Flower Farming in New Zealand

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.
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Resources discussed in this episode:Crop: Understanding Your Soil Test Workshop
Dr Elaine Inghams Soil Food Web School
Episode with Matt from Carbon Options on Biochar
Podcast episode of Six Inches of Soil
Six Inches of Soil Documentary
For the Love of Soil Book

Connect with our Sponsors - Fresh Cut Flower Wholesalers
 
#healthy soil #soil biology #flower farming NZ #soil health #flower farmer podcast
#soil testing #biochar #mycorrhizal fungi #regenerative flower farming #healthy flowers#sustainable flower farming

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.

Listen to Rachel’s perspective on the joy of flower farming—building relationships, being outdoors, and creating a lifestyle that balances work and family.
• Connect with our Sponsors - Fresh Cut Flower Wholesalers
• ⁠Follow them on Instagram @freshcutflowerwholesalers⁠
• Support Our Work!
• Don’t forget, if you like the way we are connecting the NZ Flower Farming Community, you can support our work by:
• · Advertising in an episode
• · Sponsoring an episode or a season or you can
• · Buy us a Coffee (make a donation) following this link ⁠https://coff.ee/flowerfarmersinnz⁠
Key Takeaways
• - Understand your unique growing conditions and adapt techniques accordingly.
• - Soil management is essential; consider your soil type and how it affects your crops.
• - Leverage local markets and social media to sell your flowers effectively.
• - Customize your approach based on experiences rather than just external advice.
Rachel Inger’s insights into flower farming provide valuable lessons for anyone interested in the floral industry. By understanding your environment, managing your soil, and effectively reaching your market, you can thrive in this beautiful yet challenging field.

• Key words:
• #flowerfarminginNZ
• #nzflowergrowers
• #nzflorists
• #sustainablefloristry
• #sustainableflowerfarming
Timestamps:
Timestamps:
00:00 - Introduction to Rachel and her flower farm
02:09 - Rachel’s farm size, layout, and soil conditions
02:22 - Why Rachel chooses mound beds over formal raised beds
03:30 - Pathways and weed management strategies
04:10 - Soil health, amendments, and the importance of soil testing
05:37 - Growing conditions in Hamilton versus Central Otago
06:40 - Planting schedule for tulips and hardy annuals
07:50 - Wind and frost protection methods
09:37 - Strategies for selling wholesale plus to florists and retail customers
10:46 - Seasonal crop choices for summer (zinnias, cosmos, amaranth)
12:03 - The popularity of certain flower colours and varieties
13:08 - Growing and selling tulips, including subscription models
14:37 - Post-harvest handling and frost protection for tulips
15:45 - How Rachel manages delivery logistics for wholesale flowers
16:54 - The impact of local grower groups and collaboration
21:53 - Use of greenery in bouquets and future crop plans
22:43 - Selling seed kits as gift products and diversification
23:43 - Insights into wholesale selling process and building relationships
29:19 - Working out crop costs and recording yields for profitability
32:24 - Group efforts for logistics and collective shipping
33:21 - Building a supportive grower community in Hamilton
36:48 - Transitioning into seed sales and diversifying income streams
39:13 - Favourite tools, including battery-powered sprayers
42:58 - Advice for new flower growers: research, focus, and enjoyment
45:14 - Reflecting on what gives Rachel joy in flower farming: connection with nature and people
Resources & Links:
• @freshcutflowerwholesalers Local flower wholesaler
• Floret's Cut Flower Garden Book https://gardenonthehill.co.nz/products/cut-flower-garden
• https://www.ryobitools.com/search?q=battery%20sprayers Ryobi Battery-Powered Sprayer
• https://www.harvestbloomflowers.co.nz/seedkits Seed Kits & Gift Pack Ideas
Connect with Rachel Inger:
• https://www.instagram.com/harvestbloomflowers/
This episode underscores how adaptable, community-oriented, and strategic flower farming can be—no matter your climate.
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Spotify Show Notes:

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.

Whether you’re a professional grower or scaling your commercial production, this conversation dives deep into the psychology of sales, value-based pricing, and how to stop being treated like a supermarket commodity.

In this episode, we discuss:

Selling Transformation, Not Just Stems: Why marketing the "joy" and emotional impact of your flowers is more effective than listing varieties.

The Commodity Trap: How to position your farm so you aren't competing with supermarket prices.

Professional Pricing: The psychology of under pricing and how to value your expertise.

Handling "Budget" Requests: Strategic ways to respond to price-sensitive customers without devaluing your work.

Reliable Marketing Channels: Why your email list and website are more critical than social media algorithms for consistent sales.

Want to sign up to the Floral Business Activator? Using this link helps support our work https://learn.floralbusinessactivator.com/a/qkiib

Detailed Chapters: 0:00 - Introduction & Season Sponsor 1:15 - Meet Julie Trainer: From Business Coach to Flower Farmer 5:50 - The Marketing Mistake: "Build it and they will come" 13:05 - The Profit Reality: Revenue vs. Paying Yourself 21:10 - The Psychology of Under
pricing & Valuing Your Work 23:45 - Marketing 101: Features vs. Transformation 25:30 - Understanding the "Why": Why Customers Actually Buy Flowers 28:50 - Market Perception: Being Known for Quality vs. "Cheap" 29:45 - How to Handle "Budget" Wedding Inquiries 31:25 - Finding Your "Why" as a Business Anchor 35:50 - Why Your Email List Beats Social Media for Sales 41:05 - Rapid Fire: Profitable Crops and Marketing Myths 47:30 - The Hard Truth: To have a business, you must do business 49:50 - Closing Thoughts

Support Our Work!
Don’t forget, if you like the way we are connecting the NZ Flower Farming Community, you can support our work by:
· Advertising in an episode
· Sponsoring an episode or a season or you can
· Buy us a Coffee (make a donation) following this link https://buymeacoffee.com/flowerfarmersinnz

Links Mentioned:

Floral Business Activator (FBA): https://learn.floralbusinessactivator.com/floralbusinessactivator

Fresh Cut Flower Wholesalers (Season Sponsor): https://www.instagram.com/freshcutflowerwholesalers/

Keywords: flower marketing strategy, NZ floral industry, selling cut flowers, professional flower farming, flower farm business tips, New Zealand flower growers, marketing for farmers, floral business growth, value-based pricing flowers.

Get ready to reshape your flower farming journey—because success blooms when you understand your worth, community, and the business side of beauty!

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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.

We discuss:
• How rose breeding works
• Why it can take up to 12 years to release a new rose
• The challenge of breeding fragrance and disease resistance together
• Spray-free rose trials and selecting the toughest plants
• What flower farmers should look for in a rose
• Vase life, stem quality, and picking performance
• Current colour and style trends in roses
• The story behind the popular rose My Mum
• Plant Variety Rights and protecting new varieties
• Crab apples for gardens and floristry

Whether you're a flower farmer, florist, gardener, or rose enthusiast, this episode offers a fascinating insight into the work that goes into every new rose.

Connect with our Sponsors - Fresh Cut Flower Wholesalers
⁠Follow them on Instagram https://www.instagram.com/freshcutflowerwholesalers/
Support Our Work!
Don’t forget, if you like the way we are connecting the NZ Flower Farming Community, you can support our work by:
· Advertising in an episode
· Sponsoring an episode or a season or you can
· Buy us a Coffee (make a donation) following this link ⁠https://coff.ee/flowerfarmersinnz⁠

Follow Flower Farming in NZ and let us know your favourite rose variety.
To follow Samantha's photography, follow her on Instagram https://www.instagram.com/samanthamatthewsphoto/

• Rose breeding
• Flower farming NZ
• Growing roses
• Cut flower roses
• New Zealand roses
• Rose breeder
• Matthews Nurseries
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In this episode, Bronwyn from Seeds of Change in Darfield (Canterbury) shares her inspiring journey from health coach to innovative flower farmer and florist, emphasizing the importance of microclimate management, community support, and creative business models in sustainable farming.
Discover how she responds to “No” with “Why Not” as she navigates seasonal challenges, soil health, and market limitations with resilience and forward-thinking strategies.
Connect with Bronwyn on Facebook ⁠⁠https://www.facebook.com/bronwyn.adamshooper/⁠⁠⁠⁠
Follow Flower Farming in NZ on Instagram ⁠⁠https://www.instagram.com/flowerfarmingin_nz/⁠⁠
This episode offers valuable insights for small-scale farmers seeking sustainable and resilient practices, as well as creative ways to serve their community through garden-based experiences and diversified crops.
Connect with our Sponsors - Fresh Cut Flower Wholesalers⁠. Follow them on Instagram ⁠⁠https://www.instagram.com/freshcutflowerwholesalers/⁠⁠⁠
Support Our Work!
Don’t forget, if you like the way we are connecting the NZ Flower Farming Community, you can support our work by:·
Advertising in an episode·
Sponsoring an episode or a season or you can ·
Buy us a Coffee (make a donation) following this link ⁠⁠⁠https://coff.ee/flowerfarmersinnz⁠⁠⁠
Key Topics:•
Building resilience through diversified microclimates, tunnel houses, and community networks
Integrating organic principles with community engagement via "pick your own" and experience-based flower events
The impact of environmental factors like wind and frost on farm design and crop success
Strategies for managing hail damage and the importance of undercover infrastructure
Creating a balanced farm with both food and floral production, emphasizing the joy of creating with flowers
The cultural shift needed to foster mentorship, collaboration, and resilience among flower farmers in New Zealand
Timestamps:
00:00 - Welcome and episode overview
00:39 - Bronwyn’s background and transition from health to farming
01:43 - Overview of her two-acre, microclimate-diverse property
02:36 - Pushing boundaries with citrus in Canterbury
03:55 - Building microclimates through planting pockets of warmth and thoughtful design
04:41 - Microclimate examples: frost-free zones and house orientation
05:52 - Growing citrus, yuzu, finger limes, and managing the cold
06:37 - Focus on perennial versus annual flowers and incorporating old garden plants
08:00 - Dealing with wind, shelter belts, and the impact of irrigation
10:23 - Water management and hail event experiences
12:26 - Developing resilience through support networks and biodiversity
3:50 - The importance of microclimates and tunnel house design
16:33 - Organic certification, soil health, and reducing chemical use
18:18 - Biodiversity strategies for pest management, beneficials, and crop health
19:22 - Managing tunnel house heat and shading strategies
20:55 - Wind and shelter solutions
22:39 - Studying floristry and health risks associated with chemicals
23:51 - Moving into organic flower farming at a small scale
26:16 - Business model decisions and balancing income with personal joy
28:11 - Community engagement through pick-your-own flower events and space design
29:47 - Creating unique customer experiences and integrating creative spaces like train carriages
32:54 - Learning from challenging seasons to innovate and diversify
33:47 - Using floral experiences as part of business offerings
37:51 - The impact of social media on market competition and resilience
38:38 - Practical tools for organic gardening and weed management
39:08 - The value of woofing and knowledge exchange
40:13 - Future goals: wedding ambitions and mentorship programs
41:48 - The importance of record-keeping and season planning
42:20 - Insights on flowering timing related to seed sowing versus transplanting
44:16 - Final advice: find a real mentor, learn from failures, and stay true to your joy