Meet Your Host
LENNIE LARKIN
Flower-Farm Business Coach & Author
Lennie Larkin is founder of Flower Farming for Profit and former owner of B-Side Farm. With over a decade of growing experience and 15 years as an educator, she helps new flower farmers build the business behind the blooms. After starting her farm in Sonoma County in 2014 and later relocating near Portland, Oregon, Lennie transformed a Âľ-acre operation into a six-figure farm and now shares her proven systems for pricing, sales, crop planning and operations. Her debut book, Flower Farming For Profit (Chelsea Green, 2024), is the first business-focused guide written specifically for cut-flower growers. At the Sell Your Flowers Summit, Lennie will help you understand your numbers, clarify your goals, and make confident business decisions so you can sell your flowers with pride and purpose.
Meet Your Speakers
Nancy Harhut
Pricing Strategies Based on Buyer Behavior
Nancy Harhut is an award-winning Creative Director and behavioral science-based marketing expert known for driving double-digit response rates across B2B and B2C campaigns. Recognized as one of the Top 40 Digital Marketing Strategists and a Hatch Top 100 Creative Influencer, she’s earned 150+ awards for marketing effectiveness and is a sought-after international speaker quoted in major media outlets. Nancy serves on the International ECHO Board of Governors, is a member of the Neuromarketing Science and Business Association, and holds certifications in social media and search marketing.
Ellen Frost
Make It Simple, Make It Sell: The Flower Pricing Menu
Ellen Frost is a florist, writer, and community-builder who’s passionate about local flowers. She’s best known as the founder of Local Color Flowers, a floral studio in Baltimore that exclusively sources flowers from local growers. Since launching the business in 2008 as a part-time wedding venture, Ellen has grown it into a thriving hub for design classes, subscriptions, corporate events, and community gatherings—all centered on seasonal, sustainably grown blooms.
Today, Ellen also writes FlowerNerd, a popular newsletter for flower lovers, and runs FlowerMore, an online community that brings together farmers, gardeners, floral designers and floral enthusiasts for education and connection.
Ellen is a nationally recognized voice in the floriculture industry and is frequently invited to teach, consult, and speak about sustainable sourcing, floral design, and building a values-driven flower business.
Dee Hall Goodwin
From Self-Doubt to Sold Out: Building Real Confidence in Your Work
Dee Hall Goodwin is a nationally-recognized voice in sustainable floriculture and floral equity. She founded Black Flower Farmers, a collective of 50+ growers across four countries, and the Tidewater Flower Collective to support regional growers. She serves on the board of Norfolk Botanical Garden and as a committee member for the Association of Specialty Cut Flower Growers and Bee City Norfolk.
Based in Norfolk, Virginia, Dee grows and designs through Mermaid City Flowers, her sustainable floristry practice. Her work has been featured in Garden & Gun, National Wildlife Federation, and Black Flora. She teaches and speaks at botanical gardens, museums, and regional and national events about horticulture, native plants, and equity in floriculture.
Born in Brooklyn and raised between New York and St. Lucia, Dee's philosophy centers on a simple truth: "Flowers are the medium, not the message."
Jenn Green
Steal Like a Copywriter
Jenn Green is a certified funnel strategist and copywriter behind multiple 5- and 6-figure client launches. She helps course creators and service providers turn exhausting launches into easy evergreen sales.
She dishes out her behind-the-scenes funnel and copy strategies inside her mentorship, WTFunnel?!?—talking you off the launch burnout ledge, simplifying the whole damn funnel process, and helping you grow your business without losing your mind. Think of her as the funnel strategist in your back pocket.
Jenn gets through life powered by mochas, ocean dips, and an unhealthy love of The Challenge...and her family, of course.
Lisa Mason Ziegler
A Flower Farming Hill I’ll Die on…
What began in 1998 on double city lots producing for local cut-flower markets has grown into so much more. Lisa became a leader in the cut-flower industry, author, online teacher and developed an education and garden shop platform, TheGardenersWorkshop.com. With over 25 years as a professional flower farmer, Lisa is on a mission to teach others how to start flower farming business that pass the test of time.
Angie Machado
Your First 100 Email Subscribers
Angie Machado is an email marketing agency owner and marketing consultant helping coaches and creative entrepreneurs turn quiet lists into high-converting, personality-driven sales machines. She has supported multiple six-figure launches and helped clients generate nearly seven figures in revenue, making email their number one sales channel in the process. Known for her ability to fill workshops, courses, and programs even from the smallest of audiences, Angie uses sharp messaging, smart positioning, and fun, conversion-focused marketing strategies to help clients build funnels that convert, plan profitable promotions, and scale sustainably.
Jenna Harding
Instagram For Flower Farmers
Jenna Harding (Warriner) is a Marketing Coach and host of the Shiny New Clients Podcast. Through her program Magic Marketing Machine she simplifies Instagram marketing, and teaches small business owners and freelancers how to grow on Instagram and turn their followers into clients.
Hanna Rauch
Bloom locally: How To Grow Your Socials
Hanna Rauch is a Social Media Strategist who helps business owners sell their products, services, events - or anything else they create - strategically, seamlessly, and successfully. By providing tailored marketing support, she enables her clients to focus on what they do best: crafting amazing experiences and products.
With a Master’s education from three leading European universities and over five years of hands-on experience, Hanna combines data-driven strategy with creativity to make marketing feel effortless (and actually fun).
When she’s not geeking out over the latest social media trends, Hanna can usually be found experimenting in the kitchen or planning her next reading retreat.
Rachel Spencer
The Beginner’s Guide to Flower Launches That Sell Out & Turn Your Everyday Beauty Into Sales Through IG Stories
Rachel Spencer helps entrepreneurs craft unique, trustworthy, and unforgettable coaching brands. She specifically helps them leverage their It Factor to stand out in the market...so they can wake up their dream clients and build an obsessed community that buys over and over again!
Mallory Sechler
Find Your First Customers (or More of Them)
Mallory is a former public educator turned flower farmer that is passionate about growing community, one flower at a time. She has taken all the spare land she could find on her family’s maple tree farm and turned it into a space for people to belong, and pick flowers, of course! Her farm, Salt + Light Meadows, offers workshops, events, seasonal subscriptions, u-picks, and flower preservation services. Mallory is passionate about using her gifts + talents to enhance the lives of others and growing flowers has became the perfect vehicle to spread salt + light to her community and beyond!
Nics Norman
From DMs to Dollars: How To Start Selling Online With Shopify
Hi! I’m Nics, founder of Studio Daisie — a former Amazon Product Manager turned web designer specializing in female-founded e-commerce brands.
With over 7 years of experience in e-commerce, I know what makes online stores succeed and understand the unique challenges of product-based businesses.
At Studio Daisie, we help founders in beauty, fashion, jewelry, and kids’ products create Shopify websites that don’t just look good — they convert. Our clients have doubled their conversion rates, hit $20K+ in launch revenue, and been featured in WSJ, Goop, and Forbes.
My mission is simple: to help passionate female entrepreneurs build the professional online presence they deserve, so they can focus on what they do best — creating amazing products and growing their brands.
Niki Irving
Growing Relationships, Not Just Flowers for Repeat Clients
 Niki Irving is the farmer and florist of Flourish Flower Farm which was established in 2016 in Asheville, NC, where she grows countless varieties of flowers and foliage using sustainable practices. She creates lush, seasonally-inspired arrangements for weddings & special events, hosts classes and workshops on her farm and offers seasonal bouquets at the farm's popular roadside stand. Niki’s best-selling book Growing Flowers: Everything You Need to Know About Planting, Tending, Harvesting and Arranging Beautiful Blooms was first published in Spring 2021, with a re-edition released in May 2025. Niki serves on the board of the Association of Specialty Cut Flower Growers as the Southeast Regional Director and is an active member of the Slow Flowers Society.Â
Brooke Palmer
Get Those Local Parents on Board: Selling Through Your Local School PTA
Brooke Palmer runs Jenny Creek Flowers in upstate New York, growing flowers from January through November using season extension techniques. For three years, she balanced teaching high school with growing flowers on the side before transitioning to full-time farming in 2024. She credits her success to strong community relationships — like with her local school district — and focusing on the business side of flower farming.
Brooke brings joy to her community through weekly CSA bouquets, including winter tulip shares that sell out quickly every autumn, and hands-on flower workshops. Her journey from side-hustle to full-time flower farming has been featured on podcasts such as Six Figure Flower Farming, Profitable Mindset with Charlotte Smith, and Backyard Bouquet.
Lauren Tamraz
Get Those Local Parents on Board: Selling Through Your Local School PTA Fundraisers
Lauren Tamraz is a flower farmer & writer at Alchemy Farmhouse in NY’s Hudson Valley. Her goal in farming is to be able to harvest flowers every day of the year yet also take a big break in the summer to spend time with her family. With the addition of barn-grown winter tulips in 2023, Alchemy Farmhouse’s ever-evolving goal came to life. Primarily a CSA farmer, Lauren leans into her experience as a mom, youth baseball coach and former teacher to build networks around her community and draw people into the magic of weekly flowers and working with school organizations. A lover of dancing in the flower barn to 90’s music, coming-of-age-novels and beach reads, Lauren is a Pisces who loves being near water and eating lots of tacos.Â
Click the website and social media links above to learn more about our expert speakers and connect on social media!
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