Few stories in floriculture carry the depth and conviction of Lane DeVries’s journey. From a small Dutch town where tulips filled the fields to California, Lane’s path reflects the courage and faith of a man who built his life around purpose and perseverance. For over forty years, he has lived close to the soil, building Sun Valley Floral Farms into one of America’s most respected flower companies and now leading as the President of CalFlowers with the same dedication that first brought him to the United States with little more than a dream.
In his book, The Pursuit of Purpose: A 40-Year Journey of a Dutch Flower Farmer in America, Lane shares lessons learned through faith, resilience, and a lifetime of growing flowers that bring joy to people everywhere. His story serves as a reminder that purpose and persistence can transform the smallest beginnings into something lasting and meaningful. Read on to discover how Lane’s journey continues to inspire the global floral community.
Question 1
For those who don’t know you, who are you, and what do you do?
"My name is Lane DeVries, and I am currently president of CalFlowers, a nationwide organization with 850 members made up of flower farmers, wholesalers, and retailers. For decades, I described myself as a flower farmer. But behind that simple phrase lay a lifetime of purpose, passion, and perseverance. I was born and raised in Holland, the fourth generation of a flower-growing family from Beverwijk-Heemskerk, the heart of the “Coastulips.” Growing was in my DNA long before I knew it.
In 1983, with $160 in my pocket, I came to America with a suitcase and a dream, driven by the belief that hard work, integrity, and faith could take me places. I built my life and career in this great country, eventually founding Sun Valley Floral Farms in California’s Humboldt County. We started small, with a greenhouse of tulips, Lilies, and Irises, and grew into one of the largest cut-flower operations in the country. Over the decades, I’ve worn many hats: grower, promoter, leader, mentor, and at times, crisis manager.
Today, in my role leading CalFlowers, my aim is to help advance the American flower industry at large. Much of my focus is on sharing the lessons from that 40-year journey, stories I tell in my book The Pursuit of Purpose. It’s not just about growing flowers; it’s about growing people, values, and faith."
Question 2
What is so special about your job?
"What makes this work special is that it connects nature, art, and people. CalFlowers is in a unique position to help the industry in many aspects, be it flower promotion, education, networking, or research funding. The beauty of our industry is that every flower has a story. It starts as a bulb, a cutting, or a seed, nurtured with care and patience, then becomes part of someone’s celebration, comfort, or love. That’s humbling when you think about it.
Farming and trading flowers aren’t just businesses; they create moments of joy. I’ve always believed our industry has a special calling, and that is to bring joy, happiness, and solace to people. During difficult times, whether 9/11, the 2008 crisis, or the pandemic, flowers reminded people that hope and beauty still exist. That, to me, makes the job incredibly meaningful."
Question 3
Are there any specific challenges or obstacles you’ve faced at work, and how did you overcome them?
"There have been a few, but the 2008 Sun Valley labor crisis tested me like nothing else and stands out as one of the hardest. Overnight, we lost 283 skilled workers due to federal immigration audits. These people were like family to me. I remember standing in the packing house, watching long-time team members walk out in tears. It broke my heart. Later that summer, we lost another 90 team members, which left us scrambling after having lost 80% of our workforce.
Still, we rebuilt. I refused to give up. We retrained new workers and leaned on faith and perseverance. In those months, I learned that true leadership isn’t about avoiding storms, it’s about standing tall in the middle of them. That period became a central story in my book and shaped my guiding principle: Be the best you can be, especially when circumstances are at their worst."
Question 4
What are the threats in the industry, and if so, do you have any solutions for them?
"Our biggest threats in the floral industry are rising costs, labor shortages, currency exchange fluctuations, and the unpredictability of impending tariffs. As a flower industry, we must tell our story better. But I believe it begins with collaboration and consumer education. What it takes to grow flowers, how flowers support real families and communities. Initiatives like promoting Women’s Day, Memorial Day Flowers, That Flower Feeling, and Life in Bloom by J Schwanke aired weekly on PBS are part of that mission, helping consumers connect emotionally to the value of flowers.
When consumers understand the heart behind the flowers, they make choices that sustain farmers and communities alike."
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 changed everything. When I first started at Sun Valley, orders came through a Telex machine. I still remember the day the first fax arrived in 1985. I stood there in absolute awe, watching words appear on a sheet of paper from hundreds of miles away. For years, we shipped flowers based on phone calls and handwritten invoices. Then came e-commerce, overnight delivery, and eventually social media, all of which completely redefined how we connect with customers and deliver beauty to their doorstep.
One of our guiding principles at Sun Valley was to always improve and innovate. We embraced technology early, integrating data tracking, greenhouse climate controls, automated production systems, digital sales platforms, and online marketing. But what truly matters isn’t the technology itself; it’s how we use it to stay authentic. Whether online or in person, customers respond to sincerity, quality, and care. Technology can help us share those values more widely, but it can never replace them."
Question 6
Who (in or outside the floral industry) is an inspiring example to you? And Why?
"My parents. They grew up in Holland during the depression and the Second World War. They lived a humble life and instilled the values of grace and humility in their children. My mom would often say: Your needs may be great, but you get by with a little. Another one of her favorites was: Just be yourself, that is crazy enough. Both my parents instilled a work ethic and drive to succeed. If things were not done correctly, they had to be done over. My mother was a driven person and could never sit still. She often would say: Idleness is like kissing the devil’s ear.
But in general terms, what I find inspirational is the sense of community in the American flower business. For those of us who have been in it our whole life, we don’t know any difference, but outsiders coming into the flower business frequently comment on the camaraderie that is prevalent in the floral industry."
Question 7
How do you handle stress or difficult moments in your life?
"Farming teaches patience and humility. You learn early on that you can’t control the weather, but you can control how you respond to it. I handle stress by focusing on faith, gratitude, and perspective.
I often used to walk the greenhouses in the morning, letting the rhythm of the rows clear my head. Nature reminds you that life unfolds in seasons, some harsh, some abundant. What matters is the endurance between them."
Question 8
What has been the best (floral or non-floral) news for you lately, or of the last year?
"Holding my finished book, The Pursuit of Purpose, in my hands was one of the most fulfilling moments of this last year. It captured a lifetime of lessons, from the soil in Holland to the farm in California, and allowed me to share those insights with others. After decades of stories, struggles, and triumphs, completing that book is like closure, and yet, also a new beginning.
It’s also been rewarding and inspiring to see the floral industry regain momentum, with younger generations discovering the joy of growing, arranging, and gifting flowers full of creativity and curiosity again. That resurgence gives me hope that the next generation will continue what so many before us started."
Question 9
Which is your favorite flower/plant, and why is it good for you?
"That’s like asking a parent to pick a favorite child, but if I must, I’d say tulips. As a 4th-generation tulip farmer, growing tulips runs through my veins. We did this at Sun Valley for 40 years in Northern California, and it has left a mark. Tulips reflect strength and grace: bold in appearance, elegant in colors, and form.
At the same time, I can’t help but mention a strong second favorite, which has captivated me for the last 15 years, and that is Ilex Verticillata, particularly the Spirit series. Through breeding and selection, the Spirit varieties stand out for their dense berry set, berries that don’t easily drop, good holding capacity, and a variety of colors from gold to orange to red."
Question 10
What are you doing this weekend?
"This weekend, I’ll be walking through the Ilex field in Willow Creek. Life has slowed down a bit since my Sun Valley days, but I still find joy in simple things, taking hikes, reading, or reflecting on the week.
And, as always, I’ll spend some quiet time writing, whether it’s notes for a future project or just reflections on gratitude. The flowers may no longer be mine to harvest, but their lessons continue to bloom every day."
Lane DeVries’s story reminds us that purpose, patience, and faith remain at the heart of every great journey. His four decades in the floral world tell a story not only of growth but of gratitude and grace.
If you enjoyed reading his reflections and would like to suggest another individual or thought leader whose journey should be featured next, you can share your recommendation by writing to me at edwin@thursd.com
All pictures courtesy of Lane DeVries.
