Takeaways

• Use a simple structure for buyer updates: Projected → Confirmed → Delivered to reduce florist uncertainty.
• Set predictable response time expectations so your boundaries don’t create confusion.
• Create a consistent weekly ordering rhythm (inventory, deadline, pickup/delivery) to build florist confidence.
• Give early notice when weather or crop issues arise—florists can pivot only if they’re prepared.
• Under-promise and over-deliver to build long-term trust and repeat wholesale orders.

In this episode of Farmers to Florists, Dr. Liz Fiedler Mergen breaks down why communication—not flower quality—is often the real reason farmer–florist relationships get strained. She shares a practical, r ...