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 ...