Using Data to Drive Your Flower Farming Success: Insights from Adrianne Gammie of Marilla Field & Flora and Amelia Ihlo of Rooted Farmers

Hey, flower farmers! It’s Scott here, and I’m excited to share some key takeaways from the latest episode of The Flower Podcast with Adrianne Gammie and Amelia Ihlo. Adrianne shares her experience evaluating her own flower crops while Amelia brings insights from the data collected through Rooted Farmers, offering a broader industry perspective. We covered so much ground in this conversation, especially when it comes to understanding the data behind your flower business and using it to guide your growing decisions.

Whether you're new to flower farming or you're a seasoned pro, the insights they shared are invaluable. I’ve gone ahead and pulled out some of the most important points I think we can all benefit from. Let’s dive in! Check out our entire conversation below or listen on your favorite podcast platform. Also, Use the code TFP25 at Rooted Farmers and receive $75.00 off any individual plan (Essential or Pro) and take advantage of amazing tools to better connect with your clients and grow your business!

 

All images courtesy of Marilla Field & Flora

 
 

Know Your Market: Let Your Customers Lead the Way

One of the things Adrianne and Amelia emphasized that really struck me is how crucial it is to understand who your customers are. It’s easy to get lost in the excitement of trying out new varieties or chasing trends, but your customers should really be the ones guiding your decisions on what to grow.

As Adrianne put it, “Your customer will guide you in choosing what to grow.” This really hit home for me. We all want to grow beautiful, unique flowers, but we have to remember that what we grow should be shaped by the needs and preferences of the people who buy from us. Take the time to ask them what they want—whether it’s a specific color, flower variety, or a different growing practice.

The Power of Data: Trust Your Numbers, Not Your Memory

One of the most important points Adrianne and Amelia made was about how much data we need to collect and analyze. “You get out of it what you put into it,” they said. If you’re not tracking things like sales, flower varieties, and colors, then you’re really missing an opportunity to make informed decisions. I know it’s tempting to rely on memory or gut feeling, but numbers don’t lie. Take the time to dive into your sales data, understand what’s selling well, and make adjustments based on the hard facts. It’s not about guessing or remembering what worked last year—it’s about looking at what’s actually happening right now.

Color Trends: Cyclical, Yet Timeless Favorites

When it comes to color, trends do shift, but some shades will always have staying power. White, for example, remains a favorite year after year, particularly for weddings and other events where its timeless elegance shines. While some colors may be cyclical, certain shades will always dominate due to customer preferences. As they pointed out, white, green, and pink are the top three most popular colors that consistently sell well.

In addition, new colors emerge as trends, with apricot, cream, and coral becoming increasingly popular. Last year’s Pantone color of 2024, Peach Fuzz often influences the flower industry and undoubtedly had an impact on color trends last year. Pantone’s choices tend to resonate throughout various industries, and the floral world is no exception. It’s important to stay tuned to these trends, but also remember that your customers’ enduring favorites should always have some influence in your growing decisions.

Listening to Your Customers: The Power of Feedback

One piece of advice I can’t recommend enough is to ask your customers what they need. It’s easy to assume we know what they want, but we should be actively seeking their feedback. Surveying your customers regularly is an excellent way to stay in tune with their preferences and ensure you're meeting their needs.

And don’t just rely on online surveys—get out there and visit your customers in person. Seeing how your flowers are being used and hearing directly from the people who buy from you is incredibly valuable. It allows you to pick up on things you might have missed otherwise and helps you adjust quickly to any changes in demand.

Growth Areas to Watch: Cultivars and Perennials

Another trend pointed out was the increased interest in a wider variety of cultivars within several popular genera. Customers are looking for fresh varieties, which means there's an opportunity for flower farmers to offer something unique that stands out in the market. Perennials also saw significant growth, with several perennial varieties ranking in the top 20. Visit the Rooted Farmers Blog for a list. By incorporating perennials into your farm, you can offer seasonal flowers that customers can rely on year after year.

 
 

Don’t Forget About Low Performers

It’s just as important to pay attention to your low performers as it is to focus on the things that are doing well. Not every flower you grow is going to be a hit every year. If you have flowers that aren’t pulling their weight, it might be time to consider replacing them with newer varieties or ones that are trending higher in the market.

Space Allocation Matters

Finally, remember to keep an eye on how much space you allocate to each crop. This is something I’ve learned the hard way! The amount of space you dedicate to each flower variety can have a huge impact on your numbers. Make sure you're not over-committing space to low-performing crops, and focus on those that offer the highest potential.

 
 

Wrapping Up

Overall, Adrianne and Amelia really made me think about how we can use data to make more informed, strategic decisions on our farms. By focusing on customer feedback, tracking our numbers, and staying up-to-date with trends, we can grow smarter and more sustainably.

So, don’t be afraid to dig into the numbers, talk to your customers, and stay flexible with your growing strategy. I hope these insights help you as much as they’ve helped me!

As always, keep growing, and I look forward to hearing how these tips help you thrive in your flower-growing journey.

Happy growing,
Scott

 

Take advantage of an exclusive offer from Rooted Farmers! Use the code TFP25 to get $75.00 off any individual plan(Essential or Pro). Rooted Farmers offers great features like streamlined invoicing, easy inventory tracking, and more tools to grow your business efficiently. Don’t miss out on this chance to simplify your processes and focus on what matters most—growing your flower farm!

 
 

Blooming Opportunities for Flower Farmers: Tapping into the Market of Edible Flowers

 

Image by The Flower Podcast

 

Recently, I received a batch of edible flowers from a vendor, which sparked my interest in a topic I had only explored briefly before. While I’ve occasionally sourced these flowers for clients, I hadn't given them much thought beyond that. One of the flowers I received was pansies, and with the recent surge in their popularity for cut flower production, I realized this was the perfect moment to dive a little deeper.

At first glance, the flowers were striking—vivid colors, detailed petals, what you expect from flowers but what really stood out to me was their purpose: these flowers weren’t just for our garden beds and arrrangements; they were meant for more, and it became clear that there was a lot of potential in this space that I hadn't  fully explored.

The edible flower market is growing fast. In fact, according to the Edible Flowers Market Report from 2022, this industry was valued at nearly $318 million globally, and experts expect it to soar to $503 million by 2032. That’s a significant increase, and as a flower farmer, it’s hard not to see the possibilities. Edible flowers are no longer just a niche trend—they’re becoming a real part of the culinary world. And for us, as growers, that means there’s an opportunity to step into something new, something that could help diversify farms and bring in a new stream of income.

What struck me the most, though, was how they could fit into the broader world of floral design. It’s not just about wedding cakes and cocktails (although, let’s be honest, they make a stunning addition to both). The scope of edible flowers is huge, extending beyond just food and drink. There’s potential for herbal blends, beauty products, and even natural dyes, all of which are on the rise. But for now, I’m focusing on the possibilities from a flower farm’s perspective. I mean somebody has grow to them.

I also can’t ignore how some flowers that were once primarily considered ornamental are now gaining popularity in the cut flower industry. Take pansies, for instance. They’ve always been a garden favorite, but, their use in cut flower production is on the rise. Pansies are readily available, come in a wide range of colors, and offer a delicate, colorful touch. I also received marigolds, which I had never thought of as edible but rather as pest deterrents and fabulous summer flowers. It turns out the list of edible flowers is quite extensive, many we may already be growing.  As more people embrace blooms, it feels like the perfect time for flower farms to explore growing flowers not just for the traditional use in the floral industry, but as edible flowers for culinary purposes too.

 
 

For flower farms, diversifying with edible flowers can open up a lot of doors. Growers are already producing  high-quality, beautiful flowers, so it seems natural to start expanding into this new territory. With a little extra care and attention to growing conditions, we could be offering something unique to the market—flowers that serve both as stunning visuals and edible treats.

One of the big benefits here is the potential for more diverse income. Edible flowers are often sold at a higher price because they’re seen as a premium product. People are willing to pay more for flowers that not only look stunning but are also safe to eat and have a distinctive taste. If done right, this can increase the farm’s profitability without needing to expand too much.  They might even open the door to a restaurant or grocery store that wants to carry this trending product in return opening the door to take a look at your bouquets or other cut flowers.

On top of that, edible flowers are a great way to reduce waste. Not every flower will meet the standards for an arrangement, but there’s still value in those blooms beyond the vase. That means there’s less waste from the flowers that don’t make the cut for bouquets, and we can still make the most of everything we grow.

I also see a lot of potential in partnerships. Local chefs, event planners, bakers—imagine the possibilities. Beautiful cakes with pansies or violets, floral cocktails, or unique dinner party dishes. These are the kinds of collaborations that could really set a farm apart. And it’s not just about selling flowers. We could host workshops, too, teaching others how to work with edible flowers, whether it’s in the kitchen or as part of their floral designs. It’s a way to expand the farm’s role in the community and share something new with people.

But, as with any new product, it’s important to be careful. Not all flowers are safe to eat, and it’s vital that we grow them with the same care and consideration that we give our other blooms. Sourcing flowers responsibly and ensuring they’re grown organically without harmful chemicals is crucial for maintaining customer trust. These blooms aren’t just for decoration; they’re being consumed, so we need to be sure they’re safe along with following the guidelines in your area.

 
 

In the end, the potential for flower farms to expand into edible flowers is vast. It's an opportunity not just to grow new varieties, but to cultivate something that brings added value to the customer and to the farm. As the demand for edible flowers continues to grow, I believe it’s an exciting and rewarding path for flower farmers who want to explore something fresh and unique. By offering these blooms, we’re not just adding another product to our inventory; we’re offering our customers an experience—one that connects beauty with flavor, and creativity with sustainability.

After receiving that batch of edible flowers, I’m more inspired than ever to explore this niche and see how it could fit into great possibilities in our industry.

 
 

Edible Flowers

Nasturtiums'
Marigolds (Calendula)
Dandelions
Tulips
Bee Balm (Monarda)
Jasmine
Chrysanthemums (Edible Varieties)
Snapdragon
Tulips
Red Clover
Scented Geraniums
Mint Blossoms
Sweet Violet
Sage Blossoms
Red or Pink Begonias
Lavender

Pansies
Violas
Lavender
Fuchsia
Daylilies
Rose
Clover
Lemon Balm
Elderflowers
Apple Blossom
Evening Primrose
Borage
Anise Hyssop
Sunflower Petals
Cornflower (Bachelor's Button)
Peony

Note: This is an example list of edible flowers. Many herbs, like basil, rosemary, thyme, and oregano, also produce edible flowers that are beautiful and flavorful. Always ensure to research and confirm that the specific variety of herb or flower is safe for consumption before using.

Embrace Pricing, Profit, Boundaries, and the Sales Process

“It takes more than a talent for floral design to run a successful flower business.” Alison Ellis

Adventuring into the flower industry is not for the faint of heart. In my experience over the years, when someone asks what I do, and I proceed with “I’m in the flower business”, the response is always greeted with an assumption of ‘it’s a job surrounding yourself with beautiful flowers and working long hours during the holidays. Well, again in my experience, I have never met someone in the floral industry that meets this assumption.

The floral industry in all its beauty and wonder thrives under the continuous efforts of determined, enthusiastic visionaries engaging in the day-to-day grind of ordering and processing flowers, administration duties, meetings, the pressures of growing and maintaining profitability. It is a magnificent industry not stifled by concrete walls and endless hours confined to a desk, but it is still business.

This episode is meant to answer a reoccurring theme of questions I receive on a regular basis. I have invited a previous guest and friend of The Flower Podcast to give her insights to these issues, and I encourage you to visit her website for more information that may be helpful in your business.

Alison Ellis

Real Flower Business, Flower Math, and Floral Artistry

Alison Ellis is the founder of realflowerbusiness.com, creator of Flower Math, and author of Falling Into Flowers, A step-by-step guide to today’s modern wedding business. She’s a floral designer and educator who teaches florists around the world how to increase their income and find more freedom in their small business with honest, actionable strategies and step-by-step courses.

Alison graduated from the University of Vermont in 2000 with a Bachelor of Science in Plant and Soil Science and a minor in Small Business. She trained in flower shops for 9 years, worked on an organic flower farm, and has been running a home-studio floral business for almost 20 years. Alison understands the challenges that floralpreneurs can face when growing a business on your own!

Since 2015, over 8,000 florists around the world have enrolled in Alison’s online business courses, private & group coaching, and free resources for florists.

Highlights from my conversation with Alison Ellis

  • 2 reason why we start to dislike customers is because of boundaries and profitable pricing, yet these are the 2 reasons when done correctly are what keep us happy.

  • When we do a good job it simply feels like good customer service.

  • Minimums are a healthy important boundary.

  • An easy first boundary is to block days on your calendar ahead of time. Be sure to block not only vacation days or important events but prioritize a few YOU days to refresh yourself.

  • Set the precedence of communicating through email and not texts.

  • Lists help get things out of your head and gives us direction for the following day.

  • Alison has encountered a lot of colleagues frustrated by ‘Educating their clients” We shouldn’t act like our clients are uneducated but as engaging the sales process with our client.

  • It’s ok to do small inexpensive weddings. Demographics and your location do play an important part. Your area may not be flourishing with new business or a thriving economy but that doesn’t mean you can’t be profitable.

  • Establish yourself and build your way, but if you are not over the hump after some time, likely it is because there hasn't been intention on your messaging. Go back to your business plan. You might benefit from some introspection of your goals.

  • We have to look at our weaknesses. If you are complaining there is probably something you could be doing better.

  • Leaders always have something to learn if they are willing to learn.

  • You must be in tune with what is happening in the market and the world.

  • When you know there are clients out there and they are not coming to you that’s when you know it just may be you.

  • Alison sets her minimum based upon what the client wants.

  • A questionnaire gives insights to the clients needs and serves as a ‘get-to-know you’ helping you create a wonderful experience for them.

  • At the end of the day, what we really want to do is to get serious about our business.

  • Embrace pricing as the sale process. This attitude is extremely helpful to allow ourselves to enjoy it and not dread it.

  • Have grace for your client, yourself and create a wonderful experience for you both.

Sources From Alison

 

This 35 page book is part memoir, part how-to and 100% honest regarding my 25 years in the industry and 17 years as a small business owner. I share some of the MOST VALUABLE LESSONS I’VE LEARNED.

 

Online Business Courses For Florists

As a floral designer, you’re in charge of so much more than “just flowers”. Because to run a successful business, you also need to master Pricing for Profit, Closing Sales and Marketing so that you maximize profits and book great clients consistently! Alison

Many thanks to Alison for another great episode of The Flower Podcast. I appreciate your questions and hope you found answers and encouragement today. Please feel free to DM @theflowerpodcast or contact me through email at scott@theflowerpodcast.com.

More From Alison Ellis on The Flower Podcast