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Abstract
Cut flower production is a small, rapidly growing, and dynamic industry in Utah. Growers currently market their products through various outlets. Each outlet has different needs in terms of varieties, colors, and pricing, and the advantages/disadvantages of each are not well understood. Moving forward it will be important to understand the needs, hurdles, and capacity of markets to ensure continued profitability. This study provides crucial information on the florist market for local cut flowers. Marketing information and education will enhance the ability of current and potential cut flower growers to properly assess the profit potential of their decisions and assist with the long-term sustainability of their farming operations.