2020 Year in Review and growing into 2021
As we close the door on this year, I wanted to look back at the whirlwind of 2020 and what it brought to me and my business. I went into the year with high expectations and plans and although nothing worked out quite the way I expected, I am fortunate to still have a business at the end of the year. I know so many who don’t. With gratitude for everything that happened, here at my personal highlights and thoughts for the new year.
The Sustainable Flowers Podcast
January marked the start of our second year of podcasting. This passion project has given my friend Clara and I the chance to talk with scientists, plant breeders and farmers from all over the world. Every interview provides so much inspiration and information for me personally and in turn for our audience, which has grown beyond our wildest dreams. I regularly hear from listeners in New Zealand, Australia, Thailand, South Africa, all over Europe and the United States. It has been so wonderful to have this connection with other growers, in a year where meet ups with my flower farmer friends were not possible. The podcast focus is narrow (cold climate sustainable flower farming) and we invite people we are interested in learning from, and yet our reach is wide. I think it’s indicative of the fact that doing what you are passionate about naturally attracts like minded people. Clara and I are unapologetic plant nerds and hard core on doing business in an ethical and sustainable way. When I hear from people all over the globe who listen to our podcast and feel the same way, it gives me hope for the planet.
Pandemic lock down
The mid March shut down here in Alberta led to much uncertainty in my garden planning. I had a lot of my plants already growing as seedlings and spring bulbs planted 6 months previous but no clarity as to how I would get them to customers. Would there even BE customers? Alberta was already in a tough spot when the pandemic began with a lot of oil field jobs lost in the last few years. As my first few crops began to bloom, it became apparent that people were really craving colour and beauty in their lives. They made room in their budgets for flowers and for growing their own gardens. I guess I should have seen that coming, as each week I see the happiness on my customers’ faces when they pick up their bouquets. Flowers have always been a way to stay in touch with loved ones and this year they became more important than ever. I sent out a lot of “thinking of you” arrangements as people who couldn’t be with loved ones used flowers to make that emotional connection. In person markets and pop ups were few and far between this year, but each one was a powerful reminder of how much I missed contact with my customers. In a year where maintaining my mental health was a challenge, I needed every smile and happy face my flowers brought. I am so grateful for my wonderful customers.
George Floyd
One man’s tragic death in May set in motion a chain of events worldwide that we are still dealing with. On a personal level, that event caused me to change the way I use social media and what I consume. I stopped the doom scrolling of the previous months and started following Black and Indigenous farmers and activists. I learned a lot and am still learning from people asking hard questions. It was deeply disappointing to see racist comments on social media in farming and flower farming groups, but just as disappointing to hear nothing from influential people in the industry. The choice to “not get political” is a mark of privilege. As my business is a family business, there is no separation here. Everything we do has a ripple effect and I continue to do my best to make that ripple a positive one.
The Garden in Full Bloom
Whenever the news of the world felt too dark, I reminded myself how lucky I am to have my flowers. Outdoor garden work was a release valve and a mood booster. I never take for granted the beautiful place I live here in Alberta, but this summer I was especially grateful to have beauty and hard work, in equal measure, as my companions. Maybe it was that single minded focus on the garden this year which produced some of the best flowers I have ever grown. The ranunculus and dahlia crops were outstanding and my customers bought every stem. There were crop failures too, thanks to heavy slug pressure. We seeded and reseeded crops until it seemed like we were just providing a salad bar for the slug hotel in my garden. Later in the summer we found that ammonia mixed with water would kill the beasts on contact. Fiona and I took ghoulish pleasure in watching them fry as we watered them to their death.
Dried Flowers Make the News
It was a thrill to see my dried flowers featured in print in 2020. Jane Tanner wrote a lovely piece for Growing for Market magazine about our use of dried flowers in our winter business plan. Debra Prinzing featured my dried bouquets in Florist Review magazine and in the Johnny’s Seeds newsletter. In November, I designed a bouquet live for a Slow Flowers members meet up on Zoom. I love sharing the possibilities of everlasting blooms with florists and flower farmers. Each year I see more interest and more people using them in creative ways to bridge the winter gap in income. It’s exciting to be a part of this dried flower renaissance.
Looking to 2021
In the spirit of creating the world you want to live in, here is my floral manifestation/forecast for the New Year.
More Local Flowers
I see more demand for local flowers, both from the general public and from florists as international shipping remains questionable. The pandemic showed how far flung and how fragile our imported flower supply chains are, making a healthy Canadian flower scene better for everyone, especially the planet. Locally, I look forward to expanding my bouquet share again to reach more people and share more beauty.
Yellow For The Win
Every year I sing the praises of yellow flowers and this year the Pantone Institute agreed with me. Yellow is one of their colors of the year for 2021. It’s about time! I am well prepared as I have been planting and growing buttery and golden shades since I sowed my first perennial seed. Of course, it’s a good idea to plant more. There is no such thing as enough yellow.
Beautiful Kathleen in September 2020 photo by Taylor Olivia Photography
Small, intimate weddings continue
With continued restrictions on gatherings, weddings will by necessity remain small. Although it may not be the vision couples were hoping for their wedding day, a small wedding focuses on what is truly important: celebrating love with your most important people. Couples can focus on the special touches that make an intimate ceremony most meaningful to them, without the needs of hundreds of guests to consider. The planet benefits too. Small is beautiful!
Sustainability
No till farming and soil health are the heart of how we grow and more flower farmers will be adopting this approach. Beyond health of our soils, true sustainability includes land reform and social justice. The ongoing challenge will be to support and encourage Black and Indigenous farmers so they can bring beautiful, locally grown food and flowers to their communities and train their next generation of farmers. Access to land will be the big hurdle to solve.
All dried, all the time
I could not write a forecast for next year and leave out my favorite thing. I don’t see demand for dried flowers drying up, ha! For cold zone growers who want a truly sustainable business, they provide income when the garden sleeps. For customers who want a bouquet that will last them until fresh flower season is back, they provide beauty all winter long. For brides who want their bouquet to be a keepsake, an everlasting bouquet is the answer. In a place where October to May can be cold, they are practical as well. Winter brides don’t need to worry about a wilted or frozen bouquet. I look forward to more brides catching on the the beauty of everlastings!
Wishing you a New Year filled with flowers, family, friends and love!
Heather