So, what’s behind the bloom?
‘Slow fashion’ and ‘farm to fork’ have been highlighted (and quite rightly so) over recent years because of their focus on the importance and value of how produce and materials are made and eventually become available to you, as a customer.
From Farm to Vase
Considering the floral industry as part of the ‘slow’ movements is important and puts into perspective how and why the quality and cost is currently determined. When you are given or buy flowers, a chain of many people and businesses have been working with each other to ensure bloom presence in shops, for you. This process, all the knowledge, practice and evolution is years in the making.
Starting from cultivating & growing, to harvesting, transportation, distribution and design, each link in the chain is affected by aspects beyond control, like seasonality, climate dependence, perishability through to logistical coordination issues, long hours and physical demands. The value of flowers is influenced by all these aspects. What is overlooked, is the HUGE amount of ‘behind-the-scene’ aspects that play a part in this industry and are, unfortunately, highly under-valued. It is all this ‘silent’ work that is pivotal in making flowers, ‘happen’.
For starters, consider the grower of flowers. Factors like the growth time of species, climate changes, feeding, weeding, harvesting, approaching businesses for sales. Consider then, the face-to-face shopfront of being a florist. Years and years of practicing your craft, evolving your techniques and skills to match industry trends, improving creative thinking to be innovative in a very competitive space. Hours and years spent building relationships with growers and suppliers to secure the freshest, most beautiful and in my case, the more unique and special offerings.
Long hours - pre-dawn cuttings and market runs, late night creations, midnight bump-outs from weddings are a given but not really acknowledged as part of the service. Behind the scenes, well before creating is even considered, there are constant consultations, contract writing, proposals, emails, phone calls, All part of the process, yes, but in order to have an amazing bouquet, function or wedding, the slow build up to the end result is foundational.
Additionally, the pressures of COVID and economic stress caused by raising inflation and interest rates are hitting ALL small businesses, tremendously. The heart-breaking increase in small business falling and closing is evident and leaves a huge ‘gap’ - which is why the voice of ‘slow’ or mindful production and produce is so important. The pressures over the last few years were felt and are still now hitting he floral industry chain - from cultivation, harvesting, transportation, distribution and design.
As a florist whose been in the business for over 20 years, presently is perhaps the most challenging of all years in the trade, not only for shopfront florists, but for partners in the floral industry. That is why, now, the power of local, community support is vital, and so gratefully appreciated.
Always,
Arne x