Epsilon Archive for Student Projects

Abstract

In recent years, the phenomenon described as "the slow flower movement" (which first emerged in the United States) has established itself in Sweden. The number of growers and the interest of consumers in the Swedish field-grown cut flowers seems to be increasing continuously.

Not much research has been found on the topic, which opened up the opportunity of conducting an exploratory study and observe the slow flower movement from several different perspectives. Within the study, the focus is especially on understanding and exploring the producers of the slow flowers, the cut flower field growers, and florists who buy their produce. A strong focus has been on communication, specifically exploring the use of social media (Instagram) when the cut flower field growers market the field-produced cut flowers and their business. Central to this study was also exploring what values were created within the businesses of the cut flower field growers using the Triple-Layered Business Model Canvas.

Findings show that the incentives by the cut flower field growers were not primarily of economic character; instead, it appears to be driven by an aim to conduct and be part of something that made them feel good. The current design of the businesses did not make it possible for the growers to support themselves exclusively on growing cut flowers. As a result, growers seem to need to have other jobs on the side. Different alternatives for future strategies are suggested; scaling-up, down scaling, or continuing to combine the cut flower field production with other employments or diversification other kinds of their businesses. The predominant added value that the cut flower field growers offer its customers concerns beautiful environments, a place to restore energy, and social areas to meet up. The study also touched upon what appears to be a polarization between the cut flower industry and the conventional cut flower industry. In line with the exploratory approach of implementing the study, several topics for future studies were identified.