Story of Success:
Why Curcuma benefits growers like Pure Beauty Farms
7/14/2026
Solving the Summer Slump in Wholesale Growing
How Curcuma Rewrote the Summer Production Calendar
MIAMI — For commercial wholesale growers, the high temperatures of the summer months historically represent a difficult, non-profitable gap in the production calendar. Pure Beauty Farms, a major partner vendor for Home Depot, managed to turn that slow season around by anchoring one of its summer programs around a tropical crop: Curcuma.
Pure Beauty Farms has cultivated the plant, commonly known as the summer tulip, for nearly three decades at its Miami facility. By capitalizing on the plant’s heat-tolerant nature, the farm has successfully transformed what is traditionally a lean period for wholesale nurseries into a multi-million dollar venture.
A Critical Void Filled for Growers and Retailers
Tim Kepner from Pure Beauty said the crop fills a critical seasonal void for both production facilities and retail shelves.
“In the summer months, I think most growers will find that it’s a tough time to be profitable, and we’ve grown these Curcuma probably close to 30 years,” Kepner said. “We’ve taken what’s a non-profitable time of the season to a profitable time of the season.”
The financial performance of the program relies on consistent retail traction during months when consumer lawn and garden purchasing typically dips. According to Kepner, the Curcuma program now serves as a primary summer revenue driver for the operation.
“Here at Pure Beauty, Curcuma is one of our top premium sellers in the summertime,” Kepner said. “We sell from a 1-gallon size up to an 18” Deco container. It’s gaining more attention nationally with Home Depot. We have expanded into areas that we don’t normally cover, so it’s got a lot of attraction in the retail market.”
Maximizing Shelf Life and Reducing Shrink
A significant factor behind the crop’s commercial viability is its extended shelf life in big-box retail environments, where delicate or short-lived blooms frequently lead to high shrink rates. Pure Beauty Farms services and supplies Home Depot locations 52 weeks a year, making plant longevity a top priority for their logistics, merchandising teams and, most importantly, the consumer.
“Shelf life in the stores is fantastic,” Kepner said. “We’re a partner vendor with Home Depot, so we service the stores and supply the stores 52 weeks out of the year. So, having a good plant that lasts a long time in the stores is very important.”
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Technical Production, Climate Optimization, and Holiday Logistics
From a technical production standpoint, the cultivation process leverages Miami’s natural climate to optimize cycle times. Pure Beauty Farms sources its high-quality starting liners from Foremost before moving them into a structured production pipeline.
“Of course we get good quality liners in from Formosco, and then transplant once our temperature is over 65 degrees in late February. We have the perfect growing conditions here in Miami,” Kepner said. “These are grown under 47% shade, and the early crops are about 12 to 15 weeks timing, and as we get warmer in the growing season the timing goes down to eight to 10 weeks.”
The shipping strategy targets specific retail holiday windows, with logistics accelerating as summer temperatures climb.
“Our first crop usually comes ready right after Mother’s Day. So, we have fantastic sales over the Memorial Day and July 4th holidays.” Our sales starts slowing down in August and we are sold out by Labor Day”, Kepner said.
Shifting Landscape Trends and Strategic Advice for Commercial Growers
The commercial success of specific varieties, such as Solar Red, has generated broader interest within trade publications and the commercial landscape sector. Kepner noted that industry recognition in outlets like Grower Talks has pushed regional landscapers to view Curcuma as a reliable, recurring tropical perennial rather than a simple annual filler.
“Landscapers down Southern Florida are realizing that Curcuma is a tropical perennial, it is just like a perennial up north you plant it and it comes back every year,” Kepner said, noting that the plants return consistently in high-visibility areas without requiring labor-intensive replanting during the summer heat.
For other commercial growers looking to establish their own summer programs through ForemostCo, Kepner advised focusing on precise container selection and understanding the growth habits of different cultivars.
“If you’re looking for a summer filler, this one definitely fills that spot,” Kepner said. “If you’re looking for something that’s relatively easy to grow, as long as you have the temperatures, this is an easy crop to grow. And if you’re just starting it, trial the different varieties. Formostco is very helpful in advising you about the plant culture, the varieties and what size containers to use”
Explore how Foremost can support your rotation planning with availability calendars, planning tools, and insights into tropical plant demand. Together, we can make every season a profitable one.
