Here's a question some U.S. flower growers have been wrestling with for years: How do we get consumers — who already are thinking about product origin and growing conditions with food — to bring that same level of awareness to flowers and plants?
Since 2015, the American Grown Field to Vase Dinner Tour has sought to do exactly that, bringing thousands of sophisticated consumers (and influential reporters and digital influencers) to greenhouses, flower fields and rooftop gardens for unforgettable experiences of top tier dining and locally grown flowers. The marketing effort behind the tour has reached an estimated 482 million people through 505 media placements — and it also snagged Floral Management's 2017 Marketer of the Year Award.
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