In this episode, Jo interviews Sarah Rutherford, a flower farmer from Wanaka, New Zealand who’s business is called The Joy Farmer.

Jo and Sarah chat about Sarah’s journey into flower farming, the challenges of growing flowers in Central Otago’s unique climate, and the evolution of her business from being part of a collective to a more experience-based model.

Sarah shares insights on managing her flower farm, the importance of community support, and her future plans for workshops and engaging with customers.

Takeaways

Sarah started her flower farm during the first COVID lockdown in 2020.

The name ‘Joy Farmer’ was initially a fictitious business name.

Sarah’s farm is based in Wanaka, Central Otago, New Zealand.

She emphasizes the importance of community support in her business.

Sarah is transitioning from selling via a collective to a more experience-based model.

She plans to offer workshops to engage customers with flower farming and connecting with nature.

Managing time and balancing life demands are key challenges for Sarah.

Sarah values the freedom her business provides in her life.

She highlights the misconceptions about flower farming’s visual appeal.

Sarah’s favourite season is spring due to its energy and new growth.

Sound bites

• Joy Farmer was a fictitious name.
• Started during the COVID lockdown.
• Community support is crucial.
• Transitioning to an experience-based model.
• Workshops to engage customers.
• Managing time is a key challenge.
• Freedom is what success looks like.
• Spring is Sarah’s favourite season.
• Energy and new growth in spring.

Chapters

00:00:00 Introduction to Sarah Rutherford

00:03:00 Starting the Flower Farm

00:09:00 Challenges in Central Otago

00:15:00 Community and Business Evolution

00:21:00 Future Plans and Workshops

00:27:00 Reflections and Insights

Connect with Our Sponsors: (UFG) United Flower Growers: https://ufg.co.nz

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Music Credit: Credit for some of the music in this episode goes to Shane Ivers - Happy Clappy Ukulele

Key words:

#flowerfarminginNZ

#nzflowergrowers

#nzflorists

#sustainablefloristry

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#flower farming

#Central Otago,

#Sarah Rutherford

# Joy Farmer

#local community support

#workshops,

# climate challenges

#perennial plants

#flower growing

#flower business

#floral collective

# flower selection

#gardening,

#New Zealand flowers.