Are you a gardener? Or do you just love cultivating flowers? Then, there’s a new book just perfect for you. The Flower Farmers: Inspiration & Advice from Expert Growers (published by Abrams Books) is a new anthology, authored by Debra Prinzing, a leading advocate for domestic floral cultivation, and Robin Avni, a seasoned creative director with an eye for visual storytelling. An appropriate ode to the beauty and grit of small-scale floral cultivation, this book features Debra and Robin’s curation of an all-inclusive resource that provides practically all there is to know about flower cultivation and gardening.
Set for release on May 8, 2025, this beautifully fashioned 272-page hardcover volume brings together the collective knowledge of 29 of today's most inspiring flower farmers from across North America, each with a distinct voice and philosophy, offering readers a view—albeit from different perspectives—into the art and craft of growing flowers. It also celebrates these individuals and their practices that are restyling how we grow, arrange, and appreciate flowers.
A Glimpse Into the Elite World of Flower Farming
Flower farmers are often regarded as the ‘Top Chefs’ of the gardening world. They have amassed dedicated followings all over. They have dedicated social media channels and hundreds of thousands of avid fans who dream about the lifestyle and creating their own lush cutting gardens. This book caters to that fascination. It presents a carefully curated collection of growers ranging from industry pioneers to innovative newcomers, each sharing their specialized knowledge and seasonal practices.
Perhaps one thing that makes this anthology particularly impressive is its practical approach to flower cultivation. Each featured flower farmer provides insights into planting techniques, recommendations for seasonal plants, and guidance on selecting the best varieties for their arrangements. The book, which aims to help readers develop sustainable techniques for their own gardens and create a delightful relationship with flowers that extends beyond basic cultivation, puts more emphasis on their accounts, bringing these farmers' insights right into focus.
Pioneers like Diane Szukovathy and Dennis Westphall of the rich Skagit River Valley's Jello Mold Farm in Washington state, whose luxury flowers, including Hellebores, are the quintessence of elegance in seasonal floral design, as well as several others, are among the horticultural veterans who feature in this publication. Equally compelling are newcomers like Rizaniño ‘Riz’ Reyes of RHR Horticulture, whose Filipino heritage imbues his gardening work with a colorful, cross-cultural perspective.
In the book, the flower farmers’ narratives are more than just horticultural biographies. They also open the windows into the thrills and challenges of flower farming—unpredictable weather, market fluctuations, and the physical toll of labor, balanced by the delight that comes with nurturing plant life right from seed. The growers each share their story and passion, detailing their specialty knowledge, seasonal practices, and favorite new varieties. Plus, there are also dedicated sidebars that share these experts’ tips on everything from raising a unique cultivar to the best floral varieties for long-lasting arrangements.
The visual element of ‘The Flower Farmers: Inspiration & Advice from Expert Growers' is equally persuasive. Robin’s expertise in creative direction can be seen throughout the book’s photography, which avoids the sterile perfection of glossy magazines in favor of what one would call a ‘floral reality.’ It features some 200 gorgeous color photos that illustrate each farmer’s profile, highlighting the beauty of their farms, floral passions, and the flowers themselves. These striking images are both an inspiration and a practical visual reference for readers looking to recreate similar results, and are spread throughout the pages of the compilation.
The Authorities Behind the Book
Seattle-based Debra, a speaker and leading advocate for domestic, local, and seasonal flowers, brings impressive credentials to this project as the author of 12 books and founder of Slow Flowers, an online directory of American and Canadian flower farms, florists, shops, and studios that supply domestic and local flowers. She supports local and sustainable flower production, which led her to establish American Flowers Week in 2015, an annual celebration that takes place in late June. For the past seven years, she has produced the annual Slow Flowers Summit, often described as the ‘TED Talk for floral professionals.' All these positions place her as a thought leader in the industry.
Co-author Robin, on the other hand, complements Debra’s expertise with her background as a creative director and experienced designer in the media and high-tech industries. She has produced 18 books, including eight in collaboration with her BLOOM Imprint co-founder Debra. Avni offers a refined aesthetic awareness to the project, showcasing the floral lifestyle of creatives and entrepreneurs. Christina Stembel, the founder and CEO of Farmgirl Flowers, offers a powerful introduction to the book, while Becky Feasby of Prairie Girl Flowers provides the epilogue for the book.
Who Should Read This Book?
‘The Flower Farmers: Inspiration & Advice from Expert Growers’ is designed for different audiences: flower enthusiasts looking to start their own cutting gardens, established flower farmers seeking new inspiration, floral designers interested in working with locally grown flowers, and anyone with an appreciation for the beauty and artistry of carefully cultivated flowers. The book's blend of practical advice, inspirational stories, and beautiful photography makes it handy for readers with varying levels of experience and interest in flower farming. It easily balances the practical aspects of growing with the aesthetic pleasures of working with flowers.
For anyone who has ever dreamed of growing their own flowers, improving the practices of their flower farming, or simply appreciates the beauty and artistry of locally grown flowers, this book is for you! It both promises and delivers inspiration and a practical guide to turning floral cultivation fantasies into growing realities. ‘The Flower Farmers' is, therefore, a must-read for flower lovers, home gardeners, and floral professionals.
Feature image by Ana Gamuto, header image is Julie Rémy of Victoria, British Columbia-based Fleuris Orchard and Blooms (photo by Yumi Nagumo).
