Rising costs, supply chain snarls, and an emphasis on sustainability are driving changes in the cut flower industry.
The flower industry is having a farm-to-table moment. Molly Oliver is a case study in a growing trend among florists and consumers seeking out more sustainable, seasonal, and local flowers.
She opened her Brooklyn flower shop, Molly Oliver Flowers, in 2012, offering local seasonal flowers for events, bouquets, and monthly subscriptions. She sees connecting customers with seasonably available flowers and their growers as integral to her business.
“I just tried to tell the story over and over about the ways that we can reduce our impact and create that opportunity,” says Oliver, who studied organic farming at the University of California Santa Cruz and grew flowers at an organic farm in California.
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