Growing Demand for Culturally Significant Flowers

Culturally significant flowers represent an opportunity for floral businesses willing to look beyond traditional markets. By learning about local communities, understanding the flowers that matter to them and making availability known, growers, wholesalers and retailers can help meet an important and often overlooked need.

Frank Arnosky of Arnosky Family Farms experienced this firsthand when a cultural arts group in San Antonio approached his farm seeking marigolds for Día de los Muertos. In recent years, his farm has grown nearly 40,000 bunches of marigolds to meet local demand.

We spoke with Frank about the traditions behind these flowers and how floral businesses can reach new customers while serving their communities.

Photos from left to right: Community Ofrenda at the Blue Barn; Marigolds and bouquets at the Texas Specialty Cut Flowers farm market for Día de los Muertos

Q&A with Frank Arnosky

Q: How did you recognize the demand for marigolds?

About 10 years ago, a cultural arts group in San Antonio told us they couldn't find marigolds for their Día de los Muertos celebrations and asked us to grow them. We had always grown marigolds in our mixed-bouquet program, but those conversations led us to expand production specifically for the fall season.

In recent years, we've grown nearly 40,000 bunches for markets serving San Antonio, Dallas and the Rio Grande Valley.

Q: Is this opportunity limited to Texas?

Not at all. Anywhere there are Hispanic, Indian, Nepalese or other Southeast Asian communities, there may be demand for these flowers. Even growers in places like Iowa could find customers in nearby cities.

It's an underserved market across the country, and demand is not limited just in San Antonio, Southern California or Florida.

Q: What has contributed to growing demand?

The cultural significance of Día de los Muertos has become more widely recognized. Disney Pixar's Coco was a game changer, helping people reconnect with family traditions and understand the meaning behind the celebration. We've seen a huge increase in interest, alongside a growing pride in Hispanic culture.

Q: What other flowers should floral businesses consider?

Marigolds are important for Día de los Muertos and many South Asian celebrations, including weddings, births, funerals and festivals such as Diwali and Bathukamma. Coxcomb celosia, gypsophila, and cinnamon basil are also significant in Hispanic and South Asian traditions.

Understanding the full range of flowers customers need can help businesses better serve these markets.

Q: What should floral professionals know about Día de los Muertos?

It's a joyful holiday centered on remembering and celebrating loved ones, not simply mourning. Families create an ofrenda, or altar, featuring photographs and meaningful items, often including flowers.

These flowers are tied to family memories and traditions, creating an emotional need for specific varieties.

Q: What advice would you give growers, wholesalers and retailers looking to reach these customers?

Don't assume there's no market just because customers aren't already asking for the flowers. Demand exists, but sometimes customers don't know where to find the product.

Social media helped spread the word about our flowers. Connecting with communities around celebrations such as Día de los Muertos and Diwali can help businesses reach customers they might not encounter through traditional sales channels.

Thank you to Frank Arnosky for sharing your experience with the AFA community!

Mark your calendars for these holidays:

Table Source: Florists’ Review

Photos from left to right: 2026 Annual InFlora Cut Flower Summer Trials at Green Valley Floral; Marigolds harvested by the flower heads and sold by the pound for the South Asian market; Fields of marigolds at Texas Specialty Cut Flowers