Specialty Cut Flower Production ATTRA and Marketing A Publication of ATTRA - National Sustainable Agriculture Information Service • 1-800-346-9140 • www.attra.ncat.org By Janet Bachmann Specialty cut fl ower production has the potential to increase income for both small and large farms. NCAT Agriculture This publication discusses several marketing channels and lists fl owers suitable for various markets. It Specialist covers production basics, harvest and postharvest handling, business planning and record keeping, © NCAT 2006 and resources for further information. Special thanks to the many cut fl ower growers around the country for their contributions to this publication, and to Judy M. Laushman, Executive Direc- tor of the Association of Spe- cialty Cut Flower Growers, Inc., for reviewing it. Contents Introduction Introduction ..................... 1 nvironmentally sound production tech- What Should I Grow? .... 2 niques, increased farm diversifi cation, Markets .............................. 3 Eand increased farm income are basic Production Basics .........10 parts of sustainable farming systems. Spe- Harvest and cialty cut fl ower production and marketing Postharvest ..................... 16 offers both small- and large-scale growers a Summary ......................... 21 way to increase the level of sustainability on References ......................22 their farms. The tremendous variety of plants Further Resources ........22 that can be grown as cut fl owers allows grow- ers to choose those which are well-adapted to the farm site and grown without large off- site inputs. This variety also makes diversity in both production and marketing possible. And the high value of specialty cut fl owers can increase farm income. The phrase “specialty cut fl ower” originally referred to all species other than carnations, chrysanthemums, and roses. As recently as 1986, these three cut fl ower species, plus gladiolus, accounted for more than 80 per- ©2005 clipart.com cent of total cut fl ower production. (Dole and Greer, 2004) Since then, specialty cut fl ow- and tulips are the remainder of the top fi ve ers have become the most important part of specialty cuts. (Dole and Greer, 2004) the U.S. cut fl ower industry. The combined ATTRA—National Sustainable production of carnations, chrysanthemums, As specialty cut flowers become more Agriculture Information Service and roses was $78 million in 2002, repre- important to the fl oral industry, growers is managed by the National Cen- ter for Appropriate Technology senting only 15 percent of total cut fl ower are fi nding that these fl owers make it easier (NCAT) and is funded under a and foliage production. In contrast, spe- to compete with imported products. Flow- grant from the United States Department of Agriculture’s cialty cut production totaled $443 million. ers that don’t ship well or can’t handle long Rural Business-Cooperative Ser- intervals in a box can be picked by a local vice. Visit the NCAT Web site Cut lilies, once a relatively minor green- (www.ncat.org/agri. house cut fl ower, have replaced roses as the grower in the morning and be in a shopper’s html) for more informa- tion on our sustainable most important domestically produced cut house that afternoon. Specialty cuts can agriculture projects. /$"5 fl ower. Leatherleaf fern, gerbera, gladiolus, be grown as annuals or perennials, from have strong stems and are easy to Mark Cain (left) of Dripping Springs Garden presents bouquets to Carol Eichel- berger and Jean Mills of Coker, Alabama, at the Fayetteville Farmers’ Market. cut and transport without bruising or shattering the fl owers. • Color. What is popular at your mar- ket? Does it combine well with other colors you have chosen? Whites and pinks are popular spring wedding colors; oranges and coppers may be more popular in the fall. • Fragrance. Fragrance sells—to most people. Customers at the Fayette- ville, Arkansas, Farmers’ Market begin asking for extremely fragrant tuberoses two months before they are available—but some growers cannot stand to bring even a buck- Photo by Janet Bachmann etful to market in a closed van. • Old favorites. Think of custom- seeds, plugs, or bulbs. They include woody ers who see a bunch of sweet peas plants from which fl owers, stems, fruits, or and buy them because they are Related ATTRA foliage are harvested. They can be grown reminded of their grandmother’s Publications in the fi eld, in unheated hoophouses, and in fl ower garden. Zinnias can again be Agricultural Business heated greenhouses. By producing unusual, used as an example. Planning Templates and high quality fl owers, using proper posthar- • New introductions. New cultivars Resources vest handling techniques, and by providing help you stay competitive in a com- Community Supported excellent service, growers can continue to petitive market. Membership in Agriculture (CSA) expand markets for specialty cuts. the Association of Specialty Cut Direct Marketing If you are considering specialty cut fl ow- Flower Growers (ASCFG) is one Entertainment Farming ers as a farm enterprise, you should do as way to keep up to date on new and Agri-Tourism much research as possible before putting ones. The ASCFG in cooperation Farmers’ Markets one plant in the ground. The most valu- with seed companies sponsors tri- als of new varieties every year. Farmscaping to Enhance able information comes from other growers. Biological Control Other sources that you can rely on include Results of the trials are reported in the Association of Specialty Cut Flower the winter issue of The Cut Flower Flame Weeding for Vegetable Crops Growers, Cooperative Extension, suppliers, Quarterly. Rudbeckia Prairie Sun, and ATTRA. Dianthus Neon Duo, and count- Market Gardening: A less new sunfl owers are among the Start-Up Guide exciting introductions trialed by Overview of Cover Crops What Should I Grow? ASCFG volunteers. and Green Manures A tremendous number of choices are avail- • Vase life. Will the cuts last a week? Principles of Sustainable able. How can you choose, given such a vast Or longer? Weed Management array? Consider the following. Root Zone Heating for • Stem length. Florists love long Greenhouse Crops • Ease of cultivation. This may be stems. But there are exceptions, Season Extension Tech- especially important if you are a such as lily-of-the-valley and grape niques for Market Gar- beginner. Sunfl owers and zinnias hyacinth, that are naturally short- deners are examples of easy-to-cultivate stemmed. fl owers. They can be direct seeded, Selling to Restaurants • Local growing conditions. Accept the and they emerge and grow quickly. Woody Ornamentals for fact that some plants are not well Cut Flower Growers • Ease of handling. Sunfl owers can adapted to your climate. Ask local again be used as an example. They Extension agents, garden clubs, and Page 2 ATTRA Specialty Cut Flower Production and Marketing nurseries which specialty cut fl ow- Vendors—and customers—believe their ers grow well in your area, and start market is one of the most attractive in the with these. Diversify slowly, and nation. It is situated on the square in down- test some new choices each growing town Fayetteville around an old post offi ce season. that has been converted to a restaurant. The • Flowering season. Do you want area is professionally landscaped and is alive year-round or seasonal blooms? with blooming and edible plants. On Satur- day mornings it is the place to be, with live For flowers throughout the grow- music, coffee and pastries, and vendors sell- ing season, identify an early ing fruits, vegetables, plants, crafts, and of bloomer to start blooming in sync pecialty cut course specialty cut fl owers. with opening day of your market, fl ower pro- and dependable flowers to keep Of the more than 50 vendors at a Satur- duction and day market in mid-summer, almost 50 per- S customers coming back to your marketing off ers market stand or farm until you want cent bring cut fl owers for sale. “In the early both small- and to close for the season. days,” say folks who organized the market in 1974, “vendors brought fl owers cut from the large-scale growers • Flowers for building mixed bou- roadsides.” Today the FFM has become well- a way to increase the quets. If you plan to sell mixed bou- known as a source of high-quality, reason- level of sustainability quets and plan to grow zinnias, what ably priced cut fl owers. For some vendors, on their farms. other fl owers or foliage will mix well fresh vegetables or fruit are the main prod- with them? ucts, but many of these have added fl owers • Demand. What are wholesale and as secondary products. For other vendors, retail fl orists asking for? (Within fl owers are the primary focus of the display reason.) and a major source of income in a college • Think especially about the market town with a relatively affl uent population. where you want to sell cut fl owers. What do the customers want? What are their favorite fl owers? Markets Marketing possibilities include farmers’ markets, contract growing and CSA-type subscriptions, cut-your-own, restaurants, supermarkets, retail fl orists, wholesale fl o- rists, special events such as weddings, and the Internet. The following discussion of markets includes fl owers that growers around the country recommend for each, followed by information on related products and added value. Farmers’ Markets Farmers’ markets are considered by many to be entry-level markets, a place for new growers to sharpen their skills and cultivate higher-level markets. Other growers have found farmers’ markets