Diane Szukovathy
Jello Mold Farm
Floral Standards
Photos of Diane by : Mary Grace Long
Diane Szukovathy co-owns and operates Jello Mold Farm with her husband, Dennis Westphall. Their seven-acre farm is located in Washington State’s Skagit Valley, where they grow a diverse range of floral cuts, focusing especially on woody, perennial and foliage crops.
Diane is a founding member of the Seattle Wholesale Growers Market Cooperative (SWGMC) and has served as board chair since the co- op’s beginning in 2011. She is known in the Pacific Northwest for her dedication to elevating the business of small scale flower farming through numerous speaking gigs, an on-farm internship program and shared marketing efforts through the co-op.
FLORAL STANDARDS: A Practical Guide for Harvestingand Delivering Professional Quality ProductsWritten by flower farmers for flower farmers, growers, and gardeners,thisessential reference covers 230 cut floral crops grown by members of the Seattle Wholesale Growers Market
image by Mary Grace Long
1993 Jello Mold Building
image by Mary Grace Long
image by Mary Grace Long
Show Notes
Long-Term Thinking: Perennials & Woody Shrubs
As Diane and her team have evolved, they’ve shifted toward crops like flowering shrubs, woodies, and perennials that minimize replanting and labor. These foundational plants offer long-term yield and efficiency, especially valuable for growers planning for the future.Foliage Crops as a Strategic Growth Area
Foliage plays a critical role in floral design, offering texture, structure, and versatility. Diane highlights how expanding into foliage can add value and become an increasingly important part of your crop mix—especially as physical demands shift over time.Investing in Infrastructure for the Long Haul
Diane explains how the Seattle Wholesale Growers Market made impactful infrastructure investments, like a walk-in cooler and a box truck, that significantly improved workflow and capacity. These larger purchases may take time to yield returns, but they’re essential for long-term operational success.The Floral Standards Book: A Practical Sales Tool
Rather than a growing guide, the Floral Standards book serves as a sales and quality manual for growers. Born out of the co-op’s need for consistency and professionalism, the book outlines:
• Recommended flower varieties
• Proper harvest stages
• Stem counts
• Post-harvest care best practices
It’s a vital resource for anyone looking to elevate their sales and meet customer expectations.Power in Partnership: Growth Without Compromise
Diane discusses how aligning with larger entities—like cooperatives or collectives—can help flower farmers and florists expand their reach without sacrificing their values or lifestyle. Partnerships can offer support, stability, and strength in numbers.The Resilience of the Flower Industry
Despite seasonal and economic fluctuations, Diane reminds us that the floral industry has staying power. She emphasizes the importance of customer education and continued advocacy to build long-term trust and demand.Market Understanding Builds Confidence
Knowing your numbers and understanding the true costs of production are essential to pricing confidently. Diane encourages growers to value their work and avoid underpricing—because quality, consistency, and trust bring customers back again and again.
Seattle Wholesale Growers Market
The Seattle Wholesale Growers Market is a farmer-owned cooperative committed to providing the very best the Pacific Northwest has to offer in cut flowers, foliage and plants.
Diane Szukovathy with Jello Mold Farm is this week’s guest on The Flower Podcast. Along with her husband, Dennis Westphall, they have been farming for 22 years in the heart of the Skagit Valley in Washington State growing over 80 varieties of flowers and foliages.
