The Blooming Garden

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 customerWhether 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 & ResourcesFinding your Flower Farming Niche The Florists Guide to finding Dream Clients Let’s ConnectIf 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 & ResourcesBreeding Dahlias BlogDahlia propagation BlogRegister 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 startLet’s ConnectIf 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 rentBy the end, you’ll see how these five numbers give you clarity, confidence, and control over your flower farm’s success.Links & ResourcesFlower Farming Calculator — plug in your beds, crops, and get instant clarity on costs and yieldsPricing Flowers with Confidence BlogPlanning for Profit BlogLet’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 voiceHow to train ChatGPT to sound like you — not like a copy-and-paste robotThe 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 sellWhy ChatGPT is a liar (yep!) Resources & Links:Blog with  Free AI Prompts Starter Pack for Flower Farmers & Florists: Grab it hereMy Top 5 Begginers AI Prompts download

In this episode, I’m getting into the not-so-sexy but absolutely essential topic of flower conditioning — what it is, why it matters, and how to do it properly. Whether you’re a newbie with your first bucket of cosmos or a seasoned grower supplying weddings, this one’s for you.I walk you through the best time to cut specific flowers (including tulips, dahlias, zinnias, snapdragons, sweet peas, and poppies), and explain how to actually condition them for long-lasting vase life. Expect practical tips on:Exactly when to harvest each flower for maximum vase lifeWhy conditioning isn’t optional (and the most common mistakes to avoid)My go-to routine and tools for healthy, hydrated, flop-free stemsThe difference between soft, sappy, and woody stems — and how to treat themWhy your zinnias are turning the water brown (and how to stop it!)PLUS:  You can download  "The Ultimate Flower Conditioning Guide" When to Harvest & How to Condition the Top 50 Cut FlowersAND: read the blog -  Cut Flower Vase Life & Conditioning Guide - How to Make Your Blooms Last Longer If this episode helped you upgrade your post-harvest routine, I’d love it if you could do just one thing to help thsi podcast to grow and reach more people: Follow the show so you never miss an episode or Leave a review — it genuinely means the world and helps me shape future episodes.If you are feeling more generous then you could do both but that may be one step to far for my ask, I know  !

Ever wonder how some gardeners already have armfuls of colour while you’re still rummaging for your seed trays? It’s not magic — it’s timing. And in this episode, I’m pulling back the compost curtain on succession sowing — specifically why August is prime time to start.You’ll learn:Why autumn-sown hardy annuals give you earlier, stronger blooms (and the Instagram bragging rights to match)The secret to succession sowing that fills your garden with colour every week, not just in MayExactly what to sow now (and what to save for later)The difference between cool flowers, biennials, and tender annualsHow I stagger sweet peas and cornflowers across the seasons to hit every bloom window and wedding dateThis one’s jam-packed with tips, timing tricks, and real talk on growing smarter — not just more.LINKS & RESOURCESRead my Succession Sowing Guide (PDFs, sowing charts, and month-by-month cheat sheets) Read the Cold Stratification BlogJoin the Weekly Newsletter — you'll be first in line for autumn grow-alongs, seed launches, and new-season DahliasFollow along on Instagram: @thehampshireseedcompanyYOUR TASK THIS WEEKGrab your phone, walk your plot, and dictate notes as you go. Spot the colour gaps and bald patches — then play matchmaker with hardy annuals to fill them. August you is planning. Future you is thriving.FOLLOW: If this episode got you itching to grab your seed trays and plan your best spring ever — make sure you hit ‘follow’ on The Blooming Garden Podcast so you don’t miss a single sowing tip, marketing strategy, or grow-along update.New episodes drop every week — and if you’re feeling generous, I’d love it if you left a quick rating or review. It helps other growers find the show and lets me know what’s blooming in your world.Subscribe, share it with a flower friend, and I’ll see you in next week’s episode! 🌸

Snapdragons might look sweet and cottagey, but don’t be fooled — these are serious cut flower powerhouses. In this episode, I’m diving into everything you need to know to grow tall, straight, florist-grade snapdragons from seed, whether you're a hobby grower or scaling up for serious sales.From understanding snapdragon group classifications (yes, that’s a thing) to sowing tricks, pinching hacks, and how to stop them curling in a vase — this episode is packed with practical growing tips you can apply right now.Why not all snapdragon seeds are created equal — and which ones to avoidWhat the Group 1–4 system means (and why Madame Butterfly is the rebel of the bunch)When to sow snapdragons for the best stems — and what to do if your greenhouse gets shady in winterWhether to pinch (and how to turn pinched tips into new plants for free)The #1 post-harvest mistake growers make with snapdragons — and how to keep those stems straightJane’s real-life sowing routine, plus what went wrong last year — and how she fixed it🛍️ Resources & Mentions:Shop snapdragon seeds – tall florist-grade onlyJoin our mailing list for the Snapdragon Grow-Along – it's free! ( If you are already registered with us you don't need to re register  - I'll automatically send you the link when its time) Blog post - Growing Snapdragons If this episode got you fired up to grow better snapdragons this season:Follow the podcast so you don’t miss what’s nextLeave a review — it helps more growers find usShare this episode with a flower friend who’s had a snapdragon flop or two💬 Got questions? Message me on Instagram @thehampshireseedco — or join the grow-along!

Sick of posting “Bookings now open!” and hearing nothing but crickets? This episode is your wake-up call. I’m breaking down how to actually attract better clients to your floral business — the kind who value your work, pay on time, and come back for more. From defining your niche to fixing your website and building a proper marketing system (yes, more than just a pretty Instagram post), this one’s full of practical advice to help you grow sustainably — and profitably.What You'll Learn in This Episode:Why dream clients don’t fall from the sky (and how to find them instead)How to speak directly to the people you want to attractThe real job of your website (spoiler: it’s not just looking pretty)What to stop doing today if you want more bookingsHow to build a marketing system that works for you — not the other way aroundSEO basics for florists + how blog posts can bring more traffic than InstagramWhy saying “DM to book” is losing you sales (and what to do instead)Episode Mentions & Resources: Listen to last week’s episode — Why Your Website MattersMy niche blog post — Finding Your Floral Sweet SpotAI for Florists Blog Post — get started with ChatGPT If this episode hit home, hit Follow, leave a review, and share it with a fellow florist. Your dream clients are out there — now let’s help them find you.

In this week’s episode, I’m diving into a topic many florists and flower farmers put off for far too long: your website. Not just having one — but making sure it actually works for you. Whether you're running a full-scale cut flower farm or designing bouquets from your kitchen table, your website should be attracting customers, answering questions, and taking payments (even while you’re elbow-deep in sweet peas).I’ll walk you through:The best platforms for flower growers and florists (Wix vs Shopify vs Squarespace)The non-negotiable elements every website needs to convert browsers into buyersHow to set up your site to take payment upfront — no more ghosting customersWhy SEO isn’t scary (and how to do it without jargon)A simple schedule for keeping your site fresh, seasonal, and sales-readyIf your site is out of date (or non-existent), this episode will give you the confidence and clarity to finally get it working for you — not against you. Resources & Links Mentioned:My wedding site: fuchsiabloomsflorist.comMy seed business: thehampshireseedcompany.comWebsite builders: Wix, Squarespace, ShopifyMy Business Blogs for more helpful information about setting up and running your business : Business Blogs 

Welcome to the Blooming Garden Podcast — the go-to space for aspiring and established flower farmers who want to grow beautiful blooms and build a thriving business.In this episode, we’re diving into a topic that’s often overlooked — but absolutely essential:FOLIAGE!!!Not hedge clippings. We're talking intentional, scene-stealing, bouquet-building greens that add structure, drama, and serious sales power to your flowers. Whether you're sowing your very first cutting patch or you've already got blooms bursting at the seams, if your bouquets are missing that magic something — this is where you’ll find it.Here’s what I cover:Why foliage is the backbone of every good arrangementMy top 10 must-grow foliage plants (plus two bonus picks she couldn’t resist)Which varieties add structure, movement, contrast — or all threeHow to grow, prune, and cut them for maximum vase lifeSmart ways to mix perennial and annual foliage to build a profitable cutting gardenThe often-forgotten role foliage plays in making your flowers look expensiveWhether you’re building wedding bouquets, market bunches or mixed flower jars, this episode will change the way you grow — and value — your greens.Want to go deeper? The full foliage list (with sowing tips and more details) is now live on the blog! Read the Foliage Blog PostLoved this episode? Make sure you follow the show wherever you get your podcasts — it’s the easiest way to stay up to date with new episodes and never miss a moment of seasonal growing advice, insider tips, and real talk from the flower patch Until next time — keep sowing, keep growing, and give your greens the main character energy they deserve. 🌿

Summer might look like the end of the flower farming season — but for those of us in the know, it’s actually when the real magic starts happening in the seed trays.In this episode, I’m talking all things biennials and perennials: what to sow right now in June and July, how to keep them happy during the hot weather, and why this quiet little sowing season can lead to some of your most spectacular blooms (and sales) next spring.Whether you’re running a flower farm or just want your garden to look smug in May while your neighbour’s tulips flop and their cosmos are still sulking — this one’s for you.In this Episode I You will learn: Why summer sowing is your not-so-secret weapon for spring colourMy go-to biennials for plugging the May Gap (foxgloves forever)The perennials I sow now to save time and space in springHow I keep seedlings alive in the heat (shade hacks + watering tips)Why I rarely direct sow (unless I want to be disappointed)How to get a head start while everyone else is winding downRead the blog: What I’m sowing this summer Follow me on Instagram @hampshireseedcompany

Are you charging enough for your flowers—or just crossing your fingers and hoping for the best? In this honest and number-packed episode, I peel back the layers of pricing guilt and walk you through how to confidently price your flowers, whether you’re a grower, a florist, or both.From emotional undercharging to spreadsheets that make sense, I offer a  clear, real-world guidance on valuing your time, your skills, and your stems. If you’ve ever ended a busy weekend with sore feet and no profit, this one’s for you.What You'll Learn:Why you're not just selling flowers—you're selling time, labour, expertise, and peace of mindHow to calculate your overheads and fold them into your pricing (with real examples!)A step-by-step walkthrough for florists and flower farmers to price for profitThe difference between COGs (cost of goods) and overheads—and why both matterHow to calculate your cost per stem (even if you're terrified of spreadsheets!)Why it’s okay to be “too expensive”—you’re just not for the Tesco crowdResources & Links:Pricing with Confidence Blog- with all of this weeks examples Planning for Profit Blog: How Many Flowers Do You Really Need to Grow? Flower Farming Planning ToolMore From MeFollow me on Instagram @thehampshireseedcompanySUBSCRIBE & REVIEWIf you loved this episode, please take a moment to subscribe and leave a review on Apple Podcasts! Your support helps me reach more growers who need these insights. 🎙 Thanks so much for for tuning in  - See you next week!

Are you drowning in blooms but wondering where the profit is? In this episode, I cuts through the flower farming fluff and walk you step-by-step through how to set realistic financial goals — and actually grow enough stems to meet them.Perfect for growers who are ready to move beyond the “hope and hustle” model and start building a thriving, flower-based business. Whether you’re aiming for £10K or £100K, I show you how to turn your dream into an actionable growing plan using my real-world methods and trusty spreadsheets. Episode TakeawaysHow to reverse engineer your season around your income targetReal crop examples for early, mid and late season growingWhy fewer, well-priced bouquets are often more profitableA simple six-bed growing plan to produce 5,000+ stemsThe difference between growing for joy and growing for businessResources & LinksPlanning for Profit Blog Post Flower Farming Niche BlogFlower Farming Excel Crop Planner

When it comes to sowing flower seeds, should you go high-tech, low-fi, or somewhere in between? In this episode I dive into one of the most spirited debates in the flower farming world: modules vs. soil blocks vs. direct sowing. I Cut through the noise, sharing real-life tips and lessons from my greenhouse and garden trenches. Whether you're surrounded by seed trays or armed with just a rake and a dream, this episode will help you find the sowing method that suits your flowers — and your life.🌼 What You’ll Learn:The pros and cons of direct sowing, modular trays, and soil blocksWhy “one size fits all” is a myth in seed sowingMy no-fuss compost method for soil blocksWhich seeds thrive with each method (hint: poppies love the wild life)The golden rule: Match your method to your lifestyle, space, and sanityCommon mistakes to avoid (and why your cardboard pots might be the problem)🔗 Resources & Links:Soil Blocking 101 Blog The Great Seed Sowing Debate Blog Loved this episode? Leave us a review and share it with a flower-loving friend. And don’t forget to follow so you never miss a bloom-filled conversation.

Welcome to the Blooming Garden Podcast — the go-to space for aspiring and established flower farmers who want to grow beautiful blooms and build a thriving business.In this episode, I’m tackling one of the biggest questions I get asked time and time again:“How do I start a flower farm?”Whether you’ve got a tiny patch of lawn, a couple of raised beds, or a whole field to play with, this episode gives you a clear, step-by-step plan to help you get growing — without the overwhelm.Here’s what we cover:Defining your goals — and why you need to know your "why" before you sow a single seed What to grow: my top 5 beginner-friendly, high-value flowers How to plan your first season like a pro (even if you hate spreadsheets!) Why marketing before your flowers bloom is your secret weapon How to find customers and make sales, even in your very first seasonPlus, I share why starting small is the best thing you can do to succeed long-term — and why fancy tools or acres of land are absolutely not required.Want to go deeper?If you're ready to go from idea to income with your flower farm, Then register your interest  for our course which launcher later this year:Flower Farming 101: Start Your Business in 30 Days A practical 4-week roadmap to help you plan, grow, and sell with confidence. Register Now  for our waiting list Free Resources Mentioned:Succession Planning GuidePlanting PlannersLoved this episode?Share it on Instagram and tag me @hampshireseedcompany — I’d love to see what you’re planning for your patch this season.And don’t forget to subscribe so you never miss an episode. See you next time!

In this episode, I’m joined by Ben Raskin, Head of Agroforestry at the Soil Association and author of The Woodchip Handbook, to talk about one of the most underrated (and free!) resources in the garden: woodchip.We cover:What woodchip actually is (and the different types)How it supports fungi and microbial life in your soilThe truth about nitrogen lock-upWhy it helps with both drought and waterloggingHow to use it around trees, borders, veg beds and moreWhere to get your hands on woodchip—without spending a fortuneKey Quotes:“Woodchip is like fast food for fungi—full of cut ends, easy to break down, and full of potential.” – Ben Raskin “Every bit of woody growth in your garden is captured sunlight. Don’t let it leave your system.” – Ben Raskin🌱 Resources & Links:Buy The Woodchip Handbook – by Ben Raskin (Chelsea Green Publishing)Arbtalk – Register as a woodchip drop-off site🎧 Listen to more episodes at [Your Website or Podcast Page Link]🪴 Keep Exploring:How to Make Nettle Tea Fertiliser – another free garden boost you probably already have growing.Quick Compost: The Fast Way to Feed Your SoilGrow Again Next Year – The Essential Guide to Seed Saving📩 Stay in the Loop:Like what you heard? Make sure to subscribe, leave a review, and sign up to the newsletter for weekly growing tips, podcast updates, and first dibs on new resources.

Ever felt overwhelmed by gardening advice that tells you to buy more, do more, and battle nature at every turn? What if there was a simpler, more sustainable way? In this episode, I chat with Jim and Sonia from The Edible Gardeners about their revolutionary approach to gardening, as featured in their new book The Circular Garden.We’re talking: How to grow more with less – less waste, less cost, less stress Natural pest control that actually works Why “weeds” might just be your garden’s best friend The secret to composting without the fuss Simple ways to drought-proof your gardenIf you’re looking for a practical, low-maintenance way to garden in harmony with nature (instead of fighting against it), this episode is packed with tips you can start using today!What You’ll Learn in This Episode:✅ Why gardening isn’t about perfection – and how letting go of control can make your garden thrive. ✅ How Jim & Sonia’s garden became a case study in resilience – plus the biggest lessons from writing The Circular Garden. ✅ The power of planting strategy & timing – and why changing when and how you plant can protect your crops. ✅ Composting made simple – the biggest mistakes people make and how to fix them. ✅ Water conservation tips – how to garden without constant watering. ✅ Natural pest control without chemicals – how to work with nature to keep pests in check. ✅ Why your entire garden is a habitat – and how even small urban gardens can support biodiversity.Links & Resources:Get Your Copy of The Circular Garden direct from Jim & Sonia  : www.ediblegardeners.co.uk Follow Jim & Sonia on Instagram: @reasonablygoodlife Follow our blogs & Growing Guides : www.thehampshireseedco.com

Ever sown seeds early in the season, only to watch them sit there doing nothing for weeks? Meanwhile, someone sows the same variety a few weeks later, and suddenly their plants are thriving while yours are still sulking. So what’s going on?The answer lies in daylight length and the Equinox. In this episode, we’re diving into how plants measure light, why some flowers simply refuse to grow before the Equinox, and how you can time your sowings perfectly for better results.I’ve learned these lessons the hard way—sowing too early and watching seedlings struggle, then waiting just a little longer and seeing them take off like rockets. Timing really is everything, and today, I’m sharing everything I’ve learned so you don’t have to make the same mistakes! In This Episode, You’ll Learn:✔️ What the Equinox is and why it affects plant growth ✔️ How photoperiodism works and why some plants respond to light differently ✔️ Why Cosmos, Zinnias, and Sunflowers sulk if sown too early ✔️ The best timing for sowing short-day, long-day, and day-neutral plants ✔️ Real-life examples from my own seed sowing this yearResources & Links Mentioned: Read the Full Blog Post on the Equinox & Plant Growth →HERE Explore My Favourite Flower Seeds & Growing Guides →HEREShare & Subscribe!If you found this episode helpful, please share it with a fellow grower who might be sowing too early! And don’t forget to subscribe to The Blooming Garden Podcast so you never miss an episode.I’d love to hear from you! Have you ever had seeds sulk because they were sown too early? Let me know in the comments or tag me on @thehampshireseedcompany with your thoughts!Thanks for listening, and happy growing! 

Do you want to double your flower harvest without adding a single extra row? Whether you’re a flower farmer, a backyard grower, or just someone who wants more blooms from less space, today’s episode is for you!I’m sharing the three essential techniques every grower needs to maximize production—without extra land, fancy tools, or complicated setups. If you’ve ever wondered how to keep your flowers stronger, taller, and blooming for longer, this episode is packed with practical, actionable advice to help you do just that.In this episode, you’ll learn about the 3 pillars of more blooms:The power of cut-and-come-again flowers—why some plants thrive when you keep cutting and which varieties are the best for it.Pinching for bushier, more productive plants—which flowers love a strategic snip (and which ones don’t!).Succession sowing made simple—how to keep your cutting patch producing all season long without that dreaded mid-summer gap.Must-Have Resources & Links:FREE Download: My cheat sheet of which flowers to pinch (and which ones to leave alone!) – [Grab it here]Read the Full Blog: A step-by-step breakdown of how to put these techniques into action – [Click here]Related Episode: Love this topic? Check out my Blogpost on Cut-and-Come-Again Flowers –  [Click here]Let’s Connect!📸 Share your success: Tried any of these techniques? I’d love to see! Tag me on Instagram @thehampshireseedco and let’s chat.⭐ Support the podcast: If you found this episode helpful, please leave a quick review! It helps more growers find this content and keeps me motivated to share even more tips.🎧 Subscribe & Listen: Never miss an episode! Follow The Blooming Garden Podcast on your favorite platform.Happy growing, and I’ll see you next time! 

In this episode, I sit down with Rainy from Cherry Tree Flower Farm to talk all things willow. From growing it successfully in wet conditions to harvesting, weaving, and using it in floristry, Rainy shares her incredible knowledge built over years of working with this sustainable and versatile plant. Whether you're looking to grow willow for weaving, floristry, or even as a windbreak, this episode is packed with expert advice.TakeawaysWillow thrives in damp soil but still needs full sun to grow well.The best way to plant willow is from a cutting—just push it into the ground and let nature do its thing.Harvesting is best done in winter when the leaves have dropped and the sap has gone down.Willow must be coppiced (cut back) every year to produce long, straight rods for weaving.Different varieties are suited to different purposes—choose the right type based on what you want to use it for.Dried willow can last indefinitely if stored correctly and can be rehydrated when needed.Willow is fantastic for wildlife, providing early-season pollen for pollinators.Resources Mentioned in This EpisodeCherry Tree Flower FarmFlowers from the FarmArbTalk – Free Woodchip for GardensThe Living Jigsaw – Book on Garden EcosystemsBen Raskin’s Book on WoodchipTolhurst Organic – Sustainable FarmingFollow The Hampshire Seed Company and The Untamed GardenThe Blooming Garden PodcastInstagram.com/thehampshireseedcompanythehampshireseedco.comRate, Review & FollowIf you’ve enjoyed this episode, I’d love it if you could take a moment to rate and review the show. It helps me create more episodes packed with useful, practical advice to help you grow with confidence. And if you haven’t already, make sure you’re following the podcast so you never miss an episode.