Seattle Wholesale Growers Market joins American Flowers Week

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wgm-sq-horiz3Seattle Wholesale Growers Market, the innovative farmer-to-florist wholesale cooperative based in Seattle, has stepped up its support for American Flowers Week 2017, today announcing its sponsorship of one of five Floral Style Fashion shoots.

SWGMC is excited about the opportunity to support and sponsor American Flowers Week. This creative campaign encourages consumers to think about where their cut flowers are grown, and brings about more awareness of the importance of our domestic flower farms, and the challenges they face.
— Molly Sadowsky, Market Manager

We’ve assembled a talented “dream team” behind the Prairie-inspired floral look, which will be depicted in a pastoral setting that reflects American floral agriculture at its best!

Inspiration board featuring NW-grown flowers from Jello Mold Farm, Everyday Flowers, Sonshine Farm and Rain Drop Farm.

Inspiration board featuring NW-grown flowers from Jello Mold Farm, Everyday Flowers, Sonshine Farm and Rain Drop Farm.

Let me introduce you to the team:

FLOWERS, FOLIAGE AND BOTANICALS: Supplied by the flower farms of Seattle Wholesale Growers Market

SLOW FLOWERS DESIGNER: Amy Kunkel-Patterson of Gather Design Co. (Seattle)

OUR MODEL: Flower farmer Kelly Uhlig of Sonshine Farm (Whidbey Island, WA)

HAIR & MAKEUP: Yessie Libby of Yessie Makeup Artistry (Seattle)

PHOTOGRAPHY: Anna Peters of Anna Peters Photogaphy (Seattle)

LOCATION: Everyday Flowers owned by Vivian Larson (Stanwood, WA)

We can’t wait to share this imagery with you! But it will be embargoed until American Flowers Week 2017 — June 28-July 4, 2017.

Get in touch if you’d like to learn more about our Floral Style Fashions — we’re producing 5 in all so there’s still time to become a sponsor! I’m at debra (at) slowflowers (dot) com (debra@slowflowers.com).

Australian Flowers Week announced for September 17-25

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This just in from the U.K. blog Flowerona:

floweronalogoAustralian Flowers WeekAUSTRALIAN FLOWER WEEK
After the wonderful successes of British Flowers Week and American Flowers Week, the inaugural Australian Flowers Week will be taking place this month from September 17th-25th. It’s designed to celebrate the beauty of Australian flowers and foliage. For more details, simply visit the Australian Flowers Week website.

Congratulations from AMERICAN FLOWERS WEEK to everyone in Australia who is working to sustain and promote domestic, Australia-grown flowers and floral design that supports the ethos of local and seasonal botanicals!

P.S. subscribe to the FLOWERONA newsletter here.

Flowerstock joins American Flowers Week

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Floral designer and educator Holly Heider Chapple, creator of the Chapel Designers, has something big in store for her first FLOWERSTOCK, which takes place October 17-18 at Hope Flower Farm.

“(I’m) excited to announce that Slow Flowers will be an official sponsor for Flowerstock,” Holly shared on her Instagram feed (@hollychapple). “During the festival we will be creating a top secret floral design on their behalf. This design will be created with all American-grown flowers!”

This is indeed exciting news! The participants of Flowerstock will create one of our five American Flowers Week “Floral Style” fashion shoots featuring an iconic American-grown flower to reflect the robust domestic flower farming community and the spirit of local and seasonal floristry.

In joining forces with American Flowers Week, Flowerstock will be named a Floral Style Sponsor. Images of the Flowerstock Floral Style creation will be included in the 2017 American Flowers Week promotions to media, industry and consumers.

About Flowerstock: Flowerstock is being offered at the rate of $825 and includes demonstrations and installations from Ariella Chezar, Robbie Honey, Naomi De Manana, Holly Chapple, Lisa Waud, Sweetroot Village, Oak and the Owl, Fleur Inc, Southern Blooms and Joseph Massie. This is a festival vibe with live music, glamping tents, food trucks, bonfires, and sundries! Details and tickets can be found here.

Announcing our 2017 Underwriting and Sponsor Opportunities

AMERICAN FLOWERS WEEK 2017 MEDIA, FLORAL STYLE AND INDUSTRY SPONSORSHIPS

What we’re looking for:

  • One strategic MEDIA partner
  • Five SUPER-CREATIVE FLORAL partners
  • INDUSTRY partners whose brands align with the mission and ethos of American Flowers Week.

Engagement in American Flowers Week tripled from our launch in 2015 to our 2nd year, 2016 — and there’s every indication it will expand in impact and influence for 2017. Download this flier here.

Please get in touch if you’d like more information or if you have suggestions! I’m at Debra@slowflowers.com
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Favorite Moments: American Flowers Week 2016

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SLOW FLOWERS SUCCESS!

American Flowers Week on display at Seattle's Ballard Market, part of the Town & Country Markets chain.

American Flowers Week on display at Seattle’s Ballard Market, part of the Town & Country Markets chain.

It’s no exaggeration to say that American Flowers Week was a big success.

Pisarcick

Beautiful! Pisarcik Greenhouse & Flower Farm in Pittsburg posted this red-white-and-blue floral image to celebrate American Flowers week

By one measure, the 2016 celebration exceeded last year’s by three times the engagement — from 410,000 impressions on Instagram and Twitter in 2015 to 1.3 million impressions for this year.

And that’s not counting the Facebook posts, the blogs and news articles, the promotions at grocery and the amazing support from the Slow Flowers Community.

TheFarmersFlorist2A fun #americanflowersweek campaign from The Farmer’s Florist and Confetti Queen in Nashville.

We couldn’t be happier: A simple, week-long celebration of domestic and local flowers may seem simple, but it brought alot of attention to the American-grown cause. 

FTD rediscovered its roots and gave #americanflowersweek a shoutout!

FTD rediscovered its roots and gave #americanflowersweek a shoutout!

Johnny's Seeds took to social media to promote #americanflowersweek

Johnny’s Seeds took to social media to promote #americanflowersweek

Thank you to everyone who participated:

Flower Farmers promoted their floral customers; Florists promoted their favorite farmers. Everyone benefitted by shining the light on the American Grown floral community.

LauraLee Symes of Sellwood Flower Co. in Portland posted this Instagram moment of her American Flowers Week workshop

LauraLee Symes of Sellwood Flower Co. in Portland posted this Instagram moment of her American Flowers Week workshop

Unbeknownst to us, at least one Whole Foods store in the Baltimore created their on American Flowers Week promotion

Unbeknown to us, at least one Whole Foods store in the Baltimore created their on American Flowers Week promotion

A sweet, fragrant and beautiful time was had by all! As the momentum grows for American Flowers Week, we’re already collecting ideas for 2017. Your suggestions and ideas are welcome! Email info@slowflowers.com to share yours.

Before I sign off, I have to post my FAVORITE Flower Farmer Moments from American Flowers Week. They are simply beyond compare and you’ll love them:

Slow Flowers member Hedda Brorstrom of Full Bloom Farm outside Sebastopol created the cutest American Flowers Week flower bra!

Slow Flowers member Hedda Brorstrom of Full Bloom Farm near Sebastopol created the cutest American Flowers Week flower bra!

Slow Flowers member Dennis Westphall, one half of Jello Mold Farm, took inspiration from the film "American Beauty," and posed 'au naturele' in a bath of his Cafe au Lait dahlias. Wow.

Slow Flowers member Dennis Westphall, one half of Jello Mold Farm, took inspiration from the film “American Beauty,” and posed ‘au naturele’ in a bath tub filled with Cafe au Lait dahlias. Wow.

The Pabody family created a fantastic Instagram mosaic to celebrate #americanflowersweek

The Pabody family of Triple Wren Farm created a fantastic Instagram mosaic to celebrate #americanflowersweek

00507_DP_Canada_Badge-01P.S. With Canada Day occurring each year on July 1st, we’d like to launch #canadianflowersweek to help our Slowflowers.com members in Canada promote domestic flowers.

Get in touch if you’re interesting in serving on a planning committee for that campaign.

American Flowers Week 2016 — By the Numbers

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Here's a 30-day snapshot of the #americanflowersweek activity on Instagram and Twitter alone.

Here’s a 30-day snapshot of the #americanflowersweek activity on Instagram and Twitter alone.

The excitement of American Flowers Week is starting to die down and yet we’re still collecting photographs and posts of engagement for the 2nd annual celebration of local and domestic flowers!

The numbers shown above are just part of the story because we can’t reliably track Facebook or conventional media mentions. However as a snapshot of activity, the Keyhole.co chart is significant when compared to the same period in 2015. One year ago, we had 410,000 potential impressions for #americanflowersweek. This year, the total potential is more than three times the prior year’s impressions. From 410k to 1.3 million!

Thank you to our four financial sponsors: Certified American Grown, Syndicate Sales, Longfield Gardens and Mayesh Wholesale.

Thank you to everyone who took the time to write a tweet, share a photo, add a sticker to a bouquet, create an unique display, compose blog posts, teach a workshop, send out a press release, appear on local media, author a column or new story, donate flowers and prizes, and generally get behind this wonderful campaign.

I’ll be posting more insights in the coming days, and introducing many of the active and influential #americanflowersweek participants.

And then . . . we’ll begin the planning for 2017! I’ll be surveying Slowflowers.com members for input and suggestions. There is so much potential and we’re just getting started!

American Flowers Week prizewinners

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That's a Wrap! Thank you to everyone who participated in American Flowers Week 2016!

That’s a Wrap! Thank you to everyone who participated in American Flowers Week 2016! (c) Amanda Dumouchelle

The 2nd annual American Flowers Week is a wrap, folks! So many of you participated this year and we’ve calculated a 250% increase in social media engagement over 2015. That’s seriously impressive!

Later this week I’ll post more on our “American Flowers Week by the Numbers,” but for today, I want to announce our winners and thank our sponsors.

We noted more than 1,080 #americanflowersweek posts on Instagram and that’s not counting shares and reposts! A total of 111 of you designed and posted American Flowers Week bouquets for our “50 States of American Flowers” gallery. Not every state was represented, but flower farmers and floral designers from 33 states did participate — that’s pretty awesome!

Here are the winners from our random drawing. You’ll be connected with the prize donor by email with more details:

From Mayesh Wholesale: Five $100 gift certificates for buying beautiful, local and American-grown Flowers!

The winners are: Maple Flower Farm of Vermont (Liz Kreig); Erika’s Fresh Flowers of Oregon (Kathleen Barber); Pot & Box of Michigan (Lisa Waud); Daniele Alion Strawn of California; and Flower Duet of California (Kit Wertz and Casey Schwartz) CONGRATULATIONS!!!

From Syndicate Sales: Three $100 shopping sprees for American Made glass vases and other accessories!

The winners are: Crowley House of Oregon (Beth Syphers), Wildcraft Flowers of Georgia (Carroll Candler) and The Flower Peddler of New Jersey (Bethany Bernard-Vohringer) CONGRATULATIONS!!!

From Longfield Gardens: Two $50 gift certificates for bulbs and plants!

The winners are: Bonny Doon Garden Co. of California (Dawn Mayer) and Ballard Market of Washington (Kristen Parris and staff) CONGRATULATIONS!!!

From Certified American Grown & Slowflowers.com: Five “Swag Bags” from the 2016 Field to Vase Dinner tour, which each American-made tote bag including a signed set of Debra Prinzing’s books, “The 50 Mile Bouquet” and “Slow Flowers.”

The winners are: Mountain Road Flower Farm of Massachusetts; Morningsong Farmer of Washington (Janelle McCrackin); Lollie Fleur of Washington (Kim Richards); Five Forks Farm of Massachusetts; and Emerald Petals of Oregon (Hilary Holmes) CONGRATULATIONS!!!

From Slow Flowers member Scenic Place Peonies: One box of 20 beautiful and fresh Alaska-grown peonies shipped to you! More details here.

The winner is: Full Bloom Farm of California (Hedda Brorstrom) CONGRATULATIONS!!!

Check out the entire gallery of bouquets and blooms here!

American Flowers Week teams with Grocery Store Floral Departments

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Hand-lettered chalk signs announce American Flowers Week at New Seasons Market in Portland

Hand-lettered chalk signs announce American Flowers Week at New Seasons Market in Portland

Love the message: Loud and Clear!

Love the message: Loud and Clear!

Just inside the entrance, this display greets customers of New Seasons' Arbor Lodge store in Portland.

Just inside the entrance, this display greets customers of New Seasons’ Arbor Lodge store in Portland.

00536_AFW_Bouquet_Label_Colors-page-001Thanks to suggestions from my flower farmer friends who sell to two of the Pacific Northwest’s most popular grocery chains, American Flowers Week took center stage in this region’s floral departments at Town & Country Markets and New Seasons Markets. 

The chains adopted American Flowers Week as a vehicle to sell and promote locally-grown flowers during the Independence Day holiday week and incorporated our unique American Flowers Week label to alert their consumers about the origin of the flowers on display. In-store signage unique to each chain’s brand and staff members empowered to “own” the message with personality and creativity really paid off.

I hit the road early in the American Flowers Week campaign to see the creativity for myself and the “Buy Local Flowers” message at these stores came through strong and successful. Here are some of the highlights:

Town & Country Markets Inc. is a regional, locally-owned and operated independent grocery company founded in 1957 and based in the Seattle area and participated with American Flowers Week signage and bouquets throughout its six-store chain.

Town & Country on Bainbridge Island's gorgeous local flowers display for American Flowers Week

Town & Country on Bainbridge Island’s gorgeous local flowers display for American Flowers Week

Tags appear on bouquets large and small to alert customers about the origins of each flower.

Tags appear on Town & Country/Central Market bouquets large and small to alert customers about the origins of each flower.

New Seasons Market is a Portland-based West Coast neighborhood grocery with 18 stores in three states and showcased flower bunches, bouquets and mason jar arrangements from Northwest and California farms.

New Seasons’ floral manager Katie McConahay (right) with flower farmre Bethany Little (second from right) and team members Alaina and Guen (manager) at the Arbor Lodge neighborhood store in Portland.

New Seasons’ floral manager Katie McConahay (right) with flower farmer Bethany Little (second from right) and team members Alaina and Guen (manager) at the Arbor Lodge neighborhood store in Portland.

On Wednesday, June 29th, I headed to Portland bright and early to see the floral design entries for the Oregon Flower Growers Association’s American Flowers Week celebration (more on that cool program later this week).

There, I met up with flower farmer Bethany Little of Charles Little & Co., a Slowflowers.com member and a Certified American Grown farm. I love how they took the initiative to do something special and stimulate floral consumption during the week of July 4th! The idea has inspired me to work on similar efforts across the U.S. and has laid the groundwork for even more grocery promotions in 2017.

Katie McConahay (floral buyer) and Bethany Little of Charles Little & Co.

Katie McConahay (floral buyer) and Bethany Little of Charles Little & Co.

It was Bethany who called me about six weeks ago and suggested that I develop a bouquet label that flower farmers could use on their grocery and market bouquets. She and her husband Charles Little (past guest of the Slow Flowers Podcast) sparked the idea and also pitched it to Katie McConahay, New Seasons Market floral buyer.

Certified American Grown Red-white-and-blue mason jars on sale for $12.99 at New Seasons. The bouquet featured red and white dahlias and gerberas with blue delhiniums.

Certified American Grown Red-white-and-blue mason jars on sale for $12.99 at New Seasons. The bouquet featured red and white dahlias and gerberas with blue delhiniums.

We headed over to a nearby New Seasons Market in Portland’s Arbor Lodge neighborhood where buyer Katie and store floral manager Guen Armstrong showed off the signage, product selection and product labeling for American Flowers Week. Katie has a reputation for consistenly supporting Northwest and California flower farms throughout the year. She discussed this philosophy on a past episode of the Slow Flowers Podcast, which you can find here.

A huge variety of Northwest-grown mixed bouquets labeled with "American Flowers Week" at New Seasons Market.

A huge variety of Northwest-grown mixed bouquets labeled with “American Flowers Week” at New Seasons Market.

From the hand-lettered chalkboard signage to the adorable mason-jars filled with red-white-and-blue California flowers, to the abundant and lush mixed bouquets from farms like Charles Little & Co., Rain Drop Farms and other NW flower farms, the message was clear: We Love Local. New Seasons also promoted American Flowers Week it is weekly circular and online. Check out these photos of my visit — I was blown away by the way New Seasons highlighted American Flowers Week!

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Mayesh Loves American Flowers

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We couldn’t be more pleased that a major wholesale flower supplier is waving the flag for American Flowers Week!

Thank You, Mayesh Wholesale for promoting local and domestic flowers across the many branches of your organization. Mayesh kicked off American Flowers Week with this video on “Mayesh Minute.” Check it out here:

Mayesh Wholesale’s David Dahlson gives an overview of American Flowers Week and presents some great options of American grown flowers that you may see in your Mayesh cooler – foxglove, cornflowers, ranunculus, tulips, grapevine, and ninebark.

From blooming Acacia to Zinnias!

From blooming Acacia to Zinnias!

Mayesh also created its American Grown Product List, which will be used by all of its 17 branches to help connect floral customers with local and domestic flowers. This 7-page PDF features widely requested flowers and foliage by Year-Round and Seasonal availability.

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