Why Flower Farms Should Partner with a Brick-and-Mortar Store

While not easy, growing beautiful blooms is usually the comfort zone that most flower farmers fall into. Selling them can sometimes feel incredibly overwhelming and almost impossible.

Partnering Our Flower Farm with a Local Brick-and-Mortar Store Was a Huge Win for Us

When we began growing our flowers here at Homeplace Fields in 2017, we had no idea where or to whom we would market them. While the farmers’ market seemed like an option to consider, our family had several reasons that market life did not seem like the best route for us. Selling wholesale to florists was the first avenue we took, and we did have some success in gaining sales in that area, but we knew there needed to be more revenue avenues for us out there.

We had heard some rave reviews about a local shop, Nesting Goods, in our downtown district. Since we were still new to the area and had recently added our fourth child, we weren’t familiar with the shop ourselves.

The shop's website matched all that we had heard, so we took a chance and reached out to them through an email. We offered to bring a sample bouquet and set up a time to bring it by. The first meeting went well, and the owner was willing to give it a try with her customers. She posted a picture of our flowers on her social media and began piquing her followers' interest.

Four years later, we are still working with that same shop that took a chance on us, and we have zero regrets. Working together has helped both of our businesses grow. We support each other and cheer each other on both in person and on our social platforms. 

When we asked Nesting Goods to tell us why they value our partnership, this is what they shared with us:

"There's a push to support local businesses, and flowers are no exception. Our customers get excited when they learn the flowers they are buying are freshly cut from a farm in their own city. Homeplace Fields provides us with the opportunity to build a unique connection that goes beyond the transaction."
—Cris Coffman, Owner of Nesting Goods in St. Joseph, Missouri

6 Reasons Flower Farmers Should Consider Partnering with a Local Retail Shop

Here are six great reasons you may want to consider a similar partnership as a flower farmer:

Reason #1: to Connect with more Floral customers

The partnership might allow you to connect with a different part of the city than you would if you only sold near your farm or even at your local farmers’ market. This could widen your demographic substantially.

Reason #2: Help with the Sell

The shop owner works all day every day in that space and can talk about your farm and tell your story—without you having to be physically present for many hours, like you would in a farmers’ market booth. Thus, you have more time working in the flowers on the farm.

Reason #3: Creative Marketing Ideas

Two heads really are better than one, so creating possible events together might lead to sales that, on your own, you may never have thought of.

Reason #4: Add-On Sales for Shop Owners

Most shops that would be interested in this kind of partnership may also have a supply of unique vases or containers for your designs, reducing your need to stock such items. And therefore, possibly increasing the sales of retail items in their shop.

Reason #5: Online Orders

The brick-and-mortar store might already have an online shop option that could also include your bouquets—a significant bonus in these current times we are facing.

Reason #6: An Accessible Space

Picking up bouquets at a retail location might be more accessible than your farm for the majority of your city.

Partnering with Retail Spaces as Flower Farmers

Ready to find your perfect partnership? Here are some factors to consider:

• If you are designing with your own locally grown flowers, make sure you approach a shop with a similar aesthetic to yours. Are you more traditional in your look? Or do you lean toward a minimalist style? Or something in between?

• Always offer a gift first. Going in expecting to be paid at the first meeting doesn't give a great first impression. Start with generosity and get your foot in the door.

• Consider the percentage you are willing to give from your flower sales. For us, this was an easy answer because Nesting Goods has other creative vendors they support as well, and it was already a part of their business model. With some shops, this may not be as clear at the first meeting, so it is important to know what you can offer them, but be willing to hear their needs.

• Keep an open mind and be willing to learn from them. They have an extensive understanding of their demographic and can teach you a lot about business as you grow!

Whether you are just starting your flower farm or have been at it for several years and are looking for a change in your sales strategy, consider taking a leap of faith and investing time with another small business in your area!

Remember these inspiring words from Helen Keller: "Alone we can do so little, together we can do so much."