Lessons from a blooming flower movement

Grown Not Flown co-founders Sam Baff and Nikki Davey. (Damjan Janevski) 383572_07

Liam McNally

Moorabool flower farmers and tech-entrepreneurs Nikki Davey and Sam Baff will be sharing the challenges and successes of their flower-powered online platform Grown Not Flown at an upcoming BaccChat event.

Grown Not Flown is an online platform and app connecting flower farmers and consumers that emphasises supporting the slow flower movement aimed at reducing flower miles, celebrating seasonal locally grown flowers, and raising awareness around the environmental impacts of imported flowers.

Co-founder and chief executive Nikki Davey said Grown Not Flown has blossomed from a passion project during covid.

“As relatively new flower farmers we found that there were no accessible technologies dedicated to assisting flower farmers or small-scale producers that would enable them to easily connect with consumers, manage their farming operations or support new growers,” she said.

“Essentially, it’s a farmers market in your pocket – we provide seasonal produce at your fingertips.”

“Currently, within Australia, around 50 per cent of flowers sold are imported. There are so many amazing micro and small-scale growers, and with the Grown Not Flown platform it makes it easy to search, source and connect with your local growers.”

In under three years the platform has created a directory of 1,200 farms with users from 37 countries and earnt Ms Davey the 2023 National AgriFutures Rural Women’s Award.

Ms Davey said the growth has been incredible.

“When we first started Grown Not Flown, we hoped that it would work, but we had no idea it would become the global platform that it is today…we feel really privileged that we get to do what we do everyday and shine a spotlight on all the incredible benefits of supporting small-scale producers and locally grown flowers,” she said.

She said she’s excited for the upcoming talk and wats to get the message out that “not all flowers are grown equal”.

“There are so many incredible reasons to support local – the majority of local flower farmers are also small businesses who use regenerative and sustainable practices to grow seasonally and produce some of the highest quality flowers within the industry,” she said.

“In addition to this, you’re supporting local farmers, communities, economies and the environment.”

The free event be held February 3, 10am to 11am at the Lerderderg Library.