What are Floral Standards in Today's Flower Farm

Diane Szukovathy of Jello Mold Farm and Seattle Wholesale Growers Market has always brought a thoughtful, grounded perspective to flower farming, and in this conversation, she shares what it means to think long-term—from crop planning to infrastructure to collaboration. As her farm has evolved, Diane has shifted toward crops that offer long-term returns with less labor, including perennials, woody shrubs, and foliage. These types of plants not only reduce the need for constant replanting, but also provide structure and texture that are increasingly valuable in floral design. One of the key focuses of our conversation is Floral Standards, a brand-new reference book developed by the growers at the Seattle Wholesale Growers Market. Unlike a growing manual, this is a sales and quality guide designed to help growers present their products professionally. It includes detailed information for 230 cut flower crops—covering harvest timing, stem counts, post-harvest handling, and more. Built by farmers for farmers, it’s a tool created to support consistent quality and elevate grower-to-florist communication. Through it all, Diane reminds us of the resilience of the flower industry. Despite challenges, there is strength in connection, education, and shared knowledge. This episode is full of insight for growers, florists, and anyone committed to seeing local flowers thrive.