I suppose it wouldn’t be winter in the nursery business without some weather challenges, and as I write this, our team is scrambling to get every package shipped before a stretch of severe cold arrives. Loath as we are to delay any deliveries, we have found over the years that “late but healthy” gifts are much preferred to the “on-time but frozen” sort. (We’ll resume shipping as soon as the mercury rises enough to keep our plants safe as they travel.) Jack Frost and Mother Nature have both figured prominently in the way we do business for many years now, and while both have created no small amount of drama, we respect that they have final say in these matters, and we trust that our beautiful, lovingly tended plants are always worth the wait. If, by chance, you still have some last minute shopping to do, and if you don’t want your recipient to wait for a plant delivery, a White Flower Farm gift certificate is our most popular all-purpose gift and can be delivered instantly via email.
When the mad dash of the holiday season is past and the conveyor belt in the warehouse turns silent just before Christmas Eve, our team will take a well-deserved breather before turning our full attention to Spring 2020 and beyond. With publication of our Spring 2020 Garden Book, we are humbled and gratified to be marking our 70th anniversary. The first edition of this year’s spring 2020 catalog will be mailed in the next 10 days. It features dozens of interesting new plant introductions alongside hundreds of tried and true varieties (including some that appeared in White Flower Farm’s very first catalogs 70 years ago). These days, our offering extends well beyond the garden plants that got us started all those years ago. If, for you, “gardening” means a low-light houseplant, or a pot or two of colorful annuals on the patio, or even just an occasional bouquet of fresh-cut flowers, you’ll very likely find something to suit in our catalog and at whiteflowerfarm.com.
On top of the day-to-day business of growing and delivering plants, we have a number of big picture projects in various stages of development. Perhaps most important is an ongoing investigation into various opportunities to “green” our business. The nursery trade is resource-intensive, and aside from the significant water and energy requirements of our greenhouse operations, there are the many environmental impacts of running an e-commerce business for us to consider. Cardboard and shipping materials, plastic plant pots, trucking, etc. – it all adds up, and we are always looking for ways to reduce our carbon footprint. In recent years, we’ve made a significant investment in solar energy, and moving ahead, we are actively evaluating alternative packaging solutions, methods to reduce our water needs, and everything in between. Some of these challenges will be very difficult to solve in the near term, but we’ll keep you posted on our progress.
Looking ahead, I’m also excited about a burgeoning effort to partner with a new cohort of American specialty wholesale growers on certain crops we don’t currently propagate at the nursery. You’ll be reading about these partnerships in forthcoming catalogs. The short version of the story is that we are seeking out growers who share our long-term commitments to quality, sustainability, and customer service. Our customers will reap the benefits of these partnerships for decades to come.
To close, I’d like to offer my sincerest thanks to our customers, suppliers and partners, and to my colleagues for their respective support of, and dedication to, White Flower Farm. We are always aiming to do better, and we wouldn’t have gotten this far without a darned good team and the patronage of our loyal customers. We have so much to be thankful for. On behalf of everyone at White Flower Farm, I send my best wishes for a happy, peaceful holiday season and a green and blossoming New Year.