Late May and early June are typically glory days for the U.S. cut flower industry, with growers hustling for weddings, filling farmers markets with blooms and gracing special event tables with color. But this year, American flower farmers are in trouble.
Many are reeling from COVID-19 shutdowns. In response, growers across the U.S. are pivoting: for example, by selling direct to customers or doing home deliveries.
Despite the lost markets, industry leaders say something remarkable is happening. Profits are slimmer, but more individuals are buying flowers than ever to send to loved ones.
Dave Pruitt, CEO of the California Cut Flower Commission, said when lockdowns started growers' average sales fell 90%.
Weddings and other events were canceled, Pruitt said. Farmers markets closed — and as they gradually reopened, many market directors deemed flowers "nonessential." Big grocery store chains turned away trucks filled with fresh flowers or reduced orders.
"In some states and cities, florists were told they weren't essential. To me, that just seems like a crime. If Amazon can keep delivering, why can't a florist take your order and go deliver flowers?" Pruitt said.
Even funerals, another major market for the flower industry, were canceled. Industry leaders say they heard from many people grieving without services or flowers.
But the roadblocks didn't stop farmers from being creative.
Direct-to-consumer delivery and community supported agriculture models bloomed as growers swiveled their businesses, said Jennie Love, president of the Association of Specialty Cut Flower Growers, a national trade organization.
Love said it's been incredible watching growers innovate. But the work and logistics behind finding new customers and making deliveries, she said, has been "exhausting."
Love is a grower in Philadelphia. She said she has lost more than $100,000 in sales from wedding cancellations alone.