The global floriculture community now has a new resource that blends personal storytelling with industry insight. Lane DeVries, founder of Sun Valley Floral Farms and current President of CalFlowers, has released his first book, The Pursuit of Purpose: A 40-Year Journey of a Dutch Flower Farmer in America.
From his early days in the tulip fields of Holland to building one of the largest flower farms in the United States, DeVries traces a lifetime shaped by persistence, ingenuity, and a deep love for growing flowers. The book recounts his arrival in America in 1983 with $160 and a suitcase and follows his four-decade rise through the challenges and opportunities of the U.S. floral marketplace.
© Lane DeVries
A first-hand history of the modern U.S. flower industry
In the book, DeVries revisits the industry's major shifts over the past forty years, from the rapid expansion of bulb flower production in California in the 80s and 90s to advances in greenhouse automation, breeding programs, and crop management. He traces the rise of e-commerce and overnight delivery, the labor and regulatory changes that reshaped production in the 2000s, and the supply chain bottlenecks and port challenges that tested growers across the country. He also reflects on the 2008 immigration labor crisis and other turning points that shaped the path of Sun Valley Floral Farms.
Drawing from both successes and setbacks, he offers practical insights into leadership, resilience, and the strategic decisions behind running a large-scale flower operation.
Industry reception
Although newly released, the book has already attracted attention across the floral world. Amazon ranked it the #1 New Release in Christian Business & Professional Growth, and early reviewers from academia, design, and floriculture have praised its honesty and depth.
"This is far more than a business memoir—it's a moving and masterfully told story about legacy, leadership, and purpose," says author Barry Gottlieb.
Texas A&M professor Charlie Hall adds, "DeVries turns numerous personal challenges and business setbacks into a practical playbook for resilience."
A story rooted in flowers, faith, and purpose
At its core, The Pursuit of Purpose is a book about calling, what it means to dedicate one's life to growing something meaningful. DeVries reflects on the people who shaped his journey, the values that guided him, and the cultural bridge between Dutch horticulture and American entrepreneurship.
The Pursuit of Purpose is available now in paperback and e-book formats through Amazon. Distribution through independent bookstores and library channels will follow via Ingram Spark in the next few weeks.
