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Most people have never thought about where their flowers come from before they land in a vase. The honest answer surprises almost everyone. In Episode 126 I sat down with Jake Mitchell-Keyser of Flowrfwd, who left a national sales role at a global floral company after realizing he was selling a story that was not quite true. We talked about the 80% number, why local costs more, and what a buyer actually looks for in a farm partner.
July and August bring the same question every year: how do I water? The honest answer is that most of us are watering too often, too shallowly, and at the wrong time of day. Here’s what we’ve learned after years of watering a working flower farm, plus a hoop house test that shows exactly what shallow watering does to your soil.
Seed packets contain far more than planting instructions—they’re packed with valuable information that can help you become a more successful grower. In this episode of The Flower Files, we explain the terminology behind germination rates, F1 hybrids, pelleted seed, primed seed, days to maturity, and more so you can confidently choose the right seeds for your garden or flower farm.
Have you ever wondered what happens before a flower seed arrives in your mailbox? In this episode of *The Flower Files*, we continue our exclusive behind-the-scenes series with the GeoSeed team to uncover the incredible journey every seed takes—from growers around the world to the packets we rely on each season. We explore how seeds are sourced, tested, packaged, and shipped, why some varieties cost more than others, how seed shortages happen, and what growers can do to plan ahead. If you’ve ever wanted a deeper appreciation for the work behind every bloom, this conversation offers an inside look at the people, processes, and expertise that help make every growing season possible.
We’re digging into the world of seeds with the team behind Park Seed, GeoSeed, and Twilley. From hard-to-find cut flower varieties to plugs, liners, catalogs, and industry trends, this conversation is packed with insight for flower farmers, gardeners, and growers.
Building a successful flower farming business takes more than growing beautiful flowers. In this behind-the-scenes episode, we share the lessons we’ve learned about pricing, scaling, profitability, and why we’re creating practical courses to help aspiring flower farmers avoid the mistakes we made.
When most people think of pollinators, they picture honey bees. But some of the most important pollinators in our gardens are native bees, hoverflies, beetles, moths, bats, and even birds. In this episode of The Flower Files, we explore why pollinator conservation is about much more than flowers—and how creating habitat may be the single most important thing we can do to support biodiversity.
Weeds are often viewed as the enemy of a beautiful flower farm, but they can reveal valuable information about soil health, growing conditions, and management practices. In this episode of The Flower Files, we walk through our fields to discuss the weeds we encounter, the suppression techniques we rely on, and the lessons we’ve learned through years of trial and error.
If your work or hobbies keep you outside, your skin is working overtime. In this episode of The Flower Files, we sit down with dermatology physician assistant Christina Da Leon to discuss skin cancer prevention, sunscreen myths, skincare trends, scalp health, and simple ways to protect your skin without sacrificing time outdoors. Whether you’re a gardener, farmer, florist, or simply someone who loves sunshine, this conversation is packed with practical advice that can help you care for your body’s largest organ.
In Episode 117 of The Flower Files, Liza Goetz talks with Shannon Everhart of The Tax Chick about the financial side of growing a creative business. From tax write-offs and receipt tracking to cash flow, flower pricing, owner pay, and scaling wisely, this episode helps flower farmers, florists, and small business owners understand the numbers behind a profitable business.
Listen as Liza sits down with Shannon Everhart, enrolled agent and small business financial guide, to talk about the foundational money pieces every business owner needs to understand. From choosing a business name and reporting income to keeping receipts, separating business funds, understanding LLCs and S corps, and charging what we’re worth, this episode is full of practical advice for anyone starting or growing a small business.
There is nothing quite like making your first sale! Whether it is your first flower bouquet,...
In Episode 114 of The Flower Files, Liza Goetz visits Dr. Maddie Schofield of Chestertown Animal Hospital for a conversation every flower-loving pet owner should hear. From toxic lilies and curious cats to dogs eating green tomatoes, compost, mulch, and mystery plants in the yard, this episode is all about enjoying spring while keeping our animals safe.
Edible flowers can be beautiful, functional, and profitable, but only when they’re grown with a plan. In this post, we’re breaking down how to choose the right edible florals, match them to your end product, harvest them correctly, and avoid common mistakes that lead to waste.
In this episode of The Flower Files, we sit down with Ellen Frost, founder of Local Color Flowers, to talk about how local flowers move from farms to florists. We explore floral hubs, wholesale markets, flower education, seasonality, and what the future of the American-grown flower movement could look like.
Spring garden clean-up can do more harm than good when it’s done too early. Here’s what to trim, what to leave in place, and how to support pollinators, soil health, and stronger plant growth this season.
A beautiful product is not always enough to make shoppers stop. In this episode of The Flower Files, we talk about what really makes a farmers market booth stand out—from layout and signage to body language, product flow, and customer experience.
Selling at a farmers market is about more than showing up with beautiful flowers. From booth placement and pricing pressure to copycats and market dynamics, success often comes down to strategy, professionalism, and understanding how the market really works.
In Episode 108 of The Flower Files, we sit down with branding and marketing expert Christine Blasdale to talk about what it really takes to create a brand for your business. From niche strategy and storytelling to websites, video, and social media, this conversation breaks branding down into practical steps small business owners can use right away.
A soil test is more than a sheet of numbers! It is a decision-making tool that helps us understand what our soil can support, what needs attention, and how to make smarter choices for healthier flowers, better stem quality, and stronger yields.
In Episode 106 of The Flower Files, we dig into the soil myths that may be quietly costing you blooms, money, and confidence. From nitrogen-heavy fertilizer to compost overload and drainage issues, this episode breaks down what is really happening below the surface and how to grow with more intention.
Want to turn your flower garden into a reliable income stream? In this episode of The Flower Files, we walk through the entire system—from planning your seed beds and building a sales mix to harvesting, bouquet recipes, and beginner-friendly sales channels. If you’ve ever grown beautiful flowers but struggled to actually sell them, this guide is for you.
Newly engaged and wondering where to begin? In this episode of The Flower Files, we break down how to start planning your wedding — from choosing your vibe to hiring vendors and avoiding decision fatigue.
From aerated static piles to pathogen reduction temperatures, we explore how commercial composting works and why compost is one of the most powerful tools for building healthy soil.
Soil amendments aren’t magic fixes — they’re support tools for healthy garden soil. In this episode, we explain organic matter, minerals, nutrient amendments, and compost so you can stop guessing and start growing with confidence.