A nineteenth-century entrepreneur’s bold, innovative marketing helped transform flower gardens into one of America’s favorite hobbies.

“There is much that is hard and productive of sorrow in this sin-plagued world of ours; and, had we no flowers, I believe existence would be hard to be borne.” So states a customer’s 1881 letter—one of thousands James Vick regularly received. Vick’s business, selling flower seeds through the mail, wasn’t unique, but it was wildly successful because he understood better than his rivals how to engage customers’ emotions. He sold the love of flowers along with the flower seeds.

Vick was genuinely passionate about floriculture, but he also pioneered what we now describe as integrated marketing. He spent a mind-boggling $100,000 per year on advertising (mostly to women, his target demographic); he courted newspaper editors for free publicity; his educational guides presaged today’s content marketing; he recruited social influencers to popularize neighborhood gardening clubs; and he developed a visually rich communication and branding strategy to build customer loyalty and inflect their purchasing needs with purchasing desire.

Named one of “the year’s best gardening books” by The Spectator (UK, Nov. 2014)

The 1890s saw a revolution in advertising. Cheap paper, faster printing, rural mail delivery, railroad shipping, and chromolithography combined to pave the way for the first modern, mass-produced catalogs. The most prominent of these, reaching American households by the thousands, were seed and nursery catalogs with beautiful pictures of middle-class homes surrounded by sprawling lawns, exotic plants, and the latest garden accessories—in other words, the quintessential English-style garden.

America’s Romance with the English Garden is the story of tastemakers and homemakers, of savvy businessmen and a growing American middle class eager to buy their products. It’s also the story of the beginnings of the modern garden industry, which seduced the masses with its images and fixed the English garden in the mind of the American consumer. Seed and nursery catalogs delivered aspirational images to front doorsteps from California to Maine, and the English garden became the look of America.

While there is enormous public interest in biodiversity, food sourcing, and sustainable agriculture, romantic attachments to heirloom seeds and family farms have provoked misleading fantasies of an unrecoverable agrarian past. The reality, as Courtney Fullilove shows, is that seeds are inherently political objects transformed by the ways they are gathered, preserved, distributed, regenerated, and improved. In The Profit of the Earth, Fullilove unearths the history of American agricultural development and of seeds as tools and talismans put in its service.
 
Organized into three thematic parts, The Profit of the Earth is a narrative history of the collection, circulation, and preservation of seeds. Fullilove begins with the political economy of agricultural improvement, recovering the efforts of the US Patent Office and the nascent US Department of Agriculture to import seeds and cuttings for free distribution to American farmers. She then turns to immigrant agricultural knowledge, exploring how public and private institutions attempting to boost midwestern wheat yields drew on the resources of willing and unwilling settlers. Last, she explores the impact of these cereal monocultures on biocultural diversity, chronicling a fin-de-siècle Ohio pharmacist’s attempt to source Purple Coneflower from the diminishing prairie. Through these captivating narratives of improvisation, appropriation, and loss, Fullilove explores contradictions between ideologies of property rights and common use that persist in national and international development—ultimately challenging readers to rethink fantasies of global agriculture’s past and future.