Passion for nature and forestry culminated early on and led Jim Milgard to venture into the beautiful and fulfilling industry, the floriculture sector. Through the 10 questions this week on Thursd, he delves into his career and gives an outlook of the industry and current developments in the sector.
Read on to find out what his vision is for Continental Floral Greens is his take and approach on sustainability to safeguard the environment and the people. Enjoy!
Question 1
For those who don’t know you, who are you, and what do you do?
"I’m Jim Milgard, living in Sun Valley, Idaho with my wonderful wife, Jen. We’ve been married for thirty years and have two remarkable daughters: Madison, Continental Floral Green’s Brand Director in Dallas, Texas, and Molly, an investment analyst at UBS in New York City.
My career has spanned several industries—from forestry and home construction to working in a window and door manufacturing company, being a partner in an investment bank, and ultimately owning Continental Floral Greens. My journey into this field began in high school, working with small forest products. From harvesting salal and huckleberry to cutting noble fir during Christmas, I became deeply familiar with the products and the industry. This early passion for nature and forestry has always been a part of who I am. It's something that has guided me through my career, including when I purchased my first farm, the Mt. St. Helens farm from Weyerhaeuser in 2009. My detailed knowledge of forest products accelerated the due diligence process and opened up significant opportunities with that first acquisition.
As the owner and CEO of Continental Floral Greens, my role involves maintaining a visionary outlook for the organization—planning where we’ll be in the next five, ten, twenty, or even forty years. It’s crucial to understand how the company will evolve beyond my tenure, preparing the way for the next generation of leaders and for my family. We’re committed to setting up the company for long-term sustainable growth. Our farms and our people are our greatest assets. My job is to nurture both, ensuring that they thrive for another fifty years and beyond."
Question 2
What is so special about your job?
"What makes my job truly special is the opportunity to work directly on the farm alongside incredible people and interact with our dedicated customers within the industry. At its core, our work is about enhancing the lives of the end consumers—bringing joy and beauty to their most significant moments, from birth to death and every celebration in between. We aim to make our customers smile a bit wider with every product they receive from us.
Additionally, environmental stewardship is a fundamental aspect of what we do. Owning the farms and the land comes with a responsibility to protect and preserve every acre for future generations. We treat each acre as if it were our own, always with an eye toward the future."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"One of the most significant challenges I've faced was at the very beginning—taking over and completely revamping Continental Floral Greens. Acquiring the company and executing a full ground-up rebuild and rebrand was a daunting task, unlike anything I had encountered in my previous roles.
Starting from scratch, we had to retool everything, which involved building out a new executive team from the ground up. I am proud of the fact that all the executive team members are still with me today! This experience, growing and shaping the company into what it has become, was undoubtedly the most challenging yet rewarding endeavor of my professional career."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"In the floral industry, one of the primary threats we face is the rising input costs—this includes labor, raw materials, and transportation. Unlike other industries, we have limited automation or mechanization to increase output throughput, which poses a significant challenge. Additionally, globalization allows companies to import products into our marketplace, which intensifies competition.
Our response to these challenges focuses on smarter operations and being closer to our customers. We aim to provide superior products and services, essentially spoiling our customers with exceptional customer service. For us, it's not just about making a sale; it's about building long-term relationships. We also prioritize innovation inspired by nature itself to stay ahead of trends. This means constantly offering new and exciting products to our customers, enabling them to sell more effectively and at better prices."
Question 5
How has technology like e-commerce platforms or digital marketing affected your industry, which strategies have you employed to stay competitive?
"The advent of e-commerce has significantly reshaped the floral industry, especially with B2C consumer sites partnering with mass-market retailers. This collaboration aims to deliver a better experience to the end consumer. The disruption we've observed comes from these e-commerce platforms partnering with wholesalers and mass marketers, creating a new dynamic in our marketplace.
In response, we've developed a strong brand presence across digital marketing platforms, focusing on partnering with our customers so they can market our products effectively. There isn't anything quite like this available in the United States currently, which positions us uniquely. Our strategy is centered on leveraging these digital tools to enhance our visibility and strengthen our relationships with both existing and potential customers, ensuring they have the necessary resources to succeed in their markets."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"I am inspired by my good friend Dave Whorton and the Tugboat Institute, which he founded. The Tugboat Institute champions the Evergreen® principles, supporting businesses that aim to be private, profitable, enduring, and purpose-driven. These principles deeply resonate with the way we operate our company, which is why we are proud to be Certified Evergreen®. This certification not only aligns with our values but also influences our strategic decisions and goals, particularly our commitment to sustainable, long-term growth.
Dave’s vision and the community he has built with Tugboat provide support and inspiration. As a member of Tugboat, I have the privilege of connecting with other Evergreen leaders who are equally dedicated to fostering businesses that are built to last and positively impact the world. This network encourages us to stay true to our mission, ensuring that our company not only thrives but also contributes meaningfully to our industry and community."
Question 7
How do you handle stress or difficult moments in your life?
"Handling stress and difficult moments starts with maintaining a strong foundation of faith, which always guides me. I prioritize exercise and healthy habits, finding great solace in connecting with the outdoors. Whether it's hiking, skiing, fishing, or hunting, being in nature helps me reset and gain perspective.
Spending quality time with my family is also crucial. It brings me joy and keeps me grounded. During challenging times, I focus on sticking to the basics and simplifying life. This approach helps me navigate through tough moments with more resilience and mental strength. By consistently engaging in these practices, I've made a habit of maintaining balance and staying focused on what truly matters."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"The recent election cycle in the United States has been particularly impactful from a business standpoint. The movement toward deregulation and fostering a freer marketplace has opened new possibilities for businesses like ours. Changes in employment laws and efforts to reduce input costs have been very favorable. This development stands out as the best news over the past decade, creating opportunities for growth and innovation within our industry and beyond."
Question 9
Which is your favorite flower/plant and why is it good for you?
"My favorite flower is the peony. It’s truly unique—not only because it blooms just once a year, but also for its impressive size and distinctive fragrance, which are unmistakably peony. The history of how long peonies have been cultivated adds to their allure. We grow them on our farm in Oregon, and each season their blooming period is a special time that I look forward to."
Question 10
What are you doing this weekend?
"This weekend, I'm looking forward to spending quality time with my family as we celebrate our national holiday, Thanksgiving. It's one of the highlights of the fall season for me. Thanksgiving comes just after our busy Christmas season at work, so it offers a wonderful opportunity to relax and reconnect as a family."
All pictures courtesy of Jim Milgard.
