Is It Too Late to Start a Flower Farm?!

Helping you celebrate the magic of every season!

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Over the years the popularity of growing cut flowers seems to have exploded. More and more, home gardeners are planting seeds and transforming grassy areas of their backyards into beautiful flower-filled spaces.

And the trend has given rise to a community of individuals not only nurturing their love for blooms but also turning it into a thriving business. So many people are selling their blooms to their local communities- to people who have fallen in love with the uniqueness and vibrancy that only local flowers can provide…

And it’s sort of hard not to get sucked into this whole world of flower farming…I mean, there’s so much beauty that comes with it. And for a lot of us, I think we enjoy the opportunity that flowers allow, you know, for us to sort of disconnect and unplug from our very plugged-in lives. 

But with more and more small-scale growers popping up, the big question you’re likely wondering is: is it too late to start a flower farm?!

Honestly, is the market too saturated with everyone jumping on the cut flower bandwagon or can you realistically start a flower farm in 2024 and still find success? 

I know that that’s a big question to answer (and in fairness this post might be a little long because of that) but I hope with the information that I’m about to share in this blog post, you’ll gain some clarity on this topic and more importantly, you’ll feel confident in whether or not you should chase your flower farming dreams this year… 

So, if you’re ready to dive in, let’s get right to it.

It’s natural when you’re starting something new, like growing flowers for the first time, that you want to know what you’re up against. What are your odds of finding success?

Well, when you look at the floral industry as a whole from a broad perspective- things look promising. 

Now, don’t quote me on the specific statistics, but when you look at market trends for cut flowers and you see the projected growth of the industry and you couple that with the fact that 80 percent of cut flowers sold in the U.S. are actually imported- then sure, just from the simple fact that we have more demand than supply, you can see how there’s plenty of room for new flower growers to enter the market.

But when you’re not focused on the broader scope of the floral industry and instead you’re looking at your own unique circumstances, you’re probably wondering- is there even room for you to get started if there’s already, you know, 6 other flower farms operating within your local community? 

What happens then?

For a lot of us just getting started, we fear entering a crowded market because we imagine there being a fixed amount of business available. There’s only so many people buying flowers in my community and so the more flower farmers there are, the harder it’s going to be to succeed.

We see success as a pie. And when we view success in this way, then of course competition feels very real + threatening- because if someone else is succeeding then that means there’s less pie available for me.

So I’m going to help open your mind to why I believe that this idea isn’t true because I really want you to know that if your dream is to run + own your flower farm, there is room for you at the table even if you feel like your local community is already saturated.

The most common piece of the puzzle that I think new flower farmers get wrong is that they think they are selling flowers.

Let me be clear- what you’re getting paid to give isn’t what you are actually selling.

Crazy, right?!

Sure, when you sell a bouquet of flowers to someone there’s a transaction that occurs. 

Let’s say that I have a bouquet of flowers that I am selling for twenty dollars; Obviously, I want the twenty dollars more than I want the bouquet of flowers.

On the opposite side, my friend may have twenty dollars to purchase that bouquet; in this scenario she wants the bouquet more than she wants the twenty dollars.

It’s easy for us to look at this example and assume that the person who winds up with the twenty dollars is the winner. This is also partly why some of us struggle to price our flowers accordingly- because we see the buyer as twenty dollars poorer- my friend, she has less than when the transaction started…

And when we fall into this logic what we’re forgetting is that the flowers have value. 

My friend isn’t losing twenty dollars- rather, she’s gaining the value that she perceives those flowers to hold…

Which for her can be any number of things…

Maybe the value she sees in those flowers is time or convenience; instead of having to grow flowers herself she can bypass the hassle of it all by simply buying what someone else has grown. She puts very little time into the transaction and yet she still gets what she wants which is flowers.

Or maybe those flowers provide a therapeutic value to her- it’s not so much the flowers she’s after, it’s the sense of calm or relaxation those flowers provide which ultimately betters her overall emotional state.

So, knowing this information- that what we’re really selling is a solution to someone else’s needs or emotions- can help us have a more abundant perception of the local flower market because here’s the kicker with all of this.

Value is something you create; it’s not a thing that simply exists and you have to collect and hoard it. 

So, if value is something that is created- then how can we truly ever run out of it?

When you get out of the mindset of, I’m selling a product and instead get into the mindset of I’m solving a problem. It’s that change in perspective that helps you see how flower farms can exist in abundance without saturating the market- We’re all just serving and solving different problems. These problems that we solve may change + evolve as our flower farm grows and evolves- but the product itself, what’s at the heart of our business, the flowers tend to stay the same.

This is why similar businesses like McDonalds and Texas Roadhouse can coexist. Both restaurants may have hamburgers on their menu, yet their presence doesn’t take away from one another because they’re solving vastly different problems. 

For McDonald’s, the hamburger is about convenience, it’s about saving-time, maybe saving money- whereas Texas Roadhouse is geared towards an experience- the focus is on having a sit-down meal, it’s the luxury of having someone prepare a meal for you, of being able to enjoy that meal in an atmosphere other than your car or your home.

And that’s the mindset that you have to start looking at when you look at your flower farm.

I think what a lot of flower farmers do is they get started in their flower farming journey- and they don’t get traction right away and it’s easy to blame the high competition within their local community as the reason why we’re not finding success.

But the real reason why so many flower farmers struggle is:

  • Because they’re not properly communicating the value which they offer to a receptive audience- to an audience that has that problem which they are able to solve.
  • Or it’s because they themselves are not clear on what sort of value they even provide.

It’s really easy for us to assume that all flower farms, just because we’re all selling flowers, that we’re all the same.

And the longer I am in this flower farming world, the more clearly, I see how that is not true.

Want to dive deeper on this subject, check out this video here. (Fast forward to the second half of the video where I share my experience with different sales channels + how it affected the value proposition I was able to provide).

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Hey there, I'm Britney!

A dairy farmer turned flower farmer growing + selling specialty cut flowers in West Michigan! I think flowers are the best way to savor the magic that comes with every season- that’s why at Two Sisters Flower Farm we grow everything from daffodils in the spring to pumpkins + dahlias in the fall!

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