Flower Farming in New Zealand

Jo Robinson
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Welcome to Flower Farming in NZ—the podcast where we dig into the art of growing and selling beautiful blooms here in Aotearoa. I’m your host Jo Robinson, a grower, flower lover, and passionate supporter of local, seasonal flowers. Whether you're just starting out , or you’re already knee-deep in growing and selling flowers, this podcast is for you. Each episode, we’ll explore different aspects of growing flowers in New Zealand—from practical how-to guides and seasonal tips, to interviews with local growers, florists, and flower lovers across the country. Do join us on our flowery journey.

  1. 2d ago

    Collaboration Not Competition with Provenance Brokers NZ: S4E1

    What if the biggest mistake flower farmers make isn't how they grow flowers, but how they sell them? Too many growers spend months nurturing beautiful crops, only to find themselves scrambling for buyers when harvest arrives. In this episode, Lissie from Provenance Brokers NZ shares a different approach: start with demand, build a plan, and grow with a market already waiting for your flowers. Drawing on years of experience as both a florist and commercial flower buyer, Lissie offers a rare behind-the-scenes look at what florists are really looking for, what products are currently missing from the market, and why some growers thrive while others struggle to make flower farming profitable We discuss: • Why growing more flowers isn't always the answer • The flowers florists wish they could source more easily • How pre-selling crops can reduce risk and improve profitability • The importance of quality control, grading and presentation • Why freight and logistics matter more than most growers realise • How small-scale growers can compete without growing thousands of stems • The reality of turning a flower-growing hobby into a viable business • Why collaboration, not competition, is the future of the flower industry One of the most powerful messages from this conversation is that successful flower farming isn't about trying to grow everything. It's about identifying the right crops, growing them exceptionally well, understanding your market, and building relationships that support long-term success. Whether you're planning your first season, trying to increase profitability, or looking for a better way to connect with buyers, this episode is packed with practical insight and hard-earned industry knowledge. Contact Provenance Brokers Here: Lissie@provenancebrokers.co.nz or https://www.instagram.com/provenancebrokers/ Find Kings Seeds Here: https://www.kingsseeds.co.nz Quote of the episode: "Strategically plan what you're going to do, know how to do it really well, have the support around you to do it, and then a market to sell it to." - Music licensed through Soundstripe. Code: HPORAWHXKPRWH4A2

    Collaboration Not Competition with Provenance Brokers NZ: S4E1

  2. Aug 4

    Healthy Soil, Better Flowers | Soil Biology with Nicky from Crop S3 E10

    Healthy flowers begin with healthy soil—but what does that really mean? In this episode of Flower Farming in New Zealand, I sit down with Nicky from Crop to explore the fascinating world beneath our feet. We discuss how soil biology influences plant health, why understanding your soil test is so important, and how microbes, fungi, pH and organic matter all work together to produce stronger, healthier flowers. Nicky also shares practical ways flower farmers can improve soil naturally, including the role of biochar, avoiding common phosphorus mistakes, and building resilient soils that support productive crops year after year. Whether you're growing flowers commercially or simply want healthier plants in your garden, this episode will change the way you think about soil. It's all about healthy soil for flower farming. Easy Ways to Support Our Work! 1) Subscribe Subscribe to Flower Farming in New Zealand for practical conversations with growers, florists and industry experts from across New Zealand. 2) Share If this episode helped you, please share it with another grower. Every recommendation helps strengthen New Zealand's flower farming community. 3) Donate If you'd like to support the podcast, please consider making a donation. Your support helps us continue sharing practical knowledge and connecting New Zealand's flower industry. The easiest way to donate is to Buy us a Coffee (make a donation) following this link ⁠⁠https://coff.ee/flowerfarmersinnz⁠⁠ 4) Comments and Likes Comments and Likes really help the algorithm find us so that other flower farmers and growers can enjoy our content. Resources discussed in this episode:Crop: Understanding Your Soil Test Workshop Dr Elaine Inghams Soil Food Web School Episode with Matt from Carbon Options on Biochar Podcast episode of Six Inches of Soil Six Inches of Soil Documentary For the Love of Soil Book Connect with our Sponsors - Fresh Cut Flower Wholesalers   #healthy soil #soil biology #flower farming NZ #soil health #flower farmer podcast #soil testing #biochar #mycorrhizal fungi #regenerative flower farming #healthy flowers#sustainable flower farming

    Healthy Soil, Better Flowers | Soil Biology with Nicky from Crop S3 E10

  3. Jul 23

    Finding Joy Through Nature, Community and Flowers S3 E9

    How Rachel Inger Built a Thriving Small Flower Farm Join us as we explore Rachel Inger’s journey in flower farming, highlighting her adaptable approach to growing flowers in Hamilton's climate, and the importance of community and planning in flower farming success. Listen to Rachel’s perspective on the joy of flower farming—building relationships, being outdoors, and creating a lifestyle that balances work and family. • Connect with our Sponsors - Fresh Cut Flower Wholesalers • ⁠Follow them on Instagram @freshcutflowerwholesalers⁠ • Support Our Work! • Don’t forget, if you like the way we are connecting the NZ Flower Farming Community, you can support our work by: • · Advertising in an episode • · Sponsoring an episode or a season or you can • · Buy us a Coffee (make a donation) following this link ⁠https://coff.ee/flowerfarmersinnz⁠ Key Takeaways • - Understand your unique growing conditions and adapt techniques accordingly. • - Soil management is essential; consider your soil type and how it affects your crops. • - Leverage local markets and social media to sell your flowers effectively. • - Customize your approach based on experiences rather than just external advice. Rachel Inger’s insights into flower farming provide valuable lessons for anyone interested in the floral industry. By understanding your environment, managing your soil, and effectively reaching your market, you can thrive in this beautiful yet challenging field. • Key words: • #flowerfarminginNZ • #nzflowergrowers • #nzflorists • #sustainablefloristry • #sustainableflowerfarming Timestamps: Timestamps: 00:00 - Introduction to Rachel and her flower farm 02:09 - Rachel’s farm size, layout, and soil conditions 02:22 - Why Rachel chooses mound beds over formal raised beds 03:30 - Pathways and weed management strategies 04:10 - Soil health, amendments, and the importance of soil testing 05:37 - Growing conditions in Hamilton versus Central Otago 06:40 - Planting schedule for tulips and hardy annuals 07:50 - Wind and frost protection methods 09:37 - Strategies for selling wholesale plus to florists and retail customers 10:46 - Seasonal crop choices for summer (zinnias, cosmos, amaranth) 12:03 - The popularity of certain flower colours and varieties 13:08 - Growing and selling tulips, including subscription models 14:37 - Post-harvest handling and frost protection for tulips 15:45 - How Rachel manages delivery logistics for wholesale flowers 16:54 - The impact of local grower groups and collaboration 21:53 - Use of greenery in bouquets and future crop plans 22:43 - Selling seed kits as gift products and diversification 23:43 - Insights into wholesale selling process and building relationships 29:19 - Working out crop costs and recording yields for profitability 32:24 - Group efforts for logistics and collective shipping 33:21 - Building a supportive grower community in Hamilton 36:48 - Transitioning into seed sales and diversifying income streams 39:13 - Favourite tools, including battery-powered sprayers 42:58 - Advice for new flower growers: research, focus, and enjoyment 45:14 - Reflecting on what gives Rachel joy in flower farming: connection with nature and people Resources & Links: • @freshcutflowerwholesalers Local flower wholesaler • Floret's Cut Flower Garden Book https://gardenonthehill.co.nz/products/cut-flower-garden • https://www.ryobitools.com/search?q=battery%20sprayers Ryobi Battery-Powered Sprayer • https://www.harvestbloomflowers.co.nz/seedkits Seed Kits & Gift Pack Ideas Connect with Rachel Inger: • https://www.instagram.com/harvestbloomflowers/ This episode underscores how adaptable, community-oriented, and strategic flower farming can be—no matter your climate. Music licensed through Soundstripe. Code: TK8ZPB5HGGMOS9MD, B4YGMZVPSREJYW0K Spotify Show Notes:

    Finding Joy Through Nature, Community and Flowers S3 E9

  4. Jul 7

    The Business of Flower Farming: Building a Profitable Flower Farm S3E8

    In this episode of Flower Farming In NZ, Jo Robinson sits down with Julie Treanor, business coach, flower farmer and co-founder of the Floral Business Activator. We move past the "build it and they will come" trap to explore the marketing strategies that actually move the stems you are already growing. Whether you’re a professional grower or scaling your commercial production, this conversation dives deep into the psychology of sales, value-based pricing, and how to stop being treated like a supermarket commodity. In this episode, we discuss: Selling Transformation, Not Just Stems: Why marketing the "joy" and emotional impact of your flowers is more effective than listing varieties. The Commodity Trap: How to position your farm so you aren't competing with supermarket prices. Professional Pricing: The psychology of under pricing and how to value your expertise. Handling "Budget" Requests: Strategic ways to respond to price-sensitive customers without devaluing your work. Reliable Marketing Channels: Why your email list and website are more critical than social media algorithms for consistent sales. Want to sign up to the Floral Business Activator? Using this link helps support our work https://learn.floralbusinessactivator.com/a/qkiib Detailed Chapters: 0:00 - Introduction & Season Sponsor 1:15 - Meet Julie Trainer: From Business Coach to Flower Farmer 5:50 - The Marketing Mistake: "Build it and they will come" 13:05 - The Profit Reality: Revenue vs. Paying Yourself 21:10 - The Psychology of Under pricing & Valuing Your Work 23:45 - Marketing 101: Features vs. Transformation 25:30 - Understanding the "Why": Why Customers Actually Buy Flowers 28:50 - Market Perception: Being Known for Quality vs. "Cheap" 29:45 - How to Handle "Budget" Wedding Inquiries 31:25 - Finding Your "Why" as a Business Anchor 35:50 - Why Your Email List Beats Social Media for Sales 41:05 - Rapid Fire: Profitable Crops and Marketing Myths 47:30 - The Hard Truth: To have a business, you must do business 49:50 - Closing Thoughts Support Our Work! Don’t forget, if you like the way we are connecting the NZ Flower Farming Community, you can support our work by: · Advertising in an episode · Sponsoring an episode or a season or you can · Buy us a Coffee (make a donation) following this link https://buymeacoffee.com/flowerfarmersinnz Links Mentioned: Floral Business Activator (FBA): https://learn.floralbusinessactivator.com/floralbusinessactivator Fresh Cut Flower Wholesalers (Season Sponsor): https://www.instagram.com/freshcutflowerwholesalers/ Keywords: flower marketing strategy, NZ floral industry, selling cut flowers, professional flower farming, flower farm business tips, New Zealand flower growers, marketing for farmers, floral business growth, value-based pricing flowers. Get ready to reshape your flower farming journey—because success blooms when you understand your worth, community, and the business side of beauty! Music licensed through Soundstripe. Code: BFB8DMCRT3WBKV9J, ZVM1DSQXCPDO2SKL, 8CM6ZNHDF2TAEEA7, Y3VJQ8MJ3LEBL3BB

    The Business of Flower Farming: Building a Profitable Flower Farm S3E8

  5. Jun 22

    Classic, Timeless and Romantic: Inside the Search for the Perfect Rose S3 E7

    In this episode of Flower Farming in NZ, Jo Robinson is joined by Samantha Matthews of Matthews Nurseries, https://www.matthewsroses.co.nz/ a third-generation family business that has been growing roses since 1947. Samantha takes us behind the scenes of modern rose breeding, sharing the science, patience, and passion required to develop new rose varieties that are beautiful, healthy, and suitable for New Zealand gardens and flower farms. From planting 50,000 seeds and selecting just a few hundred seedlings, to years of spray-free trials and evaluation, Samantha explains why developing a new rose can take more than a decade. We discuss: • How rose breeding works • Why it can take up to 12 years to release a new rose • The challenge of breeding fragrance and disease resistance together • Spray-free rose trials and selecting the toughest plants • What flower farmers should look for in a rose • Vase life, stem quality, and picking performance • Current colour and style trends in roses • The story behind the popular rose My Mum • Plant Variety Rights and protecting new varieties • Crab apples for gardens and floristry Whether you're a flower farmer, florist, gardener, or rose enthusiast, this episode offers a fascinating insight into the work that goes into every new rose. Connect with our Sponsors - Fresh Cut Flower Wholesalers ⁠Follow them on Instagram https://www.instagram.com/freshcutflowerwholesalers/ Support Our Work! Don’t forget, if you like the way we are connecting the NZ Flower Farming Community, you can support our work by: · Advertising in an episode · Sponsoring an episode or a season or you can · Buy us a Coffee (make a donation) following this link ⁠https://coff.ee/flowerfarmersinnz⁠ Follow Flower Farming in NZ and let us know your favourite rose variety. To follow Samantha's photography, follow her on Instagram https://www.instagram.com/samanthamatthewsphoto/ • Rose breeding • Flower farming NZ • Growing roses • Cut flower roses • New Zealand roses • Rose breeder • Matthews Nurseries Riverside.fm Music Attributions: Bongo Baby Music licensed through Soundstripe.Code: UNCNNGBIU0XZP00O Elderflower Music licensed through Soundstripe.Code: 8CNVRDVZQKASFMAX

    Classic, Timeless and Romantic: Inside the Search for the Perfect Rose S3 E7

  6. Jun 6

    Asking “Why Not” to Cultivate Resilience and Innovation in Organic Flower Farming S3 E6

    In this episode, Bronwyn from Seeds of Change in Darfield (Canterbury) shares her inspiring journey from health coach to innovative flower farmer and florist, emphasizing the importance of microclimate management, community support, and creative business models in sustainable farming. Discover how she responds to “No” with “Why Not” as she navigates seasonal challenges, soil health, and market limitations with resilience and forward-thinking strategies. Connect with Bronwyn on Facebook ⁠⁠https://www.facebook.com/bronwyn.adamshooper/⁠⁠⁠⁠ Follow Flower Farming in NZ on Instagram ⁠⁠https://www.instagram.com/flowerfarmingin_nz/⁠⁠ This episode offers valuable insights for small-scale farmers seeking sustainable and resilient practices, as well as creative ways to serve their community through garden-based experiences and diversified crops. Connect with our Sponsors - Fresh Cut Flower Wholesalers⁠. Follow them on Instagram ⁠⁠https://www.instagram.com/freshcutflowerwholesalers/⁠⁠⁠ Support Our Work! Don’t forget, if you like the way we are connecting the NZ Flower Farming Community, you can support our work by:·Advertising in an episode·Sponsoring an episode or a season or you can ·Buy us a Coffee (make a donation) following this link ⁠⁠⁠https://coff.ee/flowerfarmersinnz⁠⁠⁠ Key Topics:• Building resilience through diversified microclimates, tunnel houses, and community networksIntegrating organic principles with community engagement via "pick your own" and experience-based flower eventsThe impact of environmental factors like wind and frost on farm design and crop successStrategies for managing hail damage and the importance of undercover infrastructureCreating a balanced farm with both food and floral production, emphasizing the joy of creating with flowersThe cultural shift needed to foster mentorship, collaboration, and resilience among flower farmers in New ZealandTimestamps: 00:00 - Welcome and episode overview 00:39 - Bronwyn’s background and transition from health to farming 01:43 - Overview of her two-acre, microclimate-diverse property 02:36 - Pushing boundaries with citrus in Canterbury 03:55 - Building microclimates through planting pockets of warmth and thoughtful design 04:41 - Microclimate examples: frost-free zones and house orientation 05:52 - Growing citrus, yuzu, finger limes, and managing the cold 06:37 - Focus on perennial versus annual flowers and incorporating old garden plants 08:00 - Dealing with wind, shelter belts, and the impact of irrigation 10:23 - Water management and hail event experiences 12:26 - Developing resilience through support networks and biodiversity 3:50 - The importance of microclimates and tunnel house design 16:33 - Organic certification, soil health, and reducing chemical use 18:18 - Biodiversity strategies for pest management, beneficials, and crop health 19:22 - Managing tunnel house heat and shading strategies 20:55 - Wind and shelter solutions 22:39 - Studying floristry and health risks associated with chemicals 23:51 - Moving into organic flower farming at a small scale 26:16 - Business model decisions and balancing income with personal joy 28:11 - Community engagement through pick-your-own flower events and space design 29:47 - Creating unique customer experiences and integrating creative spaces like train carriages 32:54 - Learning from challenging seasons to innovate and diversify 33:47 - Using floral experiences as part of business offerings 37:51 - The impact of social media on market competition and resilience 38:38 - Practical tools for organic gardening and weed management 39:08 - The value of woofing and knowledge exchange 40:13 - Future goals: wedding ambitions and mentorship programs 41:48 - The importance of record-keeping and season planning 42:20 - Insights on flowering timing related to seed sowing versus transplanting 44:16 - Final advice: find a real mentor, learn from failures, and stay true to your joy

    Asking “Why Not” to Cultivate Resilience and Innovation in Organic Flower Farming S3 E6

  7. May 24

    Flower Farming for Beginners in New Zealand: Tools, Selling & Growing Smarter S3E5

    Thinking about starting your own flower farm, or trying to scale up your current backyard plots? In this episode, host Jo Robinson sits down with math-teacher and flower farmer Penelope from Martinborough Manor. Together they strip back the glossy Instagram filters and talk about the real, grit-and-graft basics of flower farming. From the exact trays and tools that save your body to the financial pitfalls most new growers ignore, Jo and Penelope cover what it takes to run a profitable floral business. You will learn why local weather data overrides international advice, how to avoid a "seed stash" addiction, and why pulling out blooming plants is sometimes the smartest business decision you can make. TRACK LIST & TIMESTAMPS 00:00 - Weed mat debates and irrigation setups 02:00 - Must-read flower farming books 04:12 - Succession planting explained 05:01 - Seed starting on a budget (Trays vs. blockers) 07:39 - Truth about heat mats, lights, and DIY greenhouses 11:32 - Field tools: Dibblers and Niwashi “choppy chops” 14:12 - Body-saving hacks: Tool pouches and modified tractors 20:50 - Best flower farming courses and networks 23:57 - Tracking expenses: Xero vs. basic spreadsheets 27:05 - Sales psychology: Retail, wholesale, and markets 30:30 - The Martinborough Manor seed planning spreadsheet 37:38 - Planting foliage and scaling with seedlings 41:01 - Taming seed stashes and regional crop failures 47:09 - Ditching Instagram perfectionism and final grower advice Connect with our Sponsors - Fresh Cut Flower Wholesalers ⁠Follow them on Instagram @freshcutflowerwholesalers⁠ Support Our Work! Don’t forget, if you like the way we are connecting the NZ Flower Farming Community, you can support our work by: · Advertising in an episode · Sponsoring an episode or a season or you can · Buy us a Coffee (make a donation) following this link ⁠https://coff.ee/flowerfarmersinnz⁠ Music Credit: Credit for some of the music in this episode goes to Shane Ivers - Happy Clappy Ukulele WHAT WE COVER IN THIS EPISODE • Infrastructure & Irrigation: The weed matting debate inside beds vs. pathways. • The Ultimate Grower's Reading List: Why textbook-style guides beat coffee table books. • Seed Starting on a Budget: Using simple DIY plastic box “greenhouses”. • Body-Saving Tools: Hand tool pouches, Niwashi weeders, and turning old lawn tractors (ride-on-mowers) into flower trailers. • The Mathematics of Farming: How to track your costs, price your stems, and why you should see an accountant. • Knowing Your Sales Channel: Introverts vs. extroverts at farmer's markets, retail shops, and wholesale math. • The #1 Thing to Stop Doing: Ruthless prioritization and letting go of perfectionism. RESOURCES MENTIONED Martinborough Manor Seed Starting Spreadsheet FloralBusiness Activator Alan Armitage's Plant Biology Books Lisa Mason Ziegler's Cool Flowers Also Lisa Mason Ziegler's other book available from Yvonne (previous guest) at her Garden on The Hill website https://gardenonthehill.co.nz/products/the-cut-flower-handbookFlower Farming for Profit by Lenny Larkin • Martinborough Manor Seed Starting Spreadsheet: Get Penelope’s automated frost-date planning tool for just $50 at Seed Starting Spreadsheet. • Books: Alan Armitage reference books, Cool Flowers by Lisa Mason Ziegler, and Flower Farming for Profit by Lenny Larkin. • Courses/Groups: Three Acre Farm (Laurie Jo Hernandez), Dave Dowling courses, and the Floral Business Activator (FBA) New Zealand network. • Tools: Mitre 10 flower snips, Active Vista soil blockers, and Niwashi weeding tools.

    Flower Farming for Beginners in New Zealand: Tools, Selling & Growing Smarter S3E5

  8. Apr 26

    Floristry Without Limits: Weddings, Workshops & World Travel with Cerina “The Flower Scout” S3E4

    In this episode of Flower Farming in New Zealand, Jo Robinson sits down with Perth-based florist, writer, and global flower enthusiast Cerina Triglavcanin—also known as The Flower Scout. What started as a frustration with school ball corsages turned into a full-blown floristry career, international travel, and a writing platform documenting flower festivals, workshops, and design inspiration across the globe. Cerina shares how she built her skills from scratch, why she chose events over retail floristry, and how she combines freelancing, travel, and storytelling into a unique and evolving career in flowers. What You’ll Learn in This Episode: Starting a Floristry Career Later in Life Why Cerina skipped retail floristry for events Freelancing in Event Floristry The flexibility (and unpredictability) of freelance work Designing with Intention - Fewer ingredients = higher design pressure and more intentional selection. Cerina’s signature approach: • Monochromatic palettes • “En masse” floral use • Limiting designs to three key ingredients • Sculptural forms and strong line work Cerina shares her experiences attending: • International flower festivals • High-level floral workshops • Large-scale installation events • Why workshops are as much about people as they are about technique From Florist to Writer: Building “The Flower Scout” • How Cerina began writing for Flowers Magazine Australia • Turning travel experiences into published articles • Starting a Substack as a creative outlet and long-term strategy • Using writing as a less physically demanding pathway within floristry Timestamps: 00:00 - Introduction and episode overview 00:41 - Cerina’s background and passion for flowers 01:44 - How she started her floristry journey pre-COVID 02:12 - Her formal training via TAFE during the pandemic 03:32 - Balancing freelance events with personal design style 04:48 - The influence of travel and worldwide workshops 06:09 - The significance of international flower festivals 08:00 - How climate impacts flower choices in Perth 09:12 - Her approach to native Australian flowers and design principles 10:42 - The challenge of sourcing flowers locally & seasonally 12:36 - Her favourite flowers and arrangements 13:40 - Writing as an extension of her floristry passion and her Substack 15:53 - Planning upcoming projects like Subi Blooms and native flora installations 16:38 - Her future goals, including judging and ongoing learning 18:07 - The story behind her publication in Blumenhaus 19:40 - The story of her Substack handle 'The Flower Scout' 21:39 - How she chooses flower festivals and workshops globally 23:09 - Memorable flower festival experiences 25:39 - Insights into international wholesale markets 33:01 - The impact of quarantine laws and imports on local floristry 36:47 - Her outlook on the future of floristry & her evolving roles 44:05 - The potential shift from floristry to writing and sharing stories 46:39 - Her upcoming judging role and exciting plans 47:41 - Closing remarks and future collaborations Resources & Links: • Cerina's Substack - The Flower Scout • Flowers Magazine Australia • Blumenhaus Magazine • Chelsea Flower Show • Madrid Blooms • Waterlily Farm, Margaret River⁠ • https://theflowerscout.substack.com/p/leuca-creek-waterliliesConnect with our Sponsors - Fresh Cut Flower Wholesalers ⁠Follow them on Instagram @freshcutflowerwholesalers⁠  Support Our Work! Don’t forget, if you like the way we are connecting the NZ Flower Farming Community, you can support our work by: ·        Advertising in an episode ·        Sponsoring an episode or a season or you can ·       Buy us a Coffee (make a donation) following this link ⁠https://coff.ee/flowerfarmersinnz⁠ Music Credit for some of the music in this episode goes to Shane Ivers - Happy Clappy Ukulele    If You Enjoyed This Episode • Follow / Subscribe for more flower farming insights • Share with a fellow grower or florist • Leave a review to support the podcast

    Floristry Without Limits: Weddings, Workshops & World Travel with Cerina “The Flower Scout” S3E4
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About

Welcome to Flower Farming in NZ—the podcast where we dig into the art of growing and selling beautiful blooms here in Aotearoa. I’m your host Jo Robinson, a grower, flower lover, and passionate supporter of local, seasonal flowers. Whether you're just starting out , or you’re already knee-deep in growing and selling flowers, this podcast is for you. Each episode, we’ll explore different aspects of growing flowers in New Zealand—from practical how-to guides and seasonal tips, to interviews with local growers, florists, and flower lovers across the country. Do join us on our flowery journey.

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