Legal weed dried up Farmgirl's US flower supply — it rebuilt sourcing in 4 months

Farmgirl Flowers founder and CEO Christina Stembel clearly remembers the day after California voted to legalise recreational marijuana in November 2016: her largest calla lily grower in the state immediately ripped out its calla lilies to prepare the soil for cannabis. The San Francisco bouquet company, then six years old, had about four months to rebuild its entire supply chain before Valentine's Day or run out of flowers.

The economics were irresistible for farmers: cannabis paid $1.50-$2.00 per square foot against $0.05-$0.10 on snapdragons, and the US cannabis industry was headed toward nearly $30 billion by 2025 (New Frontier Data) while floriculture sales stagnated in the low $30 billions. Other California growers made the same switch as cheap Latin American imports already squeezed flower prices. 'We just ran out of supply,' Stembel said — there was not enough US supply for her demand.

Her answer was a public pivot. After nearly seven years of sourcing from local farmers, she wrote an open letter to customers explaining the decision and began buying from South American growers. The company kept consistently delivering 6,000-8,000 bouquets a week across 48 states, expected to jump more than 50% to 30,000 for Valentine's week 2019, on $30 million of 2018 sales raised without venture capital.

Sales hit $30M in 2018; deliveries held at 6,000-8,000 bouquets a week across 48 states, with 30,000 expected for Valentine's week 2019, up over 50%

Farmer economics, not preference: cannabis outpaid flowers roughly 20x per square foot, so domestic supply kept shrinking.

The choice was stark — change sourcing within four months or, in Stembel's words, stop doing business or stay very small.

The move protected growth without outside funding: $30M in sales and rising Valentine's volumes.

When a structural shock rewires your suppliers' economics, move your supply chain early and publicly — and don't confuse 'local' with 'survivable'.

Stembel expects the pendulum may swing back as cannabis cultivation saturates and some farmers return to flowers; in the meantime Farmgirl keeps scaling on South American sourcing.