Since I started the farm, I've found myself facing the same problems as many other flower farmers. The first hurdle to jump is mastering perfect blooms. You read the blogs, take the classes, watch the videos, and eventually, you’re able to grow a quality product consistently.
The reality is, most of us farmers aren’t located in areas where designers yearning for our blooms are found, and we just don't have time to build our demand while pulling weeds and harvesting. How do we even put a "system" in place to sell flowers?
Then there’s the designer’s side of the coin. While, sure, during the season I have access to the fresh cuts from my fields, I do design in the off-season and have an awesome squad of designer friends across the country who rely solely on national distributors. They always tell me they wished a farm like mine was accessible to them on a regular basis. I find it interesting that, when it comes to flowers, demand is typically concentrated in areas where agriculture doesn’t exist.
While you'd sometimes rather support your local farmers, there never seems to be a seamless way to get the products you need. Your days are packed with consults, designing, and all the other nuances that come with owning a business that, and the end of the day, it’s easier to add a few bunches to a shopping cart from the comfort of your couch.
What I’ve learned from being on both sides of the coin is, farmers and designers speak different languages. Designers are visual and know the aesthetic, but they are often limited by their botanical vocabulary. Farmers, on the other hand, may not be able to see the vision but can rattle off 40 different varieties of “blush” options designers likely didn’t even know existed. Seems to me, both farmer and designer want to help each other, but it needs to be easier
Over the next few weeks, I’ll be sharing more about our exciting new ideas; all of which will be released in our newsletter (sign up for it here!).
I genuinely believe that together, we as farmers and designers can make this better for one another and the only way to do that is to have some honest conversations. So, are you a farmer, a designer, a florist, or just a flower lover at heart? What are your stress points? What struggles with our supply chain give you heartburn? I can’t wait to hear your thoughts.