Most beginner flower farmers aren’t undercharging a little — they’re undercharging a lot, and usually without even realising it. In this episode, I break down exactly why pricing “by gut feel” is the fastest way to burn yourself out… and how to switch to real, sustainable, confidence-building pricing instead. If the numbers feel scary, don’t worry — I used to be hopeless at maths. But once you understand the formula and the four cost categories, everything clicks into place.

Here’s what we dig into:

The Real Reason Beginners Undercharge

Most growers price emotionally (“£10 feels fair”) instead of mathematically. This creates a business that looks busy but earns nothing — and leaves you quietly resenting the work.

The Four Costs Every Bouquet Must Cover

I walk you through the full breakdown so you finally know your true cost per stem:

1. COGS — seeds, compost, trays, elastic bands, sleeves… EVERYTHING that touches the product.
2. Growing Overheads — polytunnels, irrigation, grow lights, repairs, insurance.
3. Labour — weeding, watering, harvesting, conditioning, delivery, bouquet-making.
4. Margin — not greed… survival. This is what pays for tax, quiet months, growth, and your future.

As promised in the episode, here’s the exact margin formula:

Margin % = (Selling Price − Cost Price) ÷ Selling Price × 100

This formula helps you instantly see whether your price is sustainable — and why lowering a bouquet from £20 to £12 destroys your margin.

Why ‘Budget Customers’ Are Not Your Customers

I share two real conversations with callers who wanted £20 bouquets INCLUDING delivery (yep…). And why saying no is not only allowed — it’s essential.

The Trap Most Flower Farmers Fall Into

Farmer A charges £12 “to be fair.”
Farmer B charges £22 based on real maths.
Same flowers. Completely different future.

The Confidence That Comes From Knowing Your Numbers

Pricing properly gives you clarity, control, and the ability to grow your business without resentment or burnout.

The Flower Business Bootcamp

If you're dreaming of starting a flower business — or you’ve already begun but don’t have a plan, a pricing system, or a forecast — you’ll love the Flower Business Bootcamp.

Inside, we’ll cover:

• How to pick your niche and ideal customer
• How to work out exactly what to charge
• How to build a realistic business plan
• How to forecast your first year using simple, repeatable maths

Join the Bootcamp here: BUSINESS BOOTCAMP | Hampshire Seed Company

Hey flower friends — in today’s episode, I’m kicking off a brand-new mini series all about making money in your flower business… and more importantly, how to stop quietly losing it.

This episode is your friendly nudge (or loving shove!) to finally look at your numbers in a way that feels simple, empowering, and totally doable — even if maths has never been your thing.

I’m breaking down the exact break-even formula I used at a recent Christmas market — the one that told me by lunchtime on Day 1 that we wouldn’t make our money back. Not because I’m negative… but because once you know your numbers, you can make smart decisions, pivot faster, and protect your business from quietly sinking in the background.

If you’ve ever avoided your costs, guessed your margins, or hoped the sales would “work themselves out,” this episode will change the way you plan every market, every event, and every season in your flower business.

IN THIS EPISODE YOU’LL LEARN:

• Why your school maths trauma has nothing to do with running a profitable business
• The simple “back-of-a-fag-packet” formula to work out your TRUE break-even — for any event
• The difference between markup and margin (and why it matters)
• How to know, in real time, whether a market is heading toward profit or loss
• The silent danger of only counting your stand fee as a cost
• Why understanding your numbers gives you clarity, control, and confidence
• The first steps to forecasting your business properly (yes, even if spreadsheets make you sweat)
• A sneak peek at the new Flower Business Bootcamp for beginners ready to turn their idea into a real, profitable business

LINKS & RESOURCES

• Break-Even Formula Blog Post
• Join the Flower Business Bootcamp Waitlist
• Follow along on Instagram: @thehampshireseedcompany

If you’re dreaming of starting a flower business — or already growing and selling without a plan — make sure you’re signed up for the Flower Business Bootcamp. It’s beginner-friendly, jargon-free, and gives you the exact steps you need to build a profitable flower business from day one.

In this episode, I’m stripping things right back to basics — how to sow seeds successfully. Whether you’re new to gardening or just want better germination rates, this is your no-nonsense guide to getting it right from the start.

I’ll walk you through everything from timing your sowings (and why enthusiasm isn’t a planting strategy!) to choosing the right compost, containers, and watering methods. You’ll learn why some trays fail, how to avoid damping off, and the simple habits that turn seed sowing from guesswork into success.

This episode is perfect for anyone who’s ever stared at an empty seed tray wondering what went wrong — or who just wants to stop wasting time, compost, and confidence.

What You’ll Learn
-Why timing matters more than enthusiasm
-The difference between hardy annuals and tender annuals
-How to stop damping off before it starts
-Why bottom watering beats top watering every time
-The truth about seed compost (and when you actually need it)
-How to harden off your seedlings for outdoor life
-The biggest beginner mistakes — and how to fix them

Mentioned in this Episode

Episode 14 - Direct Sowing vs. Modules
Blog - Understanding Stratification
The Hampshire Seed Company Grow-Alongs

Tune In & Take Action
Start small. Sow less. Watch more. Focus on consistency over chaos — because every tray teaches you something.

In this episode, I’m diving into one of the biggest game-changers for your growing season — autumn sowing. Forget the idea that autumn is the end of the gardening year; it’s actually the beginning of the next one. Whether you’re a home grower dreaming of an early flush of colour or a flower farmer chasing those lucrative May stems, this episode shows you how to sow now for serious results later.

I’ll walk you through my seven must-grow crops for autumn sowing — from Orlaya grandiflora and Larkspur to Lupins and Ranunculus — plus why these hardy plants will outperform every spring batch you’ve ever grown. You’ll also learn how to avoid the hungry gap, get blooms earlier, and free up precious spring bench space for summer annuals.

And if you’ve ever wondered what to sow when, my Grow-Along videos and blogs are linked below to help you get started with cold stratification, timing, and success tips for each crop.

What You’ll Learn

-Why autumn sowing gives you stronger, earlier blooms
-How to bridge the “hungry gap” between spring bulbs and summer flowers
- The best hardy annuals and perennials to sow now
- How to layer your crops for a seamless spring-to-summer display
-Why lupins and ranunculus are my ultimate May workhorses and beauty blooms

Mentioned in this Episode

Growing Orlaya grandiflora
Grow-Along Videos

Tune In & Take Action
Pick jut three hardy annuals or perennials and start your autumn sowing this week. Your spring self will thank you when your beds are blooming and everyone else’s are bare.

When you’re growing for everyone… you’re really growing for no one.

In this episode, I’m unpacking the power of finding your ICA — your Ideal Customer Avatar. This isn’t just a marketing buzzword. It’s about building a flower business that works for you — your lifestyle, your crops, and your goals.

I’ll share the mistakes I made in my early days (think late-night bouquet deliveries, impossible wedding requests, and those dreaded houses with no numbers 🙃), and why saying yes to everything nearly burnt me out. More importantly, I’ll walk you through how finding your ICA gives you the clarity and permission to say no — and focus on the customers who bring both joy and profit.

You’ll learn:

• Why finding your ICA matters more than just “choosing a niche”
• How to spot the red flags that an ICA doesn’t fit your business
• Examples of different flower farm ICAs — from high-end brides to weekly bouquet buyers
• How your lifestyle, location, and crop choices all shape your ICA
• Why pricing, vase life, and marketing should be tailored to your dream customer

Whether you’re just starting out or pivoting from chaos to clarity, this episode will help you stop spinning plates and start building a flower business that truly fits.

Links & Resources

• Finding your Flower Farming Niche
• The Florists Guide to finding Dream Clients

Let’s Connect

If this episode was helpful, share it with another grower who’s feeling pulled in too many directions. And don’t forget to follow the podcast so you never miss a weekly dose of flower farming strategy.

What do you get when you cross patience, petals, and a little bit of chaos? Dahlia breeding.

In this episode, I’m sharing the real process behind breeding your own dahlia varieties — from hand-pollination tips to spotting the traits worth keeping. Whether you’re dreaming of your own exclusive varieties or just curious about how new dahlias are born, this is a peek behind the curtain of one of the most exciting (and unpredictable) parts of flower farming.

You’ll learn:

Why dahlia breeding is part science, part gamble — and why that’s the fun of it

• How to hand-pollinate dahlias for more control over your crosses
• The dominant vs recessive traits that shape form, colour, stem length, and vase life
• Why keeping records, tagging plants, and growing over multiple years is essential
• What beginners should focus on first (hint: start small and enjoy the surprises)

I’ll also share how I grow out my own seedlings, what I look for in keepers, and the traits that often don’t make the cut. And if you’re already dreaming of filling your garden with dahlias — including some from my own breeding patch — you’ll want to be on my launch list for November.

Links & Resources

• Breeding Dahlias Blog
• Dahlia propagation Blog
• Register for our weekly newsletter where you'll get information all out our new season Dahlias for 2026. Dahlia tuber pre-sale opens 1st November 2025 (dispatch early 2026) & Dahlia breeding seeds release 1st January 2026 — the perfect New Year’s Day start

Let’s Connect

If you loved this episode, leave a review and let me know what you’d like me to cover next. And don’t forget — the best varieties always go fast, so join my list to get first dibs.

If you’ve ever thought “I just need to grow more flowers” or “I don’t know if I’m charging enough” — this episode is for you.

In today’s episode, I’m breaking down the five core figures every flower farmer needs to know. These aren’t fluffy numbers; they’re the ones that make or break your business. From calculating your true cost per stem to spotting which crops are quietly draining your profits, these are the figures that will help you move from guessing… to growing a profitable business with confidence.

You’ll learn:

• How to calculate your true cost of production per stem (yes, even your labour counts!)
• Why knowing your target stem price is essential for profit — not just covering costs
• How to measure your yield per bed so you can ditch low performers and scale what works
• The power of setting weekly and monthly stem targets (and why this changes everything)
• How to work out your revenue per bed so you know exactly which crops are paying the rent

By the end, you’ll see how these five numbers give you clarity, confidence, and control over your flower farm’s success.

Links & Resources

• Flower Farming Calculator — plug in your beds, crops, and get instant clarity on costs and yields
• Pricing Flowers with Confidence Blog
• Planning for Profit Blog

Let’s Connect - If this episode was helpful, share it with a fellow grower who’s still guessing their numbers. And don’t forget to hit follow so you never miss an episode.

Are you a flower farmer or florist staring at a blank screen trying to write your website, social posts, or emails? AI tools like ChatGPT can help — but only if you use them right. In this episode, I’m sharing the first prompt every floral business owner should try, especially if you’ve been burned by cringey AI results in the past.

I’ll walk you through how to train ChatGPT to sound like you, how to build a brand voice from scratch (even if you don’t think you have one), and how to make AI your marketing sidekick — not your worst nightmare.

Whether you’re growing flowers or growing your audience, this episode will give you a total mindset shift around AI in your creative business.

In this episode, you’ll learn:

• Why most florists get disappointing results from AI (and how to fix that)
• My exact foundational prompt to help you define your brand voice
• How to train ChatGPT to sound like you — not like a copy-and-paste robot
• The importance of giving AI real brand context (like quoting Mary Portas or David Ogilvy!)
• How to use AI to brainstorm captions, content, and copy that actually sell
• Why ChatGPT is a liar (yep!)

Resources & Links:
Blog with Free AI Prompts Starter Pack for Flower Farmers & Florists: Grab it here
My Top 5 Begginers AI Prompts download