Rudbeckia- the unsung hero of summer bouquets

Florists and consumers are seeking out local, seasonal flowers, and weekend shoppers at farmers markets find stalls stocked with flowers as well as produce. Meanwhile, many hometown brick and mortar flower shops are being forced to evolve and innovate as they face increasing competition from online companies and grocery floral departments, which have become one of the fastest growing sectors in the industry. While most chain stores still rely heavily on imported blooms, many are now actively seeking to source locally-grown flowers, providing new sales outlets for growers. One of the most widely requested items from floral departments is mixed bouquets. The key to making mixed or market bouquets profitable is planning and extreme efficiency.

For most established growers, the easiest place to start selling flowers will be mixed bouquets and single stem/small bunch retail sales. These are the flowers you can sell to your existing customers and they are easy to incorporate into farmers market, CSA, and grocery sales. But there are lots of other outlets out there, including florists, weddings and events, business subscriptions, value added products, and wholesalers.

A simple label can be the most effective- and affordable- marketing tool for your flowers

More than two decades ago, just in time for their second flower delivery to Central Market, the upscale emporium owned by Texas grocery giant HEB, Pamela and Frank Arnosky ordered stickers that read: “Texas Garden Bouquet” and “Fresh from the Texas Hill Country.”

Fast forward to 2017 and tens of thousands of beautiful bouquets produced each year by the Arnoskys at Texas Specialty Cut Flowers in Blanco, Texas, are still sleeved, labeled and delivered to Central Market, Whole Foods, and other grocery chains across the Lone Star State.

The Arnoskys were some of the first - and best - to brand their specialty cut flowers with a regional message. “If you want to be customer-driven, you have to brand your flowers,” Pamela insists.
Yes, there is a cost and yes, it requires more labor. But labeling campaigns and branding programs have a big impact with consumers, say flower farmers across the U.S.

So when, where, why and how does it make sense to slap a “local” label on your blooms? Here’s a round-up of advice to guide you.

Since its founding in 1968 by my husband Eliot Coleman, Four Season Farm has sought to produce the best vegetables possible, using soil-based organic methods, on a small amount of land. When I showed up in 1991, Eliot had begun to pioneer winter vegetable production, and I was delighted to give up the landscape design business I’d run in Connecticut and grow veggies with him. Then, about 10 years ago, flowers started to creep in.

Our first year selling flowers at the farmers market, we sold straight bunches of sunflowers, zinnias, etc. Then I saw a vendor at market making beautiful wildflower bouquets (legitimately wildflowers from the side of the road), and people loved them. Having always been into art, we decided bouquet making was definitely going to become a part of what we offered. Last year, we made more than 14,000 bouquets for grocers and farmers markets.

So far 2013 is off to a full and flying start! In the first few weeks alone I’ve rebuilt the farm’s website, overhauled my blog, looked at a dozen potential farms to buy, enrolled in two intensive floral design workshops in California, and spent a handful of days with my flower farming BFF, Jennie Love. Jennie and I have been pen pals for the last few years, often sharing tips and tricks for both small-scale flower farming and high-end wedding and event work via the internet.  Watching her take her love for flowers and turn it into the incredibly successful, highly profitable, and totally trendsetting business that she has is just mind blowing!

With another wedding season fully underway I am reminded how a little extra planning can provide a tremendous amount of support and ease during the height of summer.

I absolutely adore dahlias! In my opinion, they are a nearly perfect crop to have on the farm. With an extremely long harvest window of up to 3 months, these brilliant gems have become the workhorse of our summer garden. There are thousands of varieties to choose from in nearly every shape, size and color and for a trialing fanatic like me the process of choosing is a blast! With just a few mother tubers one can easily and rapidly increase their stock, so a small investment will produce great rewards in no time. In addition to not shipping well, which gives local growers a major advantage, consumers also love and buy dahlias with great enthusiasm.

Marketing is the other half of the battle

My first few years as a flower farmer were a thrilling mix of hard work and overwhelming beauty. Through trial and error, and a staggering amount of work, I slowly learned how to grow top quality flowers. But once I figured out what my key crops were and how to grow them in my climate, the real work began. I had finally cracked the code on how to grow an unbelievable amount of flowers in a really small space, but what I didn’t realize is that growing is only half of the battle.

There is an Old Russian saying taped above my desk that reads, “The worst disaster is a full harvest.” This simple statement helps me stay present to the fact that too much of anything can be a curse, and the more I can plan, spread things out, and aim for a steady balance, the better outcome I’m likely to have.

2011 was a successful year for our little farm. We increased production across the board, perfected many growing techniques, succeeded with new and beautiful crops, increased sales, cranked out more bouquets than we thought humanly possible, and made great new connections. We had our fair share of difficulties, too. Most were common things like trying to find the balance between business and family, getting enough sleep, learning to manage employees, and keeping up with the farm’s rapid growth. Even though these things were tough on all of us, I know in the long run we’ll eventually sort them out.

Each season a handful of new varieties make the cut and gain permanent residence here on the farm. Making “the list” requires meeting a pretty strict set of criteria. First, the item must grow somewhat easily and vigorously in my climate. This means no heroic measures, toxic chemicals or complicated procedures are required to produce a healthy plant.

If I had to choose only one flower to grow in our hoophouses each spring, hands down, ranunculus would make the cut. With so many wonderful qualities it is impossible not to fall head over heels in love with them. After a winter of dark days and sterile South American product, designers and buyers are so hungry for something new and different.

In a world that is rapidly changing, it’s no longer enough to just be a good grower. In the past a farmer could simply load up her goods, drive into town and sell directly out of the back of her pickup with great success. While quality and freshness are still the foundation of a thriving farm, growers are now faced with new and complex challenges. Half of building a successful farming operation lies in marketing and sales. For so many growers this has been a difficult adjustment.  But with the introduction of new technologies, small growers are in a better position to face these challenges than ever before. For very little money and a small investment of time, it is possible to connect in an entirely new way with customers.

In the beginning, bouquets seemed effortless, as if they just happened. A short stroll through the garden and I could magically collect an armful of beautiful ingredients to make up an arrangement most months of the year. But over time, as my business has grown from a tiny backyard design studio into a busy farm, having enough bouquet material is constantly an issue. Roughly half of my weekly wholesale orders are for bouquets. Now I must carefully plan out a season’s worth of material to ensure a continuous, abundant supply.