Ep. 142: Diane Szukovathy: Standards for Flower Growers

In today's BB Podcast episode (No. 142), we're visiting with Diane Szukovathy, co-owner of Jello Mold Farm in western Washington and a founding member of the Seattle Wholesale Growers Market Cooperative. Diane shares her decades of experience as a flower farmer and cooperative leader, discussing the realities of small-scale farming, the importance of industry standards, and the newly released Floral Standards Book — a groundbreaking resource that compiles practical, research-backed post harvest care information for more than 230 crops. From her love of plants and an art background to her insights on pricing, sustainability, and cooperation, Diane offers a refreshingly honest look at what it takes to build a resilient flower business and community. Join us as we chat with Diane about: Her journey from artist to flower farmer and the origins of Jello Mold Farm The founding and evolution of the Seattle Wholesale Growers Market Why the Floral Standards Book was created and how it serves farmers and florists What the Floral Standards Book reveals about dahlia varieties, including vase life testing The role of quality standards in creating fair pricing and cohesive products Cooperative business models — how they function and benefit small-scale farms Challenges in U.S. flower farming: land access, climate change, and market pricing Lessons learned over two decades: finding niches, doing enterprise math, and taking time off The importance of abundance, generosity, and community in a sustainable floral future Links mentioned in this episode: Dr. John Dole – North Carolina State University professor, researcher, and post harvest expert ASCFG (Association of Specialty Cut Flower Growers) – professional organization for flower farmers Robin Wall Kimmerer – author of Braiding Sweetgrass and The Serviceberry, cited for her perspective on abundance and reciprocity Downloadable Case Study: Portrait of a Cooperative Pioneer (The Seattle Wholesale Growers Market Cooperative) This episode of the Botanical Brouhaha Podcast is brought to you by: Madrid Flower School You can find show notes and more episodes of The Botanical Brouhaha Podcast at botanicalbrouhaha.com, and you can find the BB Podcast co-hosts on IG @botanicalbrouhaha and @hey.nataliegill. This episode of The Botanical Brouhaha Podcast was produced by Joel McGee. Original music by Landon McGee.