Most consumers do not think ordinarily about the origin of the cut flowers they purchase. Though many people are informed, conscious consumers who do know to hunt for eco-friendly products for many aspects of their lives such as food, beverages, and body care, when it comes to the flowers at the center of their dinner table, they often don’t consider sustainability.
by Bill Prescott, Marketing Communications Specialist at the Sun Valley Floral Farms
Luckily, consumers are starting to request more information on where and how their flowers were grown and who grew them. As the first Rainforest Alliance Certified flower farm based in the United States, we welcome this paradigm shift.
At the Sun Valley Floral Farms, we encourage transparency not only in our business, but in the entire floral industry. Based in Arcata, California, our farm is nestled between the giant redwoods of Humboldt County and the rugged Pacific coast characteristic of this part of the state. We aim to be stewards of the earth and work in harmony with nature to create amazing cut flowers that are safe for farmers to grow, and promote healthy soil.
So, how do we highlight to our customers that we are a sustainable farm dedicated to the economic, social, and environmental well-being of our land, our flowers, our team members, and our community?
The way that makes the most sense for us has been to obtain certification to the Rainforest Alliance Sustainable Agriculture Standard. This trusted certification quickly signals to consumers that our flowers were grown in a responsible, ethical and sustainable manner.
People walking through a supermarket floral department see amazing colors and textures and experience a whirlwind of scents. You only have a few seconds to get your message across to a consumer, to help guide them to your product. The highly recognizable Rainforest Alliance “green frog” seal has been an essential part of our marketing since we achieved certification in 2017.
Differentiating yourself in a crowded market place is essential. We choose to differentiate ourselves by the way we farm. This has always been the way we’ve done things. While conventional flower cultivation often comes at the expense of healthy ecosystems, the Rainforest Alliance Certified flowers that we grow help ensure long term soil health, and demonstrates our values to our consumers– that we respect our workers, neighbors, and surrounding environment.
After going through the intensive process of Rainforest Alliance certification, we are now perfectly positioned to reach people who truly care about our planet and we have an excellent tool to instantly and credibly convey our values to fellow flower lovers.
Flowers are one of the most universal gifts. They translate to joyous occasions, as well as the saddest moments in life. When you give a gift, don’t you want to know that you are sending a gift that is beautiful but also free of toxins and unhealthy chemicals?
Flowers encourage people to touch their blooms, feeling a soft flower petal is a natural urge we feel even before we learn to walk. Flowers have inspired artists and thinkers since the beginning of time, and we treasure this legacy. As farmers we devote our lives to growing flowers that will bring people enjoyment and delight.
The CEO of Sun Valley Floral Farms, Lane DeVries says, “I have never seen a person receive flowers, and not be happy.”
By partnering with the Rainforest Alliance, we have made a conscious decision to bring the absolute best quality, responsibly grown flowers to market. Flowers that will be shared with families and friends, over laughter and tears, enriching lives and of course, bringing joy.
Source: Rainforest Alliance