Organizing the launch of a product or campaign is always a challenge. Maintaining a campaign’s energy and effort can prove difficult, no matter the importance and value of the cause. That said, since its launch in July 2014, the Certified American Grown campaign has continued to enjoy steady growth of membership, retail marketing acceptance and increased consumer awareness. In other words, as we celebrate the program’s first anniversary, all signs indicate success.

With 47 Certified American Grown flower farms, the program is certifying millions of stems of cut flowers and greens grown throughout the United States. In fact, from Alaska to Florida, Virginia to Oregon, farms from 14 states are now represented in the program. Our certified farms are also being asked to include their red, white and blue certification on their sleeves to help capture the attention of discerning consumers who identify American Grown flowers as a fresher, longer lasting choice that supports American jobs and local farmers. Consumers can now find the Certified American Grown label at dozens of retailers nationally. And the campaign is just getting started.

Kasey CronquistWhile imports still make up the majority of flowers being sold in the United States today, I liken the momentum we’re seeing for Certified American Grown flowers to that of the organic movement we’ve seen in produce. Slow at first, today natural and organic retail sales enjoy double-digit growth year-over-year, according to the Organic Trade Association. Organic offerings are no longer fighting for “shelf space” in a store, now it’s about how much “store space” a retailer is dedicating to their organic offerings.

The growth of market share for organics isn’t the only comparison in the marketplace that informs the potential growth for American Grown Flowers with consumers. The farm-to-fork movement that features local and seasonally grown produce (now seen in all corners of the U.S.) is also helping to frame a national conversation and increase consumer awareness about the importance of where something is grown. Whether it’s for environmental or economic interests, this farm-to-fork concept is something that we are able to translate for U.S. consumers when it comes to buying flowers.

For American Grown Flowers, we’ve chosen the term “field-to-vase.” It’s a term that’s really beginning to resonate. In fact, the American Grown Field to Vase Dinner Tour in 2015 was created to help wave the flag and promote American Grown Flowers and the families that farm them. Hosted on a local flower farm, the series of 10 dinners are designed specifically to make the farm-to-fork connection with flowers, helping people understand why it is important that the flowers at the center of the table are as fresh, local and sustainable as the food they purchase.

The first three dinners have sold out and gained the attention of Sunset Magazine, the Wall Street Journal and Food & Wine magazine. The Wall Street Journal listed the dinner series as No. 44 in its “Top 50 Things To Do This Summer,” while Food & Wine dubbed the dinners the “ultimate al fresco dinner party.” And for the second year in a row, TheKnot.com featured Certified American Grown flowers in their annual Dream Wedding Contest.

As momentum continues to grow, the Certified American Grown flowers program provides retailers the only third-party certification system that meets FTC guidelines for origin-based claims. The program expects its list of certified farms to grow to over 100 in 2015.

The campaign recently approved the inclusion of its first floral quality potted product. Por La Mar Nursery in Santa Barbara, CA, last month became the first potted plant farm to be Certified American Grown. A list of all the Certified American Grown farms can be found at AmericanGrownFlowers.org.

The first year of the Certified American Grown campaign has proven that the program is a positive, impactful, origin-based campaign that attracts consumers and increases sales. And as we celebrate the campaign’s first anniversary, the only question that remains is, “What can the red, white and blue do for you?”

Kasey Cronquist is the administrator for Certified American Grown and the chief executive officer and ambassador for the California Cut Flower Commission. He can be contacted at [email protected].