Show Notes
What if the biggest mistake flower farmers make isn't how they grow flowers, but how they sell them? Too many growers spend months nurturing beautiful crops, only to find themselves scrambling for buyers when harvest arrives. In this episode, Lissie from Provenance Brokers NZ shares a different approach: start with demand, build a plan, and grow with a market already waiting for your flowers. Drawing on years of experience as both a florist and commercial flower buyer, Lissie offers a rare behind-the-scenes look at what florists are really looking for, what products are currently missing from the market, and why some growers thrive while others struggle to make flower farming profitable We discuss: • Why growing more flowers isn't always the answer • The flowers florists wish they could source more easily • How pre-selling crops can reduce risk and improve profitability • The importance of quality control, grading and presentation • Why freight and logistics matter more than most growers realise • How small-scale growers can compete without growing thousands of stems • The reality of turning a flower-growing hobby into a viable business • Why collaboration, not competition, is the future of the flower industry One of the most powerful messages from this conversation is that successful flower farming isn't about trying to grow everything. It's about identifying the right crops, growing them exceptionally well, understanding your market, and building relationships that support long-term success. Whether you're planning your first season, trying to increase profitability, or looking for a better way to connect with buyers, this episode is packed with practical insight and hard-earned industry knowledge. Contact Provenance Brokers Here: [email protected] or https://www.instagram.com/provenancebrokers/ Find Kings Seeds Here: https://www.kingsseeds.co.nz
Quote of the episode: "Strategically plan what you're going to do, know how to do it really well, have the support around you to do it, and then a market to sell it to." -
Music licensed through Soundstripe. Code: HPORAWHXKPRWH4A2
More from Flower Farming in New Zealand
What actually happens to a seed before you buy it? Today on Flower Farming in New Zealand, Jo Robinson is joined by Charlotte, co-owner of King’s Seeds, to break down the highly regulated, high-tech world of commercial seed production.
Healthy flowers begin with healthy soil—but what does that really mean? In this episode of Flower Farming in New Zealand, I sit down with Nicky from Crop to explore the fascinating world beneath our feet. We discuss how soil biology influences plant health, why understanding your soil test is so important, and how microbes, fungi, pH and organic matter all work together to produce stronger, healthier flowers. Nicky also shares practical ways flower farmers can improve soil naturally, including the role of biochar, avoiding common phosphorus mistakes, and building resilient soils that support productive crops year after year. Whether you're growing flowers commercially or simply want healthier plants in your garden, this episode will change the way you think about soil. It's all about healthy soil for flower farming. Easy Ways to Support Our Work! 1) Subscribe Subscribe to Flower Farming in New Zealand for practical conversations with growers, florists and industry experts from across New Zealand. 2) Share If this episode helped you, please share it with another grower. Every recommendation helps strengthen New Zealand's flower farming community. 3) Donate If you'd like to support the podcast, please consider making a donation. Your support helps us continue sharing practical knowledge and connecting New Zealand's flower industry. The easiest way to donate is to Buy us a Coffee (make a donation) following this link https://coff.ee/flowerfarmersinnz 4) Comments and Likes Comments and Likes really help the algorithm find us so that other flower farmers and growers can enjoy our content.
How Rachel Inger Built a Thriving Small Flower Farm Join us as we explore Rachel Inger’s journey in flower farming, highlighting her adaptable approach to growing flowers in Hamilton's climate, and the importance of community and planning in flower farming success.
In this episode of Flower Farming In NZ, Jo Robinson sits down with Julie Treanor, business coach, flower farmer and co-founder of the Floral Business Activator. We move past the "build it and they will come" trap to explore the marketing strategies that actually move the stems you are already growing.
In this episode of Flower Farming in NZ, Jo Robinson is joined by Samantha Matthews of Matthews Nurseries, https://www.matthewsroses.co.nz/ a third-generation family business that has been growing roses since 1947. Samantha takes us behind the scenes of modern rose breeding, sharing the science, patience, and passion required to develop new rose varieties that are beautiful, healthy, and suitable for New Zealand gardens and flower farms. From planting 50,000 seeds and selecting just a few hundred seedlings, to years of spray-free trials and evaluation, Samantha explains why developing a new rose can take more than a decade.