About this episode

Diane Szukovathy discusses her journey as a flower farmer and the importance of industry standards in the floral business.

In today's BB Podcast episode (No. 142), we're visiting with Diane Szukovathy, co-owner of Jello Mold Farm in western Washington and a founding member of the Seattle Wholesale Growers Market Cooperative . Diane shares her decades of experience as a flower farmer and cooperative leader, discussing the realities of small-scale farming, the importance of industry standards, and the newly released Floral Standards Book — a groundbreaking resource that compiles practical, research-backed post harvest care information for more than 230 crops. From her love of plants and an art background to her insights on pricing, sustainability, and cooperation, Diane offers a refreshingly honest look at what it takes to build a resilient flower business and community. Join us as we chat with Diane about: Her journey from artist to flower farmer and the origins of Jello Mold Farm The founding and evolution of the Seattle Wholesale Growers Market Why the Floral Standards Book was created and how it serves farmers and florists What the Floral Standards Book reveals about dahlia varieties, including vase life testing The role of quality standards in creating fair pricing and cohesive products…

People in this episode

Host: Amy McGee

Guest: Diane Szukovathy

Topics covered

• flower farming
• industry standards
• cooperative business models
• sustainability
• pricing
• community

Keywords

• flower farming
• Floral Standards Book
• cooperative
• sustainability
• pricing
• community
• dahlia varieties

Mentioned in this episode

Organizations: Jello Mold Farm, Seattle Wholesale Growers Market Cooperative

Products: Floral Standards Book

Places: western Washington

More episodes of Botanical Brouhaha Podcast

• Ep. 150: Alex Vaughan Bet Everything on FLWR Shop · June 25, 2026 · 1h 14m
• Ep. 149: Worth the Wait: Sophie Felts Floral Co Joins Circle Weddings · May 27, 2026 · 40 min
• Ep. 148: Mountain Flower Farm: The Power of Knowing Your Grower · May 7, 2026 · 1h 6m
• Ep. 147: How Sarah Donjuan's Hobby Became JJ's Flower Shop · April 14, 2026 · 57 min
• Ep. 146: How Colleen Raney is Building a Sweet Pea Seed Brand · March 18, 2026 · 1h 5m
• Ep. 145: Linda D'Arco: Flower Farming While Taking a Stand · February 5, 2026 · 1h 5m

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