Conferences
Growing the Intermountain West Cut Flower Industry: Identifying Market Opportunities
Kynda Curtis, Melanie Stock, and Katie Wagner
Summary
This presentation will discuss a multi-year Extension education project focused on providing cut flower growers in the Intermountain West with in-depth and critical market information, with the goal of improving grower decision-making and strengthening industry sustainability. A mixed-methods approach was used, including a cut flower grower needs assessment conducted in summer 2023, a survey florists and wholesale buyers in early 2024, and a survey of Intermountain West consumers in late summer 2024. Findings were translated into applied outreach materials and academic outputs to address identified barriers and opportunities across markets.
Project outputs included eight Extension fact sheets published between 2023 and 2024, as well as seven additional fact sheets and several peer-reviewed articles in development. Outreach programming occurred through in-person conferences and webinars, reaching more than 1,500 participants. Evaluation results indicate substantial knowledge gains among attendees, particularly related to challenges faced by regional floral businesses, benefits of locally sourced flowers, buyer barriers, and emerging market opportunities.
Project publications have generated 2,302 downloads through USU Digital Commons, demonstrating strong demand for applied resources. A centralized project webpage hosting all outreach materials received 8,302 views in 2025, further highlighting stakeholder engagement. Participant feedback emphasized the project’s value in supporting business development and market readiness for emerging and established growers. Overall, this project provided actionable insights and educational resources to advance the sustainability of the local cut flower industry in the Intermountain West.
Details
| Conference | 2026 Extension Risk Management Education National Conference |
| Presentation Type | 30-Minute Concurrent |