Cut Florals as Specialty Crops in Iowa
Terry Finnerty, commercial horticulture
field specialist
Margaret A. Smith, ISU Extension,
sustainable agriculture/value-added agriculture
Situation
Traditional, production agriculture in Iowa is undergoing dramatic changes that
have significant impacts on Iowa communities, including loss of income and economic
diversity in rural areas. Cut floral products (flowers, floral greens, berries,
and woody stems) have the potential to improve profit margins of traditional
farm operations and create more opportunities for the development of small acreage
enterprises by non-traditional growers. To encourage further development of
this industry in Iowa, it was determined that more information was needed about
local floral producers in central Iowa and markets for these products.
Response
Iowa State University Extension requested and received funding from an Extension
21, Value-Added Grant, to support a market research survey titled, "Assessing
Local Market Needs and Producers of Specialty Crops in Central Iowa." The
primary objectives of the survey were to: determine what are the needs and interests
of local users and buyers of cut floral products in central Iowa, determine
who is currently producing cut floral products, and enhance the potential for
cut floral production and marketing in Iowa by linking market demands to production
activities.
Activities included:
- Hiring a private consultant to assist with the development of survey tools
- Creating survey tools for local buyers and producers of cut floral products
- Telephoning and interviewing buyers and producers of cut flowers and floral
greens
- Presenting to various grower, consumer, and professional audiences
Impact
As a result of the market research survey, the following impacts were made:
- Survey tools (questionnaires) were developed for both buyers and producers
of cut floral products in central Iowa that can be used in future, statewide
program development.
- Ten buyers and 18 growers of cut floral products in the central Iowa responded
to the survey.
- The results of this survey were shared statewide with more than 200 small
farm producers, greenhouse growers, Master Gardeners, and general public through
workshops and published or electronic media.
- As a direct result of this survey one producer was able to sell directly
to a local florist in Des Moines, increasing her sales by approximately $1,000-$1,500
in two weeks.
Page maintained by Linda Schultz, lschultz@iastate.edu
