Why American-Grown Flowers Are the Latest Valentine’s Day Trend

Most blooms given in the U.S. weren't grown here

Kasey Cronquist likes to tell a story about a retail partner of his who found a way to boost flower sales by 300 percent. The retailer, an Oklahoma grocery chain, had stocked its shelves with flowers grown in California. But since flowers have this tendency to look alike no matter where they're from—and many of them are from Columbia or Ecuador—the store decided to paste a label on those bouquets. The label was all of two words: "American Grown."

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.