From Farm to Florist: Smart Strategies for Selling Wholesale Flowers

When I first started selling wholesale flowers to florists, I learned pretty quickly that success wasn’t just about growing beautiful blooms—it was about learning how to present them in a way that made sense to busy professionals working in a fast-paced industry.

In this episode of the Flower Farmer Forum Podcast, I’m sharing everything I’ve learned (sometimes the hard way!) about how to effectively market your flowers to florists. From pricing and packaging to building long-term relationships, here’s what’s worked for me and many other flower farmers I’ve met along the way.

Sell in Increments of Ten

One of the simplest but most impactful changes I made was selling in increments of ten stems. Florists are doing math in their heads constantly—pricing out designs, planning for events, managing inventory. When your flowers are grouped in tens, it just makes things easier and more efficient for them. It shows you’re thinking like a professional, and that little detail really goes a long way.

Price Per Stem, and Know the Going Rate

Another thing I recommend is pricing per stem, not by the bunch. It gives florists the flexibility they need and helps avoid any confusion during ordering. And I can’t stress this enough: know your market. Understand what other growers and wholesalers are charging. You don’t want to undervalue your product, but you also want to remain competitive. Your flowers might be fresher and more unique—but you still need to align with what florists are expecting to pay.

Curate, Don’t Overwhelm

When you’re meeting with a florist or showing them your offerings, it can be tempting to bring everything you’ve got. But I’ve found that curated samples work so much better. Highlight the best of what’s blooming, and show it off in a way that’s clean and simple. Stripped stems, neat bundles, and well-labeled varieties go a long way toward making your flowers stand out. Bonus: florists appreciate anything that saves them prep time.

Not Every Florist Will Be Your Florist

This one took me a little while to accept, but it’s so true—not every florist is going to be the right fit for your farm. And that’s okay. It’s actually a good thing. Focus on building relationships with the florists who value what you bring to the table. Look for mutual respect and shared values. Those partnerships will serve you (and them) much better in the long run.

Present Yourself Like a Pro

If you want to sell wholesale, you need to operate like a wholesale business. That means consistent invoicing, clear communication, and even a dedicated wholesale ordering platform if you can swing it. The easier you make it for florists to buy from you, the more likely they are to come back again and again.

It’s All About Partnership

At the heart of it, successful wholesale sales aren’t just about moving product—they’re about building partnerships. When you take the time to understand what florists need, present your flowers thoughtfully, and show up with professionalism, you’re creating a relationship that benefits both sides.

If you’ve been thinking about diving into the wholesale side of flower farming, I hope this episode gives you the confidence and clarity to start strong—or tighten up your current process. Selling to florists can be incredibly rewarding when you approach it with the right mindset and strategy.

Want to get started ASAP? Check out Farmers To Florists: https://www.farmerstoflorists.com/