Meet Melinda Bourg | CEO and Founder Fleurmagination

We had the good fortune of connecting with Melinda Bourg and we’ve shared our conversation below.

Hi Melinda, do you disagree with some advice that is more or less universally accepted?
Always do your best. I know, this one makes you pause because it is so ingrained in us. Saving your best for the things that really matter in the moment frees you to focus on the bigger return tasks. Even after years of trying to practice this, it creeps in when I least expect it.

I caught myself just last week when I was putting out the trash, recycle and green bins by the curb. I spent 3 extra minutes aligning them perfectly in a row all at the same distance to the curb. As I finished, I just stood there for a minute questioning why. There are some tasks that just need to get done and don’t need your fullest effort. Learning that helps us prioritize where our energy should go to accomplish our goals.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
At this time, 80% of cut flowers are imported into the U.S.

Fleurmagination’s mission is to close the gap for small and micro flower farmers (farming on less than 2 acres). Floriculture is driven by big corps and small/micro flower farms are predominantly female and increasingly minority growers.

There are two issues main issues. Being able to order smaller sized orders from wholesalers. Typical orders are 100 -500 of a single plant, plug, bulb, etc. This inhibits small growers from having different varieties, colors, etc.

Secondly, the wholesalers typically cater to colder climates and products are limited for southern growers at the time they need to plant.

By addressing these problems through selling in smaller quantities and at the proper sowing times, I hope to shift the market some to take back some of the market to small U.S. flower farmers. A side benefit is creating access to home gardeners who may not have access to the same varieties as commercial growers.

For me getting to where I am was a journey. Until you are in the middle of everything, you don’t really know the pain points. There were a few ways I could have taken the business and may grow into them but by tackling the larger issues, I feel like I can continue in other areas like breeding, plant plugs, etc.

Every day presents challenges for me to tackle. Having a core group of advisors, a lawyer and CPA who understands agriculture and my vision gets me through most decision making crossroads.

I’ve learned to trust my judgement and put my energy into what is important next. I’m on my own timetable and won’t be rushed. Fleurmagination has grown twice as far in the last 6 months than it did over the last two years.

Ultimately, I want to help reduce the carbon footprint it takes in flying cut flowers an average 2,000-4,000 miles and encourage shoppers to ask for and buy seasonal U.S. grown flowers.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
These are the hidden San Diego gems you probably haven’t seen or heard about.

Breakfast: The Original Pancake House to order The Dutch Baby.
3906 Convoy St. San Diego, CA 92111

Head out to La Jolla to the Scripps Institution of Oceanography for the free historical tour and to walk the Scripps Coastal Meander, a wooden boardwalk with amazing views.
9500 Gilman Drive, La Jolla, CA 92093

Sunny Jim’s Sea Cave: Bootleggers smuggled alcohol and opium into San Diego through the sea cave by carrying it through this tunnel.
1325 Coast Blvd. La Jolla, CA 92037

Lunch: Overlooking La Jolla Cove, Brockton Villa to order The Honey Walnut Shrimp Salad
1235 Coast Blvd, San Diego, CA 92037

Harper’s Topiary Garden: Created by a Mission Hills couple who wanted to turn their front yard into a masterful work of art that everyone could enjoy and appreciate. Think Edward Scissorhands with over 50 life-sized figurines all trimmed by hand.
549 Union St, San Diego, CA 92103

Spruce Street Suspension Bridge: Colloquially known as the Wiggly Bridge, it is a historic 375 ft long footbridge in the Bankers Hill neighborhood of San Diego. It was built in 1912 by Edwin M. Capps and crosses Kate Sessions Canyon.
W. Spruce St, San Diego, CA 92103

Head over to Coronado. South of the Hotel Del is The “Sin Ship” Wreckage. One of the only shipwrecks in the country that’s observable without scuba gear: the SS Monte Carlo. In the 1930s, the Monte Carlo was an infamous gambling and party vessel that operated offshore during the prohibition years. It was destroyed by a storm just off the coast of Coronado. Note: Best seen as low tide.
North Pacific Ocean, Coronado, CA 92118

Happy Hour and Dinner: McP’s Irish Pub: Sporty Irish bar with live entertainment. You may just see some of Navy Seal instructors or BUDS candidates stopping by. Order the St. Patty Patty or then Ruben McP on Rye.
1107 Orange Ave, Coronado, CA 92118

End the day with a walk along the sand dunes in Coronado north of the Hotel Del.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My first shoutout goes to Erin Benzakein and her staff at Floret. Her workshop set me down my current path. Not only did I learn practical flower growing skills, it is also has the most supportive community of alumni.

The SoCal Flower Farmers are amazing flower farmers and growers I am lucky to call mentors and friends. It is a group of small and micro flower farmers from Santa Barbara to San Diego. The community we share is precious to me and keeps me motivated when things get tough.

As a recent graduate of an Entrepreneur Cohort through Take the Lead, my business has grown by leaps. To be in the room with so many strong and inspirational woman has fundamentally changed me. The power you get from women who celebrate your dreams and successes lifts you impossibly higher than you could reach on your own. You ladies all know who you are!

Shalini Sardana and Vidhi Data, the Co-CEOs and Founders of She Raises Capital are disrupting the Angel and Venture Capital space. By reducing the entrepreneurship & funding gap available to most minority and female small business owners, they have opened doors that I could not have dreamed of accessing.

Lastly and most importantly my tribe: My mom, Marilyn Bourg for your example of what a strong women is, your endless love and encouragement. Margie and Mollie Kinnally my life is rich and never boring with you both in it. Amy Goodpaster Strebe for years and years of friendship, support, and love. Valerie Goodpaster you see me in ways I need to be and am forever grateful to have you in my life. My dear friend Eartha who’s positivity and light fill our world each day. You are the best board to bounce ideas off.

Website: https://www.fleurmagination.com/

Instagram: @fleurmagination

Linkedin: https://www.linkedin.com/in/melinda-bourg-b85bb58/

Facebook: Fleurmagination