Business
June | 2021
56
Business
Danielle Dall'Armi,
owner of
Rose Story Farm
in Carpinteria, Calif.
ccording to the just-
published "2021
National Gardening
Survey," conducted by Garden
Research, a division of e
National Gardening Association
(NGA), consumer awareness
and behavior around cut fl owers
is signifi cant. Four in 10 U.S.
adults (41 percent, 104.6 million)
reported spending some amount
of money on cut fl owers in 2020,
with an average household
expenditure of $62.63, or an
estimated $6.55 billion spent
by U.S. households last year.
Slow Flowers Society, the
organization I founded in 2013,
sponsored two additional survey
questions, asking consumers to
rate how important local and
domestic fl owers are to them.
According to the NGA's research
director Paul Cohen, who
conducted the omnibus survey
of nearly 2,500 U.S. households,
FROM
FIELD TO
STUDIO
A
Changing consumer
attitudes and
COVID's disruption
are redefining all
channels of the
floral marketplace.
By Debra Prinzing, PFCI
