Episode Details

That bouquet on the grocery store rack may have traveled thousands of miles before it reached your table—and the journey affects everything from vase life to fragrance. In this episode, we’re joined by Jacob from Flower Forward to unpack the hidden realities of the flower industry, including why nearly 80% of flowers sold in the U.S. are imported and what that means for freshness, sustainability, and waste. We explore how local sourcing changes the equation when flowers are cut to order, designed around seasonality, and delivered closer to home.

We also dive into the operational side of sustainable floristry—from vetting farm partners and managing delicate stems to educating customers about seasonal design and “designer’s choice” arrangements. With practical insight for flower farmers, florists, and anyone who values locally grown blooms, this conversation offers a clearer look at what it takes to build a fresher, more intentional flower supply chain.

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