My Digital Farmer Podcast - Episode 310: Selling Flowers to Florists with Abundant Blooms Flower Farm
Host: Corinna Bench
Guest: Ruth Ann Majauskas, Abundant Blooms Flower Farm
Release Date: April 30, 2025
1. Introduction
In Episode 310 of the My Digital Farmer Podcast, host Corinna Bench interviews Ruth Ann Majauskas of Abundant Blooms Flower Farm. Ruth Ann shares her journey from a nurse in the Air Force to a successful flower farmer specializing in selling directly to florists. This episode delves into her marketing strategies, operational workflows, and the creation of her educational course aimed at helping other flower farmers replicate her success.
2. Ruth Ann's Journey into Flower Farming
Background and Transition:
Ruth Ann began her career as a nurse in the Air Force, where she served for seven years. After leaving the military, she returned to Michigan, married, and had three young children. Seeking a new path, Ruth Ann and her husband purchased a two-acre lot in the countryside, deciding to plant flowers in 2020.
Ruth Ann Majauskas [07:37]: "I just kind of looked around and thought, I think I'm going to plant some flowers. So that's how we got started. Very, very slowly."
Initial Farming Experience:
Balancing farming with raising three young children, Ruth Ann gradually expanded her operations. By utilizing an NRCS grant, she added a high tunnel to her one-acre farm, which allowed for increased production.
3. Transitioning to Selling to Florists
Early Sales Models:
Initially, Ruth Ann experimented with various sales models but found that farmers markets didn't fit well with her family's needs. Instead, she partnered with a vegetable farmer from her church, selling bouquets at larger markets nearby.
Ruth Ann Majauskas [09:49]: "I made $997 my first year of farming. But it was a really great way to start because it really helped me learn how to plant."
Focus on Wholesale Florists:
After gaining confidence and knowledge through foundational courses, Ruth Ann shifted her focus exclusively to selling wholesale to florists. This strategic decision allowed her to create more consistent and profitable relationships within her niche.
Ruth Ann Majauskas [11:57]: "I sold to three florists, very intentionally, did it very small, kept it at 3. I had more flowers I could have tried to sell to more, but I just thought, I want to do this right."
4. Workflow and Operations
Delivery Schedule:
Ruth Ann operates on a bi-weekly delivery schedule, making deliveries every Tuesday and Thursday. Tuesdays are busier, requiring her to hire a babysitter to manage childcare during deliveries.
Ruth Ann Majauskas [15:53]: "I deliver twice a week on Tuesdays and Thursdays, but Tuesday is a much bigger delivery day."
Harvesting and Planting:
She harvests flowers three times a week—on Mondays, Wednesdays, and Saturdays—to ensure a steady supply for her deliveries. Her planting strategy includes multiple successions to maximize yield within her frost-free window from mid-May to mid-October in Michigan.
Ruth Ann Majauskas [15:03]: "I'm succession planting often... so you can grow a lot in a small space because you're growing very close together and getting multiple successions out."
Utilizing Technology:
Ruth Ann leverages the Rooted Farmers platform, which facilitates orders and communication with florists. This centralized system helps her manage orders, track sales analytics, and streamline her operations.
Ruth Ann Majauskas [16:35]: "I use Rooted Farmers on my phone in the shop and I make a point of sale sale and put in her order... It's all connected through the online platform."
5. Marketing Strategies and Relationship Building
Building Relationships:
Ruth Ann emphasizes the importance of personal relationships with florists. By delivering quality samples and maintaining consistent communication, she builds trust and encourages repeat business.
Ruth Ann Majauskas [22:14]: "I was already following up with the florists every week, making sure they knew what was available and what they could expect."
Introducing New Products:
To keep her offerings fresh, Ruth Ann carefully introduces new crops based on market demand and florist feedback. For instance, she successfully introduced thornless raspberry and blackberry foliage, which became a favorite among her customers.
Ruth Ann Majauskas [27:45]: "I gave them a sample bunch and asked for their feedback. One florist loved it and significantly increased her orders."
Simplifying Offerings:
Rather than growing a vast array of flowers, Ruth Ann focuses on a select few high-performing, profitable crops. This strategy allows her to maintain quality and manage her farm more efficiently.
Ruth Ann Majauskas [22:38]: "You don't want to be growing 100 different things... it's better to grow a few things than a hundred different things."
6. Introduction and Success of YouTube Channel
Launching the Channel:
In December 2024, Ruth Ann launched her YouTube channel, Abundant Blooms Flower Farm, aiming to educate other flower farmers on selling to florists. Her strategic approach paid off quickly, garnering 3,000 subscribers in just three months.
Ruth Ann Majauskas [48:40]: "Right now I have like 2,300 YouTube subscribers in four months."
Content Strategy:
Ruth Ann focused on creating valuable, educational content tailored to her niche. Topics ranged from crop planning and succession planting to specific challenges faced by northern flower farmers.
Ruth Ann Majauskas [56:05]: "My YouTube ideas are generated from the questions that people ask... what is my ideal customer interested in learning about."
Community Engagement:
Through consistent posting and actionable advice, Ruth Ann built a community of engaged flower farmers seeking to improve their business models.
Ruth Ann Majauskas [57:12]: "People were really interested in that content... I can share very easily and in depth."
7. Launching the "Selling Flowers to Florists" Course
Course Development:
Inspired by Corinna's marketing principles, Ruth Ann developed a comprehensive course titled Selling Flowers to Florists. The course features six hours of video content, covering everything from initial contact strategies to managing off-season relationships.
Ruth Ann Majauskas [57:43]: "It's basically has like six hours of video content and it pretty much holds your hand from before you ever walk into a florist shop..."
Course Launch and Success:
The strategic launch, supported by her YouTube presence and lead magnet, resulted in 28 course enrollments—a significant achievement for her first attempt.
Ruth Ann Majauskas [60:01]: "I had 28 people buy the course, which I thought was pretty good."
Feedback and Validation:
Positive feedback from course participants reinforced the effectiveness of her marketing framework and the demand for specialized education in the flower farming community.
Ruth Ann Majauskas [60:09]: "I was very excited that it worked... it's nice to feel like I could give back to the flower farming community."
8. Key Marketing Lessons
1. The Fortune is in the Follow-Up:
Consistent and proactive follow-up with customers is crucial. Ruth Ann highlights that maintaining regular communication helps build trust and encourages repeat business.
Ruth Ann Majauskas [63:27]: "The fortune is in the follow-up... You have to follow up with your customers."
2. Start Small and Grow:
Taking a measured approach by starting with manageable projects allows for better control and understanding of what works before scaling up.
Ruth Ann Majauskas [63:27]: "I'm a big believer in like starting small and growing... slow and steady really has brought me to where I'm at."
3. Education and Adaptation:
Investing in continuous learning and adapting strategies based on market feedback is essential for sustained success.
Ruth Ann Majauskas [40:01]: "I've spent thousands of dollars on education and hundreds of hours figuring it out."
4. Simplify Offerings:
Focusing on a limited range of high-quality products can enhance efficiency and profitability, avoiding the pitfalls of overextension.
Ruth Ann Majauskas [22:38]: "It's better to grow a few things than a hundred different things."
9. Connecting with Ruth Ann
For flower farmers interested in learning more about Ruth Ann's strategies or enrolling in her course, she offers multiple avenues for engagement:
- YouTube Channel: Abundant Blooms Flower Farm
- Lead Magnet: Accessible through the description of her YouTube videos, offering tips for selling flowers to florists.
- Private Facebook Group: Selling Flowers to Florists—a community for flower farmers to share insights and strategies.
- Course Enrollment: Visit Ruth Ann's website via her YouTube channel links to join her comprehensive course.
Conclusion
Ruth Ann Majauskas's journey from a nurse to a successful flower farmer underscores the importance of strategic marketing, relationship building, and continuous education. By focusing on a niche market of wholesale florists and leveraging digital platforms like YouTube, she has not only grown her own business but also created resources to empower other flower farmers. Her story offers valuable insights into sustainable farming practices and effective marketing strategies tailored to the agricultural sector.
Listen to the full episode and explore the resources mentioned by visiting mydigitalfarmer.com/310.