The Beautiful Pursuit is a three-part documentary created by Floret to share an honest and authentic look at flower farming from the point of view of those who do it. It includes more than thirty conversations with farmers around the world and explores both the challenges and triumphs of what is more than a career, but a calling.
The series delves into experiences rarely talked about publicly: the physical demands of flower farming on the body, the heartbreak of losing entire crops and infrastructure to weather, the financial juggling act of running a farm, as well as the strain farming places on relationships and family. But it also celebrates what makes this path extraordinary: the joy of bringing beauty into the world, our deep connection to nature, and the privilege of being part of life’s most significant moments through flowers.
The Beautiful Pursuit Chapter 1: Called by Flowers
People come to flower farming in a wide range of ways. Some knew it was what they wanted from when they were young, gardening with a grandparent. Others find it as a second or even third career. For some, it’s a way to heal, for others a path to advocacy. In the first chapter of the series, farmers discuss their motivations, which are as diverse as the individuals themselves. Everyone’s story is unique, but there are common threads—a desire to live intentionally, to work in harmony with the natural world, and to spread beauty and kindness through flowers.
The Beautiful Pursuit Chapter 2: Living the Dream
We hear this all the time: “Your job must be a dream—playing with flowers all day.” This chapter dives into the gap between public perception and the reality of flower farming. Behind each one of those beautiful photographs on social media are long hours of physical labor, careful crop planning, and complex business decisions. There are also massive weather disasters, pricing problems, insect infestations, and rabbits. In this chapter, farmers discuss the gap between impression and daily reality—sharing what they wish people understood about the true nature of their work.
The Beautiful Pursuit Chapter 3: Beauty Prevails
After all the setbacks, what drives flower farmers to get up each morning and begin again? The answers are practical and profound. What advice do they have? Embrace imperfection. While you can do everything ‘right,’ nature always has the final say. They speak of resilience as their most vital tool—finding both acceptance and joy during the hardest times. They understand that while this path challenges everyone who walks it, it also offers countless ways to succeed. There is space here for anyone willing to invest their heart and hands in the work. Despite the struggles, it remains beautiful, in all senses of the word.
About the Project
It all started with a simple question to flower farmers: “What do you wish people knew?” In the spring of 2024, when we surveyed thousands of flower farmers of different experience levels from around the world, a clear theme emerged. The overwhelming response revealed a desire to tell the whole story of what it takes to be a flower farmer—the challenges alongside the triumphs, the grit alongside the beauty.
Inspired by their heartfelt sharing, we decided to explore the idea further and set out on a 10-month-long journey that ultimately led to the creation of a documentary series called The Beautiful Pursuit.
In this video, Erin and director Rob Finch discuss the inspiration behind the project and the unique and unconventional way it was made, a true collaboration between farmers and filmmakers.
Featured Farmers
A huge thank you to all the farmers who participated in this special project:
Gretel Adams from Sunny Meadows Flower Farm, Clary and Percy Ager from Ager Lane Flower Farm + Event Space, Felicia Alvarez from Menagerie Farm & Flower, Tiffany Brown Anderson from Earth & Seeds, Jessie Babbitt from B.A.R.E Flower Farm, Sarah Gray from Bloom & Gray, Dani Boss from Summer Skye Gardens, Ashlee and Jen Johnson-Geisse from Brown Girl Farms, Serina Colbeck from You Can’t Eat the Grass, Mimo Davis from Urban Buds, Stephanie Duncan, Jessica Hall, and Chris Auville from Harmony Harvest Farm, Brooke Giard from June Farm, Jennifer Gulizia from The Flowering Farmhouse, Kara Jamison from Blooming Joy Flower Company, Steve Kaufer from Sunflower Steve Seed Co., Laura Otto and Dace Pūce from Lazy Crazy Cows, Marryn Mathis from The Farmhouse Flower Farm, Marlène Mazières from Les Batisses, Andrea McDowell from Dahlia Beach, Georgie Newbery from Common Farm Flowers, Alla Olkhovska from Linden Grove Gardens, Gretchen O’Neil from Petals, Ink., Jenn and Adam O’Neal from PepperHarrow Farm, Nicole Pitt from Flower Hill Farm, Milli Proust from Alma | Proust, Phaedra Rodriguez from Phaedra Gardeness, Rebecca Sadlowski from Rooted Flowers, Rachel Siegfried from Green and Gorgeous, Roisin Taylor from Verde Flower Co., Mandy and Steve O’Shea from 3 Porch Farm, Jane Lindsey from Snapdragon Life, Kjesten Essue from Barn Swallow Gardens, Melanie Harrington from Dahlia May Flower Farm, and Shanti Rade from Whipstone Farm.
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Sue Nyhammer on
Wow this was amazing! Thank you
I am a gardener it is my passion. I also am a volunteer at our Arboretem year round. My love for flowers is deep.
My appreciation for these farmers fills my heart, and I wish them continued succcess.
This was beautifuly done.
Peace we all need flowers.
Sue from Minnesota