American Grown releases Field to Vase documentary promoting American flower farmers

American Grown released a documentary this past week called "Field to Vase: Santa Cruz,"  which "portrays the field-to-vase story, through the voices of the flower farmer, the floral designer, the chef, and the people who advocate for and enjoy American-grown flowers," according to its website. 

Inspired by American Grown's Field to Vase Dinner Tour, Los-Angeles filmmakers Hyunsoo Moon and Haejung Kim this past June, filled a visual narrative from the perspectives of those across the supply chain of American-grown flowers, stressing the importance of buying cut flowers locally. 

"I think consumers need to understand where products come from. We live in a time where it's all about 'brands,' not products with human faces behind them...When it comes to flowers and food, I see that we are wasting so much fuel and polluting the earth just for conveniences," Moon said in a Q&A published on American Grown's site. 

Greenhouse Management contributing writer Leslie F. Halleck discussed the importance of locally grown and sourced product in Feburary of this year. She interviewed young floral designer Riz Reyes of RHR Horticulture & Landwave Gardens about the field-to-vase movement, and what new opportunities he is seeing for marketing nontraditional crops to the local community.