Episode Details

https://youtu.be/SqVoGI3RoGU?si=IZrA4gsWPLOOIDz4 In her new book, Floramama, flower farmer Chloé Roy combines ecological growing practices, proven business strategies, and the artistry of floral design into a visually rich guide to small-scale floriculture. This Quebec-based farmer-florist originally published Floramama in her native French language in 2023, and now, New Society Publishers has translated it into English for the rest of us to savor and absorb. Chloé is a biointensive ecological flower grower and flower farming educator. She learned market gardening from expert vegetable growers and then leveraged her skills and knowledge to turn Floramama Farm’s 1.5 acres into a thriving, six-figure flower business. We’re thrilled that the Slow Flowers Movement is featured in the book’s opening pages, where Chloé writes: “I discovered the Slow Flowers movement, inspired by the Slow Food Movement. American author Debra Prinzing published her 2014 book Slow Flowers (and) her work helped create a wonderful flower-growing community in the United States and eventually around the world.” It’s the Slow Flowers journey that connected me with Chloé and her work, and you’ll love our conversation today, which includes a deep dive into Floramama, the book. Floramama’s Chloé Roy A message from Floramama In the lead up to Canadian Flowers Week, taking place August 17-23, we scheduled today’s episode to shine a light on one of Canada’s inspiring floral stories. Chloé Roy is a successful ecological flower grower, flower farming instructor, and founder of the ground-breaking start-up Floramama. After working with Jean-Martin Fortier at Les Jardins de la Grelinette for two years, she was inspired to apply her skills in human-scale agriculture to floriculture. Chloé launched Floramama, Quebec’s first biointensive flower farm, in 2014. Floramama Farm Tulips from Floramama Farm Since then, Floramama has grown to provide full-time employment for several women while delivering bouquets to over 550 annual subscribers and selling to the public through farmers’ markets, to florists and designers, to small local shops and a large organic grocery store chain, as well as arranging flowers for weddings and events, turning Floramama’s 1.5 acres of flowers into a $380,000 annual business. Chloé lives and farms in Frelighsburg, Quebec. Floramama, the book - available in French, and now, in English, too! Flora Mama bouquet wrap Table of Contents, Floramama Book CSA Bouquets Also, check out Canadian Flowers Week’s website and Instagram to learn how you can support and celebrate this wonderful floral holiday, which Slow Flowers inspired and helped to launch. The campaign acknowledges that many of the flowers that are sold in Canada are imported and aspires to increase the percentage of local flowers used by floral designers and purchased by Canadian consumers. By raising awareness of flower seasonality in Canada and connecting with growers, both the industry and consumers can start to make locally conscious purchase decisions without having to sacrifice quality and uniqueness. Learn more at canadianflowersweek.ca. Thank you to our Sponsors This show is brought to you by slowflowers.com, the free, online directory to 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, My Patio Tree: Expertly Grown Plants, Perfectly Designed to Elevate Your Garden. Their second-generation family tree farm has curated the best-performing, cutting-edge, multi-zone varieties to enhance your garden, patio or special event. Every tree purchased supports Plant With Purpose, a nonprofit organization that restores hope by reversing global poverty and environmental damage. Learn more at mypatiotree.com. Thank you to Rooted Farmers. Rooted Farmers works exclusively with local growers to put the highest-quality specialty cut flow