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

Learn more about Adrianne Gammie

Learn more Amelia Ihlo and Rooted Farmers

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!

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.