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Holiday demand for edible flowers increasing

Supplies of edible flowers from California are steady, although slowing down slightly.

“Their availability is pretty decent at this time of year, although things slow down and demand picks up because of the holiday and catering activities,” says Steve Hurwitz of Bay Area Herbs & Specialties in San Francisco, Ca.

The flowers, including edible roses, marigolds, pansies and more which are sometimes sold as a ‘confetti’ mixed pack or by flower variety, are often greenhouse grown and come from Northern California. “Because of the perishability of them, we predominantly buy local to ensure supplies,” says Hurwitz. “Though if we need it, we go to Southern California for them. But we don’t go much farther than that.”

Product for celebrations
Demand for the flowers is steady, as is pricing, but well past the product’s peak season which is wedding season. “It’s become more common and people are using them on a consistent basis,” says Hurwitz. “Peak season is going to be more for weddings and other times of celebration. You might see it at company parties and catering events or white tablecloth restaurants. More and more and more chefs are using them on a regular basis as garnish as well.”

To grow the category, Hurwitz says the challenge is to continue to market and educate consumers about them. “The chefs in the major metropolitan areas know about them. But as you move outside those areas, there needs to be more education,” says Hurwitz. “Not just on what they are but education on when they’re available.” He notes that to help market the product, not only does Bay Area use social media, but it also offers an educational retail pack to help promote them in store.

For more information:
Steve Hurwitz
Bay Area Herbs & Specialties
Tel: +1 (650) 246-9000
[email protected]