Jessica Maloy. Photo courtesy of Michael Choate Photography.
If you’ve ever passed a red 1953 Ford F-100 oozing florals out of the truck bed in or around Palmyra, you likely know the feeling of joy that Rosie the Flower Truck brings to passersby.
Rosie may be more than 70 years old, but she’s undeniably making the most of her third act as a product of Palmyra Greenhouse. She’s even the face of a recently published children’s book, “Rosie & Friends,” by Jessica Maloy.
Owned and operated by Maloy with help from her husband Patrick, Palmyra Greenhouse may seem like a quintessential pandemic-hobby-turned-career on the surface, but it goes much deeper.
Maloy began her journey by building a greenhouse to protect her plants from critters. Its aesthetically pleasing look and holiday decorations quickly drew crowds, and Maloy began charging people to use the spot as a professional family photo location in 2020.
“We ended up raising over $2,000 and bought Weis gift cards for local families in need of a holiday meal,” Maloy said.
While she did her best to go through the bureaucratic hoops to make it all a legitimate business, the borough eventually shut the photoshoot operation down. Instead of appealing to the zoning board, Maloy used her precious energy to transform Palmyra Greenhouse into something even more impressive—a fully operational floral service offering various types of arrangements, bouquets and even wearable flowers.
Stronger Than
The iconic flower truck is a distinguishing addition to the business.
Maloy’s husband Patrick is wildly handy. He built the greenhouse and selected the vehicle that would become Rosie. By day, he works in logistics for The Hershey Company, but he grew up in a family of antique car hobbyists and general tinkerers. When his wife needs him, he’s right there with his toolkit.
“What’s going to be the next thing she wants to do is always on my mind,” he said.
“I think I have him scared,” Jessica Maloy responded in jest.
The reality is that Maloy has become a go-getter in life, perhaps stemming from her confidence-building experience as a competitive powerlifter.
“I didn’t realize that I was strong until I was in my late 30s,” she said.
Maloy often heard phrases like, “you’re strong for a girl,” but found that to be minimizing.
“Actually, I’m stronger than a lot of the guys,” she said. “So, it’s not just ‘strong for a girl.’”
Maloy’s children’s book, “Rosie & Friends,” centers around Rosie the Flower Truck but also features family members (pets included).
The book, ideal for ages 4 to 7, holds a motif that marries the notion of floral-loving femininity and independent strength.
“I wanted to put that in there, for boys and girls who would read the book to know that girls can be strong,” Maloy said.
In her powerlifting, Maloy can back squat 350 pounds, a feat that helped her gain confidence in other aspects of life. Last October, she quit her job and went full time with the greenhouse operation. This year, she’ll be on the road with Rosie, which has a supply of tools underneath the driver’s seat in case of a breakdown (which has happened, an unsurprising fact for a vehicle of Rosie’s age).
Maloy and Rosie launched the season with an Easter event at The Star Barn in Elizabethtown. They’ll be at Hershey-based café and bakeshop, Desserts Etc., the second Sunday of each month during the warmer months, giving people the opportunity to treat themselves in more ways than one. In April, the truck will be at a brunch-themed happy hour at the SoMa Pop-Up bar for a Gals That Brunch event. Clearly, Maloy and her family—Rosie included—will be busy this season.
Bringing Joy
A continuous theme of strength has permeated Maloy’s life, one that will continue to transform her business ventures in unexpected ways. After all, she never anticipated becoming a business owner, let alone a children’s book author.
“I have to be on my toes,” Patrick Maloy said about his wife’s grand adventures.
But he knows it’s for a good reason.
“What I love about my job is bringing joy to others,” Jessica Maloy said.
Rosie, too, brings joy simply by driving past people. She gets honks, thumbs up and smiles. “Rosie & Friends” also touches on the theme that it’s important to bring joy to others in any way you can.
Whatever Maloy cooks up next, her tribe will be right beside her, ready to make it happen. In the meantime, the “Rosie & Friends” children’s book, Rosie the Flower Truck events and floral orders from the Palmyra Greenhouse website are plenty to keep smiles on more faces than one.
“When I make flowers and deliver them to somebody, the look on their face is just awesome,” Maloy said.
For more information on the Palmyra Greenhouse, visit www.palmyra-greenhouse.com or their Facebook or Instagram pages.
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