For several years, a passionate group of American flower farmers from all across the country has been brainstorming about the need -and incredible opportunity – for a single “American Grown” floral brand.
It began in 2012, with a roundtable discussion at the Association of Specialty Cut Flower Growers’ annual conference, held in Tacoma, Washington.
Invited to give the keynote presentation, Kasey Cronquist, former CEO of the California Cut Flower Commission, shared his inspiring message: “Heart and Soil: Reclaiming the American Cut Flower Industry.”
Motivated to take the idea further, flower farmers from around the country began to dream about the potential for promoting domestic flowers and foliage in a new and strategic way.
In 2013, the American Grown Flowers & Foliage Task Force was formed. It included flower farms large and small, established and emerging. Many contributed seed funds to the initial branding budget, which helped identify a name, “Certified American Grown Flowers,” a tagline, “take pride in your flowers,” and a contemporary logo that evokes Americana and agriculture, as well as fashion and style.
But this is not just a pretty logo and slogan.
In 2014, the American Grown Flowers initiative partnered with Made In USA Certified, Inc., an independent third-party agency that verifies the source of products made and grown in the USA.
Participating American flower farms will be certified by this agency through a supply chain audit process and will receive certification that qualifies them to add the Certified American Grown logo to their floral packaging, web sites, and other marketing materials.
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The American Grown Flower Movement isn’t a trend. It is a cultural shift in response to universal concerns about jobs, the economy, the environment and a desire to connect with nature and live in the season. Farms, retailers and florists who display the new Certified American Grown logo will differentiate themselves in the consumer’s mind as an important new resource that highlights homegrown flowers. — Debra Prinzing, creator of Slowflowers.com