Finding Floret: A Personal Journey

My daughter Erin has always been keen on sharing new discoveries with my wife and I. It’s through her enthusiastic recommendations that we found ourselves immersed in a delightful discovery that profoundly touched us both: the Magnolia Network show, “Growing Floret.” The protagonists, Erin and Chris Benzakein, turned out to be more than just the founders of Floret Flowers; they were embodiments of passion and perseverance.

Upon watching the show, my wife Ann and I found ourselves engrossed in their world. Their transition from Seattle to Skagit Valley showcased a desire for a simpler life, surrounded by nature. Soon after settling in, a garden was born. Amongst vegetables, a double row of flowering sweet peas stood out, planted in memory of Erin’s great-grandmother. These blooms unexpectedly became the spark for their burgeoning floral enterprise.

It wasn’t just a story about a flower farm. Instead, it was a captivating narrative of a family’s journey to establish and grow a unique venture, transforming a passion into a thriving business. Within a span, Floret expanded, its flowers reaching grocery stores, florists, bouquet subscriptions, and weddings. Their growth story also saw them diving into specialty flower seed and bulb sales, further cementing their position in the floral industry.

In a day and age where digital connection dominates, it was quite astonishing to see how effectively the Benzakeins were using social media. Their digital journey started in May 2012, when Erin first began posting on Instagram. Beyond just posts, the striking visual imagery captured by Chris played a pivotal role. The photos weren’t just mere representations; they were styled and crafted in a way that vividly conveyed Erin’s deep-rooted passion for flowers. I was intrigued by the Instagram account of Floret Flowers, helmed by Erin & Chris Benzakein, boasting 1.1 million followers. The breathtaking array of photographs and inspiring content transcended the standard perception of farming, painting it not merely as a business but an artistic pursuit.

The Benzakeins’ journey into the limelight was nothing short of impressive. It was clear that their fame on Instagram, accentuated by their captivating visual storytelling, had paved the way for the show on the Magnolia Network. Their series gave a more personal glimpse into their lives on the farm. Each episode, deeply personal and resonant, showcased their admirable commitment to sustainable agriculture and biodiversity. It was fascinating to witness the transformation of a local operation into a global sensation.

One aspect that struck me as particularly inspiring was Erin’s role as an influencer. She has harnessed the power of personal branding and social media engagement to promote not just a product, but a whole ethos. Their dedication to community engagement was evident as they began their educational endeavors by hosting renowned floral designer Amy Merrick in 2013, spiraling into a series of on-farm workshops, and eventually a digital platform by 2019.

Moreover, Erin’s dedication to promoting sustainable farming practices and her efforts to inspire people to grow their own flowers was quite moving. It felt like we were part of a larger movement, a new wave of garden enthusiasts, and small-scale farmers.

From my experience, I can wholeheartedly recommend “Growing Floret” to anyone in the horticultural industry or anyone interested in the power of shared passion. It is more than a business success story – it is a testimony of the impact of authenticity and the unifying bond of shared love for nature.

My journey of Finding Floret has been an enlightening experience. Through the tale of Erin and Chris Benzakein, I’ve learned that the shared passion can indeed create something extraordinary. Their story is not just about creating a successful business but also about fostering a community of like-minded individuals, all connected through a love for flowers and the earth.

Key Takeaways for Garden Centers:

1. Harness Social Media: Platforms like Instagram can craft an authentic narrative and bridge you to a global audience. Floret’s rise underscores the power of digital outreach.
2. Value of Visual Imagery: High-quality, styled photos can immensely elevate a brand’s presence and convey passion. Chris’s photography was integral to Floret’s success.
3. Diversify Offerings: Beyond primary products, explore related avenues. Floret expanded from flowers to seeds and bulbs, tapping into different market segments.
4. Engage & Educate: Create platforms for learning. Floret’s workshops, both physical and digital, demonstrate the value of community building through education.
5. Remain Authentic: Authenticity creates trust. Erin’s personal stories and connections with her followers fueled Floret’s organic growth.
6. Commit to a Larger Purpose: Beyond business, commit to values. Floret’s dedication to sustainable practices and community building formed its foundation.
7. Adapt and Innovate: Respond to demands and trends. Transitioning from physical workshops to digital ones showcased Floret’s agility and foresight.

Here are a few links to more information on how Floret Flowers grew their workshops program:

The Story of the Floret Workshops Part 1

The Story of the Floret Workshops Part 2