Photo by Jon Tyson on Unsplash

The flower industry has a language problem. Traditional titles like 'florist' or 'flower farmer' don't capture what innovative small-scale flower businesses actually do. Let’s talk about why this matters - and what we can do about it.

You're at a business networking event. Someone asks what you do. You pause, considering your options. Sound familiar? Innovative flower growers are revolutionising local floriculture, yet we still get stuck on this seemingly simple question.

The reality behind the name game.

"I say flower farmer, but people always look blankly at me when I say that," shares Lorna, a flower farmer and trained florist. This isn't just about picking a title – it's about acknowledging the complex reality of running a profitable small-scale flower business.

Most successful seasonal flower businesses do more than just grow flowers. They're integrated enterprises combining growing, designing, and direct sales. Why? Because that's often what it takes to build a profitable business when you are growing on a smaller scale.

The power of names.

In an industry as multi-faceted as the world of flowers, the terms we use matter. They shape how customers perceive us, influence how we position ourselves in the wider market, and impact our confidence in business settings.

One day you're curating mixed buckets of flowers for DIY enthusiasts. Next, you're creating funeral flowers. Traditional industry labels can't keep up with this reality. And it's not just about identity - it's about business sustainability.

It isn't unknown for flower farmers to be criticised as "not florists," often by florists who have been in business for a while. Such industry dynamics can make it very uncomfortable and confusing for the customer when the reality is that most seasonal flower businesses combine growing with arranging flowers, even if they don't describe what they do as floristry!

Finding your voice in the industry.

For some people, using multiple identities helps get the message across. New to the flower world, Carol talks about having a 'flower farm' and being a 'flower grower'. Although she makes up bouquets, she would never describe herself as a florist. Tina describes herself as a 'flower farmer' and uses this as a springboard for a broader conversation about local, sustainable flowers.

This flexibility in professional identity isn't a weakness - it's a strength that allows floral businesses to fully express what they do and why. Amanda, who specialises in growing foliage, demonstrates this perfectly. She'll mostly say "I grow foliage for florists to use" but might describe herself as a “floriculturalist” when talking to others in horticulture. It's about adapting your terminology to give people the professional clarity they need.

Find your professional identity: taking action.

Ready to define yourself on your own terms? Here's our practical guide to finding language that truly represents your business.

Step 1: Map your business reality

What do you actually do? Be honest about all aspects of your business:

• Growing flowers and foliage

• Creating arrangements

• Market sales

• Wedding and event work

• Teaching/workshops

• Wholesale supply

• Sustainable growing practices

Step 2: Build your professional title

Start with your foundation:

• Cut Flower Grower

• Flower Farmer

• Farm Florist

• Grower of Cut Flowers

Add your specialisation:

• Regenerative

• Sustainable

• Seasonal

• Local

• Artisan

Step 3: Context matters

Different situations need different approaches. Test your titles in:

• Business networking

• Market signage

• Website header

• Instagram bio

• Wholesale relationships

• Client conversations

Step 4: Make it your own

Your business identity should reflect both professionalism and personality. Remember to:

• Lead with what resonates most in each context

• Be ready to explain your integrated approach

• Emphasise the benefits of being both grower and designer

• Stay confident in your unique business model

Looking forward: owning your evolution.

The future of seasonal flower growing lies in embracing our multi-faceted businesses. Whether you're a cut flower grower, farmer florist, or creative director of a flower farm (or all three!), what matters is that your chosen identity reflects your real business model.

Our industry is evolving beyond traditional labels. We're building innovative, sustainable businesses that deserve equally innovative ways of describing them.

Just for fun, here’s a list of names seen used by flower farmers in the Floral Business Activator community:

• Cut Flower Grower / Grower of Cut Flowers

• Flower Farmer

• Farm Florist / Farmer Florist

• Sustainable Floral Designer & Grower

• Regenerative Flower Farmer

• Field-to-Vase Specialist

• Cut Flower Specialist

• Seasonal Bloom Specialist

• Floral Farm Director

• Botanical Business Owner

• Local Flower Entrepreneur

• Lower Growing Designer

• Artisan Flower Grower

• Eco-Floral Entrepreneur

• Botanical Growing Artist

• Floral Cultivation Specialist

• Flower Whisperer

• Bloom Boss

• Stamen Shaman

• Garden-to-Gathering Specialist

• Petal Professional

Do any of these resonate with you?

What's your take? Leave a comment below to tell us what names you use to describe your business in different situations – let's build our collective vocabulary together!

Written by: Julie Treanor - Owner of The Pickery and co-creator of The Floral Business Activator who changed careers to flower farming and fell instantaneously into a professional identity crisis. Yet over time has found the words to describe what she does owning a flower farm, growing flowers and arranging flowers picked especially for you 😀

Follow Julie on Instagram @thepickery