A Direct Message
To the Growers
You Are the Source
Growers are the source of education to the end consumer. We believe that with the correct flower names, end users — as they educate themselves — will become smarter, more confident customers.
A customer who knows what they are looking for buys more. And when they buy more, everyone in the chain of life benefits.
"A customer who knows what they are buying becomes a customer who buys more — and buys better."
The Disconnect We See
There is a disconnect in this industry around flower naming. Growers sometimes create their own proprietary names for varieties — and that in itself is not the problem. Growers have every right to differentiate their product in their market.
The problem is the communication of that name. A name known only to the wholesaler rarely reaches the florist. And a name unknown to the florist never reaches the end consumer. The result is a chain of life where the language of flowers breaks down before it ever reaches the person who loves them most.
What We Are Not Saying
We are not here to diminish a grower's position in their market or to interfere with how they sell to wholesalers and mass merchandisers. Your relationships with mass retail are yours — and we have no desire to disturb them. That is your business and we respect it fully.
What we are saying is simpler than that: a better informed, more educated flower shop is good for the entire industry. When florists understand your product deeply — its name, its story, its variety — they sell it with conviction. And conviction sells flowers.
Opening the Conversation
We want to open direct communication between flower shops and growers — so that the products you grow are better understood by the people who sell them, and better loved by the people who buy them. We have many thoughts about how this will play out in practice. But the how is not today's conversation.
There is something in this for you beyond understanding, and it is the part we care most about: your name travels with it. Today a variety leaves the farm carrying everything you know about it and arrives at the shop as "red rose." The florist cannot tell a customer who grew it, where, or at what altitude, because nobody told the florist. We want to build your brand the length of the chain — the farm named, the variety named, the story intact, all the way to the person holding the bouquet. Growers have spent generations being the invisible half of this industry. We would like to end that.
This communication is through the exchange of data. Data updated through the World Cut Flower Commission and uploaded to the app — annually or biannually. We are not buying, selling or shipping flowers, and we are not asking you to change who you sell to. This is information moving, not product.
Today is about the belief. The belief that a more connected, more educated floral industry is a stronger one — for growers, for florists, and for every person who has ever been moved by a flower.
"We are in full support of the growers — as we are in full support of the chain of life."
Who We Are
We are industry professionals, people you may know, who care deeply about the direction this industry is going. Flower shops are closing while flower sales grow, and we believe that calls for a change in direction that befits the florists.
I Speak Flowers™ is how we start: a standard written by florists, a free list of the shops that meet it, and a window decal. Growers can carry the mark on their boxes and sleeves for the same price every flower shop pays, one per location, so your name and the florist's travel together.
We hope to discuss these ideas with you very soon. Until then, we thank you for everything you grow — and for the beauty you send into the world, one stem at a time.
With respect and in full support of the growers
Ready to Connect?
Register your interest as a grower and be part of the conversation from the very beginning.
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