Slow Flowers Society
Slow Flowers Society is a Seattle-based membership organization operating a directory of 800+ U.S. and Canadian flower farms and florists, monetizing through tiered annual subscriptions ($49-$249), events, book publishing, and international affiliates serving the sustainable domestic flower movement.
- Company typePrivate
- Founded2013
- HeadquartersSeattle, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Slow Flowers Society does
Slow Flowers Society is a privately-held membership organization founded in 2013 by Debra Prinzing and headquartered in Seattle, Washington. It operates the Slowflowers.com directory, which lists 800+ flower farms, florists, studios, and suppliers across the U.S. and Canada as a B2C and B2B marketplace for domestically-grown flowers. The core technology is a content and community platform — directory website, Slow Flowers Journal editorial site, and Education Hub (courses.slowflowerssociety.com) — rather than a software product, and there are no proprietary technical features or APIs disclosed.
The company monetizes through a three-tier annual subscription model: Supporter at $49/year for flower enthusiasts, Standard at $99/year for florists, farmers, and suppliers (including directory listing and branding tools), and Premium at $249/year with additional benefits. Approximately 850 professional members subscribe to the Standard or Premium tiers. Secondary revenue comes from an international affiliate program ($500 registration plus $249 annual renewal, one organization per country), an e-commerce Mercantile selling books and branded merchandise ($6-$50 price points), and ticketed annual events including the Slow Flowers Summit plus monthly virtual meet-ups. Content production includes the Slow Flowers Podcast (weekly, 11+ years, 1M+ downloads), BLOOM Imprint publishing venture (five+ titles), American Flowers Week annual campaign, and awards such as the Amazon Best Book of the Month recognition for the 2013 Slow Flowers book.
Go-to-market is community-led and event-driven: the organization combines organic content marketing across Instagram, Twitter, YouTube, and Vimeo (98 million social impressions annually on #slowflowers), an award-winning podcast, earned media including 7 New York Times mentions since 2012, and recurring in-person and virtual events to convert floral professionals and enthusiasts into members. Customer segments are professional florists, flower farmers, wedding and event professionals, and flower enthusiasts/gardeners; the company also extends its brand internationally through affiliate partnerships in countries outside North America.
Slow Flowers Society firmographics
Firmographics- Name
- Slow Flowers Society
- Legal name
- Slow Flowers Society
- Website
- https://slowflowerssociety.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Slow Flowers Society is a Seattle-based membership organization operating a directory of 800+ U.S. and Canadian flower farms and florists, monetizing through tiered annual subscriptions ($49-$249), events, book publishing, and international affiliates serving the sustainable domestic flower movement.
- Ownership category
- akta.pro rank
Slow Flowers Society industry classification
Industry- Product category
- Floral Industry Membership Community
- NAICS
- Nursery, Garden Center, and Farm Supply Retailers (444240), Greenhouse, Nursery, and Floriculture Production (1114), Florists (459310)
- SIC
- Services-Membership Organizations (8600), Retail-Building Materials, Hardware, Garden Supply (5200)
- akta.pro primary industry
- Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG)
- akta.pro secondary industries
- Greenhouse Floriculture (Cut Flowers) (AFAGAHAD), Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB), Seasonal Color, Planting & Horticultural Services (BPABADAL)
Keywords
Where Slow Flowers Society is headquartered
LocationHeadquarters
- HQ city
- Seattle
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Slow Flowers Society business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Supply Chain, Technology or R&D, Others
Revenue model
- Membership Fees: Three-tier membership structure: Supporter ($49/year for flower enthusiasts), Standard ($99/year for florists, farmers, and suppliers including directory listing and branding tools), and Premium ($249/year with additional benefits). Over 850+ professional members.
- Merchandise and Publications: Mercantile shop sells books authored by Debra Prinzing (The 50 Mile Bouquet, Slow Flowers, Slow Flowers Journal Volume One), branded merchandise (pins, plant tags), American Flowers Week labels, and The Flower Farmers book. Prices range from $6-$50.
- Event Revenue: Slow Flowers Summit is a ticketed annual conference featuring thought leaders in sustainable floristry. Monthly virtual meet-ups are offered to members.
- International Affiliate Fees: $500 initial registration fee plus $249 annual renewal for international floral organizations to affiliate with Slow Flowers International brand.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Supporter membership for flower enthusiasts, gardeners, and DIY designers |
| Subscription | Annual | Standard membership for florists, farmers, and suppliers |
| Subscription | Annual | Premium membership for professionals seeking maximum benefits |
| Subscription | Multi-year contract | International Affiliate membership for global floral organizations |
| One time/ perpetual license | Pay-as-you-go | The Flower Farmers: Inspiration & Advice from Expert Growers book |
| One time/ perpetual license | Pay-as-you-go | American Flowers Week Art Print |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels9 records
Slow Flowers Society product offering
Product offeringCore offering
Slow Flowers Society operates a membership-based community platform connecting flower farmers, florists, and consumers around domestic, seasonal, and sustainably-grown cut flowers. Its core commercial offering is the Slowflowers.com directory of 800+ verified floral businesses, supported by tiered memberships, an annual summit conference, an award-winning podcast, the Slow Flowers Journal editorial site, American Flowers Week campaign, BLOOM Imprint book publishing, and a Mercantile shop for branded merchandise.
Product overview
Slow Flowers Society operates a multi-channel platform centered on the Slowflowers.com directory, which connects consumers with 800+ flower farmers, florists, and retailers across the U.S. and Canada who supply domestic, seasonal, and sustainably-grown flowers. The ecosystem includes the Slow Flowers Podcast (11th anniversary, 1M+ downloads), Slow Flowers Journal editorial website, American Flowers Week annual campaign (June 28-July 4), and the Slow Flowers Summit annual conference. The BLOOM Imprint publishes books by and about members, while the Mercantile offers published books and branded merchandise. Membership tiers (Standard $99, Premium $249, Supporter $49) provide directory listings, branding tools, and vendor network access. An Education Hub offers online courses, and Slow Flowers International extends the brand globally through affiliate partnerships.
Differentiator
Problem solved
Functional benefit
Products and services
- Slowflowers.com Directory A free nationwide online directory connecting consumers with flower farmers, florists, shops, studios, and suppliers of domestic, seasonal, and sustainably-grown flowers. Doubles as a B2B farmer-to-florist marketplace.
- Slow Flowers Membership Program Three-tier annual membership program offering Supporter ($49/year for flower enthusiasts), Standard ($99/year for florists, farmers, and suppliers with directory listing and branding tools), and Premium ($249/year with additional benefits). Over 850+ professional members.
- Slow Flowers Podcast Award-winning weekly Internet radio show produced and hosted by Debra Prinzing, featuring leading voices in the Slow Flowers community. Distributed on Apple Podcasts, Spotify, YouTube, and Vimeo with 1M+ total downloads and approximately 11,000 monthly downloads.
- Slow Flowers Journal Editorial website delivering news, features, profiles, Q&As, opinion pieces, and photography about domestic and local flowers. Editor Debra Prinzing produces content with member contributions.
- American Flowers Week Annual domestic flower promotion holiday held June 28-July 4 featuring a Botanical Couture campaign, original artwork commissions, and industry-wide participation to raise consumer awareness about American-grown flowers.
- Slow Flowers Summit Annual ticketed conference described as the 'TED Talk for floral professionals,' featuring thought leaders in sustainable floristry through a lecture series and related events during American Flowers Week.
- Slow Flowers Education Hub
Quantifiable outcome
- 800+ floral businesses listed in directory
- +3 more outcomes
Companies that use Slow Flowers Society
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles5 records
Slow Flowers Society technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Slow Flowers Society partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Flowerbulb.eucoreSponsor that promotes lilies grown from European bulbs for U.S. gardeners, flower farmers, and florists. Partnered with botanical couture designer Françoise Weeks for American Flowers Week 2026 lily-inspired floral fashion collection.
- Johnny's Selected SeedscoreAgricultural seed company serving as a loyal sponsor supporting the Slow Flowers Movement's work to connect consumers with domestic flower farmers and florists.
- Longfield GardenscoreGarden bulb supplier sponsoring Slow Flowers to support domestic flower farming and sustainable floral marketplace initiatives.
- Seattle Wholesale Growers MarketcorePartnership for The Ultimate Cutting Garden Plant Sale event. Western Washington flower farmers partner with Seattle Growers Market to share cut flower varieties with the gardening community.
- Rooted FarmersminorPlatform supporting flower farmers, serving as a sponsor of the Slow Flowers Movement.
- Charles Little and CompanyminorLoyal sponsor supporting Slow Flowers' mission to connect consumers with domestic flower sources.
- A-Roo CompanyminorFloral industry supplier and sponsor of the Slow Flowers Movement.
- Association of Specialty Cut Flower Growers (ASCFG)coreLeading industry association for specialty cut flower growers. Loyal sponsor supporting the Slow Flowers community and its advocacy for domestic flower farming.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Slow Flowers Society competitors and assessment
Company assessmentDirect peers
- Rooted Farmers: An online marketplace and sales platform connecting flower farmers with florists for wholesale ordering. Rooted Farmers is a direct peer (and Slow Flowers sponsor) operating in the farmer-to-florist marketplace niche that Slow Flowers' directory also addresses, competing for the same professional audience.
- Association of Specialty Cut Flower Growers (ASCFG): The leading U.S. trade association for specialty cut flower growers, with whom Slow Flowers has a deep sponsorship/partnership relationship. ASCFG is the closest direct peer: an industry membership organization serving domestic cut flower farmers with education, networking, and advocacy — the same role Slow Flowers plays for the broader floriculture community.
- Floret Flowers: A well-known specialty cut flower farm and educational brand offering workshops, seeds, and resources. Comparable as a content-, education-, and community-led brand serving the same sustainable flower farmer/florist community Slow Flowers targets.
- Certified American Grown: An advocacy organization promoting American-grown flowers through certification and marketing. Directly comparable as a competing domestic-flower movement/membership organization with overlapping member base and parallel mission.
- BloomNation: An online marketplace connecting local florists with consumers, serving a similar discovery/transaction role as the Slowflowers.com directory — but without the domestic/sustainability positioning.
Broad incumbents
- 1-800-Flowers.com: The largest U.S. flower retailer, heavily reliant on imported blooms. Represents the incumbent mass-market counter-position to Slow Flowers' domestic/sustainable thesis and the dominant share of consumer flower spend Slow Flowers is trying to redirect.
- The Bouqs Co. A venture-backed online flower delivery company with farm-to-consumer sourcing. Operates at much larger scale in adjacent consumer flower e-commerce, competing for the sustainable/traceable flower positioning Slow Flowers champions.
- Farmgirl Flowers: A larger-scale direct-to-consumer flower delivery brand built on a similar sustainable/sourcing-conscious ethos. A broader incumbent in the 'ethical flowers' category that competes for the same consumer mindshare Slow Flowers cultivates.
Others
- Johnny's Selected Seeds: A leading seed supplier for flower farmers and growers — a Slow Flowers sponsor that is thematically and commercially adjacent, supplying the same farming community Slow Flowers aggregates.
- Longfield Gardens: A bulb and perennial supplier serving gardeners and small-scale flower growers. A core Slow Flowers sponsor; adjacent supplier in the flower farming supply chain that supports the same end grower community.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Slow Flowers Society social profiles
Digital presenceSlow Flowers Society financial estimates
Financial estimateRevenue estimate
Valuation estimate
Slow Flowers Society leadership team
Management profileNumber of profiles
Profiles8 records
Slow Flowers Society funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Slow Flowers Society M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Slow Flowers Society
What does Slow Flowers Society do?
Slow Flowers Society operates a membership-based community platform connecting flower farmers, florists, and consumers around domestic, seasonal, and sustainably-grown cut flowers. Its core commercial offering is the Slowflowers.com directory of 800+ verified floral businesses, supported by tiered memberships, an annual summit conference, an award-winning podcast, the Slow Flowers Journal editorial site, American Flowers Week campaign, BLOOM Imprint book publishing, and a Mercantile shop for branded merchandise.
Is Slow Flowers Society a public or private company?
Slow Flowers Society is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Slow Flowers Society founded?
Slow Flowers Society was founded in 2013. It employs 1 to 10 people.
Where is Slow Flowers Society based?
Slow Flowers Society is headquartered in Seattle, United States, in the North America region.
How does Slow Flowers Society make money?
Four revenue lines are on record. Membership Fees are the primary driver. The others are merchandise and Publications, event Revenue and international Affiliate Fees.
Who are Slow Flowers Society's main competitors?
Direct peers on record are Rooted Farmers, Association of Specialty Cut Flower Growers (ASCFG), Floret Flowers, Certified American Grown and BloomNation. Broad incumbents are 1-800-Flowers.com, The Bouqs Co. and Farmgirl Flowers. Others are Johnny's Selected Seeds and Longfield Gardens.
Does Slow Flowers Society have an API?
No public API is recorded for Slow Flowers Society.
What industry is Slow Flowers Society in?
Slow Flowers Society's product category is Floral Industry Membership Community. Its primary akta.pro industry code is CRAIACAG, Indoor Plants, Faux Florals & Botanical Décor Retail, with a secondary code of AFAGAHAD, Greenhouse Floriculture (Cut Flowers). Its NAICS code is 444240 and its SIC code is 8600.