Growing Herbs and Cut Flowers for Market
Monika Roth
Agricultural Extension Educator
Cornell Cooperative Extension

Today's consumers have an interest in products which make them feel good. Herbs and cut flowers fit with the need for personal well being and aesthetics. This has contributed to their increasing popularity during the last decade and as a result, many specialty niche herb and cut flower businesses have emerged. It must be understood that these are niche products which appeal to a segment of the population and depend upon disposable income for sales. Knowing the market is critical to success with these crops, whether they are being sold at a farmers' market or through other retail or wholesale outlets. Herbs and cut flowers can provide additional revenue for vegetable, greenhouse and nursery producers or they can be operated as stand alone specialty enterprises.

Both herbs and cut flowers offer a variety of plant choices that can be grown in greenhouse or field environments. Most will need to be started or finished in a greenhouse. Some can be easily grown from seed. Starting with plugs is more economical for some crops as it reduces the time a greenhouse needs to be heated. Some growers sell herbs and cut flowers as garden plants.

Field production of herbs and cut flowers is pretty much the same as other row crops. Dedicate one area of a field for annual crops and plant perennials in blocks or beds in another field location. Weed management is one of the biggest challenges. Black plastic or organic mulches are commonly used to reduce weed problems. Good fertility and timely irrigation are critical factors for successful herb and cut flower production. Some herbs and cut flowers prone to insect and disease problems will require monitoring and pest management practices such as row covers or timely sprays.

Herbs and cut flowers share some common marketing channels, but each also has unique outlets. Farmers' markets are a very good outlet for herbs and cut flowers, though there are some exceptions. Small markets with relatively few vendors or markets serving bargain shoppers looking for low prices, may not yield sufficient sales. For a vendor already selling at such markets, adding herbs or cut flowers will extend product offerings and may help increase total sales. Farm roadside markets are another good direct to consumer venue where herbs and cut flowers extend the product line. Total sales of herbs and cut flowers depend on the population and demographics of the community where the market is located. In general, direct sales of herbs and cut flowers are more successful at larger farmers' markets and roadside farm markets located near populated urban/suburban areas. Culinary herbs and cut flowers are good crops for the CSA farmer as well.

Other common outlets for herbs and cut flowers include direct sales to restaurants or specialty food stores. Mail order catalogs and internet sales are also common and offer the opportunity to access a much larger customer base. Products will require special handling for shipping.
Herbs and cut flowers have special markets as well. With herbs, there are many options as they can be sold as plants, fresh cut or dried, and they have many uses for gardens, decoration, food or medicine-each of these uses presents a marketing opportunity or can be combined in a herb retailing business. Cut flowers are slightly less versatile in terms of use but can be sold as bedding or nursery plant, as well as cuts. Additional markets for cuts include retail and wholesale florists and special orders for weddings and other occasions.

No matter which marketing channel is used, herbs and cut flowers have some common challenges as well. One of the biggest challenges to growing these crops is that they are extremely labor intensive. So while gross returns appear to make these ideal crops for a small producer, net returns may be disappointing if production inefficiencies exist or market demand is not accurately projected.

Estimating demand is challenging and will require research. By starting out at a farmers' market, a new grower or existing vendor who wants to add these crops, can test consumer interest and get a feel for sales before investigating other channels. Phone calls and visits to potential buyers will reveal information about demand and what to grow. Checking on the competition will reveal un-served needs and opportunities.

Another marketing caution is that buyers may be fickle, they may buy from you once or twice but then may switch to other suppliers. Building a good relationship with your buyers is critical but may not be enough to hold on to them. Marketing risks are highest when selling to retailers or wholesalers. By starting out small with direct to consumer sales, risk can be kept to a minimum and interest in the product will evolve if demand exists.

Unique Aspects of Growing and Selling Cut Flowers
Foreign competition in the flower industry has stimulated the growth of more perishable specialty cuts for local markets. The popularity of dried flowers and other dried materials has leveled somewhat in recent years. More recently foliage cuts and woodies have increased the plant choices available to cut flower producers extending the product line, production season and sales.

The characteristics of good cut material include tall strong stems, striking colors, and good shelf life. This is a market that is strongly influenced by lifestyle designers who are constantly demanding new colors, textures and styles. Flowers represent the appreciation of beauty and expression of feelings. Beyond weddings, funerals and Valentine's Day, flowers are a feel good product which depend on a strong economy for sales.

What to Grow
There are simply too many varieties and cultivars to name. This presents one of the first challenges for cut flower growers, deciding what to grow when it includes everything from annual, biennial and perennial flowers, bulbs, herbs, cut branches, flowers sold fresh and for drying, some grown in greenhouses and others in the field.

Coming up with the top ten sellers is hard and is somewhat dependent on market outlets. A list of 12 favorite cuts sold at farmers' markets provided by Chas Gill of Kennebec Flower Farm in Bowdoinham, Maine included the following: tulips, lilies, snapdragons, Godetia, Zinnia, calla lily, sunflowers, Lisianthus, Cosmos, snow-on-the mountain, Rudbeckia and Saponaria. His reasons for selecting these included: economical to grow (make money); harvest season; less demanding to grow and harvest; and customer interest. These are important points to keep in mind when selecting what to grow. Many seed suppliers including Johnny's, Ball Seed, Gloeckner, Jellito, Modena, Here and Now Gardens, and Cramer's offer a very good selection of proven cut flower performers. Contact a sales rep for advice and speak with other growers about their experiences.

How to Grow
Growing cuts may involve a greenhouse for starting or finishing plants. Field planting is similar to growing vegetable row crops. Regular irrigation is key to quality cut flower production. Staying on top of the weeds is another challenge. There are many good references on cut flower production listed below. Cultural needs vary slightly from crop to crop, some being more demanding because they need to be staked. A key production challenge is to plan a sequence of bloom so that a steady supply of cuts is available for sales. Harvest and post harvest handling requirements may vary more from crop to crop and are critical for shelf life. Study the demands of each crop before deciding what to grow.

Some Harvest Basics
Harvesting is the most demanding part of growing cut flowers. A great deal of attention must be paid to the stage at which flowers are cut, uniform stem length, cutting practices, drying, conditioning after cutting, water quality, preservatives, leaf stripping and wiring if needed, and refrigeration. As previously stated, requirements vary by crop.

Marketing Cut Flowers
Fresh and dried flowers and other cut plant materials can be marketed directly to the public at farmers' markets, at roadside farm markets, via pick your own, as bouquets to retail outlets, direct to designers, or bulk to retail florists and flower wholesalers. Dried and preserved flowers offer additional marketing outlets such as craft shops and shows. Flowers can also be packed for shipping so location is less important. Mail order and internet transactions help facilitate sales beyond local markets.

Selling at Farmers' Markets
Many cut flower growers have become established at successful farmers' markets. A larger urban or suburban market is a better venue for flower sales than a small rural market or one that is primarily serving food needs of low income clientele. Sales volume at market is limited by the number of customers so additional outlets may be needed. Some growers sell at several markets each week to increase sales volume. A farmers' market provides exposure to customers that can result in special orders for weddings, parties, etc.

If you are considering selling flowers at a farmers' market, visit several in your area to see if there are flower growers there, what they sell and how brisk their business is. Also make note of customer traffic and sales in general.. If there are no flower growers or if those that are there sell out quickly, there may be a marketing opportunity. If you sell at a market with other flower growers, consider what you can grow and sell that is different from what they offer. Some flower vendors at markets sell by the stem or single-type bunches; others make bouquets. Bouquets are time consuming so factor time into the price. A key to successful flower sales at farmers' markets is to offer a variety of blooms throughout the season. This may include cut flowering branches in spring, spring bulbs, seasonal annuals, biennials, summer bulbs, and perennials, ornamental grasses, dried flowers, and branches with dried blooms and berries in fall.

Sales from the Farm
On-farm sales may include sales through a farm roadside market or pick-your-own. For many farm market businesses, flowers are an extension of the existing line of products that may include produce, plants, garden supplies, etc. Pick-your-own flowers offer a sideline which may appeal to some customers and which has the advantage of reducing harvest labor cost. An alternative to setting up your own on-farm retailing businesses is to sell flowers to farm roadside markets in your area who have an established produce or plant retailing business with a good customer base.

There are examples of successful on-farm flower shops with retail sales at the farm and through special orders. A good location is generally required for successful on-farm retailing and referrals are the most common way customers learn about these businesses. As with farmers' markets, having a variety of flowers in ready-made bouquets or as single bunches or stems available throughout the season is key for successful on-farm sales.

Special orders for weddings and parties can be a lucrative but demanding and time consuming enterprise requiring a higher level of design skills. An alternative to offering complete design services is to team up with flower designers and sell products to them.

Selling to Retail Florists and Wholesale Outlets
Direct sales to retail florists involves making contacts, finding out what products they use or would consider using, showing them your product and getting them to buy in season flower bunches. Once you have established a florist trade and a weekly delivery route, this can become a good market primarily because you are selling in bulk reducing your labor costs.
The key to selling to retail and wholesale florists is to offer consistently high quality products with good shelf life. Rather than offer a wide variety of blooms, you may want to specialize in fewer products that retailers or wholesale florists cannot get through conventional sources. Prices paid by retail and wholesale florists are often competitive with the prices you receive by selling direct to the public. Retail florists can help you identify the wholesaler florists who supply shops in your area.

Shipping dried and fresh flowers and other cut materials to large retail shops, direct to designers and to wholesale distributors is an option for growers who want to offer a few high demand specialty products such as peonies, cut branches, hydrangea blooms and other unique items used in upscale floral designs. Whether selling locally to retail and wholesale florists or shipping nationally, having product and price information available via a website or by faxing weekly to customers and on line ordering capabilities is an increasingly important means of conducting business.

If you become efficient at bouquet making, food retailers with floral departments and hospital gift shops may be good outlets. Large retailing chains may be less interested in buying direct from you but talk with specialty food retailers.

Summary Comments on Establishing a Cut Flower Business
Growers can develop a successful cut flower business by selling a variety of products throughout the season to several local markets. This may involve selling at several farmers' markets, filling special orders, on-farm sales, selling to local farm markets, stores or gift shops, or selling direct to retail and wholesale florists. Having access to a variety of outlets will determine the size of your business.

Labor demands for harvesting cut flowers should not be underestimated. If you do not have access to a good labor pool and plan to do most of the work yourself, there is a limit to how much you can do so pick market outlets based on what you can supply with the labor you have available.

High quality products and good shelf life are critical. Irrigation is imperative to guarantee good quality. Timing of harvest and proper post-harvest handling are vital for good shelf life. Don't skimp on these two points as it will cost you markets whether retailing or wholesaling.

Returns for cut flowers on a per acre basis are higher than most specialty vegetables but in order to make high returns you have to be an efficient, high quality producer that has secure markets where customers are willing to pay for product quality. Seek out the best markets and make sure you meet the expectations of the buyer to get the highest returns.