Marketing for Flower Farmers: Starting with the Basics (Part One)
The ever-elusive topic of marketing—it’s something flower farmers hear about often, but don’t always know where to start. This post kicks off a multi-part series designed to help you understand and embrace marketing in simple, manageable steps.
I’ll be honest—I had to dust off the cobwebs of my college marketing classes to revisit the basics. Why? Because even as a working business owner, it’s easy to forget that solid marketing starts with a strong foundation. And while the strategies shift based on your customers and experience, the core concepts still matter.
What to Expect Today:
In this post, I’ll help you:
Define what marketing actually is (without the jargon)
Understand the first two of the Four P’s: Product and Pricing
Get ready for what’s ahead in the series: Target markets, promotional strategies, and more
I’m not a marketing guru—and you don’t have to be either. But if you grow flowers and want to sell them, learning a few simple marketing principles can make a huge difference.
Let’s dive in—because believe it or not, marketing can actually be fun.
Harvesting Rose Toscano dahlias in the warm light of late afternoon.
Basics of Marketing
Marketing may sound intimidating, but once you understand the basics, you'll see it’s not something to fear—it’s a valuable tool that helps support your sales and connect your business with the right customers.
Oxford Dictionary defines marketing as:
“The activity or business of promoting and selling products or services, including market research and advertising.”
There’s a lot packed into that.
In simpler terms, marketing is about:
Creating value for your customers
Helping people find and connect with what you offer
Encouraging them to make a purchase
The Four P’s of Marketing
One of the most common ways to understand marketing is through the Four P’s:
Product
Price
Place
Promotion
You may see more P’s added in some models, but we’re keeping it simple and sticking with the original four.
Here’s what most people get wrong:
They jump straight to Promotion—posting on social media, printing flyers, or running ads—without thinking through the rest.
But promotion is actually the last step.
Before you promote anything, you need:
A product worth offering
A price that makes sense for your market
A place where customers can find and purchase it
Product
Many new flower farmers get stuck on the question:
“How can I sell flowers when they’re not even in bloom yet?”
That’s completely valid—but here’s the thing: if you’ve planned your crops, you already have a product in the works. And you probably have at least a general idea of what you’ll be offering and how much.
A Good Product = Value
At its core, a product is something that provides value to your customers—something they’re willing to pay for in exchange for the benefit it gives them.
In flower farming, that value could look like:
Mixed bouquets
Custom arrangements
CSA shares
U-Pick experiences
Workshops or classes
Seed starts or seedlings
You can read more about selecting the right product for your farm in our blog:
Getting Started with Crop Planning: Choosing the Right Flowers for Your Farm
And remember—your product isn’t just the flowers. It includes:
Branding
Packaging
Presentation
First Impressions Matter
As Will Rogers said, “You never get a second chance at a first impression.”
In flower farming, your first impression starts with your branding—and that includes every touchpoint:
How your flowers are packaged and presented
Whether they’re fresh or wilted
How you greet someone at your farm stand or market booth
How your CSA shares look when picked up from a partner location
If your flowers are wilted and your name is on the label, that’s your customer’s impression of your farm.
And don’t forget: in today’s world, your first impression often starts online.
Your website and social media presence matter. Ask yourself:
Is it visually appealing?
Is the messaging clear and welcoming?
Does it reflect the kind of experience you want to offer?
Want to dig deeper into this topic?
Check out our blog: Building Your Flower Farm’s Brand
Pricing
Pricing might just be one of the trickiest parts of selling flowers.
It’s not just about what your blooms are worth to you—it’s about what your customers are willing to pay, and how that lines up with your costs, competition, and business goals.
Pricing is a mix of:
Knowing your costs (Cost of Goods Sold)
Understanding your local market and customer base
Staying competitive while also meeting your revenue needs
It’s a blend of strategy and intuition, but with the right tools, you can price with confidence.
We’ll dive deeper into pricing in Part Two of this series, where we’ll explore:
Understanding costs
Finding your pricing sweet spot
Competitive research
And more
You're building something great—and you don’t have to figure it all out at once. One step at a time.
We are looking forward to sharing more blooms with you soon.
Jessica & Graham
Join Us on May 12th, 2025, for ASCFG Ask the Experts!
We’re thrilled to be guest speaking on online bookkeeping as part of the Association of Specialty Cut Flower Growers (ASCFG) Ask the Experts series! Whether you're just getting started or looking to streamline your current system, we'll be sharing practical tips and insights to help keep your flower farm’s finances in top shape.
This session is exclusive to ASCFG members, so be sure to sign up today to secure your spot! We can't wait to see you there!
