The flower-growing industry in northern San Diego County is in many ways a microcosm of our rapidly changing society. Encinitas, California – the once self-proclaimed "flower capital of the world" – is facing daunting challenges. Economic growth and increased population are putting more demands on land, water and energy resources. New subdivisions continue to replace former growing-fields and greenhouses. Environmental concerns and regulations are seen by some as a threat to profitability. International competition is fierce. And capital costs and public concern may limit the potential of a biotech revolution in the flower fields. Despite the challenges facing agriculture in an exploding suburban economy, third-generation, family-owned businesses continue to thrive in San Diego County, models of adaptability and perseverance.