FlowersInSeason.com
Extension Education
Michelle Wallace
Regional ANR Extension Educator, Northwest
Central State University
Wilberforce
Abstract
In 2021, Central State University Extension (CSUE) was approached by Ohio Cut Flower Growers to help address a recurring challenge: buyers frequently requested unavailable flower species. This issue stems from a market largely driven by imports from Central and South America, where flowers are grown and supplied year-round. Ohio cut flower growers, however, operate within distinct seasonal constraints, making it difficult to compete in an on-demand market. To stay competitive, local growers specialize in niche flowers with varying shelf lives, favoring direct sales that enhance sustainability and reduce carbon footprints—an approach well-aligned with environmentally conscious consumers.
Recognizing the need for a solution, CSUE and five Ohio Cut Flower Growers applied for and received a Sustainable Agriculture Research and Education (SARE) Partnership Grant in 2022. This grant supported the development of a digital tool to bridge the gap between growers and buyers. Toward the end of 2022, CSUE engaged MarketMaker, an established web-based agricultural marketplace, to explore modifying its “What’s in Season” produce-tracking application for the cut flower industry. This new adaptation required additional functionality, allowing buyers to not only see what flowers were currently in season but also project future availability. Given that flower selection is often based on color as well as species and variety, the application also needed a filtering system for color-specific searches.
Throughout 2023, the partnering growers collected and provided extensive planting and harvest data on various cut flower species cultivated across Ohio. This data was essential in mapping out seasonal availability, accounting for factors such as the use of protected culture (e.g., high tunnels, low tunnels, and greenhouses), which can extend bloom periods.
By 2024, MarketMaker completed the framework for the cut flower database and digital application. Testing commenced with Ohio growers creating profiles and inputting data, while additional growers were recruited to refine the tool. The resulting application, FlowersInSeason.com, is designed to enhance market accessibility for cut flower growers nationwide. Over time, it aims to strengthen grower-buyer relationships, foster grower-to-grower collaborations, raise consumer awareness of sustainable flower purchasing options, and bolster the U.S. floriculture industry as a whole.
Poster has NOT been presented at any previous NACAA AM/PIC
This poster is being submitted for judging. It will be displayed at the AM/PIC if not selected as a State winner. The abstract will be published in the proceedings.
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Authors: Michelle Wallace, Marc Amante
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Wallace, M. Regional ANR Extension Educator, Northwest , Central State University Extension, Ohio, 45384
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Amante, M. Interim Agriculture & Natural Resource Extension Program Leader, Central State University Extension, Ohio, 35484