Scaling a flower farm or creative business can feel like trying to bloom in a drought — too many ideas, too few resources, and the constant fear of burnout. In this episode of The Flower Files, we sit down with Ashish Gupta, a seasoned entrepreneur and founder of Scale Up Exec, to unpack what sustainable growth really looks like.
From identifying your strengths and letting go of what’s draining you, to testing new product ideas and preparing for potential acquisitions, this conversation gave us a roadmap we wish we had years ago. Whether you’re dreaming of your first hire, launching a new product like our Petal Pantry, or just trying to keep the chaos in check, this episode is packed with actionable advice and heartfelt encouragement.
If you’re ready to grow your business without losing your love for it, this one’s for you.

In Episode 86 of The Flower Files, we explore elderberries, honeybees, and the farm-to-bottle journey of creating truly potent elderberry syrup. Liza chats with elderberry farmer Russell Carter about sustainable farming, the health benefits of elderberries, and what sets fresh syrup apart from the rest.

Funeral flowers carry more than beauty—they carry meaning. In this heartfelt episode, we share real stories from the floral shop, discuss cultural and historical traditions, and offer ideas for creating deeply personal memorial arrangements.

From spa showers to wedding arches, eucalyptus does it all. In Episode 84 of The Flower Files, we share why it’s one of our favorite plants—exploring its rich history, how to grow it, and the best varieties for floral design and everyday enjoyment.

Are you ready to move beyond bouquets and grow your floral business into something larger? In this episode of The Flower Files, we sit down with e‑commerce strategist Neil Twa to explore how flower farmers and florists can scale from local markets to national reach—via platforms like Amazon. You’ll learn how to treat your brand as more than just a product, test smart launches, and connect your farm‑stand roots with an online storefront. It’s not about abandoning your local presence—it’s about planting new seeds for growth.

We believe that sometimes, the life you’re looking for is closer than you think—maybe even hiding in a handful of blooms. In this episode, we talk about how growing flowers with our kids led to deeper connection, new income streams, and a thriving flower farm we never saw coming. It all starts with one small step.

In this episode of The Flower Files, wellness advocate Lindsay Crick opens up about the cost of chasing passion without boundaries. From pop-up fitness classes to running three studios, Lindsay’s journey offers a deeply honest look at burnout in entrepreneurship and the power of choosing yourself.

In this inspiring episode of The Flower Files, Liza Goetz explores the powerful connection between farming seasons and menstrual cycles. With guest Alex from The Agenda, they discuss how aligning work with your body’s natural rhythm can help you thrive—on the farm, in business, and in life.

When flowers become medicine, the garden becomes more than just a hobby—it becomes healing. In this vulnerable episode of The Flower Files, Lizzie Frey shares how gardening taught her to slow down, let go, find joy in small moments, and reconnect with herself and others. It’s a beautiful reminder that, sometimes, all we need is one bloom to feel whole again.

Florists: Getting ghosted after a consult? You’re not alone—and it’s not your fault. In this brutally honest episode, learn why some clients walk and how rejection can be a gift that makes space for dream bookings.

Asking for reviews can feel weird — but it shouldn’t. In this episode of The Flower Files, Liza Goetz breaks down how customer feedback builds trust, boosts visibility, and reminds florists why their work matters. Discover easy, heartfelt ways to ask for reviews and use them to grow your business with grace.

In Episode 75 of The Flower Files, we chat with Westerlay Orchids president Tuan Overgaag about building one of the largest orchid operations in the U.S. From his family’s Dutch greenhouse beginnings to producing over 4 million orchids a year in California, Tuan shares how sustainability, core values, and smart scaling fuel the business. Whether you’re growing a single Phalaenopsis on your windowsill or dreaming of a commercial greenhouse, this episode offers inspiration — and practical advice — for making your floral dreams a reality.

We’re professional growers — and yes, we’ve still killed our fair share of houseplants. In Episode 74 of The Flower Files, we share hilarious plant fails, the chaos of mixing plants and pets, and our go-to tips for keeping your leafy friends alive. Whether you’re a total beginner or a recovering plant killer, we’ve got ideas for easy plants to start with and advice to help you grow your confidence (and your collection).

If you think flower farming is just frolicking through fields in flowy dresses, think again. In Episode 73 of The Flower Files, we pull back the curtain on what our days really look like — 5:30 AM harvests, duct-taped pant legs to keep out ticks, planning wedding color palettes over a year in advance, and occasionally dodging cicada killers in the zinnia patch.

In Episode 73 of The Flower Files, we get real about what it means to be your own boss. From financial fears to freedom and fulfillment, this one’s for anyone navigating the messy middle of building something that matters.

In Episode 71 of The Flower Files, we’re getting honest about what makes a product launch flop—or fly. From behind-the-scenes storytelling to authentic urgency, here’s how we’ve learned to launch with strategy and soul.

Think flowers are just for vases? Think again. In Episode 70 of The Flower Files, we explore the flavorful, functional world of edible flowers—from spicy snapdragons to sweet honeysuckle. Discover how to elevate your next event with florals that do more than just look pretty.

Edible flowers aren’t just pretty — they’re powerful. From garnishing cocktails to topping wedding cakes, culinary blooms offer color, flavor, and endless creativity. In this episode of The Flower Files, Liza Goetz shares expert tips for growing edible florals and turning them into profit (and pleasure).

Behind every bouquet is a story—but some are wilder than others. In this episode of The Flower Files, we follow Liza and her crew through sprained ankles, unmarked farm lanes, and one very determined goat. Delivery isn’t just logistics—it’s an adventure.

Wedding florals aren’t just pretty—they’re personal. In this episode of The Flower Files, Liza of Wildly Native Flower Farm shares how thoughtful details, seasonal blooms, and a seamless booking process create unforgettable floral experiences.

Irrigation may not be glamorous, but it’s the backbone of every successful garden or flower farm. In this episode of The Flower Files, Liza breaks down the real-world challenges of watering everything from backyard beds to full production fields—and shares flower garden irrigation tips that actually work. From choosing the right hose or drip tape to setting up smart watering schedules and avoiding mildew and root rot, this guide will help you water with confidence. Whether you’re hand-watering seedlings or managing zones with timers and drip systems, learn how to keep your flowers healthy, your workflow efficient, and your plants—well—wet (in the good way).

If your summer garden looks a little crispy, don’t worry—you’re not alone. In this episode of The Flower Files, we’re diving into practical, florist-approved summer gardening tips to help your blooms survive and thrive. From watering best practices and mulch dos and don’ts to managing heat-loving pests and choosing the right flowers for hot weather, this guide is packed with real-life fixes to keep your flowers healthy and vibrant. Whether you’re a backyard gardener or professional grower, these insights will help you beat the summer stress and enjoy lush, colorful blooms all season long.

Thinking about growing peonies? This in-depth guide walks you through everything you need to know—from choosing the right type of peony to planting, supporting heavy blooms, preventing disease, and designing breathtaking floral arrangements. Whether you’re a backyard gardener or a budding flower farmer, discover expert insights on how to grow healthy, vibrant peonies that can last for decades and become one of your most profitable crops. We also bust common myths, share storage and harvesting tips, and even dive into the fun of edible peonies and floral mishaps. If peonies are on your radar, this is the guide you need.

Weeds creeping into your flower beds? In this episode of The Flower Files, Liza and Kenley unpack their favorite methods—like mulching, smart tools, and even tarping—to help you reclaim your garden. Whether you’re a backyard grower or a flower farmer, these tips will help you weed less and bloom more.

Wildflower foraging brings raw, organic beauty to floral design—but it comes with responsibilities. From identifying blooms like Queen Anne’s Lace to avoiding chiggers and staying legal, here’s everything florists need to know about harvesting from the wild.

Is your floral design truly sustainable, or just dressed up to look that way? In this powerful episode, Liza Goetz of Wildly Native Flower Farm exposes the not-so-pretty side of the flower industry and shares actionable tips to design more responsibly—from sourcing locally to ditching floral foam for good.

Knowing when to harvest your flowers can make all the difference in keeping your blooms fresh, vibrant, and long-lasting. From peonies to poppies, learn the best techniques for cutting at peak bloom with expert advice from Wildly Native Flower Farm.

In Episode 58 of The Flower Files Podcast, Liza and Lizzie tackle the age-old debate: clippers vs. knives for cutting flowers. From the science of stem cuts to funny flower farm fails, this episode is packed with practical advice and real talk for florists and flower lovers alike.

In How to Stand Out: Cut Flowers at Market, Liza and Renee of Wildly Native Flower Farm spill their best tips for making a splash at the farmer’s market. Learn how to create a visually striking booth, engage customers with ease, and keep your flowers fresh—even in the summer heat.

Tired of wilting flowers just days after bringing them home? In this episode of The Flower Files, Lizzie from Wildly Native Flower Farm shares pro florist secrets on how to make cut flowers last longer using simple, natural methods. Learn how harvest timing, vase prep, and daily care can keep your blooms fresh for up to two weeks — no flower food required.

Spring is the busiest—and most magical—season on the flower farm. In this episode of The Flower Files, we walk through a typical day in the life of our team at Wildly Native Flower Farm. From 5:30 AM wake-up calls to messy tulip harvests and spreadsheet overload, here’s what it really looks like behind the blooms.

Starting flowers from seed is an exciting way to grow unique varieties while saving money. In this post, we break down the essential steps for successful seed starting, from choosing trays to watering techniques. Read on for expert advice from The Flower Files!

Discover the secrets of healthy soil for flowers! From sandy to clay-heavy soils, we break down the best soil types, amendments, and growing tips for lush, vibrant blooms. Whether you’re a home gardener or a flower farmer, this guide will help you cultivate the best foundation for your flowers.

Greens are more than just fillers in floral design—they provide structure, depth, and texture. Whether you’re a florist, flower farmer, or just love arranging blooms, understanding how to select and use the right greens can transform your creations. From the classic eucalyptus to foraged treasures like ninebark and viburnum, this guide dives into the best greenery options, trending styles, and expert tips from The Flower Files podcast. Explore how to make your arrangements more balanced, lush, and captivating with the perfect greens.

Not all flowers are easy to grow! In this episode of The Flower Files, we discuss the most challenging flowers to cultivate, from finicky germination to high-maintenance care. Whether you’re a beginner or a seasoned grower, learn which blooms require extra attention and why some flowers might not be worth the effort.

Floral design is more than just arranging beautiful flowers—it’s about structure, stability, and sustainability. In this episode of The Flower Files, Lizzie Lou shares expert insights on the essential tools and techniques that ensure floral installations remain secure and visually stunning. From floral wire to eco-friendly alternatives, discover the secrets behind breathtaking arrangements!

Curious about starting a flower farm? We share our journey from hobbyists to full-time flower farmers, including lessons learned, business tips, and a free flower farming guide. Our experience highlights the importance of careful planning, sustainability, and adapting to market demands. From overcoming weather challenges to scaling up and expanding into floral design, we cover what it truly takes to succeed in this industry. Whether you’re looking to start small or go all in, our insights will help guide your flower farming journey.

As a wedding florist, every client interaction is more than just a business transaction—it’s an opportunity to connect, understand their love story, and bring their vision to life. In this episode of The Flower Files, we dive into the art of meaningful conversations with brides, from asking the right questions to handling budget discussions with ease. Learn how to shift from “selling” to “understanding,” create a stress-free planning experience, and build lasting relationships that go beyond the wedding day.

Ever wondered how to break into the wedding industry as a florist? At Wildly Native Flower Farm, we’ve turned our love for flowers into a thriving wedding floral business. From our humble beginnings to navigating the complexities of the industry, we’re sharing our journey, lessons learned, and tips to help you grow your own floral business. Dive in to discover actionable advice, real-life stories, and the beauty of building a dream with flowers!

Choosing the right cut flowers can transform your garden or floral arrangements. In Episode 46 of The Flower Files, we dive into our top cut flower varieties for spring, summer, and fall. From the vibrant hues of tulips and dahlias to the dramatic textures of celosia and amaranth, discover our must-grow favorites and why they shine in every season. Don’t miss our free guide to the top 10 cut flowers – perfect for growers and florists alike!

Planning your perennial garden? In Episode 45 of The Flower Files, we explore the art of selecting perennial varieties for cut flowers. From peonies to eryngium, we discuss the pros, cons, and practical tips for choosing the best blooms that thrive year after year. Whether you’re growing for bouquets, weddings, or market stands, this episode is packed with insights to help you maximize your perennial patch. Learn from our experiences – including some surprises – and grow like a pro!

In Episode 44 of The Flower Files, we’re talking all things seed selection! Whether you’re an experienced flower farmer or just starting out, navigating catalogs and choosing the right seeds can feel overwhelming. We share our go-to seed suppliers, tips for selecting disease-resistant varieties, and why pelletized seeds can save you time and effort. Plus, we discuss the challenges of farming through droughts, the importance of planning for your market, and lessons learned from past seasons. Don’t miss this essential episode packed with insights to help you grow a thriving flower farm!

As we close out 2024, Episode 43 of The Flower Files takes a thoughtful look back at the year while setting flexible and inspiring goals for 2025. From lessons in personal growth to exciting plans for the upcoming gardening season, this episode is all about progress, reflection, and embracing change. Plus, don’t miss the launch of our free 2025 Garden Goals Planner to help you cultivate your best year yet!

Get into the holiday spirit with The Flower Files! In this blog, we’re sharing our favorite cookie recipes—from elegant Linzer cookies to fun spritz cookies—and easy baking tips to sweeten your season. Plus, don’t miss our hilarious gingerbread house story and a sprinkle of holiday magic. Whether you’re a pro baker or just love a good cookie, there’s something for everyone!

From field to drying barn, every flower has a story. Join us as we share the journey of how we preserve blooms year-round, transforming them into beautiful dried wreaths, décor, and crafts. Learn about the quirks of each season, our favorite blooms, and the creative ways to give flowers a second life.

As the holidays approach, timeless traditions come to life. From the fussiness of the classic poinsettia to the unexpected origins of mistletoe’s romantic reputation, our seasonal celebrations bloom with nature’s influence. Add in gingerbread houses, candy cane debates, and the playful chaos of the Elf on the Shelf, and you’ve got a season rich with warmth and whimsy. Join us as we delve into the stories, plants, and customs that make the holidays feel like home—and inspire new traditions of your own.

Wreath making kicks off our holiday season in this episode of The Flower Files. From learning the art of building wreaths to sharing our own creative experiences (and a few mishaps along the way), we’re diving into the festive spirit. Get tips on making your own unique wreaths, the best greenery to use, and some cozy inspiration to get you in the holiday mood.

Thanksgiving is a time for traditions, favorite dishes, and cherished moments of togetherness. In this episode of The Flower Files, we talk about our favorite holiday meals, quirky family customs, and what we’re most thankful for this year. Join us for a heartwarming chat that’s as comforting as a slice of pumpkin pie.

As the growing season winds down, it’s time to tackle one of those tasks we both dread and love—the end-of-season garden cleanup. It’s a mix of emotions, isn’t it? There’s the satisfaction of wrapping up the season and getting the garden ready for a fresh start, but there’s also the frustration of braving the cold and staring down that one corner of the garden that got completely out of hand.

Welcome back, flower friends! 🌸 This week’s episode of The Flower Files is as cozy and chaotic as ever. Liza and Lizzy, your hosts with the most (and by "most," we mean a delightful mix of knowledge and morning silliness), dive headfirst into one of their farm’s MVPs:...

If you’ve ever dreamed of a career surrounded by flowers, you’ve probably wondered which floral path is right for you. Do you imagine yourself out in the fields, nurturing rows of flowers under the sun? Or maybe you’re drawn to the creativity of arranging stunning...

Exploring Poisonous Flowers: A Halloween Special on the Flower Files Podcast On the latest episode of The Flower Files, Liza from Wildly Native Flower Farm delved into the world of poisonous plants, sharing some surprising facts just in time for Halloween. As a...

After months (or years) of meticulous planning, the wedding day comes and goes in the blink of an eye, leaving behind a whirlwind of memories, emotions, and sometimes, an unexpected feeling of emptiness. In this episode of The Flower Files, Lizzie, a floral designer...

In this week's podcast episode, we dive into a question that many brides and grooms face—what to do with all of those beautiful wedding flowers once the celebration ends. Weddings are often overflowing with florals, but once the day is over, many couples aren't sure...

After 14 years as a high school agriculture teacher, I reached a point where I knew it was time for a change. Teaching had always been rewarding, especially working with students to help them find their passions, but I found myself increasingly drawn to the idea of...

Ever found yourself staring at a photograph, wondering about the story behind the smile or the location? This week, our vibrant guest Jennifer Quinn of Jen Quinn Creative and APG Media of Chesapeake, wields her artistic prowess to unravel the narrative threads of...

Have you ever felt the thrill of mastering a machine that's key to taming the land? Come along as I, Amber, reminisce about my transition from a no-go on the lawnmower to becoming a collegiate tractor connoisseur. Joined by my friends Liza and Lizzie, we weave tales...

When serenity meets the storm beneath the surface, it's all in a day's work for Sarah Reynolds, the remarkable Eastern Shore wedding planner who guides us through the whirlwind of tying the knot. From her surprising transition from military life to orchestrating the...

“They're like, oh yeah, it's out next to the petting zoo and I'm outside the whole time and I I don't see any animals anywhere at all.” - Lizzy Goetz When you think of a wedding day, you imagine a seamless event bathed in romance and joy. However, the reality...

Embarking on a path from the high-octane hustle of New York City's corporate events to the intimate craft of bespoke wedding invitations, Miss Carrie of Turnage and Watts shares her transformative story. We wander through her captivating tales of rubbing shoulders...

Allie Yoder, the Texan event planner with a knack for infusing southwestern charm into every celebration, swings by the Flower Files to share her evolution from birthday party maestro to hospitality management guru. Recapturing the magic of our childhood softball...

“It was exactly the job I was meant to do, I owe a lot to the company I work for.” - Hannah Worsh The world of hospitality thrives on the creation of memorable experiences. In the latest podcast episode, we are given a front-row seat to this captivating industry...

“A lot of brides, they come in with Pinterest boards full of gowns, full of accessories that they have envisioned in their mind for their day. I would say eight out of 10 times a bride does go with something like, really different.” - Mackenzie Embarking on a journey...

Ever wondered how the soft flicker of a candle could transform an event from simple to spectacular? That's exactly what we're unpacking today as we navigate through the enchanting world of candles in event planning. We delve into the allure of different candle types,...

Ever find yourself biting your tongue at the glossy perfection of social media event showcases? Well, not on my watch. Settle in as Liza, your seasoned florist confidante, whisk you away to the charming Tidewater Inn for a wedding that's as real as it gets. No...

“But when we have to flex and do something last minute and make a flip, and hey, we had to change our entrance to the tent because of weather, and now we're gonna be here.” - Liza When it comes to event planning, the power of greenery in transforming a space cannot be...

Picture commanding a research vessel, then swapping the helm for a spatula to whip up masterful cake creations. That's the life of Abby, our guest on the show, whose metamorphosis from Merchant Marine to cake artist extraordinaire reveals that it's never too late to...

In Episode 13 of The Flower Files, we break down how to pick your wedding color scheme and flowers based on the season. Whether you’re planning a spring ceremony or a cozy winter wedding, this guide will help you choose blooms that are beautiful, seasonal, and sustainable.

They say a picture is worth a thousand words, but when it comes to style shoots in the floral industry, the stories behind those images are priceless. Amber and the momma guests join me to peel back the curtain on the beautiful chaos of creating floral art for the...

“And that's kind of when I like to come in. I don't like building five page websites that are just like starter websites for people. I want to help people get to that next level.” - CJ Price  In our recent podcast episode, we were privileged to converse with CJ...

Climate change is no longer a distant threat—it’s affecting flower farmers daily. From invasive insects to shifting growing seasons and extreme storms, discover how growers are adapting to these challenges and what the future holds for sustainable agriculture.

“The key to being successful in this industry, is being flexible.” - Coleen Fitzpatrick  An experience unlike anyone else: Have you ever imagined the hustle and heart behind the bouquet you hold on your big day or the centerpieces that catch your eye at a lavish...

“It’s like the next storm could take the whole row out and that's my income.” - Amber Edwards When we consider the beauty that blooms from the earth, we do think about the journey it takes from a tiny seed to the stunning arrangements gracing our tables. Our latest...

“It’s like the next storm could take the whole row out and that's my income.” - Amber  Flower farming, often envisioned as a serene stroll among blossoms, is revealed to be a complex and arduous endeavor in our latest Flower Files podcast episode. Liza, Lizzie,...

Imagine the first light of dawn breaking over a family-owned farm, where the promise of new blooms fills the air with anticipation and fragrance. This imagery sets the stage for our latest podcast episode, which delves into the intricacies and joys of running a family...

"There is so much hard labor that goes into making flowers pretty." - Kenly Brice Ever wondered about the hard work that goes into those blooming Instagrammable flowers? This episode of the Flower Files is your ticket to the world of flower farming, where we are...

“I started out just wanting to grow flowers” - Liza In this episode, we talk about the realities of being a flower farmer. Meaning, seeds, dirt, sun, flowers, ALL of it. So what is it that we do? We always are in the world of flowers, from the wedding side to the...

“I think it's essential to be able to provide and to be able to create the core essence of everything that an event needs.” - Carlos Lopez While working at Haven Harbor Marina Resorts as the head coordinator of the Inn, he is running collaborations and working...