Episode 738: Santa Cruz Flower Hub’s Kelly Brown and Rooted Farmers’ Amelia Ihlo

https://youtu.be/E54I-BYySnQ?si=CUJgETTQRIc8VRPe Join me for a great conversation with farmer-florist Kelly Brown, owner of Do Right Flower Farm in Santa Cruz and founder of the Santa Cruz Flower Hub. We also welcome return guest Amelia Ihlo, founder of Rooted Farmers, a longtime Slow Flowers partner and podcast sponsor. Together, they will discuss Santa Cruz Flower Hub’s origins and growth, touching on the many opportunities and logistical challenges that farmer collectives are facing. Kelly and Amelia walk us through these topics and highlight some of the ways that the Rooted Farmers platform has helped the flower farmers of the Santa Cruz Flower Hub expand their market, reach more buyers, and interpret sales data to guide future decisions on crop planning and more. It’s a fabulous snapshot of what one group of collective growers is doing to create a more sustainable market for their farms. Kelly Brown, Do Right Flower Farm and Santa Cruz Flower Hub (c) Justine Almodovar (left) and Amelia Ihlo of Rooted Farmers (right) Today’s episode dives into a hot topic that we here in the Slow Flowers community have been tracking ever since 2011, when I featured the origin story of the Seattle Wholesale Growers Market in my book, The 50 Mile Bouquet. The natural evolution of cooperative and collective selling continues in today’s conversation. It’s an appealing model to which flower farmers are drawn for economies of scale on the operational side and for market creation on the selling side. Our friends at Rooted Farmers have become an important resource to the Slow Flowers community – for sellers and buyers alike. Amelia Ihlo, founder of Rooted Farmers and a flower farmer herself (she owns Reverie Flowers in Etna, New Hampshire), is a return guest to the Slow Flowers Podcast. She introduced me to Kelly Brown, founder of Do Right Flower Farm and the Santa Cruz Flower Hub, a new Slow Flowers member. The beautiful setting of Do Right Flower Farm, Santa Cruz, California They join me today to walk us through some of the challenges and opportunities facing farmer groups who want to collectively sell. A lot has changed in terms of available technology, distribution systems, expectations that florists have for pre-ordering and more. Rooted continues to innovate and Amelia uses the story of Santa Cruz Flower Hub to illustrate some of the improved tools for growers. We’ll take a tour of Rooted’s data analytics tools available to individual producers and collective hubs and discuss how Kelly is using them in crop planning and management of the hub. Amelia founded Rooted Farmers in 2019 after pulling her hair out using existing sales platforms to manage her own farm sales. She realized that none of them effectively solved the challenges specific to farming, so she decided to create a solution. Amelia lives on her flower farm in rural New Hampshire, where she runs a wholesale-only annual and perennial operation and is raising a flock of children and animals. Prior to founding Rooted, she spent her career in private equity and finance. Working with farmers every day is much more fun, of course. The people of Do Right Flower Farm Kelly Brown established Do Right the end of 2020, at a time described on their website as “post Me Too, amidst a global pandemic and worldwide call for racial justice and an insistence that BLACK LIVES MATTER. These crises emphasized the need for us to follow our hearts and minds to create the future we want to live in. Do Right is a gesture of that clarity.” After 11 years of gaining knowledge and experience at Blue Heron Farms in Corralitos, California, Kelly saw a massive need for local flower growers specializing in cuts for florists. Just as fine dining now features local, high-quality produce, floral trends were shifting to favor a more natural and garden-inspired aesthetic. This look can only be reached with small-scale, locally-grown blooms that would be destroyed if shipped from across the globe. Kelly adds that growing for florists and events is a great excuse to indulge in unusual flowers and an opportunity to connect to a passionate community of florists and small-scale growers. More flowers from Do Right Flower Farm Find and follow Do Right Flower Farm and Santa Cruz Flower Hub on Instagram. Find Santa Cruz Flower Hub on Rooted Farmers. Find and follow Rooted Farmers on Instagram. READ: The 5 W’s + H of Starting a Hub, Coop, or Farm Collective, which provides a checklist for people exploring this option. For YOU: Rooted Farmers has shared a new coupon code that enables you to receive $75 off any individual farm plan on their platform. The code is SLOWFLOWERS26 and it’s good through next year. Thank you to our Sponsors This show is brought to you by slowflowers.com, the free, online directory to more than 700 florists, shops, and studios who design with local, seasonal and sustainable flowers and to the farms that grow those blooms. It’s the conscious choice for buying and sending flowers. Thank you to our lead sponsor, Flowerbulb.eu and their U.S. lily bulb vendors. One of the most recognizable flowers in the world, the lily is a top-selling cut flower, offering long-lasting blooms, year-round availability, and a dazzling petal palette. Flowerbulb.eu has partnered with Slow Flowers to provide beautiful lily inspiration and farming resources to help growers and florists connect their customers with more lilies. Learn more at Flowerbulb.eu. Thank you to Charles Little & Company for supplying our industry with some of the most beautiful and sustainably-grown design ingredients, available nationwide through their website at charleslittleandcompany.com. Based in Eugene, Oregon, the farmers at Charles Little & Company have been growing and drying flowers since 1986. New products and dried flower collections are added to their website at the first of each month. Check it out at charleslittleandcompany.com. Thank you to the Association of Specialty Cut Flowers. The ASCFG is a gathering place for specialty cut flower growers of all levels of experience. It is a hub of knowledge, where seasoned experts and budding enthusiasts come together to learn, share, and support one another. The ASCFG is dedicated to empowering its members with the knowledge and resources needed to thrive in the world of cut flower farming. From educational workshops and conferences to online resources and publications, they provide a wealth of information and support for all things related to growing exceptional cut flowers. Learn more about the ASCFG and how to be a part of it at ascfg.org. Thank you for joining me today! The Slow Flowers Podcast is a member-supported endeavor, downloaded more than 1.5 million times by listeners like you. Thank you for listening, commenting and sharing – it means so much. As our movement gains more supporters and more passionate participants who believe in the importance of our domestic cut flower industry, the momentum is contagious. I know you feel it, too. If you’re new to our weekly Show and our long-running Podcast, check out all of our resources at SlowFlowersSociety.com. Thank you for listening! Sending love, from my cutting garden to you! (c) Missy Palacol Photography I'm Debra Prinzing, host and producer of the Slow Flowers Show & Podcast. The Slow Flowers Podcast is engineered and edited by Andrew Brenlan. The content and opinions expressed here are either mine alone or those of my guests alone, independent of any podcast sponsor or other person, company or organization. Next week, you're invited to join me in putting more Slow Flowers on the table, one stem, one vase at a time. Thanks so much for joining us today and I'll see you next week! Music credits: Drone Pine; Gaena; A Burst of Lightby Blue Dot Sessionshttp://www.sessions.blue Lovelyby Tryad http://tryad.bandcamp.com/album/instrumentalshttp://creativecommons.org/licenses/by-sa/3.0/ In The Fieldaudionautix.com