Raising the bar for cut flower quality with Diane Szukovathy (SFFF64)
Every once in a while, a resource comes along that changes how we work on the farm. For me, Floral Standards is one of those game-changers. Created by the Seattle Wholesale Growers Market, this book captures more than 200 years of combined grower knowledge in one place. This is more than just a pretty coffee table book (although the photography in it is gorgeous too!) it’s a practical, professional guide to help you harvest, handle, and sell flowers at the highest quality possible.
I sat down with Diane Szukovathy, co-founder of Jello Mold Farm and a founding member of the Seattle Wholesale Growers Market, to talk about how this resource came to life. Diane has been farming flowers for nearly two decades, and her passion for raising the bar in our industry is contagious. She’s seen firsthand how setting clear quality standards can help small farms compete in a global market where imported flowers often dominate on price.
Why Standards Matter for Small Farms
Small-scale flower farmers have a secret weapon: the ability to grow a product that’s truly different from what’s flown in from halfway around the world. Local blooms can offer better freshness, unique varieties, and an authenticity that imported flowers just can’t replicate. But without consistent quality, it’s hard to build trust with buyers.
That’s where Floral Standards shines. This book covers 232 crops with detailed spec sheets, including:
Harvest stages with clear photos
Standard bunch sizes and stem lengths
Expected vase life and storage tips
Packing and shipping guidelines
Recommended varieties for cutting
Notes on foliage crops and drying techniques
By following these standards, farmers can deliver comparable quality no matter which farm the flowers come from. For the customer, that consistency builds confidence and loyalty.
A Training Tool That Works in the Real World
One of my personal favorite uses for this book is training my team. Seasonal farming often means high turnover, and bringing new crew members up to speed quickly is key. With Floral Standards, my staff can flip to a crop and see exactly what stage to harvest at, how many stems per bunch, and the quality benchmarks to hit.
Diane Szukovathy is the co-founder of Jello Mold Farm in Mount Vernon, Washington, where she and her husband, Dennis Westphall, have been growing exceptional cut flowers for nearly two decades. A longtime advocate for collaboration and quality in the local floral industry, Diane played a key role in founding the Seattle Growers Market in 2011 and has served on its board since the very beginning.
Her work has helped shape the co-op into a hub for Pacific Northwest flower farmers, connecting them to buyers who value locally grown, high-quality blooms. Diane’s vision for Floral Standards grew out of her own need for clear, consistent harvest and post-harvest guidelines — and her belief that sharing knowledge makes the entire industry stronger. She continues to be a leading voice for professionalizing small-scale flower farming, raising the bar for product quality, and ensuring that local growers can thrive in a competitive global market.
Recently, we used it to guide our harvest of scoop scabiosa and astilbe. Even though I’ve grown flowers for years, we learned new details that improved our vase life and overall presentation! It’s the kind of resource that works for both brand-new employees and experienced farmers who want a quick refresher.
Extending the Season with Smart Crop Choices
Choosing the right crops can make the difference between a short, frantic selling window and a steady stream of income throughout the year. By focusing on varieties that thrive outside the peak summer glut, farmers can capture those valuable spring and fall markets when demand is high and competition is lower. Crops that bridge seasons not only smooth out cash flow but also help keep customers engaged long after the busiest months are over.
Floral Standards makes identifying those crops simple. Its detailed recommendations highlight varieties that perform well in the shoulder seasons, along with options that can be sold fresh, dried, or as foliage. This flexibility gives farmers more ways to market what they grow, reduces waste, and keeps revenue coming in even during slower parts of the year.
Collaboration Over Competition
Let’s not lie. Farming can be a competitive market.
And that makes Floral Standards and the Seattle Growers Market just that much more special.
Around 30 farms contributed to the information, and many more provided photos, feedback, and testing. The co-op even brought in Dr. John Dole from North Carolina State University to help vet the data and conduct vase life and shipping trials.
This level of collaboration is rare in any industry, but especially in farming where the temptation to guard “trade secrets” can be strong. Diane wholeheartedly believes that radical sharing is the key to building a stronger, more resilient flower farming community — one where rising quality standards lift the whole industry.
Where to Get Floral Standards
You can purchase Floral Standards directly from the Seattle Wholesale Growers Market at swgm.coop. The co-op will soon be rebranding to the Seattle Growers Market, but the link will still work after the change. Diane also welcomes feedback for future editions, so if you have suggestions or see a crop that could be added, don’t hesitate to reach out through the Jello Mold Farm website.
This blog only scratches the surface of my conversation with Diane. We talked about the history of the Seattle Wholesale Growers Market, the challenges of competing in a global floral industry, and why investing in professional standards is one of the smartest moves a small farm can make. Be sure to listen tot he Six Figure Flower Farming Podcast for more!
