The vast majority of cut flowers sold in France come from abroad, grown in warmer climes or greenhouses in Holland. A growing number of florists are tapping into an increased interest in local products and finding success selling only flowers grown in France. And the Covid-19 pandemic has also boosted demand for French flowers.
Fioretti looks like many Parisian flower shops: a small storefront with potted plants arranged artfully in baskets and crates on the sidewalk in front, and inside, bunches of colorful flowers overflowing enticingly from vases, ready to be made into bouquets.
In early spring, it is awash with colors: pink peonies, the first of the season, red ranunculus, fuchsia roses, and bunches of small wildflowers.
Florist Johanna Cacciamani welcomes a steady stream of customers. She says Covid-19 lockdowns have been good for business: “When there was a complete lockdown people would leave the house to buy a baguette and come to the flower shop and say, ‘This is something that gives me such pleasure.'"