Meet Rooted Farmers, our Premier Sponsor


Welcome our PREMIER Sponsor: Rooted Farmers!

About: Rooted Farmers is an online sales platform exclusively for flower farmers, designed by flower farmers.

Rooted was founded by Slow Flowers member Amelia Ihlo, a flower farmer based in Etna, New Hampshire, who runs Reverie Flowers. Rooted works exclusively with local growers to put the highest-quality specialty cut flowers in floral customers’ hands. The platform is a B2B online marketplace that allows flower growers to list crop inventory, maintain a farm profile page and reach wholesale flower buyers, including studio florists and retail flower shops. Just as farms’ and designers’ businesses evolved last year due to COVID, Rooted Farmers also grew its platform, developing applications for floral cooperatives, and piloting a direct-to-consumer retail sales option, and a point-of-sale solution for impulse purchases.

Rooted Farmers 2.0: Originally developed to help New England flower farmers collectively sell and deliver crops to florists in large markets like Boston, Rooted Farmers has expanded to support growers and collectives across the U.S. who are using the platform to sell and communicate with buyers, while handling delivery logistics themselves.


How it works: Flower farmers apply to join Rooted Farmers for an annual $250 membership fee (Note: this fee is waived for all Slow Flowers members!). Farmers pay a 8% transaction fee on all sales through the platform, with 3% going to the processor, Stripe, and 5% going to Rooted Farmers. Rooted Farmers works exclusively with small farm suppliers. There are no wholesalers who are bring imported products, for example. There is no fee for qualified florists with a resale license to shop on the site. Flower farmers and florists make their own delivery or pickup arrangements.

Farm Tools: Unlike other online sales platforms designed to sell anything from t-shirts to vintage license plates, Rooted is designed specifically around the needs of flower farms. The site offers various tools for farms to assess their own sales, and granular control of customer relationships, mimicking the way that growers actually manage their sales channels.

Meet Rooted Farmers at the Slow Flowers Summit! Make sure to say hello to Amelia Ihlo and Annika Martell from the Rooted Team -- they'll be attending the Summit as sponsors and you'll want to learn more!

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