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.