This year, Australians are expected to spend almost $465m on flowers for Valentine's Day (Australian Retailers Association, 2024)… 

We had some questions and wanted to know more. 

• Are the flowers imported or locally grown? 
• What’s the process to get them from soil to the markets? 
• What trends are occurring and what are consumers wanting? 
• How is flower farming evolving and what might it look like in the future?

We had a bit of trouble finding a flower farmer, but as fate would have it, we found ourselves Liv Coutts. We set off to ‘Pemberley’ in Malmsbury, Victoria to meet Liv and find out more.

Liv plays an integral role on her and her husband’s livestock and cropping farm with a bit of a twist – she's also a flower farmer.

In this In The Know episode, Liv tells us all about the flower industry’s initiatives in sustainability, consumer trends and how to get started yourself.

Resources: https://ausflowertraders.com.au/industry/ & https://www.roymorgan.com/findings/9432-ara-roy-morgan-media-release-valentines-day-2024