and Sen. Jackson also voiced their support for the resolution during remarks prior to the unanimous vote in favor of the resolution.

Sen. McGuire giving his remarks from the Senate floor.

Let’s Celebrate California Grown Flowers All Month Long

June is California Grown Flowers Month

On Thursday, California’s Senate and Assembly will announce June as California Grown Flowers Month.

The tradition of recognizing California Grown Flowers by the state’s lawmakers is in its third year, helping to highlight the value California’s flower farmers bring to their communities and the economy.

Flower Farmer Wins the 2017 Floral Design Challenge

Congratulations to Rene VanWingerden of Ocean Breeze Farms

Rene VanWingerden of Ocean Breeze Farms wins this year’s Floral Design Challenge.

Congratulations to Rene Van Wingerden of Ocean Breeze Floral Farms on winning this year’s Floral Design Challenge. Hosted by the California Cut Flower Commission (CCFC), the Floral Design Challenge was created to engage California lawmakers to help raise the profile of

New CCFC Website is Live, UX Friendly

The California Cut Flower Commission (CCFC) has launched and all new website (ccfc.org) that includes hundreds of glorious flower photos, a user-friendly structure and an easy way to search for the state’s blooms.

The site is also more industry and consumer focused than past iterations, with all CCFC member information housed in a section of its own.

At the new ccfc.org, you’ll find a flower directory enhanced with amazing photography, information on the state’s flower farmers and the robust

Winner Takes All! June is California Grown Flowers Month!

This week, flower farmers from up and down the state of California will be joining together in Sacramento to meet with lawmakers and help raise the profile of California’s cut flower farmers. In addition to meeting with legislators on the issues facing our farms, the California Cut Flowers Commission (CCFC) will be hosting a legislative reception to help kickoff June as California Grown Flower Month.

This year, SCR-58 sponsored by Sen. Mike McGuire will declare the entire month of June as “California Grown Flower Month.”

The resolution makes official the state’s recognition of the

We’ll Just Agree to Disagree

American Flower Farmers Lobby for Border Adjustment Tax, SAF Lobbies To Exempt Imported Flowers

You’ve probably heard someone use the phrase, “let’s just agree to disagree.”

It’s often used when you get to that point in a conversation with your spouse, friend or colleague where neither side is budging on their opinion or perspective regarding an issue and someone finally says, “well, let’s just agree to disagree.”

America’s flower farmers recently lobbied in support for a Republican proposal for a Border Adjustment Tax that would help level the playing field with imported flowers.

This phrase seems to sum up the relationship between the Society of American Florists (SAF) and America’s flower farmers regarding the Border Adjustment Tax (BAT) being proposed by House Republicans as a part of their “blueprint” on reforming the nation’s tax system.

During their annual Congressional Action Days in Washington, D.C.,  SAF members lobbied Congress to support the BAT, but requested an exemption for