Especially the floral industry is dependent on fashion trends and changes in taste that dictate the colors and styles of arrangements. As it turns out, when it comes to marigold cut flowers, certain customers have been traditionally underserved in the southeastern United States. Research conducted by the Louisiana State University and Mississippi State University indicate that Marigolds are not only a very viable alternative to traditional cut flowers but also a worthwhile investment for commercial growers. Further research indicates that specific cultures and religions prefer marigolds for celebrations and holidays representing a relatively large customer base with considerable purchasing power that has previously gone unnoticed by the floral industry in the southeastern United States. Findings suggest marigolds have the potential to increase the floral industry’s market share and attract new customers that it previously failed to attract. Additionally, many celebrations and holidays for which marigolds are desired are during a time of the year when demand for flowers is typically low. Marigolds should therefore be considered for season extension.
