2026 Utah Flower Conference - Petals to Profit

2026 Utah Flower Conference - Petals to Profit: Building your Business

Members, make sure to sign in to see your discounts! Use code EARLYBIRD to get $10 off during December.

Join us on Saturday, January 31st, at the Utah Valley Convention Center for our fourth annual Utah Flower Conference. Hear from experts in the flowering community on improving your systems, making informed decisions with data, building lasting customer relationships, pricing your flowers, and more. This event offers a unique opportunity to network with numerous local flower farmers.

We are thrilled to hear from Ellen Frost from Local Color Flowers, a florist from Baltimore, Maryland, who has built her business on the concept of using only locally grown and sourced flowers. Ellen Frost is a florist, writer, and community-builder who’s passionate about local flowers. She’s best known as the founder of Local Color Flowers, a floral studio in Baltimore that exclusively sources flowers from local growers. Since launching the business in 2008 as a part-time wedding venture, Ellen has grown it into a thriving hub for design classes, subscriptions, corporate events, and community gatherings—all centered on seasonal, sustainably grown blooms.

Today, Ellen also writes FlowerNerd, a popular newsletter for flower lovers, and runs FlowerMore, an online community that brings together florists, farmers, and floral enthusiasts for education and connection.

Ellen is a nationally recognized voice in the floriculture industry and is frequently invited to teach, consult, and speak about sustainable sourcing, floral design, and building a values-driven flower business.

Ellen is sponsored by Snuck Farm.

Kellie Webb of North Ogden Flower Farm will speak to us about marketing our flowers through connecting with and keeping customers. Kellie had been working in business and publishing for 13 years before deciding to stay home with her 2 little boys. Like many mothers, she started gardening and growing flowers as an outlet and a fun pastime for her family. She now runs a 2-acre flower farm that focuses on bouquet subscriptions, on-farm u-picks and workshops, and wholesale to florists. Even now, she is still amazed at how a few beautiful flowers, cut and brought into her home, bring her so much joy.

For the first time, the Utah Flower Conference is offering two tracks, one for beginners (best for backyard hobbists and farmers in their first few years) and one for intermediate to advanced farmers. At checkout, you can choose a track to attend.

Kellie is sponsored by Utah's Own.

Beginning Farmer Track

Dr. Melanie Stock from Utah State University will present the latest research from the USU Small Farms Lab. We are fortunate to have such a valuable resource for flower farming right here in Utah, and we are thrilled to have Melanie speak to us again this year. She will be presenting to both our beginner and intermediate tracks. Melanie is an Assistant Professor at Utah State University in Logan, UT. Her research focuses on cut flower crops and applied physics. In her free time, she’s an avid urban homesteader and enjoys jogging with her dog.

A crop planning panel featuring Carlyn Thompsen from Wild Willow Gardens, Jessica Chase of Sierra Flower Farm, and other local growers. They will each present different methods of crop planning with plenty of time for questions.

Fawn Rueckert of Sego Lily Flower Farm will speak on pricing. Fawn is entering her 10th season flower farming and is excited to speak to us about the nuances of pricing well to support a sustainable farm business.

Intermediate to Advanced Track

Dr. Melanie Stock from Utah State University will present the latest research from the USU Small Farms Lab. We are fortunate to have such a valuable resource for flower farming right here in Utah, and we are thrilled to have Melanie speak to us again this year.  She will be presenting to both our beginner and intermediate tracks.   Melanie is an Assistant Professor at Utah State University in Logan, UT. Her research focuses on cut flower crops and applied physics. In her free time, she’s an avid urban homesteader and enjoys jogging with her dog.

A data-driven discussion of the whys and how of collecting and analysing your numbers with Heather Griffiths of Wasatch Blooms and Torrie Meidell of Dream Acre Flower Farm. They will each offer their methods and then participate in a Q & A.

Jessica Chase from Sierra Flower Farm a flower farmer in Reno, Nevada, will speak to us.

We have made an extra special effort to ensure we will have ample time for networking during this event. We enjoy gathering as a community and are excited about the opportunity to engage in conversations and exchange experiences and knowledge with each other.

Lunch will be provided with the purchase of a conference ticket. You can select your lunch preference during the checkout process.

The last day to purchase tickets will be January 20th, 2026.

We can’t wait to see you!

The 2026 Utah Flower Conference is proudly sponsored by Ball Seeds, Harris Seeds, Snuck Farm, The Utah Flower Market, Utah's Own, and more to come!