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Flower Confidential: The Good, the Bad, and the Beautiful in the Business of Flowersby Amy Stewart
The magic of a great writer is that she can elevate any topic to fascinating status. In Flower Confidential, Amy Stewart uses equal parts journalism and florid writing to illuminate the machinal underpinnings of the flower industry. From the grail-like pursuit of a cultivated blue rose, to the factory settings of the major cut flower producers, Flower Confidential gave me new appreciation for a bouquet and a lovely evening of reading.
Synopses & Reviews
We buy more flowers a year than we do Big Macs, spending $6.2 billion annually. We use them to mark our most important events, to express sentiments that might otherwise go unsaid. And we demand perfection. So it's no surprise that there is a $40 billion global industry devoted to making flowers flawless.
Amy Stewart takes us inside the flower trade — from the hybridizers, who create new varieties in the laboratory, to the growers, who produce flowers by the millions (often in a factory-like setting), to the Dutch auctioneers, who set the bar (and the price), and ultimately to the neighborhood florists orchestrating the mind-boggling demands of Valentine's and Mother's Day. There's the breeder intent on developing the first blue rose; an eccentric horticultural legend who created the world's most popular lily; a grower of gerberas of every color imaginable; and the equivalent of a Tiffany diamond: the "Forever Young" rose.
Stewart explores the relevance of flowers in our lives and in our history, and in the process she reveals all that has been gained — and lost — by tinkering with nature.
"An engaging mix of botany, history and commerce....Stewart writes with humor and insight, entertaining as she informs." Kirkus Reviews
"This engaging exploration won't make you feel guilty about buying a bouquet, but it will make you much more informed — and intrigued — by where it came from." BUST
"...Stewart captures all this with wit and elegance that, by book's end, will have the most cantankerous capitalist thinking differently about a product 'bred more for its suitability as freight than for any of its more refined qualities — delicacy, grace, fragrance.'" Fast Company
"A potent medium of quirky wit, incisive reporting and occasionally breathtaking prose... Flower Confidential is a page-turner." Bookpage
"As candid as she is circumspect, Stewart combines a romantic's idealism with a journalist's objectivity in this tantalizing expose." Booklist
"Stewart provides the reader with a well-rounded perspective of the flower industry." Library Journal
The flower business is a $40 billion global industry devoted to making flowers flawless. Stewart explores the relevance of flowers in our lives and in our history, and in the process she reveals all that has been gained — and lost — by tinkering with nature.
Award-winning author Amy Stewart takes readers on an around-the-world, behind-the-scenes look at the flower industry and how it has sought—for better or worse—to achieve perfection. She tracks down the hybridizers, geneticists, farmers, and florists working to invent, manufacture, and sell flowers that are bigger, brighter, and sturdier than anything nature can provide. There's a scientist intent on developing the first genetically modified blue rose; an eccentric horitcultural legend who created the most popular lily; a breeder of gerberas of every color imaginable; and an Ecuadorean farmer growing exquisite roses, the floral equivalent of a Tiffany diamond. And, at every turn she discovers the startling intersection of nature and technology, of sentiment and commerce.
A globe-trotting, behind-the-scenes look at the dazzling world of flowers and the fascinating industry it's created.
It might be unromantic to call a flower a commodity or a manufactured product, but flowers are both. They've become big business—created in laboratories, bred in test tubes, grown in factories, harvested by machines, packed into boxes, sold at auctions, and then flown across oceans and continents to your supermarket or local florist. Amy Stewart tracks down the hybridizers, geneticists, growers, and vendors working to invent, manufacture, and sell flowers that are bigger, brighter, and sturdier than anything nature can provide. From big agribusiness to local farming, from Europe to Latin America, Flower Confidential explores the intersection of nature and technology, of sentiment and commerce.
About the Author
Amy Stewart's last book, The Earth Moved: On the Remarkable Achievements of Earthworms, won the California Horticultural Society's Writer's Award for 2005, was a featured selection of the Discovery Channel Book Club, and was named a Best Book of the Year by the San Jose Mercury News. Her articles appear regularly in Organic Gardening and the San Francisco Chronicle. The recipient of a 2006 National Endowment of the Arts for Literature Fellowship, Stewart lives in northern California.
Table of Contents
Part 1 Breeding
1 The Birds, the Bees, and a Camel Hair Brush 15
2 Engineered to Perfection 40
Part 2 Growing
3 Italian Violets and Japanese Chrysanthemums 61
4 Acres under Glass 77
5 How the Dutch Conquered the World 106
6 Flowers on the Equator 137
Part 3 Selling
7 Forbidden Flowers 173
8 The Dutch Auction 209
9 Florists, Supermarkets, and the Next Big Thing 237
Epilogue: Valentine's Day 271
The Care and Feeding of Cut Flowers 283
Visiting Markets and Growers 285
Selected Bibliography 303
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