Flowers are Serious Business

Flowers are Serious Business focuses on the legal, financial, and business issues and considerations cut flower farmers face when operating their business. This series features 60-minute, Zoom-based presentations given by various experts, and is tailored specifically to address the needs of cut flower farmers.

Register for all four webinars at a bundled rate!

$125 for all four
Or, purchase separately at $40 per webinar.

Recordings will be available for participants for one full year.

REGISTER FOR THESE WEBINARS HERE

Optimizing Websites for Marketing and Sales

CEO Katie Elzer-Peters of Garden of Words, LLC
Wednesday, March 26, 2025, at 8:00 p.m. Eastern

With over fifteen years of marketing expertise for the green industry, Katie Elzer-Peters of Garden of Words, LLC knows how agricultural professionals can set their online presence up for success. Join this incredible presentation on the importance of creating an effective and powerful website. For attendees who wish to enact recommendations from the webinar as soon as possible, a personalized consultation with Katie is available for up to fifty attendees for an added fee of $25.

Attendees Receive:

Live webinar access.
Event recording for one year.
Electronic copy of presentation slides.
Optional: Katie will evaluate your website and send a personalized five to ten minute video with feedback suggesting customized, specific recommendations for enhancements. Available for up to fifty attendees with an added fee of $25.

Popped with Phebe: Pop Up Events, Workshops, and Unique Retail Options

Phebe Robinson-Higgins of Grace Floral and Co.
Tuesday, April 8, 2025 at 8:00 p.m. Eastern

Pop-up workshops are an exciting way for flower farmers and floral professionals to engage your community, to showcase your expertise, and create memorable experiences. Often hosted in third party retail and boutique spaces, these unique events are offer incredible opportunities to connect with new clients and to partner with local businesses. Join the remarkable Phebe Robinson-Higgins from Grace Floral and Co., who will teach you how to successfully design, plan, and execute pop-up events that attract and inspire new customers.

You’ll learn the following…

Planning and Logistics: How define your workshop’s purpose and target audience; how to choose the right venue (and, if applicable, the right business partner); and the necessary considerations for selecting materials, managing time, and organizing all the moving parts.
Fundraising and Financial Support: While pop up events and retail experiences require less funds than traditional brick and mortar shops, business owners still need capital to get started. Phebe has expertise in grant writing and seeking funds to bankroll new business endeavors, and will share her advice and experiences.
During and After the Workshop: Phebe will share recommendations for how to create an interactive and memorable experience for your attendees, including recommended practices for day-of event execution, troubleshooting common challenges, and ensuring smooth operations. Additionally, Phebe will share guidance how to sustain the new relationships you’ve built with participants.

Attendees Receive:

Live webinar access.
Event recording for one year.
Electronic copy of presentation slides.

Effective Email Marketing for Cut Flower Farmers

Angie Machado of Etereas Flowers, LLC
Tuesday, April 22, 2025, at 8:00 p.m. Eastern

With unpredictable algorithms, uncertain legislation, and changing demographics, communicating with consumers has moved away from social media and onto building an email-based community through which you can directly contact your customers. Angie Machado is a marketing specialist and owner of Etereas Flowers, LLC. Attendees will learn how to develop an email newsletter from scratch; what components and practices are necessary for a successful newsletter; and will afterwards feel confident in starting their own.

Attendees Receive:

Live webinar access.
Event recording for one year.
Electronic copy of presentation slides.

Preparing Effective Financial Statements for Your Farm

Sarah Scott, CPA, Allegiant Tax & Accounting Services and Flower Farm
Monday, April 28, 2025, at 8:00 p.m. Eastern

Maintaining clear, accurate, and timely financial statements is one of the most impactful investments you can make in the long-term success of your cut flower farm. Well-prepared statements ensure hassle-free internal and external audits, help guide management decisions, and present the stability and growth potential of your business to prospective lenders, investors or buyers.

Preparing the primary components of a financial statement – mainly the balance sheet, income statement, cash flow statement, and statement of shareholders’ equity – requires thorough record keeping and detailed analysis. Clear, easy-to-read presentation matters every bit as much as precision.

Join Certified Public Accountant and cut flower farmer Sarah Scott of Allegiant Tax & Accounting Services as she walks you through how to create a consistent template to keep using every period. Attendees will learn what comprises a financial statement, its value and importance to your business, and how to establish great practices moving forward.