On
Sunday, June 26, we’re honored to be visiting the Flower Factory, near
Stoughton, Wis., southeast of Madison. Long a favorite regional destination for
gardeners, the Flower Factory, at one time, boasted the Midwest’s largest selection of
perennials, hostas, and ornamental grasses. Here are Fling team member Mark
Dwyer’s recollections of his first impressions of the Flower Factory and the joy of visiting this
special place:
I
moved to Janesville, Wis., in the summer of 1998 to start my job as director of
horticulture at Rotary Botanical Gardens (RBG). Kim Emerson, the executive director
at the time, wanted to introduce me to area growers and nursery folks, which
certainly made a lot of sense. It was an enjoyable “whirlwind” of travelling
for three days around Southern Wisconsin and Northern Illinois to connect with
many amazing people, many of whom are still close friends. This tour culminated
with a stop at The Flower Factory near Stoughton, Wis. Kim had mentioned that I
wouldn’t believe this nursery when I saw it. That was the understatement of the
century.
That
was the first nursery I ever visited with more than 3,000 perennial varieties
(at that time) available for purchase. As I explored all the retail houses,
featuring an amazing array of selections, I realized that not only was this a
special place, but the proximity to RBG (35 miles) would be beneficial for the botanical
garden (and my home garden of course!). That certainly became the case as I
relied on this nursery for my more than two decades at RBG. The Flower Factory
became an amazing resource (and frequent supporter) for the gardens and me,
professionally and personally. More than 90% of my perennials still flourishing in my home
garden were from this nursery!
The Flower Factory was officially started by Nancy and David in 1984, primarily as a source
of plant material (annuals, perennials, vegetables, and cut flowers) to be
supplied at the well-known and amazing Dane County Farmer’s Market (which we’ll
also visit during the Fling!). David still sells select plants at this market throughout
the growing season!
Peak offerings, in terms of
varieties, were more than 4,000; although scaled down to around 2,500
selections during the last years of the business. Grabbing a wagon(s) and
filling it to the brim was always a joyful experience at The Flower Factory.
The nursery closed at the end of August 2020, much to the distress and dismay of
literally tens of thousands of customers. The customer base for The Flower
Factory extended well beyond the immediate area, and the nursery was a common
stop for bus tours interested in a buying spree! Nancy and David were also very
active in providing educational programs and supporting area botanical gardens
and the green industry in many ways.
Nancy
and David still live on the property, and they garden as time allows in their
pseudo-retirement. They’re in the process of downsizing their gardens, which they
describe as being “in flux.” They’re focusing more on woody plants and less on
an ordered appearance; allowing chaos and a bit of messiness to add
personality! I asked Nancy what she observed in terms of garden trends over the
years, and she described noting gardeners and gardens focusing more on
diversity, incorporating native species (finally!), and interest in the
collective ecosystem. From a consumer’s perspective, she also observed
increasing interest in larger pot sizes and more established plants for instant
impact.
Nancy’s life advice: Always be curious, embrace change, cultivate friends, relax in your garden, and
listen to the birds!
