Natalie Geehr
The Farmer Florist
Hi! I'm Natalie Geehr, farmer and florist of The Farmer Florist. 2020 was a year of beginnings for me: I became a first time mother, moved back to my hometown of Fresno, California, and started taking courses in flower farming out of a desire to build something tangible and uplifting for my family during such uncertain times. After outgrowing the space in my own backyard, I expanded to a leased 1/4 acre about twenty minutes from my home (footnote: it's an old, unused horse arena in my parents' backyard, and it took a lot of convincing to make it happen!). While growing on leased land has led me to feel imposter syndrome in the past in such an agriculturally powerful region, I'm embracing the slow journey to farm ownership and hope I can inspire others to do the same. I currently specialize in growing specialty varieties for florists, selling subscriptions for flower lovers in my area, and designing for events in the Central Valley and the Central Coast. My design events are always foam free and only use locally grown flowers. For me, the magic in designing is seeing what is blooming the week of the event and bringing ingredients that might not have been considered otherwise into the picture. Community has been an important part of my journey and I wouldn't still be smiling and growing without my close farmer friends of the San Joaquin Flower Collective -- a group we founded in 2022 to streamline the process of selling our flowers to local florists and retail shoppers. With hard work and some luck, I hope that the local flower scene in my region will be thriving for years to come.
Show Notes
Your dream for your cut flower growing can start in your own backyard.
Don’t feel like you have to buy a big piece of land to start your business. Sometimes you can find smaller tracks of land to lease to begin your journey. You can sometimes save money by making mistakes on a smaller scale.
Spending time to find the right partner can give you a better return on your time and your efforts.
Try different sales or marketing channels to see what works best for you. You might find that selling to florists works best, or doing weddings on the weekends, or even subscriptions. It takes some time to figure out what really works for you.
When working with other farmers, it’s important to work together with understanding. Everyone has different needs and challenges in their weekly lives. Being in a community means that you work through each other’s struggles and successes.
If you’re part of collective it’s important not to be self-focused. Everyone needs to be in it together and learning from each other.
Having a growth mindset can really help create a community that succeeds together.
Natalie has found a lot of value working with Rooted Farmers both individually and now as part of a collective. She also liked the collective course by The Gardener’s Workshop.