One of the things I love about the farmer florist movement is that it is attracting both young 20-something growers AND change-of-life growers. People, often women, who have had a successful career already and raised a family are deciding they need a more creative outlet in their second half of life and are drawn to the community and vibrancy of flower farming. I’ve had the pleasure of meeting many of these passionate women, and I can say I’m honestly in awe of them. Each of them is so driven and eager to turn their passion and often former gardening hobby into a dynamic business. They come at it with some great life experience that really helps them build their businesses quickly.
Madeline Frankel at Farm and Garden Flowers is just one such grower. I’ve had the pleasure of crossing paths with Madeline on several occasions now since she grows just a short drive from me here in Pennsylvania. What I love about Madeline is that she’s not afraid to try anything and to embrace new tools (hello, Instagram! She’s @farmandgardenflowers) in an effort to grow her business. Madeline is keen in every sense of the word. She’s already developed several key relationships with sales outlets around her that had her selling out all season long, and she has big plans for her business in the seasons to come. I can’t wait to continue watching her grow!!
Ready?? Let’s meet Madeline!

Tell us a little bit about your business, business model and clientele.
The core of Farm and Garden Flowers is small-scale seasonal flower growing. I started with a large backyard cutting garden and then in 2012 tripled the cultivation area by expanding to a farm owned by my daughter-in-law’s family. Everything is field grown. I don’t have a hoophouse, only low tunnels. I sell mixed bouquets and floral arrangements. My customers are two farmers’ markets, a specialty food store with two locations, and a wedding and event floral design business. I’m located in West Chester PA, so my clients are suburban and fairly traditional in their tastes. However, for the wedding florists, I need to be sensitive to what their younger customers are requesting.
What got you into flowers in the first place?
I’ve been growing flowers since I was a child. My mother was a gardener and there were always flowers in our house. As a volunteer at Longwood Gardens, I completed their certificate of merit in floral design program. In one of my classes I met some women who were growers as well as designers. It seemed like the perfect fit for me. I’ve also taken a few classes at Sullivan Owen’s studio, and the Flower School New York.
After over 30 years working for a large corporation, I retired in 2013. When I left, I told my colleagues that I wanted to be outside, get my hands dirty, and do something creative every day. My flower business lets me do exactly that.

You attended our Business of Local Flowers Master Class at Love ‘n Fresh Flowers this past spring. When you signed up, what were you looking to gain by coming to our farm?
It’s a huge transition from having a backyard garden, to growing flowers on a commercial scale (even a small scale). I was looking for guidance about how to think of my project as a real business, and not a hobby. I needed advice about my next steps forward; such as better pricing for my flowers, what to grow that I may not have thought about. I wanted to meet Jennie and see how her farm was organized. Flower growing can be an isolating experience, so I really wanted to meet other people in the local flower business and share experiences with them.
What did you find most helpful about your time in the class? Were there any surprises?
Everything that was covered was helpful to me since I’ve only been doing this for two years. I needed to hear it all. Most helpful was the time I spent one-on-one with Jennie. She gave me so much good information that I could apply right away. I still look back at my notes.
I loved hearing about what other growers were doing, and getting tips from them informally. I loved the mix of growers and designers. Ellen Frost gave me insight as to what florists need and how to work with customers.

Can you give us a specific example of something you learned and then implemented into your own business once you went home?
“Don’t give away your flowers.” Specifically, people who ask for donations for worthy causes. When I went home, I was approached several times by organizations asking for donated flowers. I did it once, but turned the others down.
I started to get more selective about where I would sell my flowers, instead of jumping at every invitation. I was asked to participate in many community events and fairs throughout the summer. I went to one, and found that it was a waste of time. I didn’t do any others. I started to think about what was best for the business – more sales, less waste of time and product.

How has your business changed over the past several months since the class?
My business took a big leap forward after the class. Within a week of the class, Carlino’s Specialty Food store contacted me (Ardmore and West Chester locations), and I started making bouquet deliveries to them twice a week. They loved the flowers and often called for more. It was a challenge to have enough flowers to keep up.
I did my first country club party. I made 35 arrangements from mostly my own flowers. The customer was very happy. I got three other smaller events for the summer and fall.
I was contacted by two young women who have an event floral design business in West Chester. They want to use more locally-grown seasonal flowers in their work. I sold them a few buckets of dahlias, lisianthus and lavender. Now we are planning together what I can grow for their 2015 schedule of weddings.

Have you stayed in touch with any other students from the class?
Not formally, but when I saw some of the other students at the recent ASCFG conference, we connected in a meaningful way. We had lots to share; the energy was fabulous. I loved seeing them again.
Time for the “big question”! Where do you see your business going from here? A healthy business is always evolving. What’s that process look like for yours?
Going into my third year, I need to get better at growing my flowers for my current business, rather than look for ways to expand right now. In 2014, my business grew faster than my flowers. I want to make sure I have enough high quality stems for my weekly orders to the stores, be able to grow what the wedding floral designers need, and continue to impress my market customers with fabulous flowers. There are some important growing techniques that I need to get better at – consistent successful seed starting, dahlia tuber storing, mum cuttings, anemones and ranunculus growing over the winter. I also want to invest in more hydrangeas and peonies, and build up my perennials for the future.
I think I’m not growing enough flowers yet (not quite ¼ acre). I have plenty of space at the farm – flat, sunny – but I want to make sure I’m growing the right things. Expanding my space without becoming overwhelmed or exhausted is a concern for me.
My next customer may be weekly arrangements for a new restaurant. My husband has a connection with the owner. So it’s a possibility that would give me another creative outlet.
The two farmers’ markets are very close to my house, so it’s easy for me to be a vendor. Even though the sales are limited, customers find me there, see me consistently every week, and I’ve gotten special orders. The markets are a lower priority for me.