Our June 12 Rotary meeting came with a twist—a mystery speaker teased in the newsletter and hinted at during last week’s announcements. Members arrived curious, ready to connect the dots.
By the end of the meeting, the mystery was solved—and in the best way possible. We were thrilled to welcome Ellis Ollinger, who delivered an enlightening and engaging presentation on the story behind Flowerwood Nursery, one of the Southeast’s most respected wholesale plant producers.
What we uncovered was more than just the name of our guest—it was the story of how a backyard hobby grew into a nationally recognized horticultural enterprise rooted in innovation, branding, and operational excellence.
🌱 A Legacy That Took Root by the River
Flowerwood’s story began with Harry Smith, a Mobile Railroad attorney who took up camellia breeding as a hobby at the advice of his doctor. What started as a relaxing diversion on the banks of Dog River evolved into a family business that would later be expanded by his son, Greg Smith Sr., after college and military service.
Over the years, the nursery transitioned from retail to wholesale, steadily growing into a major player in the plant production industry—known today for its innovative approach to genetics, merchandising, and distribution.
🌸 Turning Backyard Ideas into National Brands
Flowerwood is widely recognized for introducing standout plant varieties into the market—many sourced from hobby breeders across the country. Their Encore Azalea line is just one example of a brand that has earned national recognition through smart marketing, strategic trademarking, and high-quality performance.
“Believe it or not, most of our genetics that are the biggest success come from hobby breeders,” Ellis shared.
By focusing on strong brand identity, Flowerwood has carved out a niche in a competitive retail environment—where trademarked pots and recognizable names give them the leverage to maintain value in big-box stores.
🚛 Total Supply Chain Control
Ellis took us behind the scenes into the company’s integrated operations—from propagation to potting to delivery. Flowerwood handles everything in-house, including their own logistics fleet, helping them maintain consistency and control across multiple distribution channels.
This integration extends to e-commerce as well. The company’s online store, Flowerwood Direct, continues to see rapid growth, meeting increased demand from home gardeners and landscape professionals alike.
🤝 Powerful Brand Partnerships
One of the most interesting parts of the presentation was learning about Flowerwood’s exclusive partnerships with household names like Southern Living and Sunset. These collaborations help bring curated plant collections to market under trusted brand identities—while Flowerwood retains control over selection and quality.
Their licensing model also includes working with external growers through their sister company, Plant Development Services, allowing their reach to extend nationwide.
🛠 The Art and Science of Growing
Ellis offered a detailed look at what it takes to grow and ship high-quality plants at scale—highlighting the role of mechanization, seasonal labor through the H2A program, and careful timing based on weather and growing conditions.
With acres of nursery beds, potting machines, and barcoded plant tags, the operation is both technical and time-sensitive—where success depends on precision and adaptability.
“It’s the science of the farm meets the art of the farm,” Ellis said, capturing the perfect balance between strategy and seasonality.
🌿 A Mystery Worth Waiting For
Our “mystery speaker” turned out to be one of the most engaging and insightful guests we’ve had this year. Ellis Ollinger’s presentation reminded us that great businesses—like great plants—take time, care, and the right environment to thrive.
We extend our sincere thanks to Ellis for sharing Flowerwood Nursery’s story and giving us all a deeper appreciation for the work that goes into the plants we often take for granted.
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