Flowers are a powerful ally not only for biodiversity, but also for farmers, who can use them to diversify and make their business model more solid. In 2022, Marie-Laure Wavelet took part in the Tremplin program to build her flower farm project in Marseille. A project she has successfully completed, since she now grows and distributes her flowers locally.
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Can you introduce yourself?
My name is Marie-Laure, I'm 43 years old and 2 years ago I made a career change: I left my job in marketing in the tourism sector in September 2021 to grow flowers. Today, I'm a grower thanks to opportunities that have presented themselves and enabled me to combine technical and entrepreneurial know-how: I've worked on market garden and flower farms until 2022, taken part in programs such as Hectar and the SSE incubator run by the Cité de l'agriculture, and attended training courses in permaculture and syntropy. I applied for session n°2 of the Tremplin program at Hectar to work on my entrepreneurial posture while I wait for a technical training course that will enable me to acquire business skills.
I came to Hectar with a flower production project, and following the Tremplin program, I had a projection with a flower farm on 1500m2, a defined number of stems per year, at what price, distribution channels.... It turned out to be a real farming project, and Hectar confirmed my vocation - I've never looked back!
Today, I produce my own flowers and sell them to florists in and around Marseille, particularly those involved in the Collectif de la Fleur Française. I also work with event florists, which enables me to generate volume and recurrent sales. I also do markets and custom bouquets or floral wreaths. This know-how enables me to develop floral workshops alongside my production business.
How did you develop your business?
Marseille was a natural choice, as it's a large city with an extensive network of stores and events. Nevertheless, the city is close to the Hyeres horticultural basin, which gives florists access to a number of local and seasonal flower varieties. When I did my market research, I asked Marseille florists what they thought of the flowers they had access to and which species they would like to distribute. Not being in Paris, not many flower species are available to them!
My added value is to offer florists diversity: I don't do ranunculus, anemones, helianthus or peonies because these varieties are already produced in the Var. I chose to offer something different to set myself apart: flowers adapted to the Mediterranean climate, but also plants such as basil, sage or oregano, which fit in very well in bouquets! I only grow in open fields, so I need plants that can adapt to the Marseilles climate.
Did you get into flower production out of an environmental conviction?
During my time in confinement, I observed a lot of nature, and that's when I became interested in our consumption of flowers. That's when I discovered the Collectif de la Fleur Française and slow flowering... We give flowers to please, congratulate or comfort, and it's hard to imagine that such a beautiful gift crystallizes so many environmental and health issues. In Marseille, there are over 100 florist stores, of which less than a dozen are members of the Collectif de la Fleur Française! Flowers are a product with very little traceability; consumers don't choose, they endure. I want to show that there is another way of flowering and enjoying flowers, while respecting nature and ensuring the traceability of the product.
Being a producer also gives me the opportunity to raise awareness among the public I welcome to the farm. I talk to them a lot about insects, the soil and how we nourish it, the benefits of grassed paths... This leaves room for biodiversity to settle on the farm, and a natural balance is created in which I intervene very little.
What's more, my farm is part of the Grain de la Vallée project in Marseilles, located in a former school, which is currently conducting research into the impact of my farming activity on biodiversity and the living beings that used to naturally inhabit the site.
How did Tremplin help you with your project?
Thanks to Tremplin, I discovered the agricultural sector. It was very enriching, and I enjoyed the exchanges and all the people I met during the program. A masterclass on "How to build a business plan" made a particularly strong impression on me, with a section on how to raise investment. The farmer who spoke was captivating, making it simple and accessible for me to understand that I could do the same thing as him.
Tremplin gave me a very human perspective on the agricultural sector. The program is rich, diversified and highly motivating. It's a very dense 5 weeks! It really helped me go from idea to project. It also made it easier for me to gain access to the Chambers of Agriculture, as I'd already put together my application, so it really helped me to structure my thoughts and be credible.
How do you see the future of your business?
I'm currently in the process of launching a participative campaign to finance agricultural equipment. This year will be my 2nd year in business, so I still have a lot of production work to do - preparing the soil, cleaning up, planting - but the long-term aim is to concentrate on marketing to florists, as I'll have larger volumes. In order to develop and become better known locally, I'm going to start selling at a local farmers' market in May, so that consumers can come and buy from the farm. I'd also like to do more workshops open to individuals, and welcome more disabled visitors - this year I was already welcoming a small group every Tuesday.
The other area I'd like to develop is the creation of gardens and a nursery to create low-maintenance, environmentally-friendly gardens. We need to bring nature back into the city! Growing flowers will always be my main activity, but I'd also like to go and put flowers in other people's gardens.
To support Marie-Laure, take part in her her fundraising campaign on Miimosa.
You can also find her on Instagram.
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