This week on Hort Culture, Alexis and Brett take a deep dive into one of the most confusing — and emotional — topics in horticulture businesses: pricing. From credit card fees to bouquet tiers, they unpack how pricing isn’t just about math… it’s about psychology.

The episode starts with the foundation every grower needs to hear: know your cost of production. If you don’t know what it costs you to produce a cucumber, a bouquet, or a pint of blueberries, you can’t build a sustainable business. Pricing below your costs  simply isn’t a long-term strategy for small farms and floral businesses.

From there, the conversation shifts into smart pricing strategies that growers can actually use:

• Loss leaders – Like the classic $5 rotisserie chicken at the grocery store, certain products can bring customers in while higher-margin items carry the profitability.
• Anchoring & price framing – The order in which customers see prices matters. Showing a premium option first can make the mid-tier feel more reasonable.
• The “middle option” effect – When given three choices (basic, premium, deluxe), most customers gravitate toward the middle. That’s often where you want your strongest margins.
• Decoy pricing – Introducing a strategically priced option can steer buyers toward the size or bundle you actually want to sell.
• Bundling – Salad kits, dinner boxes, or bouquet add-ons increase perceived value and simplify decisions for customers.
• Value naming – Words like “chef’s blend,” “deluxe,” or “seasonal” elevate perceived value without changing your actual product.

Throughout the episode, Alexis brings practical examples from the flower world—especially holiday bouquet pricing—while Brett connects the dots to ag economics principles and behavioral psychology.

The big takeaway?
Customers judge prices relatively, not absolutely. Thoughtful pricing structure can increase revenue without undercutting your value — and without sacrificing your margins.

If you’ve ever wondered why customers hesitate at checkout, why bundles work so well, or how to stop underpricing your products, this episode will help you rethink how you present value.

University of Kentucky Center for Crop Diversification 

Center for Crop Diversification Price Reports

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