Modern hero of horticulture - Ben Cross

In a world where speed, scale and imports dominate the flower industry, Ben Cross has chosen a different path; one rooted in heritage, sustainability and an unwavering belief that British flowers matter.

As a fourth-generation grower at Crosslands Flower Nursery, Ben isn’t just growing flowers - he’s safeguarding a legacy, while campaigning tirelessly for the future of British-grown blooms.

A legacy planted nearly a century ago

Crosslands Flower Nursery was established in 1936, when Ben’s great-grandparents began growing flowers under the Land Settlement Association scheme in West Sussex. At that time, the UK was home to thousands of flower nurseries.  Today, Crosslands stands as one of the last larger British growers producing cut flowers in a full colour range all year round. 

Ben grew up immersed in this world. Flowers weren’t a lifestyle choice or late-career pivot - they were simply part of life.  Over the decades, he has watched the British flower industry shrink dramatically, with vast areas of UK-grown crops disappearing and imports taking their place.  Where hundreds of acres of British Alstroemeria once grew, only a handful of producers now remain.  Crosslands is one of them.

Specialists in British Alstroemeria

Today, Crosslands specialises in British Alstroemeria, growing over fifty varieties.  Ben is proud not just of the scale, but of the quality and integrity behind every stem.

Unlike imported flowers, Crosslands’ Alstroemeria is harvested at a ripe, full bud stage - producing larger, more vibrant blooms that can last two to three weeks in a vase.  The flowers are not sprayed with chemicals after harvest, packed in recyclable cardboard boxes and delivered to customers the very next day.

This approach isn’t just about quality - it’s about rethinking how flowers should be grown.

Sustainability without shortcuts

Ben’s growing methods are quietly radical in their restraint.  His crop is a ‘cool crop’ and a ‘dry crop’, requiring far less heat and water than many imported flowers.  Winter night temperatures sit at just 13°C, powered by a biomass boiler.  Watering is minimal - as little as once a month in winter and once every ten days in summer.

There’s no forced production, no soil sterilisation on repeat, no constant replanting.  Many of Crosslands’ beds are over twenty years old and still producing premium-quality stems.  Less than 5% of the crop is replanted each year.  Even cold storage is used sparingly - often switched off entirely between November and March, with flowers chilled only briefly at 6°C when required, rather than the near-freezing temperatures used for imports.

The result is flowers that are fresher, longer-lasting and dramatically lower in carbon footprint.

British Flowers Rock – and Ben won’t stop saying it

Alongside running the nursery full time, Ben has become one of the most vocal advocates for British-grown flowers.  For over 14 years, he has travelled the country delivering his now-famous British Flowers Rocktalks.

He has spoken to thousands of people - flower clubs, colleges, growers, florists and the general public - often discovering that fewer than 1% of his audiences are aware of initiatives like British Flower Week, or that over 90% of cut flowers sold in the UK are imported.

Ben draws a simple comparison: food must be labelled by origin, method and welfare, yet flowers are sold without transparency.  Consumers are left choosing solely on price, unaware of freshness, carbon footprint or growing conditions.  His mission is education - not blame, but awareness.

Finding a future by changing direction

Once supplying millions of stems to supermarkets and hundreds of boxes a week to Covent Garden wholesalers, Crosslands has had to adapt.  Today, the nursery supplies fewer supermarkets and instead focuses on florists, farm shops and customers who actively care about sustainability, provenance and quality.

That shift has ensured survival - and purpose.  By serving a more informed audience, Crosslands has found a niche built on values rather than volume. 

Recognition, resilience and responsibility

Ben’s work has not gone unnoticed.  He has won the Grower Award in 2019, 2022 and 2024, the Gold Sussex Environmental Award in 2020, and an RHS Chelsea Gold Medal in 2024.

During the COVID-19 lockdowns, he donated flowers to hospitals and care homes across West Sussex and Surrey - a quiet reminder of the emotional power flowers hold when people need them most.

Yet for Ben, recognition is secondary.  What drives him is continuity - the privilege of carrying a fourth-generation business forward, and the responsibility that comes with it.

“I won’t ever become disillusioned,” he says. “If I didn’t believe in British flowers, I wouldn’t be doing this.”

A modern hero with deep roots

Ben Cross represents a kind of horticultural hero we don’t see enough of: one who grows, educates, challenges and perseveres.  In an industry dominated by imports and convenience, his work is a reminder that freshness, sustainability and romance still have a place - if we choose them.

British flowers don’t just rock.
Thanks to Ben Cross, they still stand a fighting chance.

You can buy flowers from Crosslands Nursery, and book Ben’s British flowers Rock talks and nursery tours via his website: https://crosslandsflowernursery.com/ Make sure to follow him on Instagram to see more from the nursery, including a series of exclusive behind the scenes videos filmed with Tom Coleman for Genus which will air this month. https://www.instagram.com/crosslandsalstroemeria/