This week on Hort Culture, Alexis and Brett take a deep dive into one of the most confusing — and emotional — topics in horticulture businesses: pricing. From credit card fees to bouquet tiers, they unpack how pricing isn’t just about math… it’s about psychology.

The episode starts with the foundation every grower needs to hear: know your cost of production. If you don’t know what it costs you to produce a cucumber, a bouquet, or a pint of blueberries, you can’t build a sustainable business. Pricing below your costs  simply isn’t a long-term strategy for small farms and floral businesses.

From there, the conversation shifts into smart pricing strategies that growers can actually use:

 * Loss leaders – Like the classic $5 rotisserie chicken at the grocery store, certain products can bring customers in while higher-margin items carry the profitability.
 * Anchoring & price framing – The order in which customers see prices matters. Showing a premium option first can make the mid-tier feel more reasonable.
 * The “middle option” effect – When given three choices (basic, premium, deluxe), most customers gravitate toward the middle. That’s often where you want your strongest margins.
 * Decoy pricing – Introducing a strategically priced option can steer buyers toward the size or bundle you actually want to sell.
 * Bundling – Salad kits, dinner boxes, or bouquet add-ons increase perceived value and simplify decisions for customers.
 * Value naming – Words like “chef’s blend,” “deluxe,” or “seasonal” elevate perceived value without changing your actual product.

Throughout the episode, Alexis brings practical examples from the flower world—especially holiday bouquet pricing—while Brett connects the dots to ag economics principles and behavioral psychology.

The big takeaway?
Customers judge prices relatively, not absolutely. Thoughtful pricing structure can increase revenue without undercutting your value — and without sacrificing your margins.

If you’ve ever wondered why customers hesitate at checkout, why bundles work so well, or how to stop underpricing your products, this episode will help you rethink how you present value.



University of Kentucky Center for Crop Diversification  [https://ccd.uky.edu/]

Center for Crop Diversification Price Reports [https://ccd.uky.edu/pricereports]



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Pricing Isn’t Math — It’s Notetaking and Psychology

In this episode of Hort Culture, the crew welcomes Jacob Stidham from Yew Dell Botanical Gardens for a wide-ranging conversation about plant passion, nursery life, and the evolving landscape of Kentucky horticulture. In addition to his work at Yew Dell, Jacob is a leader in both the Kentucky Horticulture Council and the Kentucky Nursery and Landscape Association, helping shape the future of the industry across the state.

Jacob shares stories from his early days gardening with his grandparents to his career journey through greenhouses and into botanical garden leadership. The group swaps bucket-list garden experiences—from England’s Royal Botanic Gardens, Kew and the Chelsea Flower Show to botanical destinations across the U.S.—while reflecting on the power of gardens to create lifelong memories.

They dive into Yew Dell’s role as an approachable, year-round botanical garden, its growing nursery program, plant trials, and educational mission. The conversation also tackles industry trends, including the native vs. non-native debate, the importance of accurate plant education in the social media era, and the urgent need to bring more young people into horticulture through hands-on experience.

From coleus love to overwintering challenges, this episode celebrates curiosity, experimentation, and the joy of growing—while reminding listeners that sometimes the best way to learn plants is to kill a few along the way.



Yew Dell Botanical Gardens [https://yewdellgardens.org/]

Kentucky Nursery & Landscape Association [https://knla.org/]

Kentucky Horticulture Council [https://kyhortcouncil.org/]

Cincinnati Zoo & Botanical Garden [https://cincinnatizoo.org/]

The Arboretum, State Botanical Garden of Kentucky [https://arboretum.mgcafe.uky.edu/]





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Inside Yew Dell: Plants, Passion & Public Gardens

In this episode of Hort Culture, the team shares what’s on their 2026 horticultural “vision boards.” From big-picture garden goals to deeply personal reflections, the conversation explores how visualization can shape both landscapes and mindsets.

Brett is leaning into maintenance mode—with a literal pile of mulch topping his list—focusing on soil health, polish, and finally taking time to enjoy the garden he’s built. Alexis shares her vision of creating lush, plant-filled living spaces that blur the line between indoors and out, while also embracing the idea that gardens (and growers) don’t have to be perfect to be good. Ray talks about redesigning his home garden for better proximity and enjoyment, bringing beauty closer to the back door and creating a cozy, lived-in outdoor nook.

Along the way, the crew dives into design, decision-making, perfectionism, visualization tools, and the importance of making space to simply sit and enjoy what you grow.

Whether you’re planning big changes or just spreading mulch, this episode will inspire you to think intentionally about your own horticultural year ahead.







What’s on Your 2026 Garden Vision Board

This episode of Hort Culture wanders (joyfully) from overflowing lemon trees and dragon fruit mishaps to the pop-culture moments that quietly shaped our love of plants. The crew swaps stories about greenhouses, houseplants, and being accidental victims of horticultural success, then dives into how movies, books, and cartoons—from FernGully to The Secret Garden—sparked lifelong connections to the natural world. It’s a laid-back, nostalgic conversation about growing plants, growing up, and how plants have always been part of the story.



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When Pop Culture Plants the Seed

In this episode of Hort Culture, the hosts kick things off with a lighthearted roundtable about small purchases that unexpectedly bring joy—from coffee tumblers and rechargeable batteries to plant humidifiers and even computer RAM. The casual conversation sets the stage for a deeper dive into a topic many growers, vendors, and consumers are noticing more often: credit card processing fees.

The discussion explores why more businesses—especially small and agricultural ones—are charging credit card fees, how inflation and rising input costs play a role, and what the data says about consumer perceptions. The hosts unpack the psychology behind transaction fees, transparency at checkout, and whether itemizing fees helps or hurts customer trust. Drawing on real-world experience from farmers markets and direct sales, the episode weighs the cost of swipe fees against increased sales volume and convenience for customers who rarely carry cash.

Blending humor, data, and practical insight, this episode offers valuable perspective for producers, vendors, and anyone navigating modern purchasing habits—while reminding listeners that even serious business topics can still be rooted in everyday life and good conversation.

Credit Cards, Cash, and the Cost of Doing Business

In this episode of Hort Culture, join us as we  talk about winter programming and why the “off-season” is actually the busiest time of year for Extension horticulture. We explore how county agents plan classes, from popular homeowner topics like tomatoes, strawberries, microgreens, and apple grafting to hands-on library programs and commercial grower support. This episode highlights the value of local Extension offices, free or low-cost educational opportunities, and how community input helps shape programs that meet real needs.

Kentucky Cooperative Extension Service County Offices [https://extension.mgcafe.uky.edu/county]

National Institute of Food and Agriculture [https://www.nifa.usda.gov/about-nifa/what-we-do/extension]



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Winter Is Prime Time: Inside Extension Horticulture Programming

In this special seasonal episode of the Hort Culture podcast, join Ray as he sits down with Boyd County Horticulture Extension Agent Lori Bowling to explore a truly impactful and unique horticulture program: the Federal Correctional Institution Master Gardener Program in Ashland, Kentucky. Lori shares the origin story of the program, which began more than two decades ago with a simple orchard planting and evolved into a full Kentucky Master Gardener certification offered inside a federal prison. Listeners learn how incarcerated participants complete the same rigorous coursework and volunteer requirements as any Master Gardener, while gaining valuable job skills, purpose, and confidence. The conversation highlights the program’s far-reaching benefits, including the production of tens of thousands of pounds of fresh fruits and vegetables each year that are donated to River Cities Harvest and distributed to food-insecure families across Kentucky, Ohio, and West Virginia. This episode powerfully illustrates how horticulture education, community partnerships, and Extension programming can change lives—both inside and outside prison walls—by growing food, skills, and hope.



River Cities Harvest [https://theneighborhood-ashland.org/agencies/rivercitiesharvest/]

Boyd County Extension Horticulture Program [https://boyd.mgcafe.uky.edu/horticulture]



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Growing Second Chances: A Master Gardener Program Inside Prison Walls

Jessica and Alexis play 20 questions, plant style and discuss everything from what plants they always kill to what they'd do if they weren't horticulturists. 

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20 Questions: Plant Edition

In this special episode, Jessica and Alexis talk about kid friendly horticulture activities with advice straight from the 5 year old source!

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Kid Friendly Horticulture 

In this episode of Hort Culture, join the hosts in a conversation  on garden and farm planning and calendars.  they begin this episode with a discussion about slowing down over the holidays and what gardeners actually look forward to during winter break—whether that’s comfort food traditions, couch time with cheese boards, or a quiet walk in the woods. The discussion naturally turns toward seed catalogs, garden planning, and why winter is anything but “off-season” for plant people.

The heart of the episode dives into the often-overlooked reality of garden and farm planning calendars. From seeds and bulbs to plugs, crowns, and bare-root plants, the hosts break down why many orders for the next growing season are placed months—or even a full year—ahead of time. They explore issues like variety scarcity, pricing incentives, weather-related production risks, and the differences between home gardening and commercial-scale ordering. Practical examples—garlic, strawberries, dahlias, tulips, potatoes, and specialty crops like ginger—help illustrate how timing, flexibility, and experience all play critical roles. The takeaway is clear: successful growing starts long before planting day, and understanding the ordering timeline can save frustration, money, and missed opportunities in the garden or on the farm.



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The Off-Season That Isn’t: Winter Planning for Gardeners

Welcome to Hort Culture, where a group of Extension professionals and plant people talk about the business, production and joy of farming. So, join us for a chat on the culture of horticulture.

Questions/Comments/Feedback/Suggestions for Topics: hortculturepodcast@l.uky.edu

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