WHEN Nikki Davey and partner Sam Baff started growing flowers 18 months ago, they began the conversation as to how and when would they start to market themselves and build their brand, Duck Duck Pig.

"We were very aware that we needed to get our name out there, so that we had people lined up to buy our product when it was ready," said Nikki.

"Yet at the same time we were conscious of not over–promising and under–delivering."

It was a different conundrum to what Nikki's cousin Jayde Timms and her husband Hayden were experiencing.

Farming under the Gnarwarre Flower Farm, Jayde and Hayden had purchased an established flower farm and were working on building their business and customer relationships, and their concern lay with educating new potential clientele on seasonality.

"Jayde received a request for proteas completely out of season," said Nikki.

"And then she was contacted by a few different groups who were visiting their local area and they wanted to buy flowers to take home, and potentially visit other growers in the region.

"Jayde and I came to the realisation from discussing our respective problems and different pay points, that we needed to find a solution that would not only benefit us, but the industry overall.

"We envisaged a global directory of flower farmers, which would not only educate consumers on seasonality, but also make it easy to search, source and connect with local growers.

"Our focus was more on micro and small–scale growers, to remove the need for these individuals to build their own website and engage in marketing to find their consumers.

"We wanted consumers to be able to come to them, knowing what they had available and when, and to create a level and fair playing field."

And it seems the concept has hit a chord with the flower growing community.

In July of 2021, the cousins launched Grown not Flown, a slow–flower–movement digital platform, with the web version preceding the app, which became available in August.

"In the build–up we launched a social media campaign in February 2021, creating the hashtag #gnfsupportlocal, and gathered a fair bit of traction sharing seasonal and local produce on our page," Nikki said.

When the cousins came to the soft launch, they already had 100 growers who had pre–registered for the platform solely from the interest generated.

"We wanted growers on the app before we opened it up to the wider flower community," said Nikki.

Before the launch, the pair also ran eight on–boarding sessions and provided on–boarding packs, taking growers step–by–step through the process of signing up and using the platform.

"We place huge importance on being as supportive as possible," said Nikki.

Nikki admits that though there are other platforms based on a similar concept, these are either behind a paywall, or require a host to approve your listing and uploads.

"There was nothing that was free and self–managed," she said.

"We created this to be accessible to everyone."

Grown not Flown now boasts over 500 growers on the app, and is in 14 different countries.

It's a global community of flower growers, which the founders hope will evolve into the one–stop shop for consumers, whether they are wholesalers, florists, event stylists, hospitality venues, DIY brides or just everyday flower lovers.

"The next phase for us, is to include florists and floral designers on the app who are using locally grown produce to offer that level of transparency for all flowers consumers.

"So that consumers known when they use the Grown Not Flown app, they're supporting local, whether it be local flowers, local businesses or local florists.

"There are also plans to extend on the functionality within the app, so that people can transact, send invoices and click–and–collect," Nikki said.

"The goal is to be able to collate seasonality pricing and industry data that we can then share back into sector, with a view to assisting growers with their whole farm plan."

It's a huge achievement for Nikki and Jayde, and their partners, especially as both couples never went into their respective farming enterprises intending to grow flowers.

Jayde and Hayden had bought a property just outside Geelong with an established perennial and native flower farm.

Initially the couple had other ideas for the property and planned to bulldoze it, but when the plants came into flower they reconsidered.

Employing a consultant, the couple were told that not only was the farm viable, but it was actually a great source of income.

And so the Timms became the accidental flower farmers, and Nikki and Sam by default.

"Jayde and Hayden persuaded us to try growing flowers," said Nikki, from the family farm in Glenmore.

Traditionally a beef farm, succession planning saw Nikki and Sam take over the 300 acre property about three years ago, with the view to transition away from cattle.

Looking to diversify the farm's income, the couple now have 10 acres currently dedicated to flowers, two and a half acres to truffles under French oaks, and have begun to regenerate the property planting out last year alone 2000 native trees for revegetation.

"We grow everything from perennial wildflowers like pin cushions and billy buttons, to a variety of flora from the proteaceae family – both Australian natives like banksias, grevilleas and waratahs, and South African varietals like proteas, leucadendrons and leucospermum," said Nikki.

The French oaks have been in the ground for about a year now, with Nikki and Sam looking to the long term future of the property.

"As we start to generate income as Duck Duck Pig, we will further reduce the number of cattle," said Nikki.

"In regards to succession planning, my mum was initially a bit apprehensive about moving away from what we had always known.

"My dad, however, has been excited about the change and future opportunities.

"About 10 years ago, he was told by a farm consultant that his soil was dead; that the property was marginal.

"Now you can wander into the paddock and dig a hole, and you've got a handful of worms.

"He's so proud."

Both parents are proud, as they watch Nikki and Sam steer the Glenmore farm in a new direction, championing horticulture, and embracing all things floral.

"It's been a learning curve growing flowers," said Nikki.

"But it's been a really enjoyable experience.

"The flower growing community has been incredibly supportive, and we want to give something back.

'There has been a huge focus on provenance of food, and the whole paddock to plate ethos, and we want the floral industry to receive the same attention.

"We want consumers to feel the same way about flowers."