The San Francisco Flower Market has been at the heart of Northern California’s floral industry for over a century, serving as a vital hub for florists, designers, and growers. At the helm of this historic institution is Jeanne Taggart Boes, the Executive Director who has dedicated her career to preserving its legacy while steering it toward a sustainable future.
Through the 10 questions on Thursd this week, Jeanne shares insights into her journey, the challenges and opportunities shaping the floral industry, and how technology, education, and advocacy are helping the market evolve. From leading a seamless relocation to championing sustainability and mentorship programs, her passion for flowers and community shines through. Join us as we explore her story, leadership philosophy, and what keeps the San Francisco Flower Market blooming.
Question 1
For those who don’t know you, who are you, and what do you do?
"I’m Jeanne Taggart Boes, Executive Director of the San Francisco Flower Market. My journey in the floral industry began in 1989, and after a few detours, I returned to the industry in 2009, eventually taking the reins of the San Francisco Flower Market in 2016. I lead one of the United States’ largest and most historic wholesale flower markets, ensuring its future while honoring its past. My role is a mix of strategy, advocacy, and community-building, all to keep flowers at the heart of San Francisco."
Question 2
What is so special about your job?
"My role at the San Francisco Flower Market is truly unique—at the crossroads of history, commerce, and community. As we transition into a 501(c)(3) nonprofit, our focus is on strengthening Northern California’s floral agriculture, supporting vendors, and serving 4,000+ wholesale buyers.
This shift isn’t just about preserving tradition—it’s about securing the industry’s future. Every day, I tackle challenges, advocate for our floral community, and ensure the market remains a thriving hub for florists, designers, and growers. The best part? Knowing our work sustains an entire ecosystem of people who bring beauty into the world through flowers."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"Leading the Flower Market’s relocation has been a monumental challenge. When the market’s original site was sold in 2014, uncertainty loomed over its future. Originally, the deal would have forced vendors to move twice—once to a temporary location and then again to a permanent home. That wasn’t an option for me. I fought for a single-move solution, ensuring stability for our vendors and securing a future that made sense for the market.
I compartmentalize challenges—it helps me tone down the stress and approach problems methodically rather than getting overwhelmed. I lean on a strong team to tackle obstacles together. Most importantly, I have an incredible family and an unbelievable group of friends who remind me of what truly matters. That kind of support makes all the difference."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"Sustainability and labor remain two of the biggest challenges in the floral industry. The industry must find ways to reduce waste while maintaining quality, from more efficient packing methods to sustainable materials in shipping.
As a nonprofit, the San Francisco Flower Market is also tackling the labor challenge by introducing floral education into Bay Area schools—from elementary through high school. Hands-on learning can spark a love for flowers and expose students to careers in the industry. We’re developing a mentorship program to connect high school students with real-world opportunities in floriculture, wholesale, and design. By investing in education and innovation, we can build a stronger, more sustainable future for American floral agriculture."
Question 5
How has technology, such as e-commerce platforms or digital marketing, affected your industry? What strategies have you employed to stay competitive?
"Technology has reshaped how flowers are bought and sold. E-commerce and direct-to-consumer models have challenged traditional wholesalers. To stay competitive, we’re embracing digital marketing, modernizing logistics, and helping vendors enhance their online presence. The key? Blending old-world artisans with new-world convenience."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"Pat Dahlson of Mayesh Wholesale has been a true leader in the floral industry. Under his leadership, Mayesh has grown into a powerhouse of floral distribution. His ability to navigate industry challenges while fostering strong relationships is something I greatly admire.
Outside of the industry, my mother has been my greatest inspiration. She was the picture of strength, stability, and resilience. Her ability to remain steady through life’s challenges has shaped how I approach my leadership—staying calm, focused, and always moving forward."
Question 7
How do you handle stress or difficult moments in your life?
"Perspective is everything. I tackle challenges by staying focused on solutions and keeping a long-term view. I compartmentalize challenges—it helps me tone down the stress and approach problems methodically rather than getting overwhelmed. I lean on a strong team to tackle obstacles together. Most importantly, I have an incredible family and anunbelievable group of friends who remind me of what truly matters. That kind of support makes all the difference."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"The relocation of the San Francisco Flower Market to its new home went incredibly smoothly. After years of planning and hard work, seeing our vendors happily settled in, hearing from customers about how much they love the new space, and knowing that every detail we fought for is paying off has been deeply rewarding. The market’s future is stronger than ever, and the positive feedback from both vendors and buyers makes all the challenges worthwhile.
Another major milestone? In January, the City of San Francisco recognized the San
Francisco Flower Market as a Legacy Business—an honor that cements our place in the city’s history and affirms the importance of our industry."
Question 9
Which is your favorite flower/plant and why is it good for you?
"It’s very hard for me to pick just one, but if I had to, it’s got to be the Dahlia. Not only is it San Francisco’s official flower, but it also comes in an incredible range of varieties—each one more stunning than the next. Plus, one of my favorite growers, Louie Figone of Figone Nursery, cultivates them in Half Moon Bay, just a stone’s throw from our market. Seeing his beautiful Dahlias come through the Flower Market each season makes them even more special."
Question 10
What are you doing this weekend?
"My favorite thing to do is spend time with my family and friends, and after months of long days—including weekends—since last October, I’m finally able to exhale. With the San
Francisco Flower Market successfully relocated and our first Valentine’s holiday in the new facility is behind us, this weekend is all about relaxing and reconnecting with the people I
love. No meetings, and no planning — just good company, great conversations to recharge."
All pictures courtesy of Jeanne Taggart Boes.
