Sunday Favorites: A Flower by Any Other Name

The laundry hung outside on a line, swaying gently in the crisp, November breeze. Maud Dirr dumped the grey water from the wash bin into her backyard vegetable garden and went inside to begin her afternoon routine of clipping coupons. She almost had enough Octagon Soap coupons for free gladiolus bulbs she hoped to plant in the yard. The cone-shaped, vibrantly colored flowers commonly called corn lillies would look lovely in the garden beds, she thought.

Gladiolus harvesting in Manatee County circa 1975.

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When Maude sent her coupons through the mail a few days later in 1930, she never imagined the gladiolus bulbs she received would eventually become one of the largest commercial flower industries in Florida.

According to a 1986 speech Former State Senator Ed. H. Price, Jr.  gave to the Palmetto Woman's Club, Maude’s subsequent delivery was intercepted by her husband Lundy.

Lundy who is credited  with becoming the “father” of the flower industry in Florida, moved his family to Terra Ceia Island from California after serving as the advertising manager for the reknowned Blue Goose Citrus Company. His main paragative in doing so was to "get rich," according ot Price. 

The gladiolus bulbs recieved in the Lundy's mailbox likely came from Oregon, Michigan, Canada, or Holland and were planted by Lundy. He transformed this free Octagon Soap promotion into Manatee County's—and likely Florida’s—first commercial gladiolus cut-flower farm.

The  gladiolus industry in thrived in Manatee County as a collective effort driven by local families and dedicated individuals. In his speech, Price honored several key figures who helped the industry thrive, including Dirr and Price’s uncle, Greenwood Haley, who operated Terra Ceia Island Farms. Most of the gladiolus crops were cultivated on Terra Ceia Island and in present-day Palmetto Point, while the shipping and packing facility was situated in Rubonia, across from Perry's Grocery Store. The offices were located along what is now the I-275 right-of-way.

By the late 1940s, the gladiolus industry had transformed into a major economic engine for Manatee County. Price recalls the labor-intensive work following WWII, earning just 40 cents an hour for field jobs. Yet, this hard work paid off; at its peak, Manatee County was producing one-third of all gladiolus flowers grown in Florida. These flowers didn’t just decorate local gardens—they had a significant impact on the national cut-flower market, creating jobs and revenue for the community.

The Florida Gladiolus Growers Association, established by Dirr in 1939, became a critical driver of growth and innovation in the industry. Later managed by Price himself, the association relocated its headquarters to Manatee County, marking a significant milestone. This move enabled the first gladiolus convention and, with the association’s partnership with airlines, led to the first cargo flights of gladioli from Sarasota-Bradenton Airport in 1949,  enabling faster distribution and expanded the reach  across the U.S.  In that same year, the industry generated around $50 million in local revenue, with the county producing roughly one-third of all gladiolus grown in the United States.

At its peak in the 1950s, gladiolus were such a cherished community crop that the Palmetto Police Department joined an advertising campaign, pulling over cars with out-of-state plates on U.S. 41, then handing them a bouquet of gladiolus instead of a ticket. 

Manatee County also became a center for gladiolus research, attracting scientists from the U.S. Department of Agriculture as well as international experts. The Gulf Coast Experiment Station, now known as the Institute of Food and Agricultural Sciences, played a pivotal role in agricultural innovation. Through research on plant health, cultivation techniques, and pest control, the station ensured the sustainability and growth of the gladiolus industry.

Price’s speech also highlighted the industry’s cultural impact  in Manatee County. In a place where families worked side by side, personal relationships and community pride were the backbone of the industry. .

From a single coupon to cargo flights and national markets, the story of Manatee County’s gladiolus industry is a powerful reminder of what can grow from a simple beginning when driven by hard work.