By Beth Meneghini

Small business owner turned flower farmer Joe Caputi has mastered the art of combining business with beauty and putting it all on display at farmers’ markets.
“We’re of course serious about making money, but what we do, really, is sell an experience, a sense of nostalgia that stirs up good memories,” he said.
Along with his wife, Charlotte, Joe Caputi owns and operates Charlotte’s Garden, a cut flower farm in the Green Springs Historic District of Louisa County, Virginia
Sitting on a total of 17.5 acres, Charlotte’s Garden grows hydrangeas, peonies, tulips, lisianthus, sunflowers, tuberose, dahlias and more than 70 other varieties of annuals, perennials and woodies. The Caputis grow on 3.5 acres of field production and currently have one 20 x 96 foot hoop house.
While Charlotte’s Garden sells its cut flowers to some independent, upscale supermarkets, Joe wants to concentrate on selling direct at farmers’ markets.
“When we started we were committed to selling at farmers’ markets,” said Joe. “Initially, we didn’t find any that had space, so we started to sell to supermarkets. But farmers’ markets are our main focus at this point.”
Charlotte’s Garden currently sells at two local farmers’ markets, one in Charlottesville and one in Richmond, each equidistant from the farm. Joe cut his teeth selling at farmers’ markets in Washington D.C. and northern Virginia.
“I really got my start with Bob Wollam of Wollam Gardens,” said Joe. “One of my strengths is merchandising product and I just really got to enjoy it.
Joe hoped to use the marketing techniques he had perfected with Wollam’s to sell his own cut flowers at farmers’ markets. But it was a bit harder than he expected to get a space at the market he wanted.

Learning curve
“The first piece of advice I’d give to a grower looking to break into farmers’ markets is be persistent,” said Joe. “Good farmers’ markets are very popular. Everybody wants to be in them. If you’re not accepted the first year, apply again, and again.”
Joe was easily accepted into the Richmond market, but it took nearly three years for Charlotte’s Garden to gain a spot at the Charlottesville market. He understands the reason for the waiting list.
“They are a very inexpensive way to sell your product. You can sell at retail prices and you have no lease, no rent, really no overhead at all,” he said. Farmers’ markets generally charge vendors a flat rate or a percentage of sales. “Either way, it’s not very expensive,” he said.
“Farmers’ markets are emerging as high-end venues for fresh, farm-produced goods,” said Joe. “Customers come to farmers’ markets to buy the best products, and they’ll spend whatever it costs to get them.”
As such, vendors need to appeal to a customer’s aesthetic sense. Despite the high level of competition between cut flower vendors at farmers’ markets, Joe believes farmers can truly set themselves apart in a few key ways.
“Consistency and branding are imperative,” said Joe. “Give customers a consistent, recognizable display and they’ll come back.”
Joe ensures his space is clean and tidy, and that the display allows for customers to easily walk among the flowers. Presentation is also key. Joe uses uniform, black buckets with single, color-coordinated stems – no bunches or bouquets – to create a look of abundance.
“Presenting the flowers in a mason jar or stained 5-gallon bucket doesn’t offer the clean, professional presentation it should. Selling at a farmers’ market should really be treated as a professional business. That’s the only way you’ll set yourself apart. This, after all, is your storefront,” said Joe.
Part of taking it seriously is to brand the product. Joe posts a color banner with the Charlotte’s Garden name and logo at his market displays. Each of his flower buckets boasts a Charlotte’s Garden logo that faces outward toward consumers. Purchased flowers are wrapped in pastel tissue paper, sealed with a logo sticker and adorned with a rafia bow.
Joe and his staff also dress nicely, complete with a Charlotte’s Garden hat, t-shirt or other item featuring the company name.
“The little things really go a long way,” said Joe. “You really need to keep your name in front of them all the time or they may not remember it and won’t come back.”
Joe also suggests posting flower prices to eliminate confusion. His displays feature a “menu” board that lists the flowers and prices of each. The menu is prominently posted so people know where to look.
Customer service also separates one grower from another.
“A smile, a ‘good morning,’ making eye contact, they all matter,” said Joe. “Even if someone doesn’t buy anything, being friendly and courteous will help you stand out.”
Joe also offers care tips to customers when wrapping their purchase.
But no amount of branding or customer service will make up for shoddy product.
“Consistent quality is key,” said Joe. “If your flowers last, customers will remember that. Combined with everything else you do, it makes for a lasting customer.”
For more information on Charlottte’s Garden please visit the web site at www.virginiaflowers.net.

More marketing tips from Charlotte’s Garden
Joe Caputi will be a featured speaker at the Association of Specialty Cut Flower Growers (ASCFG) annual conference and trade show this year. Held in Orlando, Fla. from Nov. 2-5, the conference will feature regional meetings, educational sessions, a trade show, greenhouse tours and a grower’s school. Despite recent hurricane activity in Florida, the ASCFG Conference will proceed as scheduled.
On Wednesday, Nov. 3, Joe will present the session, “Grow It and Show It: Beyond the 5-Gallon Bucket at farmers’ markets.” Joe plans to offer more marketing and branding tips to help growers make the most out of their farmers’ market displays.
For more information on the ASCFG annual conference in Orlando, visit www.ascfg.org, call 440-774-2887, or e-mail ascfg@oberlin.net.