Rooted Farmers, an online sales platform exclusively for flower farmers, designed by flower farmers, is now entering its third year of development. Rooted was founded and is run by Slow Flowers member Amelia Ihlo, a flower farmer based in Etna, New Hampshire, who runs Reverie Flowers. We include more on how Rooted began to take shape in the end of this article, but focus here on what Rooted looks like today.
Rooted works exclusively with local growers to put the highest-quality specialty cut flowers in floral customers’ hands. The platform is a B2B online marketplace that allows flower growers to list crop inventory, maintain a farm profile page and reach wholesale flower buyers, including studio florists and retail flower shops. Just as farms’ and designers’ businesses evolved this year due to COVID, Rooted Farmers also grew its platform, developing applications for floral cooperatives, and piloting a direct-to-consumer retail sales option, and a point-of-sale solution for impulse purchases, both of which will be available to all users next year.
Rooted Farmers 2.0: Originally developed to help New England flower farmers collectively sell and deliver crops to florists in large markets like Boston, Rooted Farmers has expanded to support growers and collectives across the U.S. who are using the platform to sell and communicate with buyers, while handling delivery logistics themselves.