By Lane DeVries
From the tulip fields of Holland to the rugged coast of Northern California, The Pursuit of Purpose is an inspiring true story of resilience, faith, and the relentless pursuit of the American dream.
Lane DeVries, a fourth-generation flower farmer, shares his remarkable forty-year journey building one of America’s largest flower farms—Sun Valley Floral Farms—through triumphs, setbacks, and seasons of profound change. With honesty and heart, DeVries invites readers behind the scenes of the floral industry, revealing the challenges of entrepreneurship, leadership, and innovation in a rapidly changing marketplace.
More than a business memoir, this is a story about faith, family, perseverance, and purpose. From humble beginnings in the Netherlands to navigating labor crises, economic upheaval, and global competition, DeVries shows how values such as integrity, teamwork, and gratitude can carry a vision through even the hardest storms.
Whether you’re an entrepreneur, leader, farmer, or dreamer, this deeply personal narrative offers timeless lessons on:
- Building a business with purpose and heart
- Leading with humility and resilience
- Finding opportunity in adversity
- Staying true to your faith and values in times of uncertainty
The Pursuit of Purpose reminds us that success is not measured by wealth or fame—but by the difference we make, the people we uplift, and the legacy we leave behind.
Perfect for readers of Phil Knight’s Shoe Dog, Howard Schultz’s Onward, or John Maxwell’s Intentional Living, this memoir is both a moving personal reflection and a blueprint for purposeful leadership in business and life.
Praise for The Pursuit of Purpose
This is far more than a business memoir, it’s a moving and masterfully told story about legacy, leadership, and the quiet strength that comes from living a life of purpose. With authenticity and grace, Lane Devries shares a 40-year journey that mirrors the very nature of the flowers he grew, rooted deeply, shaped by the seasons, and made beautiful through resilience.
From humble beginnings to building the nation’s largest flower farm, this book captures not only the evolution of an industry, but the transformation of a life grounded in values, faith, and meaning. Every page reveals insights that extend well beyond agriculture, touching on what it truly means to build something that matters and to lead with heart.
If you’re looking for inspiration, wisdom, and a genuine reminder that purpose often grows through adversity, you’ll find it here.
Barry Gottlieb
Author of Brilliant on the Basics, Every Day is a Gift, TGIT, Horizons of Growth, and This Old Dog Can Teach You New Tricks…
If you’ve ever wondered how great companies endure, this candid and moving story from the founder of Sun Valley Floral Farms shows the formula for success: relentless improvement, radical transparency, and a people-first culture that holds in every storm. DeVries turns numerous personal challenges and business setbacks into a practical playbook for resilience — ten principles you can use tomorrow to build something that lasts by anchoring in purpose.
Dr. Charles R. (Charlie) Hall
Professor & Ellison Chair in International Floriculture
Texas A&M University
In his highly personal memoir, Lane weaves lessons of faith into his floral story. Having devoted more than four decades to flower farming, he maintains an optimism, sense of calling, and an unwavering passion for growing flowers that readers will find inspiring.
Debra Prinzing
Author and founder of the Slow Flowers Movement
“In a country of instant ‘fame and fortune’, a Dutch flower farmer had a dream, a long, well thought out dream that he put into reality with a plan, perseverance, commitment and very hard work. Not just another Dutch grower who came to America to provide the best and most unique cut flowers one can imagine. This book journals the how-to’s for flower lovers and business students alike. A guide to success and branding in a world with hollow brands. This is the real story, filled with wisdom and spirituality by one of the most passionate and humble flower growers I have had the pleasure of working with for a long time.” A success story, filled with lessons.
Rene van Rems
AIFD, Dutch master designer, presenter and author
This book is Enthralling from the First Paragraph… and it’s an incredible testament to DeVries’s Perseverance in the face of difficulties and challenges… this book provides Great Insights to Pursuing Your Own Purpose … with faith and love! “
J Schwanke
Host of “J Schwanke’s Life in Bloom” on PBS and Create TV
“As someone who has witnessed Lane DeVries’ extraordinary journey firsthand and partnered with Sun Valley to bring millions of flowers to customers across America, I can say there is no one better equipped to tell the true story of purpose, perseverance, and innovation in our industry. The Pursuit of Purpose is not just a memoir, it’s a masterclass in leadership, resilience, and the kind of values that every entrepreneur, dreamer, and business leader should aspire to embrace.”
Jim McCann
Founder and chairman of 1-800-flowers
This book, authored by Lane DeVries, whom I knew when we lived in Humboldt County, California, is a remarkable piece of literature. This is a book that should be read by everyone, but especially high school and college students, since it provides very thoughtful ideas for having a good and successful life.
The book presents a history of how Lane’s company, Sun Valley Floral, was created and grew to impressive success even when faced with significant competition and troublesome government decisions. Anyone interested in developing a business should read this book and learn about the issues that are so important for success as a businessperson.
The first part of the book tells how Lane DeVries moved to California from Holland, part of the Netherlands, where his family had been growing flowers over several generations. The expansion of Lane’s business was amazing. As he writes, ” …real growth doesn’t come from shortcuts. It comes from relationships built on trust, and from doing the hard work, quietly, consistently, and with purpose.” You will learn that Sun Valley Floral provided leadership on many important issues such as promoting Women’s Day.
DeVries love of religion and his efforts to educate others about Christianity started when he took a trip to Israel. He also began to give sermons to churches close to Sun Valley Floral. As Lane writes, religion ” eventually became a treasured chapter of my life, one filled with meaning, growth, and purpose.
One of the important points DeVries makes frequently in his book is that you need a set of guidelines not only for your business, but also your life. DeVries lists ten guidelines for business and life.
Read this book. It will influence your future.
Rollin C. Richmond President Emeritus of Cal Polytech University Humboldt