Thinking about starting a flower farm without acreage? In this episode, Jenny interviews Dee Hall Goodwin of Mermaid City Flowers, an urban microfarmer based in Norfolk, Virginia, who grows across four borrowed plots within her community. Dee shares how she launched her farm in a front yard and scaled using community-sourced land, all while maintaining a profitable business rooted in sustainable practices.

We dive into the logistics of managing multiple micro plots, how Dee secures land through informal leases, and what makes her new electric flower truck a smart alternative to traditional farmers markets. You'll hear how she replaced her CSA with seasonal, art-inspired design workshops, and why staying flexible is key to long-term success. Dee also discusses low-spray pest strategies and how to match crops to each unique site for better productivity.

If you're looking for practical ways to start or grow your flower business in a small space, this episode is packed with ideas—from creative land access to mobile sales models and workshop revenue streams.

Find Dee Online:

Website: mermaidcityflowers.com

Instagram: @mermaidcityflowers

Flower Truck: @sprouttheminitruck

Did you enjoy this episode? Please leave a review on Apple or Spotify.

Follow Jenny on Instagram: @trademarkfarmer

Find free flower business resources: www.trademarkfarmer.com ​

What does it really take to build a thriving flower farm business? In this episode, Jenny pulls back the curtain and gets brutally honest about the unglamorous side of running a flower farm. From back-breaking labor and unpredictable weather to slow growth and late nights, she lays out the tough—but necessary—truths most flower farmers learn the hard way.

Whether you’re just starting out or knee-deep in your third growing season wondering if it’s supposed to feel this hard, this episode offers a dose of validation, some real talk about the difference between employee vs. CEO mindset, and encouragement to keep climbing even when the mountain feels steep. Spoiler: it's not just about growing beautiful blooms—it's about building systems, making sacrifices, and staying committed through the messy middle.

If you’re willing to embrace the hard stuff, the payoff is a life and business rooted in meaning, beauty, and purpose. This one’s for the dreamers with dirty hands and big goals—hit play and let’s talk about what flower farming actually looks like behind the scenes.

 

Did you enjoy this episode? Please leave a review on Apple or Spotify.

Follow Jenny on Instagram: @trademarkfarmer

Find free flower business resources: www.trademarkfarmer.com ​

Mother’s Day is one of the biggest revenue weekends for flower farmers—but it can also be the most overwhelming. In this episode, Jenny shares 10 lessons she’s learned from turning early-season chaos into smooth, five-figure sales. From planting and pre-orders to pricing, packaging, and simplifying your offerings, you’ll learn what actually works to boost profits without burning out.

Hear how she plans a year ahead, limits options to increase sales, and why customer service and clear systems make all the difference. Whether you had a sellout weekend or a slower one, this episode is packed with real-world tips to help you prep smarter for next year.

Did you enjoy this episode? Please leave a review on Apple or Spotify.

Follow Jenny on Instagram: @trademarkfarmer

Find free flower business resources: www.trademarkfarmer.com ​

This week, Jenny sits down with Rebecca Kutzer-Rice of Moonshot Farm for a conversation all about building a thriving flower farming business through farmers markets. Rebecca shares how she and her husband grew Moonshot Farm from a brand-new operation into a bustling, year-round flower farm in just a few short years—and why focusing on farmers markets was a key part of their success. From running markets in one of the most competitive regions in the country to balancing life, family, and farming, Rebecca brings a refreshingly honest look at what it really takes to grow your flower business sustainably.

If you’ve ever wondered how to stand out in a crowded market, connect more deeply with your customers, and create a flower farming business that supports your life (not the other way around), this conversation is a must-listen. Rebecca’s story is proof that success at farmers markets isn’t just about growing beautiful flowers—it’s about building a smart, sustainable business with heart.

Find Rebecca from Moonshot Farm online:

Website: https://www.moonshotfarm.com/

Instagram: @moonshot_farm

Did you enjoy this episode? Please leave a review on Apple or Spotify.

Follow Jenny on Instagram: @trademarkfarmer
Find free flower business resources: www.trademarkfarmer.com

In this episode, Jenny shares her tried-and-true strategies for making the most out of farmer's markets as a flower farmer. While not everyone loves them, Jenny makes the case that a good market can be one of the most profitable—and fun—sales outlets for your farm. From building a loyal customer base to marketing your CSA and other offerings, farmer’s markets can do a lot of heavy lifting if you know how to show up right.

She dives into six practical tips to increase your sales and elevate your presence at the market, including how to create eye-catching displays, why consistency matters, and the power of simply saying hello. Jenny also gets into the psychology behind signage, color blocking, and the little things that make a booth feel professional and inviting.

Whether you’re just getting started or looking to level up your existing booth, this episode is full of real-world advice to help you turn more market-goers into paying customers—and fans for life. Farmer’s markets aren’t just about selling flowers—they’re about building relationships and growing your brand. Tune in now to learn how.

 

Did you enjoy this episode? Please leave a review on Apple or Spotify.

Follow Jenny on Instagram: @trademarkfarmer

Find free flower business resources: www.trademarkfarmer.com ​

Negative feedback is never fun—but it is inevitable when you’re running a flower business. In this episode, Jenny shares her honest experiences navigating criticism over the years, from CSA customer complaints to unexpected Mother’s Day misunderstandings. Whether the feedback is constructive or completely unfounded, she breaks down how to process it, respond thoughtfully, and even turn it into an opportunity for growth.

You’ll learn how to identify the difference between helpful criticism and unhelpful negativity, plus strategies to respond with confidence while protecting your peace (and your business). Jenny also shares a few memorable stories—from bugs in bouquets to “frozen” flowers—that every farmer can learn from. If you’ve ever received a less-than-glowing review and felt crushed, this one’s for you.

Did you enjoy this episode? Please leave a review on Apple or Spotify.

Follow Jenny on Instagram: @trademarkfarmer

Find free flower business resources: www.trademarkfarmer.com

Ever wondered how to get your flower farm to show up on the first page of Google? In this episode, Jenny chats with SEO consultant Julia from Homegrown Reach, who specializes in helping agriculture and horticulture businesses boost their visibility online. They break down what SEO (search engine optimization) actually is, why it matters for local flower farmers, and the small but mighty changes you can make to help your customers find you organically—without paying for ads.

Julia shares beginner-friendly tips like how to structure your website, why having clear location info matters, how to use keywords effectively, and why tools like Google Business Profile, Google Analytics, and Google Search Console are total game-changers. Whether you're brand new to SEO or just looking to refine your site, this episode is full of approachable advice and real-life examples specific to the flower farming world.

Want your flower farm to be found by more local customers? This episode is your roadmap to making sure your farm stands out online.

Find Julia from Homegrown Reach online:

Website: https://www.homegrownreach.com

Instagram: @homegrownreach

Did you enjoy this episode? Please leave a review on Apple or Spotify.

Follow Jenny on Instagram: @trademarkfarmer
Find free flower business resources: www.trademarkfarmer.com

Feeling overwhelmed by seed starting? In this episode, Jenny shares five practical ways to simplify your process, save time, and keep it enjoyable—even during the busiest parts of the flower growing season. From streamlining your crop plan to batching tasks and ditching inefficiencies, these tips will help you stay consistent without the stress.

 Did you enjoy this episode? Please leave a review on Apple or Spotify.

Follow Jenny on Instagram: @trademarkfarmer
Find free flower business resources: www.trademarkfarmer.com

Mother’s Day is one of the biggest revenue opportunities of the year for small-scale flower farms. In fact, it’s such a major event that it can cover a huge percentage of labor costs for the entire season! But here’s the catch: success on Mother’s Day starts with preparation—months (or even a year) in advance.

In this episode, Jenny is sharing exactly how you can maximize your Mother’s Day sales, diversify your selling strategies to mitigate risks, and turn one-time customers into loyal buyers. Whether you sell at a farmer’s market, run a farm stand, or partner with local businesses, these tips will help you make the most of the biggest floral holiday of the year.

Why Mother’s Day is a must-focus event for flower farmers

The different ways we sell our flowers over Mother’s Day weekend

How to mitigate risks (like bad weather) by diversifying your sales outlets

The power of pre-orders and how they boost revenue

How to market your flowers effectively—starting now

Why pricing strategy matters and how to structure different price points

The importance of building your email list during this high-traffic weekend

How to collaborate with other local businesses to increase exposure and sales

Planning now for next year’s Mother’s Day to ensure long-term success

Mother’s Day has the potential to be a game-changer for your flower farm—but the key is getting ahead of it! I hope this episode gives you the motivation and tools you need to make it a success.

Did you enjoy this episode? Please leave a review on Apple or Spotify.

Follow Jenny on Instagram: @trademarkfarmer
Find free flower business resources: www.trademarkfarmer.com

If you've ever faced setbacks, felt behind, or wondered how to recover from disaster—this episode is for you.

I sit down with Jen and Adam O’Neill of Pepperharrow Farm, who share their powerful story of resilience after a devastating tornado struck their flower farm in 2022. They open up about the destruction of their farm’s infrastructure, the emotional toll, and the incredible journey of rebuilding with the support of their community.

This is an emotional and deeply inspiring episode, packed with mindset shifts, practical disaster preparedness tips, and a testament to the strength of flower farmers everywhere. We also talk about their new expansion, their exciting plans for a Lavender Festival in 2025, and how they turned tragedy into growth.

Tune in for hard-earned wisdom, encouragement, and a reminder that even in the toughest times, there’s a way forward.

📍 Find Pepperharrow Farm online:
Check out their Website
Follow them on Instagram

Did you enjoy this episode? Please leave a review on Apple or Spotify.

Follow Jenny on Instagram: @trademarkfarmer
Find free flower business resources: www.trademarkfarmer.com