Episode 743: Discovering NYC’s new source for locally-grown flowers with Brooklyn’s Flower Aggregate co-founder Jessica Balnaves

https://youtu.be/SoA1IvHkzaM?si=urT9z6upZ5F639zr Earlier this year, at the first of April, a long-awaited hub for flowers grown in the NY-Connecticut-New Jersey tri-state region opened its doors. Unlike many of the emerging North American hubs selling local flowers, Flower Aggregate is not a collective or a cooperative. It is a privately-owned wholesale florist serving the floral trade with the distinction of local and sustainable botanicals. I met co-founders Jessica Balnaves and Annie Quick in June, when Flower Aggregate hosted a signing event for The Flower Farmers book. The event was a chance to bring together several growers who are featured in the book for a panel discussion about their floral enterprises. It was a triumph for those of us involved in the book – but also a triumph for Brooklyn florists and beyond. I recall discussions taking place as early as 2012 -- about the need for a local flower hub there, back when I first began to interview Slow Flowers-minded designers. More than a decade later, the story unfolds in today’s episode; enjoy my affirming and inspiring conversation with Jessica Balnaves. Jessica Balnaves of The Flower Aggregate (c) Susan Sawyers Earlier this year, we were introduced to Flower Aggregate, a new emerging hub for local flowers serving florists in Brooklyn and New York City. I first learned of Flower Aggregate from Cassie Plummer, Vermont-based grower and owner of Jig-Bee Flower Farm when she was a guest of the Slow Flowers Podcast this past February. Later, when I was brainstorming East Coast locations for The Flower Farmers’ June book tour, Katie Tolson of Seed-on-Hudson, who is featured in the book, mentioned Flower Aggregate as a possible Brooklyn location for an event. The Flower Farmers book event at Flower Aggregate (c) Susan Sawyers; featured above, from left: Hans Li and Jennifer Kouvant of Six Dutchess Farm; Katie Tolson of Seed-on-Hudson; Eileen Tongson of Farmgal Flowers; Jessica Balnaves, Debra Prinzing, and Annie Quick Flower Aggregate, a Brooklyn-based hub for locally grown and regional flowers Thanks to these introductions, I connected with Jessica Balnaves to plan what was a fantastic event at Flower Aggregate, held in late June. Our schedules were too crazy to record an episode then, but I told Jessica that I’d be back in the fall, and a few weeks ago that happened when, I visited Flower Aggregate – by the way, you do not need a car to get there because the flower wholesale warehouse is just 1-1/2 blocks from an easy subway stop. One florist's haul from a shopping trip to Flower Aggregate There it was, November 6th and the huge, 15-by-15-foot walk-in cooler was overflowing with fresh, regional flowers – from the end-of-season dahlias to marigolds, asters, mums, lilies, strawflower, snapdragons and tons of fall foliage and grasses. This abundant, fresh inventory was a testimony to the early success of Flower Aggregate, including the important farming relationships that Jessica has built in such a short time. Spotted at Flower Aggregate She estimates that Flower Aggregate has sourced from nearly 100 flower farms from New England down the coast to the mid-Atlantic region. And nearly 1,000 buyers have shopped there since the April 2025 opening day. A peek into the flower cooler (c) Susan Sawyers Join me on a tour of Flower Aggregate, a peek inside the cooler to see what’s in stock, and a sit-down conversation with Jessica. It was inspiring and energizing to witness this huge shift in the marketplace. I was inspired by so many of the things that Jessica and I discussed – and I know you’ll gain ideas and insights from how she is able to articulate the passion and potential for bringing local flowers into one of the most competitive marketplaces for floral creatives! Find and follow Flower Aggregate on Instagram Enjoy this bonus interview we filmed with Eliza Kimberly of Soft World Order as she shopped the cooler at Flower Aggregate. You can follow Eliza at @softworldorder. https://youtu.be/Uc3p3OpRcaI?si=-feygRvX10fXDwGC Slow Flowers WORLDWIDE Summit 2026 2026 Slow Flowers WORLDWIDE Summit Speakers In other Slow Flowers news, you are invited to join us at the 2026 Slow Flowers WORLDWIDE Summit, taking place ONLINE January 30-31. We’ve been working closely with our instructors – top floral experts in sustainable farming and floral design – to pull together the pre-recorded sessions, and I know you’ll gain both inspiration and knowledge to directly invest into your own floral enterprise. The registration is super affordable -- $289 general pricing and $50 off for Slow Flowers members. For more than 10 hours of floral education, that’s less than $30 per session. I believe this represents incredible value for you! Click below to see the full speaker lineup, check out the schedule, and find the session descriptions. And grab your ticket! Click to order your ticket here Thank you to our Sponsors This show is brought to you by slowflowers.com, the free, online directory to more than 700 florists, shops, and studios who design with local, seasonal and sustainable flowers and to the farms that grow those blooms. It’s the conscious choice for buying and sending flowers. Thank you to our lead sponsor, Flowerbulb.eu and their U.S. lily bulb vendors. One of the most recognizable flowers in the world, the lily is a top-selling cut flower, offering long-lasting blooms, year-round availability, and a dazzling petal palette. Flowerbulb.eu has partnered with Slow Flowers to provide beautiful lily inspiration and farming resources to help growers and florists connect their customers with more lilies. Learn more at Flowerbulb.eu. Thank you to the Association of Specialty Cut Flowers. The ASCFG is a gathering place for specialty cut flower growers of all levels of experience. It is a hub of knowledge, where seasoned experts and budding enthusiasts come together to learn, share, and support one another. The ASCFG is dedicated to empowering its members with the knowledge and resources needed to thrive in the world of cut flower farming. From educational workshops and conferences to online resources and publications, they provide a wealth of information and support for all things related to growing exceptional cut flowers. Learn more about the ASCFG and how to be a part of it at www.ascfg.org! Thank you to the Seattle Wholesale Growers Market, a farmer-owned cooperative committed to providing the very best the Pacific Northwest has to offer in cut flowers, foliage and plants. The Growers Market’s mission is to foster a vibrant marketplace that sustains local flower farms and provides top-quality products and service to the local floral industry. Visit them at swgm.coop. Thank you for joining me today! The Slow Flowers Podcast is a member-supported endeavor, downloaded more than 1.5 million times by listeners like you. Thank you for listening, commenting and sharing – it means so much. As our movement gains more supporters and more passionate participants who believe in the importance of our domestic cut flower industry, the momentum is contagious. I know you feel it, too. If you’re new to our weekly Show and our long-running Podcast, check out all of our resources at SlowFlowersSociety.com. Thank you for listening! Sending love, from my cutting garden to you! (c) Missy Palacol Photography I'm Debra Prinzing, host and producer of the Slow Flowers Show & Podcast. The Slow Flowers Podcast is engineered and edited by Andrew Brenlan. The content and opinions expressed here are either mine alone or those of my guests alone, independent of any podcast sponsor or other person, company or organization. Next week, you're invited to join me in putting more Slow Flowers on the table, one stem, one vase at a time. Thanks so much for joining us today and I'll see you next week! Music credits: Drone Pine; Gaena; Allston Night Outby Blue Dot Sessionshttp://www.sessions.blue Lovelyby Tryad http://tryad.bandcamp.com/album/instrumentalshttp://creativecommons.org/licenses/by-sa/3.0/ In The Fieldaudionautix.com