Lessons from Wedding Expos and Adding Weddings to Your Farm's Revenue

As a flower farmer, I never thought weddings would be a significant part of my revenue. But after attending several wedding expos, I’ve learned that saying “never” can limit incredible opportunities for growth. In this episode of the Flower Farmer Forum Podcast, I share valuable lessons I’ve picked up from these events and how they’ve reshaped my approach to growing my business. Here are some of the key takeaways that can help fellow flower farmers boost their revenue streams and build meaningful client relationships.

Networking is Everything

Wedding expos are a goldmine for networking. Not only do you meet potential clients, but you also connect with other vendors who can become valuable collaborators. Forming relationships with wedding planners, photographers, and venue owners can lead to referrals and future business opportunities. Networking at these expos has helped me forge partnerships that benefit both my clients and my business.

Showcase the Best of What’s in Season

One of the most effective strategies I’ve found is showcasing locally grown, seasonal flowers at wedding expos. Brides and grooms are drawn to the freshness, fragrance, and unique character of seasonal blooms. By displaying arrangements that reflect the beauty of what’s available, you set realistic expectations and inspire clients to embrace the charm of local, sustainable flowers.

Manage Expectations Early

Managing client expectations is crucial in wedding planning. During consultations, I’m clear about what my farm can provide. It’s essential to discuss flower availability, style preferences, and budget constraints from the outset. Setting boundaries and providing a transparent overview of what’s feasible builds trust and prevents disappointment down the road.

Educate Clients on Budgets

Many couples are unaware of the cost associated with wedding flowers. I view my role as part florist, part educator. At wedding expos, I take the time to explain how flower pricing works, why certain blooms are more expensive, and how choosing in-season flowers can stretch their budget further. Educating clients not only helps them make informed decisions but also positions you as a trusted expert.

Authenticity Builds Trust

Authenticity is at the heart of building strong client relationships. People want to connect with someone who is passionate and transparent about their craft. I’ve found that sharing my story—why I became a flower farmer and my commitment to sustainable practices—resonates deeply with clients. Being genuine helps create lasting connections and encourages word-of-mouth referrals.

Strategic Displays Reflect Reality

It’s tempting to create extravagant displays for wedding expos, but I’ve learned that keeping it real is more effective. I design exhibit pieces that accurately represent what I can deliver. By focusing on quality rather than grandeur, I attract clients who appreciate authenticity and understand my style.

Weddings as a Sustainable Income Source

You don’t need to overhaul your entire crop plan to make weddings a part of your business. By strategically growing popular wedding flowers and offering flexible design packages, weddings can become a steady and profitable revenue stream without major changes to your farming practices.

Future Expansion Plans

Looking ahead, I’m excited to expand my wedding offerings. From adding new floral varieties to developing unique design packages, I’m committed to growing my business sustainably while continuing to deliver exceptional experiences for my clients.

Wedding expos have taught me that the possibilities are endless when you remain open-minded and willing to learn. Whether you’re considering adding weddings to your services or refining your current strategy, these events offer invaluable lessons for any flower farmer.