Why staying informed matters for florists
New flower varieties can offer better vase life, more unusual colors, stronger stems, or improved disease resistance. For florists, knowing what is coming from breeders and growers means being able to offer clients distinctive blooms, plan seasonal menus with confidence, and avoid surprises with unfamiliar material. Staying informed also helps shops differentiate their work in a competitive market.
Key channels for discovering new varieties
1. Wholesale grower catalogs and websites
Most major breeders (like Florists’ Review’s “New Varieties” listings, or companies such as PanAmerican Seed, Syngenta, or selecta) publish seasonal catalogs. These list new introductions with photos, stem length, and performance notes. Many growers also send digital newsletters or update their online offerings regularly.
2. Trade shows and industry events
Events such as the American Floral Endowment’s conferences, Florists’ Review events, SAF (Society of American Florists) conventions, and regional trade shows (like the California Grown “Flower Fields” tours or the Midwest Floral Expo) provide hands-on opportunities. Florists can see new varieties in bloom, touch petals and stems, and ask breeders questions directly.
3. Breeder trials and test gardens
Some growers offer “breeder trials” where florists can receive samples of new cultivars before they are commercially available. Participating in these trials gives early insight into actual performance under cooler, shipping, and design conditions.
4. Direct relationships with local growers
Small-scale and specialty local growers often trial new varieties themselves. Regular communication with growers at farmers markets or through direct buy programs can surface interesting new options that are not yet in wholesale distributions.
5. Social media and industry platforms
While staying away from trendy catch-phrases, Instagram and LinkedIn are practical tools: floriculture accounts from breeders (e.g., Floral Daily, FlowerTech) and grower profiles share images of new introductions. Joining dedicated floriculture groups (e.g., Slow Flowers or Association of Specialty Cut Flower Growers) can yield peer reviews of new varieties in real time.
6. Printed trade publications
Florists’ Review, FloraCulture International, and The Cut Flower Quarterly regularly feature “new variety” sections. These sources often include data on production, postharvest care, and design suitability.
How to evaluate a new variety for your shop
When you hear about a new flower, consider these practical points before ordering in volume:
- Vase life - Does the breeder state a reliable postharvest lifespan for the type of cooler and hydration you use?
- Stem quality - Is the stem straight, thick enough for mechanics, and free of damage?
- Opening habit - Does the flower need growers’ treatment or can it open reliably in a shop cooler?
- Availability window - Is the variety seasonal or available year-round? (Keep in mind that regional growing seasons vary; a variety that thrives in California may not perform the same in a New England summer in a local grower’s field.)
- Allergen or toxicity concerns - Some new varieties may produce more pollen or have toxic sap. Always check safe handling practices, especially for sympathy or event work.
Building a sustainable information routine
Dedicate 15 minutes a week to scan two or three key sources: one wholesale catalog, one trade publication, and one industry social feed. Bookmark variety names that catch your interest and cross-check with your wholesaler’s availability. Over time, you will develop a feel for which breeders and growers consistently offer material that works for your shop’s style and client needs.
Remember, not every new variety is a good fit. The best ones earn their place by performing well in your cooler, in your designs, and for your customers.