Association of Specialty Cut Flower Growers – Details, episodes & analysis

Unusual economic conditions are putting new pressure on flower farmers and floral businesses. Join Jenny Marks from Trademarks Flower Farm as she provides practical guidance on how to track profitability—and how to make smart operational adjustments when the numbers call for change. You’ll learn straightforward methods for monitoring key financial metrics, spotting trends, and identifying which parts of your business drive (or drain) profit. We’ll also cover strategies for improving efficiency, adjusting plans or product lines, and making informed decisions that build financial resilience.

Designed for growers watching the bottom line, this session offers clear, actionable tools to help your business stay adaptable and sustainable in a shifting economic landscape. This one-hour Zoom-based webinar will offer a Q and A session with Jenny and is complimentary for ASCFG Members.

About the Instructor: Jenny Marks is a flower farmer and educator based in Clifton Springs, New York, where she owns and operates Trademarks Flower Farm, a productive and profitable one-acre flower farm known for its early spring blooms and efficient growing practices. Growing up immersed in agriculture, Jenny worked in various farming roles before starting her own farm. She now specializes in cut flowers like ranunculus and dahlias, selling through markets, CSAs, and other channels, and focuses on building sustainable, profitable farming systems. In addition to running her farm, Jenny founded Trademark Farmer, where she teaches and mentors small-scale flower growers through online courses and coaching, and serves as the Northeast Regional Director for the Association of Specialty Cut Flower Growers.

Selling to wholesale customers, whether they’re florists, designers, or resellers, requires a clear understanding of their needs and expectations. Join the fabulous Erin McMullen of Rain Drop Farms as she offers a practical introduction to building successful wholesale relationships and preparing your farm or floral business to sell at scale. We’ll cover what wholesale buyers prioritize, including quality, consistency, and communication, and how to present your product line in a way that inspires confidence. Participants will learn how to set appropriate wholesale pricing, create professional availability lists, manage orders efficiently, and meet delivery or pickup standards. We’ll also discuss common challenges and how to avoid missteps when working with larger-volume buyers.

Whether you’re transitioning from retail sales or looking to expand your market channels, this session provides straightforward guidance to help you enter the wholesale market with clarity and success. This one-hour Zoom-based webinar will offer a Q and A session with Erin, and is complimentary for ASCFG Members.

About the Instructor: Erin McMullen is a veteran flower farmer and co-owner of Rain Drop Farms, a specialty cut flower farm based in Philomath, Oregon. She and her husband, Aaron Gaskey, began their farm around 2000, initially growing mixed produce before shifting their focus to cut flowers, especially dahlias, annuals, and perennials. Over more than two decades they’ve developed Rain Drop Farms into a multi-acre operation supplying local and regional markets, florists, and wholesale cooperatives like the Seattle Wholesale Growers Market.

Searching for an alternative revenue stream in this uncertain economy? Do you want to begin selling to florists but not sure where to start? This webinar will walk you through the essential steps for entering the florist market with confidence.

Join the renowned Ellen Frost of Local Color Flowers as she covers what florists look for in a new grower partner—quality standards, consistency, communication, and reliable availability—as well as how to present your offerings in a way that builds trust from the very first interaction. You’ll learn how to price blooms, create simple availability lists, deliver products professionally, and navigate common challenges in grower–florist relationships.

Whether you’re a new grower or expanding beyond farmers markets and CSA sales, this session offers clear, practical guidance to help you build strong, lasting partnerships with florists and grow your business sustainably. This one hour Zoom-based webinar will offer a Q and A session with Jenny, and is complimentary for ASCFG Members.

Ellen Frost founded Local Color Flowers in 2008 and has built a thriving floral community through events, education, and hands-on design experiences. She now expands that work online through FlowerMore, where flower growers become better designers, offering classes, a free weekly newsletter, and educational videos.

A longtime member of the Association of Specialty Cut Flower Growers, she was the first florist to receive the Allan M. Armitage Leadership Award in 2016 for her commitment to local flower sourcing. She holds an MBA and brings both business expertise and hands-on farming experience to her work, leading the conversation around flowers with passion and purpose.

Understanding industry trends and market forecasts is essential for flower farmers and floral businesses looking to plan strategically and stay competitive. Drs. John Dole (NCSU) and Charlie Hall (TAMU) will explore current trends shaping the floral industry, from consumer preferences to supply chain shifts, and provide insights into what’s expected in the months ahead. We’ll also highlight opportunities for growth, emerging niches, and strategies to stay agile in a changingmarketplace.

Ideal for growers and floral business owners seeking to make informed, forward-looking decisions, this session provides actionable insights to help your business thrive today and plan confidently for the future. This one-hour Zoom-based webinar will offer a Q and A session with John and Charlie and is complimentary for ASCFG Members.

About the Instructors: Dr. John M. Dole is a leading researcher, educator, and author in the specialty cut flower industry. He is a professor of horticultural science at North Carolina State University and has spent decades advancing research on cut flower production, postharvest handling, and floriculture economics. Dr. Dole is co-author of the widely used reference Floriculture: Principles and Species and has played a key role in supporting flower growers through research, extension, and leadership with organizations such as the Association of Specialty Cut Flower Growers (ASCFG).

Dr. Charlie Hall is a nationally recognized economist and professor in the Department of Horticultural Sciences at Texas A&M University. He specializes in the economics of the green industry, with research focused on consumer behavior, market trends, profitability, and business management for horticultural enterprises. Dr. Hall is a frequent speaker and author, providing data-driven insights that help growers, retailers, and industry organizations make informed strategic decisions.