Local farmers markets are one outlet for the sale of locally grown cut flowers. Photo: Allan Armitage
Many years ago, in a galaxy far, far away, there was a horticultural industry rolling along on the coattails of avid gardeners, new home construction, and bedding plant sales. Plants were sold in garden centers and new crops were mostly hyped in the local newspaper. Lots has changed since those simpler times, but probably the two most profound changes in our industry is the business of marketing and the ability to communicate with each other. To illustrate these points, allow me to highlight one group in our business that personifies these two things. A group that I am willing to wager many who read this column have never even heard of. Yet, this year, the Association of Specialty Cut Flower Growers (ASCFG) celebrates its 35th anniversary, and shows no signs of slowing. This anniversary brings both good news and sad news. Let’s start with the good.
Informing Growers
One of the best marketing tools of any plant group is to help its members share problems, solutions, and information with each other. Not only with national meetings, but with dozens of local gatherings, an in-depth journal every quarter, and even an online listserv where members can find answers to thorny problems. ASCFG members have all these things at their fingertips, and so much more.
Every year, based on grower comments, ASCFG publishes its list of Cut Flowers of the Year. Things have certainly changed. In 2000, when first published, only one fresh (Rudbeckia ‘Indian Summer’) and one dried flower (Globe thistle) were highlighted. Today, the list includes the very best cultivars of fresh, woodies, bulbs, and foliage for success. In 2023, the best cultivar of Lisianthus (fresh), Hydrangea (woody), Tulip (bulb) and Eucalyptus (foliage) were shared with its members. I knew this was a progressive group when a Hellebore was selected as the Fresh Cut Flower of the Year in 2021. A hellebore as a cut flower? Why not!
Another reason I am so pleased to highlight this group is that it has been a magnet for young entrepreneurs. Every year, people enter and leave the business. In the last five years, there has been a tsunami of interest in domestic production of cut flowers — much of it cultivated by the activities of ASCFG.
Judy Laushman, Executive Director of the Association of Specialty Cut Flower Growers, will retire after 35 years with the association. Photo: ASCFG
This kind of growth and longevity in an organization does not just happen. It takes work, effort, and dedication to the members’ goals. Daily frustrations, weekly issues, monthly meetings, and yearly budgets are not exactly the stuff of Disney, but someone has to be there. In this organization, there has been one person who has always been there — her name is Judy Laushman.
In 2023, Judy Laushman is retiring, and that is indeed sad news. She helped start the organization in 1988, and has been the executive director ever since. The Cut Flower Quarterly has become one of the finest trade journals in the country, and it unequivocally reflects her organization, editing, and creative skills. There is not enough space in this column (or this magazine) to share how important she has been to the organization. However, she has also left it in excellent health and when she hands off her duties, I know the association will continue to serve its members well. ASCFG is hiring two people to take over all that Judy was doing.
It is true that you may not have heard of the ASCFG or Judy Laushman — that does not matter at all. What is important to realize is that this business we call horticulture is so great because of such progressive organizations and people.
See you on the cut flower farm.