How Can Family Business Values Initiate an Industry-wide Movement?

When Ben Cross began his career as a marine biologist, he never imagined that years later he’d end up spending his days in a greenhouse. But soon enough, he felt the pull of his family’s legacy business — Crosslands Flower Nursery. Since his return, both have thrived.

We spoke to Ben about his journey, how he markets homegrown, and why educating consumers is such a big part of his strategy.

Read the full article here: https://www.tharawat-magazine.com/stories/crosslands-flower-nursery/

– Crossland’s longevity is rooted in the family’s ‘survival mindset’ — an attitude that’s helped them deal with the economic downturn associated with Covid.

– The flower industry hasn’t benefitted from the same sustainable advocacy that the food industry has. As a result, flower labels in the supermarket don’t list where they come from or how they were grown — information that would bring more people to Crosslands.

– As a result, Ben has taken matters into his own hands, teaching consumers about where and how mass-produced flowers are grown, what differentiates his flowers, and why people should care.