In a symbolic transition, New Covent Garden Flower Market has decided to entrust Flowers from the Farm with the stewardship of British Flowers Week, a campaign that has been illuminating the British cut flower industry since its inception in June 2013. Recognizing the unique position of Flowers from the Farm in promoting small-scale growers of local, seasonal British cut flowers, the decision marks a strategic shift to further elevate the industry-wide initiative.
Founded in 2011, Flowers from the Farm has emerged as a significant industry body championing nearly 1000 independent, small-scale growers of local, seasonal cut flowers across the UK. With a mission to increase the share of the UK market from flowers grown domestically, the organization boasts an engaged membership spanning nearly 1000 flower businesses. Flowers from the Farm has become a driving force, fostering collaborations and friendships, while promoting British cut flowers and encouraging more people to cultivate for the market.
British Flowers Week 2024, scheduled to take place from June 3 to June 9, will be spearheaded by Flowers from the Farm, focusing on the theme “Igniting the Passion for British Cut Flowers.” The event aims to celebrate the diversity, creativity, and artistry of individuals within the industry, shedding light on the skills and expertise that contribute to the sector’s vibrancy.
Reflecting on the transition, New Covent Garden Flower Market emphasized the historical significance of the market as the largest and oldest wholesale flower market in the UK. While acknowledging the evolution of sourcing practices, the market highlighted that the British industry, though reduced in size, continues to produce top-quality flowers, plants, and foliage that are consistently in high demand.
“We know how great the products are, and we’re pretty sure you do too, but we want to look beyond that and highlight the skills and expertise of the army of incredibly talented people working in this industry. We are constantly amazed by the artistry and creativity we see every day, and we’re going to bring some of them to you,” stated the market representatives.
The transition underscores the collaborative spirit within the British cut flower industry, with Flowers from the Farm poised to build on the foundation laid by British Flowers Week. As the campaign moves forward under new leadership, it is set to continue its mission of showcasing and celebrating the rich tapestry of the British cut flower industry, from growers and wholesalers to creative florists, ensuring the spotlight remains on the homegrown blooms that contribute to the sector’s resilience and quality.