More and more people are asking where their food comes from and whether it was produced sustainably. This topic is still new when it comes to cut flowers. One might object that they are not eaten either. What is forgotten is that cut flowers are often grown in distant countries with a lot of chemicals and then transported thousands of kilometers to Carinthia.

This was a thorn in Katharina Nußbaumer’s side. “I already dealt with this when I was studying landscape architecture. After my husband Christoph and I took over his parents’ farm, we immediately switched to organic farming. Four years ago I started growing lavender,” says Nußbaumer.

“Slow” flowers

She is now building Nussbaumer Hof commonly known as Brenner in Klagenfurt offers 150 different cut flowers on 1000 square meters – in organic quality and without the use of pesticides. She is also part of the Slowflower movement, an association of sustainably working gardeners and florists. “It was difficult at the beginning, but the rethinking is starting,” says the 29-year-old, who started selling bouquets of flowers in farmer’s huts. The range now includes cut flowers for florists, flower subscriptions, dried flowers and wreaths. The products are available by pre-order from the farm, in Rupp’s Bauernecken in Maria Rain and Harbach and, from this spring, also in flower shops. “Negotiations are currently underway,” the mother of Marlene (2) and Hannah (two months) doesn’t want to reveal too much. Nußbaumer already produces floral decorations for events such as weddings. “The bride can choose the flowers herself in the field.”

The Nußbaumers are one of two farming families from the Klagenfurt region who have been supported by the Carinthian Chamber of Agriculture (LK) with their products and marketing ideas Agricultural Innovation Prize “Vifzack 2024” were nominated (see info box).