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Grow beautiful flowers—and build a meaningful, profitable business from them.
If you've ever dreamed of turning a passion for flowers into a livelihood, Floramama shows you how to grow, design, and sell stunning seasonal bouquets using small-scale, ecological methods that actually work.
From experienced flower farmer Chloé Roy, this practical and visually rich guide brings together biointensive growing, floral artistry, and real-world business strategy—helping you move from garden inspiration to sustainable income.
What You'll Gain
- A clear path to starting and managing a small-scale flower farm
- Proven methods to grow healthy, high-quality blooms using ecological practices
- Practical systems to increase productivity—even on limited land
- Business strategies to build reliable income and strong local markets
- The confidence to design and sell bouquets that stand out
Rather than separating growing from selling, this guide connects the full cycle—from seed to bouquet to customer—so you can build a cohesive, resilient business.
From Soil to Sales: A Complete System
Drawing on over a decade of experience running a successful flower farm, Chloé Roy adapts biointensive market gardening techniques—popularized by Jean-Martin Fortier—to the world of floriculture.
Inside, you'll learn how to:
- Plan and manage flower production across seasons
- Select and grow annuals, perennials, bulbs, and wildflowers
- Build soil health and manage fertility naturally
- Use efficient tools, irrigation, and infrastructure
- Extend vase life through smart harvesting and handling
- Develop markets, pricing, and sales channels that support profitability
If you're looking for practical ways to grow flowers with both beauty and financial sustainability, this book provides grounded, experience-based guidance.
More Than Growing: The Art of the Bouquet
This book goes beyond cultivation to explore the creative and sensory side of working with flowers:
- Combine color, texture, shape, and movement
- Create arrangements that feel abundant and natural
- Develop a signature style rooted in seasonal materials
- Design bouquets that connect emotionally with customers
Rather than treating design as an afterthought, Floramama shows how artistry and growing work together to create value.
Who This Book is For
- Aspiring flower farmers ready to start a small-scale business
- Market gardeners expanding into cut flowers
- Home gardeners wanting to grow flowers with purpose and structure
- Creative entrepreneurs seeking a land-based livelihood
- Readers inspired by seasonal living and local, ecological production
Rooted in Real-world Success
Chloé Roy is the founder of Floramama, Quebec's first biointensive flower farm, built on just 1.5 acres and generating a thriving, diversified business.
Her work combines ecological growing with entrepreneurial insight—demonstrating how small-scale agriculture can support both creativity and financial sustainability.
A Practical Path to Beauty and Livelihood
In a time when more people are seeking meaningful, land-based work, growing flowers offers both connection and possibility.
Floramama provides a grounded path forward—helping you cultivate beauty, build community, and create a livelihood rooted in the rhythms of the seasons.
Floramama by Chlóe Roy is as breathtaking as the blooms it celebrates. I'd treasure it for the photography alone, yet within its pages lies a garden of wisdom—practical, generous, and deeply inspiring. With grace and clarity, Chloe Roy guides both the smallest backyard grower and the aspiring flower farmer from seed to arrangement, weaving beauty with know-how at every step. This is a book that doesn't just inform; it inspires. I loved every page and finished it eager for spring, ready to get my hands in the soil and grow more flowers than ever before.
—Rosemary Gladstar, herbalist and author
Having had the pleasure of visiting Floramama Farm, I love how Chloé has translated her work in the field into an accessible blueprint so anyone can follow her recipe to create a beautiful and profitable flower farm. It's so important that she takes readers all the way from considerations before starting the farm to how and where to sell the blooms, because this gives readers the tools to establish a profitable business, not just grow flowers. Because though the business aspect may not be as sexy as the blooms, a solid foundation in the business of farming is what will keep readers growing for years to come.
—Andrew Mefferd, Editor and Publisher, Growing for Market magazine and podcast
What strikes me about Chloé's beautiful work is the all-encompassing, wholistic approach: it's not just about flowers, it's about the relationships with the women she works with, her relationship to seasonality, and a deep integration and honoring of the all of the life-world systems that make a beautiful flower—or business—possible.
—Sarah Ryhanen, Saipua
Chlóe Roy has woven together cutting-edge growing techniques with her own creativity to design a beautiful and productive farm. This is the kind of book that I like—full of super-practical knowledge gleaned from direct experience, with illuminating images. If you want to set up a successful small-scale flower farm, I highly recommend reading this book.
—Ben Hartman, author, The Lean Farm and The Lean Micro Farm
So you consider yourself a pretty good gardener and you grow some great flowers. Now it's time to take it to the next level and become a professional. This is the book that will take you there.
—Jeff Lowenfels, Lord of the Roots. Author, Teaming with Microbes and DIY Autoflowering Cannabis. Check out the new "Teaming With Microbes" podcast, read the Teaming series of books, and plant a row for the hungry.
Not just a visually gorgeous book, but one covering all of the details of what it takes to start and run an ecologically focused flower farm. This is a great resource for any aspiring farmer or gardener wanting to grow cut flowers, full of clear, concise instructions for every step of the way from planning it out, planting and harvesting, making beautiful bouquets, and even selling and making the business work if that's your plan. Beautiful photos and content to match!
—Josh Volk, Slow Hand Farm, author, Compact Farms and Build Your Own Farm Tools
Chloé Roy is a successful ecological flower grower, flower farming instructor, and founder of the groundbreaking start-up Floramama. After working with Jean-Martin Fortier at Les Jardins de la Grelinette for two years, she was inspired to apply her newly acquired skills in human-scale agriculture to floriculture. Chloé studied cut flower production with Erin Benzakein of Floret Flowers and learned floral arranging from Sarah Ryhanen of New York-based Saipua. She launched Floramama, Quebec's first biointensive flower farm, in 2014. Since then, Floramama has grown to provide full-time employment for several women while delivering bouquets to over 550 annual subscribers and selling to the public through farmers markets, to florists and designers, to small local shops and a large organic grocery store chain, as well as arranging flowers for weddings and events, turning Floramama's 1.5 acres of flowers into a $380,000 annual business. Chloé lives and farms in Frelighsburg, Quebec.
Chapter 1: How it All Began
Chapter 2: Major Categories of Flowers
Chapter 3: Before Starting a Flower Farm
Chapter 4: Planning the Season
Chapter 5: Seed Sowing
Chapter 6: Growth
Chapter 7: Harvesting
Chapter 8: Bouquet Making
Chapter 9: Marketing Appendices
Glossary
Bibliography
Acknowledgments