Tell us a little about yourself and where you're based.

I’m Cel Robertson, and I run Forever Green Flower Company, based in Norfolk. I started growing seasonal flowers in 2014 on a one-acre rented field, focusing on high-quality British-grown stems for florists and events. I now also have a bulb and seed business which I run with my husband Robert, to supply gardeners and growers with high quality varieties of seeds for cutting.

What is your main selling season? Do you sell anything out of season?

Our main selling season runs from April to the end of October. Out of season, we offer a small selection of dried flowers and evergreens, including eucalyptus and pittosporum. The quieter season for the flowers is when most gardeners and growers are looking to plan their bulbs and seeds for the year ahead, so our other side of the business is perfect for then.

Are you looking to expand?

Yes! I’m actively looking for a larger site to increase production and meet growing demand, and i’m optimistic about the future of selling British flowers to florists. Plus we are working with our seed suppliers across Europe to find varieties that we love for growing that we think others will like too.

Who is your ideal customer?

I love working with local high street florists who are committed to using British flowers. They typically buy twice a week and really value the quality and seasonality of what we grow. I also work with event florists, who place large, regular orders—sometimes 800–1,000 stems a week. Our minimum order is £50.

What changes have you seen in the last six years since The British Flowers Book was published?

There have been some interesting shifts. Florists are less focused on sustainability than before—it’s more about quality and price. International pressures have led many florists to seek out alternative suppliers, sometimes looking for cheaper options.

At the same time, there’s a growing commercial interest in local flowers. Flowervision Norwich, for example, is pushing locally grown flowers, marketing them as English-grown—though not necessarily crediting individual growers.

On the retail side, DIY wedding customers are increasingly seeking out sustainable, hyper-local flowers, making them a key part of their buying decisions.

What do you think customers are going to love this year?

Cosmos will still be a favourite, but we’re seeing a shift towards more lemon yellow tones, alongside the ever-popular white and blush. For later in the season, peach and lilac shades will be in high demand.

Find out more about Forever Green Flower Company Here, or follow Cel on Instagram @forevergreenflowerco or for seeds and bulbs details @forevergreen_seedbulbco

The Grower interview - Cel Robertson of Forever Green Flower Company