The Beautiful Pursuit is a three-part documentary created by Floret to share an honest and authentic look at flower farming from the point of view of those who do it. It includes more than thirty conversations with farmers around the world and explores both the challenges and triumphs of what is more than a career, but a calling.
The series delves into experiences rarely talked about publicly: the physical demands of flower farming on the body, the heartbreak of losing entire crops and infrastructure to weather, the financial juggling act of running a farm, as well as the strain farming places on relationships and family. But it also celebrates what makes this path extraordinary: the joy of bringing beauty into the world, our deep connection to nature, and the privilege of being part of life’s most significant moments through flowers.
About the Project
It all started with a simple question to flower farmers: “What do you wish people knew?” In the spring of 2024, when we surveyed thousands of flower farmers of different experience levels from around the world, a clear theme emerged. The overwhelming response revealed a desire to tell the whole story of what it takes to be a flower farmer—the challenges alongside the triumphs, the grit alongside the beauty.
Inspired by their heartfelt sharing, we decided to explore the idea further and set out on a 10-month-long journey that ultimately led to the creation of a documentary series called The Beautiful Pursuit.
In this video, Erin and director Rob Finch discuss the inspiration behind the project and the unique and unconventional way it was made, a true collaboration between farmers and filmmakers.
Featured Farmers
A huge thank you to all the farmers who participated in this special project:
Gretel Adams from Sunny Meadows Flower Farm, Clary and Percy Ager from Ager Lane Flower Farm + Event Space, Felicia Alvarez from Menagerie Farm & Flower, Tiffany Brown Anderson from Earth & Seeds, Jessie Babbitt from B.A.R.E Flower Farm, Sarah Gray from Bloom & Gray, Dani Boss from Summer Skye Gardens, Ashlee and Jen Johnson-Geisse from Brown Girl Farms, Serina Colbeck from You Can’t Eat the Grass, Mimo Davis from Urban Buds, Stephanie Duncan, Jessica Hall, and Chris Auville from Harmony Harvest Farm, Brooke Giard from June Farm, Jennifer Gulizia from The Flowering Farmhouse, Kara Jamison from Blooming Joy Flower Company, Steve Kaufer from Sunflower Steve Seed Co., Laura Otto and Dace Pūce from Lazy Crazy Cows, Marryn Mathis from The Farmhouse Flower Farm, Marlène Mazières from Les Batisses, Andrea McDowell from Dahlia Beach, Georgie Newbery from Common Farm Flowers, Alla Olkhovska from Linden Grove Gardens, Gretchen O’Neil from Petals, Ink., Jenn and Adam O’Neal from PepperHarrow Farm, Nicole Pitt from Flower Hill Farm, Milli Proust from Alma | Proust, Phaedra Rodriguez from Phaedra Gardeness, Rebecca Sadlowski from Rooted Flowers, Rachel Siegfried from Green and Gorgeous, Roisin Taylor from Verde Flower Co., Mandy and Steve O’Shea from 3 Porch Farm, Jane Lindsey from Snapdragon Life, Kjesten Essue from Barn Swallow Gardens, Melanie Harrington from Dahlia May Flower Farm, and Shanti Rade from Whipstone Farm.
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