A Flower Farm in the Valley | A Visit to The Parcel Flower Co.
If you are the type of person, like me, where flowers make you impossibly happy, visiting a flower farm will induce even more of a sense of euphoria. This was the case when I recently headed Upstate, just outside Cold Spring, to visit The Parcel Flower Co. started by Marcella Broe in 2018. With her company, she has created a unique flower opportunity by growing around 50 varieties of blooms on different parcels spread out across the Hudson Valley. Her story is inspiring one for anyone who wants to cultivate cut flowers and might think they are lacking space, in total she has about half an acre, which she sells at farmer’s markets and a CSA. Soon her and her team will be hard at work planting 20,000 tulips and 800 daffodils that will bloom in the spring. She recently expanded her business with a shop, where visitors can not only pick up a bouquet of local flowers, but also a range of handmade vessels and plants. I caught up with her, in prime dahlia season, to see how she went from working in digital production to starting a sustainable flower farm, how she learned the ropes and tips for those who would like to follow in her footsteps.
Interview and Photography by Alison Engstrom
When did the idea of Parcel Flower Company come to be?
In 2018 we were looking to buy farmland when a friend of ours offered a parcel of their property that wasn’t being used. Once we started telling people about our micro farm, many others offered unused land on their properties and we added more parcels in 2019 and 2020.
Prior to working for yourself, you worked in digital production, so how did you learn the ropes of growing flowers?
I started in the floral industry as an event designer which exposed me to the reality of how unsustainable the industry is. With a desire to get more involved in sourcing locally, I went to work with Bear Creek Farm as their onsite designer and fell in love with growing. I took a course through Grow NYC and with Floret Flowers in Washington which is where I learned how to run a farm business and the basics of farming.
Did you dabble in it as a hobby before going full speed ahead with launching your business?
Yes! I started taking classes at the New York Botanic Gardens. I did small events for friends on nights and weekends and worked at a flower shop on weekends while maintaining my full time career.
The breathtaking view of one parcel where dahlias are growing.
What were some hurdles or struggles you had to overcome when you started up?
Finding clients when I first started working on my own was pretty challenging. I couldn’t use any of the photos I had of my work, since it was all while freelancing for others. I had to create mockup weddings in order to have a portfolio to start with. Luckily I had the referrals from some of the designers I had freelanced for to get those initial inquiries. Once I had a few projects under my belt, I was able to start marketing more which eventually led to a steadier flow of clients.
Can you walk me through a typical day for you when it is peak season?
When it’s peak harvest season, we start our day with a morning harvest. It’s important to harvest flowers before the heat of the day sets in, but after the morning dew has evaporated. Once we’re done with our harvest we’re off to the shop to wrap bouquets for our CSA members, prepare for the Farmers Market, and work with our shop clients. Once the shop is closed, we sometimes go for another harvest once the sun begins setting or to shoot content for our social channels. I do a lot of my admin work at night or on the days the shop is closed.
What’s currently happening at the parcels?
We are currently harvesting as much as possible waiting for the first frost to hit. Once the frost comes, which should be very soon, we’ll begin putting the fields to sleep for the winter. This entails digging up dahlia tubers, dividing and storing them, planting our tulip and daffodil bulbs, and covering all the fields that don’t have bulbs.
You are a very busy lady—in addition to growing the flowers, you also create stunning arrangements, have a CSA and participate in the local farmers market. How do you divide your time?
Thankfully, I have help! The high season (July-November) is full on. Because I am involved in every aspect of our business, I usually end up working 7 day weeks, with most days landing around 10-12 hours. But, luckily, I also have a team to support the different channels of our business. The bulk of the farming work is delegated to my partner and husband, Sam, with the help of seasonal employees and contractors. We have an amazing shopkeeper, Jackie, who helps keep my head on straight with our floral orders, inventory, customer service, and making beautiful bouquets.
A stunning bouquet made by Marcella including marigolds, dahlias and a lotus pod from a neighboring flower farm.
For someone who is looking to start a cut flower business, what is the most valuable piece of advice you can offer?
Start small and simple! You can grow a lot of flowers on a small piece of land and it’ll give you a chance to make the mistakes on a smaller scale, before more is at stake. Start off with just a few annual varieties, instead of trying to grow everything at first.
Just like shopping for local food and supporting farmers, buying local flowers also has many benefits. Do you know of any resource where fellow flower lovers and find local growers?
Yes! You can search the directories on Floret Flowers and Slow Flowers for local florists or farms near you!
I know this might be a hard question, but what is your favorite flower and why?
Oh man, it’s like asking a mother to pick her favorite child! Dahlias are probably the winners (and a cop out because the varieties/colors are so vast it’s kind of like choosing multiple favorite flowers). Dahlias are so much fun to grow and once they get going, the hard work of growing them gets rewarded constantly. My favorites are the unique blooms that show some of the traits from their origin varietes.
Marcella marveling at Café au Lait, one of the most beloved dahlia varieties.
