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SlowFlowers to offer free online directory of sustainable blooms

Flower lovers who prefer to buy locally grown blooms soon will have a free nationwide online directory to help them buy from florists, supermarkets, wedding planners and farmers who design with and sell U.S.-grown flowers. 

Slowflowers.com is the brainchild of garden and design writer Debra Prinzing, author of the book "Slow Flowers: Four Seasons of Locally Grown Bouquets From the Garden, Meadow and Farm." (Prinzing also is a Los Angeles Times contributor.)

Prinzing said she was inspired to create the database after receiving repeated requests at her speaking engagements for sustainable florists. "People are always asking me, 'How do I find these florists so I know that their flowers are seasonal and, preferably, locally grown?'" Prinzing said.

Prinzing said the launch of SlowFlowers dovetails with the shift in consumer attitudes toward more conscious buying habits.

"You should be able to know the origins of the flowers you order for a loved one," Prinzing said. "You should be assured that the bouquet you carry down the aisle was grown by an American flower farmer. You should know that jobs are being created and nurtured in your community through your floral purchases."

Prinzing is financing the site with her own funds and from money raised on the crowd-funding platform Indiegogo. She said she will not be charging users or taking a cut or percentage of purchases. She hopes to unveil a Beta version with a database of 100 florists by Valentine's Day. 

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