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Specialty Cut Flower Workshops & The Experience Economy
95 Plays4 days ago
In this episode of the Hort Culture Podcast, hosts Brett, Alexis, Jessica, and Ray are joined by returning guest Savannah Columbia to discuss her master's thesis research on specialty cut flower workshops, consumer behavior, and the rising "experience economy" within agritourism. Savannah framing her study around the concepts of search, experience, and credence goods, explains that hands-on agritourism activities—such as floral arrangement, wreath making, seed starting, and flower drying—function as "experience goods" because their quality and value can only be evaluated by consumers after the event takes place. She points out that consumer interest in these interactive farm experiences has risen sharply since COVID-19, aligning with massive growth in the cut flower industry; national census data shows a 60% increase in farms reporting cut flower sales, and Kentucky's own cut flower directory expanded exponentially from 35 growers in 2020 to roughly 159 by 2026.
To better understand what drives this market, Savannah conducted a three-part survey tracking consumer experiences before the workshop, immediately following the event, and four weeks post-experience across nine flower growers in Kentucky and North Carolina. Her research maps out "pre-decision variables" like price, location, demographics, and travel distance alongside long-term consumer relationships. The hosts reflect on how these findings mirror their own real-life behaviors, discussing how modern consumers often prioritize purchasing memorable experiences or experience-based gifts over physical items, concluding that these workshops serve as a vital tool for farmers looking to establish a high consumer lifetime value.
Center for Crop Diversification
University of Kentucky Cooperative Extension Service
Questions/Comments/Feedback/Suggestions for Topics: hortculturepodcast@gmail.com
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Transcript
Introduction of Savannah Columbia and Rapid Fire Questions
00:00:17
brett
Welcome plant people. We got a guest today, Savannah Columbia, master of sciences.
00:00:23
Plant People
Yes.
00:00:24
brett
And we're joined, but I want, before we jump in with Savannah, who's been on the pod before, a friend of the pod, I want to ask two questions.
00:00:27
Jessica
Samoa.
00:00:31
brett
One is a rapid fire lightning round, only the answer itself, no reflection. Favorite Girl Scout cookie.
00:00:41
Alexis
Thin mint.
00:00:42
Jessica
samoa
00:00:43
sav
Then men.
00:00:44
brett
I don't think they call them Samoas anymore, but I'll say Samoa as well.
00:00:44
Plant People
Uh,
00:00:47
Alexis
Caramel delights, i think is what you call
00:00:48
Plant People
Carmel Delight. Yeah. It's the mouthfeel.
00:00:52
Alexis
them.
00:00:53
Plant People
Brett, did you, uh, Caramel Delight.
00:00:53
brett
Wait, was that your answer too, Ray?
00:00:56
Plant People
Yeah.
00:00:56
brett
I would say, I would say the, is the tag along the peanut butter one?
00:00:57
Plant People
Or Caramel Delight, however you pronounce it.
00:01:01
brett
They call them like peanut butter fudge or something.
00:01:02
Plant People
Uh, I forget about that one.
00:01:02
Alexis
so.
00:01:03
Jessica
Maybe.
00:01:04
brett
They've all, they've all become like commodities like except for thin mint.
00:01:08
sav
and
00:01:09
brett
Thin mint's been
Storing and Alternatives of Girl Scout Cookies
00:01:10
brett
allowed despite this, despite the body positivity movement, we've allowed thin mint to persist, but Samoan now is something else.
00:01:10
Jessica
they have a s'mores one now too.
00:01:15
Plant People
Yeah.
00:01:15
Alexis
I know.
00:01:15
sav
Thank you.
00:01:16
Plant People
The Thinamina is a good one.
00:01:17
Jessica
it is.
00:01:18
Plant People
A question to go along with that, Brett, is what's your all's least favorite, which is a tougher one because I have no least favorite.
00:01:26
brett
Probably the Sandys or whatever they're they're like, the like shortbread.
00:01:26
Plant People
of I like those two if I'm in an airplane kind of mood.
00:01:30
Jessica
Those were the ones my dad always brought home from the fire department, right?
00:01:33
Plant People
I like the Sandys too. Yeah,
00:01:34
Jessica
Everybody would like bring their list in and my dad would be like, I got us Girl Scout cookies and they were always a Sandy's.
00:01:41
Plant People
you I like those two though.
00:01:41
Jessica
Yep. Don't worry. My husband, he gets a variety. I don't even want to know how much he spends.
00:01:46
brett
Yeah. tre Trefoils, the trefoils, trefoils is the shortbread.
00:01:50
Plant People
don't even know. Oh, is that what the shortbread is?
00:01:53
brett
Yeah, I'm looking up a cross section here.
00:01:55
Alexis
Do you put them in the freezer?
00:01:55
brett
Some of these I've never heard of before.
00:01:57
Plant People
Yeah.
00:01:58
Alexis
Have you ever eaten the Thin Mints out of the freezer?
00:02:00
Plant People
No.
00:02:00
Alexis
Because that's...
00:02:00
Jessica
Yes. Yes.
00:02:01
sav
I don't know where else they would go.
00:02:03
Plant People
In my belly, they never make it to the freezer.
00:02:05
Alexis
ah Some of us eat them fast enough they don't need to be in the freezer, but...
00:02:05
sav
oh yeah. yeah
00:02:08
brett
Yeah, the hard part is getting out of the freezer after you eat them.
00:02:08
Plant People
i like them. I like them warmed by sitting on my lap and me just eating them.
00:02:14
Alexis
if
00:02:15
Plant People
And like, I just pull the sleeve.
00:02:16
brett
Just store one under your arm to get it up to body temperature before you...
00:02:17
Plant People
Yeah. Yes. Like superstar for those who have an older vintage.
00:02:20
brett
yeah
00:02:22
Plant People
Yes. Just kind of. Yes. Like, yeah, truly.
00:02:25
brett
ah So i have I have another question completely unrelated, and this is more of a personal, i'm seeking advice from the squad.
00:02:25
Alexis
What was question two?
00:02:28
Plant People
Okay.
00:02:31
brett
Savannah, did you tell us what your favorite was?
00:02:33
sav
Thin mint also.
00:02:34
brett
Thin Mints. We had two Thin Mints, two Caramel Delights, artists formerly known as Samoa, and I said tag along the peanut butter ones, though I kind of think I don't agree with that.
00:02:39
Plant People
Yes. Mm hmm.
00:02:45
brett
I think I probably believe...
00:02:46
Plant People
ah The peanut butter ones are pretty solid, Brad. I don't know.
00:02:48
brett
Yeah, they're okay.
00:02:49
Plant People
I forgot about those.
00:02:49
Jessica
Wait, wait, wait, wait. There's two different kinds of peanut butter ones, though.
00:02:52
Plant People
Yeah, I was going to say which one.
00:02:53
Jessica
Because there's like ones that are covered in chocolate.
00:02:53
Alexis
There's the one dipped in chocolate.
00:02:55
Jessica
Yeah.
00:02:55
brett
Yeah, the peanut butter patties.
00:02:55
Jessica
And then there's one.
00:02:56
Alexis
Yeah.
00:02:57
brett
you know
00:02:57
Alexis
Like a peanut butter patty.
00:02:57
Jessica
There's one that's like just a ah nice cookie.
00:02:59
brett
Not the peanut butter sandwich, no.
00:03:01
Plant People
The peanut butter patty ones are amazing.
00:03:01
Jessica
oh you don't like the sandwich?
00:03:03
Plant People
Yeah.
00:03:03
brett
They're fine.
00:03:04
Jessica
The sandwich reminds me of a Nutter Butter. And that is a that's a good cookie.
00:03:08
Alexis
butters are on point.
00:03:09
Plant People
Yeah.
00:03:10
Jessica
They are.
00:03:11
Plant People
Nutter butters are not safe from this guy.
00:03:11
brett
I think for me for me, and maybe I'll just save my other question for another time since this has clearly been fodder for some good discussion.
00:03:18
Jessica
but
00:03:18
sav
Thank you.
00:03:19
Plant People
It's food, Brett.
00:03:20
brett
For me, the question is, can I find a plausible alternative in the non-Girl Scout cookie cycle of the year?
00:03:20
Plant People
It's food.
00:03:25
Jessica
Thank you.
00:03:31
brett
So if I can find a Nutter Butter and it's as good it's a good substitute, cool. Don't know if I can find... my mom does actually make like these Ritz crackers that are dipped in chocolate mint and they are very for Christmas time.
00:03:44
Plant People
Hmm.
00:03:45
brett
And they are very close to a thin mint in flavor, texture, all the things.
00:03:48
Plant People
Okay.
00:03:52
brett
So I think that's the question. Like, can can we find a substitute?
00:03:55
Alexis
Oreo makes a a mint, like cream filling.
00:03:56
Jessica
They do.
00:04:01
Jessica
I think it's the Keebler, the other elves. We don't talk about those elves as much as we do Lord of the Ring elves. um They make like a car caramel delight cookie, I believe.
00:04:08
sav
Oh.
00:04:08
brett
The other elves.
00:04:13
Plant People
They do. And I thought that they were maybe infringing a little bit on the territory.
00:04:14
brett
Ooh, with it.
00:04:14
Jessica
Yeah.
00:04:15
Alexis
No. Sounds like lot.
00:04:17
Jessica
Right. It's very, very similar.
00:04:17
brett
Oh.
00:04:18
Jessica
Right.
00:04:19
Plant People
Yeah, it is.
00:04:19
Jessica
right
00:04:20
brett
Have you all heard of Adventure Fools?
00:04:24
Alexis
oh
00:04:24
brett
Indulgent brownie inspired cookies with caramel flavored cream and a kind of, and i sorry, and a hint of sea salt.
00:04:31
Plant People
Is that a Girl Scout?
00:04:32
Alexis
sounds like a lot
00:04:32
brett
That's a Girl Scout cookie.
00:04:34
Plant People
No.
00:04:34
brett
That's probably regional.
00:04:36
Plant People
Yeah, no.
00:04:37
brett
Exploramores. This is apparently new as of some whenever this graphic was created. Rocky Road ice cream inspired cookies filled with flavors of chocolate marshmallow and toasted almond creme.
00:04:50
brett
Lemonades. Boo!
00:04:52
Plant People
Oh, I like those two.
00:04:53
brett
ah my god.
00:04:53
Alexis
They're fine.
00:04:54
Plant People
Not a bad one.
00:04:54
Jessica
That's right, Voo.
00:04:54
Alexis
They're
00:04:55
sav
Mm-hmm.
00:04:55
Plant People
I mean, after I polish off a pack of those other cookies, I'm going to have gone to the lemonade one.
00:05:00
Alexis
fine.
00:05:02
brett
Yeah, a little something lighter with a little lemon to cleanse the ballot.
00:05:02
Alexis
What's another pack?
00:05:04
Plant People
Yeah, that's right, Brett.
00:05:05
Alexis
have, yeah.
00:05:05
Plant People
A little appetit. Yeah. To cleanse the palate for the main course. Yeah. Yeah.
Girl Scout Cookies Pairing Events
00:05:12
brett
Have you all ever been to a, um like a Girl Scout cookie pairing tasting thing, like with beer or with...
00:05:18
Plant People
Actually, yes.
00:05:18
Jessica
Yes, we we have.
00:05:19
Alexis
i have yeah I was going to did Jessica and I go together?
00:05:22
Plant People
What I think it.
00:05:22
brett
Go on.
00:05:22
Jessica
Together. And Ray, we all went together.
00:05:24
Plant People
Oh, yes. I went with you guys. That's been a long time ago. It was at a brewery.
00:05:27
brett
So then our our invite must have been lost in the mail, so...
00:05:28
Plant People
Yes.
00:05:30
brett
Mmm.
00:05:30
Plant People
That's that's been eight or 10 years ago.
00:05:30
Jessica
that was way before, probably not.
00:05:30
sav
Yeah.
00:05:31
brett
Mmm.
00:05:32
Plant People
That's been a while back.
00:05:33
brett
um
00:05:33
Alexis
was not legally able to drink at that time.
00:05:38
Jessica
you was way before children.
00:05:38
Alexis
Yeah,
00:05:38
sav
years ago, not know.
00:05:40
brett
Savannah wasn't legally available. We just did not want bread there. Got it.
00:05:43
Alexis
I remember that.
00:05:43
Plant People
but I thought it was an odd concept, but I was the weird guy in the corner that had a, that just ate all the cookies.
00:05:44
brett
Noted.
00:05:47
Alexis
yeah yeah i murmur
00:05:49
Plant People
I was like, I'll have another place.
00:05:51
Alexis
That was fun.
00:05:52
Jessica
was.
00:05:53
Plant People
Yeah.
00:05:53
brett
but Yeah, i think I think those kinds of tasting things can be pretty fun.
00:05:54
Plant People
But yes, Brett. Yes.
00:05:58
brett
And they like there's that's actually a way that like I've seen like breweries and people use it as a way to get people in who maybe otherwise wouldn't have
00:06:04
Plant People
Yeah. Yeah.
00:06:06
brett
come and drunk some beers or other things like that. And I think we have seen over the last 20, 15, 20 years, this growth of the like experience economy, where it's not just the thing, it's not just a product, it's this other stuff too.
Savannah's Research on Experience-Based Goods
00:06:19
brett
And our guest today, Savannah has recently completed some research.
00:06:23
brett
Well, not super recently, but in the last year has completed some research on some experience based stuff related to cut flower marketing. And she's also a member of the CCD team.
00:06:34
brett
And welcome back, Sav.
00:06:36
sav
Yeah, thanks for having me.
00:06:39
Alexis
I really liked that segue. um I was like, see where he's going with this.
00:06:40
Jessica
It was a good one.
00:06:41
Plant People
was good. That was good.
00:06:42
sav
It was nice.
00:06:42
Plant People
i didn't think that was going to happen.
00:06:44
Alexis
but but
00:06:44
Plant People
I did not think that was going to happen, but it did.
00:06:46
brett
Thank you. It's like breathing to me, you know?
00:06:48
Plant People
Good job. He just kind of floats floats one into the other. Love it.
00:06:51
brett
Well, yes. So Savannah, you did this for for some thesis, the thesis for your master's work.
00:06:52
Plant People
Yeah.
00:06:56
brett
Can you just kind of give us an overview for the ah clueless people like me among us who are interested in what you did? And then maybe we can jump into some of the stuff that you you found along the way and other stuff in the cut flower marketing world.
00:07:09
sav
Yeah, yeah. um So maybe I'll start with a little bit of background. um So my thesis, the large goal of my thesis was to provide insight for farmers interested in agritourism, but specifically specialty cut flower workshops.
00:07:27
sav
And so looking at our consumer behavior related to the workshop as an experienced good.
00:07:29
Plant People
Thank you.
00:07:34
sav
So to back up maybe a little bit, we have three types of goods, right? So we have search goods, experienced goods, and credence goods. Our search goods are going to be things that we um can identify and like place value to.
00:07:50
sav
right So in the food world, that could be um any type of commodity, like tomatoes. We can go to the store, we can know exactly what um type of price we want to pay for that product and
00:08:01
brett
Girl Scout cookies, maybe.
00:08:03
sav
Girl Scout cookies too. um We have some.
00:08:05
brett
I search and I find.
00:08:07
sav
Yeah.
00:08:07
Alexis
Yeah.
00:08:08
sav
um You know, so search goods are pretty easy to identify how we feel about them if we want to purchase them. Experienced goods though are not as...
00:08:22
sav
easy, right? So they are goods or services whose quality cannot be determined before purchase or, you know, experiencing them, right? So they have to be evaluated by the customer um after they've been experienced. And so that was a big thing that we kind of focused on, you know, our agritourism operations, you picks, these cut flower workshops, whether they're on the farm or not on the farm, are all types of of experience goods.
00:08:48
Jessica
Thank you.
00:08:50
sav
We also have credence goods, which um neither search nor credence goods we explored in my thesis, obviously, but just for reference, like ah a credence good is on the same line of an experience good where your value is placed um after you you know consume it.
00:08:50
Alexis
Mm-hmm.
00:09:07
sav
uh or you know take advantage of the service um but they're still kind of hard to quantify right something like that would be like a hospital visit or a um auto repair uh for example um i won't dive too deep into a credence goods
00:09:23
brett
Yeah, see, i thought when you said Creedence Good, I imagined what they were selling at the CCR merch table. ah
00:09:29
Plant People
Yeah.
00:09:29
brett
Big wheel, keep on turning, you know.
00:09:31
sav
well now you know now you know
00:09:33
brett
Now I know. That's good to know.
00:09:34
Plant People
Now, you know, Brett, you've been educated.
00:09:34
brett
I have crossed that out in my notes and replaced it with...
00:09:35
Plant People
Okay.
00:09:36
Alexis
Now you know you were wrong and now you can be right.
00:09:37
brett
Yeah.
00:09:38
sav
and That's okay.
00:09:39
brett
It's a lifelong set of experiences in that category.
00:09:39
sav
It's okay.
00:09:42
sav
Yeah, we're here to learn, right? um So...
00:09:45
brett
So what's an example of like ah a Like, I don't, I'm not even that familiar with like cut flower, cut flower workshop. Like that's kind of confusing to me as a, as it like, what are those or what do those look like?
00:09:57
sav
Yeah, so a cut flower workshop can take place on the farm or off the farm, right? So for our folks who don't necessarily want to open up their farm to customer foot traffic, they can still host a cut flower workshop in um another place, whether that be ah an extension office.
00:10:15
sav
um One of the cut flower workshops we surveyed i was actually hosted at
00:10:16
Jessica
Thank
Growth in the Cut Flower Industry
00:10:20
sav
the Kentucky Flower Market.
00:10:21
sav
um So it is a opportunity for customers to attend. It can be um floral arrangement, wreath making, drying florals, starting seeds, things like that. um So all activities where customers are kind of getting involved and and doing things with their hands, right? Hands on kind of learning. And they take away from that the experience they have during the event.
00:10:49
sav
um And ideally they will have a positive experience and ideally they will continue to have a relationship with the farmer because they they cultivated a really cool experience there.
00:11:04
Jessica
Thank
00:11:08
sav
But these um these experience experiences, whether they are on-farm or off-farm workshops, along with UPICS, they're all ways that customers can get more involved in the on-farm aspect it.
00:11:25
sav
And that is really, you know, even even maybe a little bit before COVID, but especially since COVID has increased on the consumer side. A lot of our our consumers are wanting to go out and experience things on the farm um that they might not, you know, experience in their in their everyday lives. So...
00:11:44
sav
um We looked at a custom or cut flower workshop specifically because of the growth in the cut flower industry, right?
00:11:54
sav
So thinking about our census numbers from 2017 to 2022, the number of farms reporting sales in the census of ag increased like 60% from 7,000 farms to a little over farms.
00:12:05
Jessica
Thank you.
00:12:11
sav
And in the census, there was cut flower production captured in every state, which was really cool. And then thinking about, you know, dialing into Kentucky, um our, a number of cut flower farms has increased, um,
00:12:30
sav
exponentially as well. So, you know, the Center for Crop Diversification, we have that cut flower directory. So from 2020, that number rose from 35 growers to about 159, I think.
00:12:43
sav
So we're seeing a lot of expansion in the industry.
00:12:44
Jessica
Wow.
00:12:47
sav
um And we have growers who are interested in selling, ah you know, our commodity flowers, right? The product is going to be their their commodity, but also selling this experience. um So that was kind of why we got into this to to look at, you know, growers that are are wanting to participate in both aspects of that. Yes.
00:13:15
Alexis
Sav, do you, would you say that most or like, do you have a feel for how many of like Kentucky growers are doing some sort of workshop experience? Oh, you know, is it half? Is it most of them? Kind of what what's that look like? do you have any idea?
00:13:31
sav
Um, I would have might be a little high. And so I would, so I will back up for a minute and say, I surveyed couple of workshops in the late summer and fall of 2024.
00:13:44
sav
Um, it's now like April of 2026.
00:13:45
Alexis
Mm-hmm. Mm-hmm.
00:13:48
sav
Um, so back then there's probably not as many as are being offered now. Right. And so, and our couple of workshops, aren't going to be, you know, one every month or, or
00:13:54
Jessica
you
00:14:00
sav
super frequent. um Some cut flower growers are only hosting maybe four a season or two a season. They could host as many as as eight if they have the interest and capacity to do so.
00:14:15
sav
And eight is still a figure. But um yeah, I think an experience is ah a really great way to connect with our customers and foster a ah consumer lifetime value with them.
Motivations and Demographics of Cut Flower Workshops
00:14:30
sav
So thinking.
00:14:30
Plant People
That's just what I was going to ask Savannah was, ah did you dive into the motivating factors of why they were doing that in the first place?
00:14:31
Jessica
it
00:14:38
Plant People
Was it to introduce people to the concept or was it to market their products or did you gain any insight there specifically as far as motivating factors?
00:14:45
sav
Yeah. Yeah, so um we did a three-part survey. The first part was to was before the workshop to capture you know why they were there um and a their patron characteristics and and different things that kind of led up to their decision to attend the workshop.
00:14:51
Plant People
Mm-hmm.
00:15:08
sav
So in my thesis, I created a ah workshop experience map, right? And so it has four sections. The first section is our um our decision, pre-decision variables, which is going to be our patron characteristics, which includes demographics, um if they have attended a workshop before, if they had heard of the host farm before, things like that. Also price, location, um and location being on or off the farm, and travel distance. And then they move from their
00:15:44
sav
uh, decision to the yes or no decision. We didn't look at anyone who obviously was not, who said no. Uh, so everyone said yes. But, um, then we have our second piece of the map, which is the, um, actual workshop experience. And we asked our survey respondents, um, you know, have they, uh, did they enjoy the workshop?
00:16:08
sav
Um, Did they, you know, what was included in their importance level of those things that were included? And then we looked at some post-workshop experience behavior. So that's the last piece of the map, which is how they interacted with the farm after the workshop took place. And that was a four week follow-up.
00:16:29
sav
And I will say three surveys is a lot, but it was it was really helpful to the information
00:16:33
Alexis
you sir So what did, I'm sorry, go ahead.
00:16:37
sav
the the information from our from those customers right before they attend before they experienced the workshop initially after they experienced it and then four weeks um post experience um but we i think i might answer your question so what was your question uh well so what we found
00:16:57
Alexis
Yeah. I was going to say, yeah
00:17:02
sav
Yes. um Some really interesting stuff. All of this stuff, if you want to read all 152 pages, you can't.
00:17:06
Jessica
yeah
00:17:06
Plant People
Some good stuff, okay?
00:17:11
sav
No. um So we we worked with nine flower growers um in Kentucky and in North Carolina. ah to facilitate this survey. um And that kind of gave us a really good indicator of both urban, rural, and a touristy attraction.
00:17:33
sav
um So that will come into play when we think about location.
00:17:35
Jessica
Thank
00:17:37
sav
But we ah found that um in regards to age, ah so when we think about other studies that have been done right in in customer purchasing habits of just flowers in general, um most often it's it's going to be people that are a little older that have a more disposable income.
00:17:59
sav
Often it is women buying flowers for other women um or women buying things as as gifts for holidays and things like that. um
00:18:07
brett
Queen supporting queens.
00:18:09
sav
Yes, you could say that.
00:18:10
Plant People
Take note, guys. Take note.
00:18:10
sav
Or there is, there was a category, um there was a category in one of the the surveys that I, the research studies that I was reading that apology gifts are, were included in there.
00:18:11
Plant People
yeah
00:18:11
brett
Hell yeah. Ray, I'll buy you flowers, babe.
00:18:12
Alexis
Do better.
00:18:14
Plant People
Thank you, man. Just hit me up with that.
00:18:25
sav
So holidays and apologies, y'all.
00:18:25
Plant People
Oh, oh, now the drama ensues.
00:18:25
brett
Was there any...
00:18:28
Plant People
Okay, okay.
00:18:28
brett
Was there any...
00:18:28
sav
Yeah.
00:18:28
brett
Did you find support or rejection of the Bruno Mars hypothesis? That one, in fact, should buy one's cell flowers?
00:18:36
sav
You could. People do that. People do that.
00:18:37
Plant People
You should. You totally should.
00:18:38
Alexis
Wasn't that Miley Cyrus who said she was going to buy herself flowers?
00:18:41
Jessica
yeah
00:18:41
brett
I can buy myself flowers.
00:18:42
Alexis
Bruno said, I should have bought you flowers.
00:18:42
Plant People
Yeah.
00:18:42
sav
Oh, I think you're confusing it. who He should have.
00:18:45
brett
is it is I can buy myself flowers?
00:18:46
Jessica
yeah he should have bought somebody of flowers
00:18:48
Alexis
I, yeah.
00:18:49
sav
You're, yeah, that's Miley, baby.
00:18:49
brett
Shoot.
00:18:49
Alexis
Yeah.
00:18:49
brett
Miley Cyrus, sorry.
00:18:51
Jessica
i am I am like fitting this mold, everything you're describing though so far, because i am one of those, one of those people.
00:18:51
Alexis
good
00:18:52
Plant People
bees bread
00:18:56
brett
I was going to ask.
00:18:57
Jessica
i have purchased the experience for somebody to go do the flowers as a gift, you know, and now they purchase from that farm. Right.
00:19:06
Plant People
yeah then
00:19:06
brett
Oh, you're ah you're the you're the hookup.
00:19:07
sav
Yeah.
00:19:07
Jessica
So it's like, yeah.
00:19:08
brett
You give them a little little taste and get them.
00:19:10
Plant People
Yeah.
00:19:11
Jessica
Yeah.
00:19:12
Plant People
yeah It seems like there is a there was a rise of that.
00:19:12
brett
First one's free.
00:19:15
Plant People
ah When did that come about? I started first started hearing that term 18 years ago, or maybe I first started paying attention to it, that kind of experience-based gift giving. There was definitely a rise of that at some point when it was not a thing back in antiquity in the 1900s.
00:19:31
Jessica
Because people don't need more stuff.
00:19:31
Plant People
I can never remember that.
00:19:33
Jessica
They need experiences.
00:19:35
Plant People
There you go. Yes. And that's exactly how I first was introduced to that. So that seems like, Savannah, that kind of ties right into some of the the information it seems like you were dealing with.
00:19:44
sav
Yeah, yeah. So, um you know, there's a lot of background information on on people wanting to experience, you know, things outside of their normal life itself, right? So, you know, participating in a UPIC or going to spend some time on a farm, but also just that any any kind of experience um in other aspects of of entertainment or life, right?
00:20:07
sav
So i when I think about You know, I would rather go to a show and, and, you know, have ah a memory of ah a show and and see something cool like that, then maybe get a new shirt for, you know, my birthday or something.
00:20:21
Plant People
But when you go to the show, Savannah, I know you're getting the new shirt, so don't say that.
00:20:21
Alexis
you're
00:20:24
sav
I could also get the new shirt.
00:20:24
Alexis
getting the shirt about the show
00:20:25
Plant People
The concert shirt, yeah.
00:20:26
sav
I could have I can eat it too.
00:20:27
Plant People
Yeah, but experience-based stuff, yeah.
00:20:29
sav
um
00:20:30
brett
can i can we Can we conduct a follow-up, a little focus group on this group of five people? ah And I'm curious, or do you all identify as consumers who would engage in the workshop-based activity?
00:20:37
Jessica
Thank you.
00:20:44
brett
Like that that would be valuable to you?
00:20:46
Plant People
Hmm.
00:20:47
brett
Do it? And i because i have and in the answer if the answer is no, that's okay, too.
00:20:50
Plant People
It depends on if I was the one initiating it or someone purchased it for me. I would be more motivated to not waste an experience that someone else purchased for me. i would probably be more likely to do that. So the situation would be important for me.
00:21:05
Plant People
Like I would maybe not ah be as motivated to step outside on my own to get myself something like that. So... But yeah, I mean, I love a good experience. Heck yeah.
00:21:18
brett
I mean, I wonder if there's a little bit of bias here as people who run workshops all the time. The last thing we want to do off time is to go and be in not even in control of one.
00:21:23
Plant People
Attend a workshop.
00:21:24
sav
Thank you.
00:21:26
Plant People
Yeah.
00:21:26
Jessica
I think that's what sometimes, because where we come from this kind of world, we take for granted like, oh, going out like that. People think that's fun, right?
00:21:37
Plant People
but ah you say You say it in a certain way, Jessica.
00:21:37
Jessica
I don't mean to just sound that way, but you don't know, no, no.
00:21:41
Plant People
Some people say it's fun.
00:21:41
Jessica
You know what I mean?
00:21:41
brett
Oh, so you think that's fun.
00:21:44
Jessica
Yeah.
00:21:44
Plant People
Oh, is that fun to you?
00:21:45
Jessica
but Like, you know, if you're cutting hundreds of flowers all day long and it's 90 degrees and, you know, all of this stuff versus like, like I said, I did this for a friend last year for her birthday and she was just blown away by by that, you know?
00:21:51
Plant People
oh yeah.
00:21:51
brett
Yes.
00:21:56
Plant People
Yeah, exactly. Yeah.
00:22:02
Jessica
And um so I think that's the difference when you're, it depends on who you're asking about, like, and but I would agree with like,
00:22:07
brett
Yeah.
00:22:08
Alexis
it took me a second yeah it took me a second because I was like what what workshop would like what what's the thing I'm interested in that I can't really teach myself and like I'd be
00:22:19
Jessica
You're going to go to a pasta making class. That's what you're going to get to.
00:22:22
Alexis
Right. Like that's a work. Yeah. Workshop. I was thinking stained glass, like making something stained glass as a workshop.
00:22:26
Plant People
Yeah. Specialized. Yeah.
00:22:27
sav
Thank
00:22:28
Alexis
So like i had to reframe it my brain there for a second, but yeah, yeah.
00:22:31
Alexis
I think workshops, an an experience specifically like a workshop would be something that I would buy for myself.
00:22:37
Plant People
Yeah. Mm-hmm.
00:22:39
brett
Savannah, what about you? Well, you said sort of, yeah, already that you go to the show or whatever, but is that carry over to the workshop? Not necessarily cut flower, but other things too?
00:22:48
sav
Yeah, I think if i'm if I'm looking for something to gain a new skill on, right? that's I'm a hands-on learner. I do know that about myself. That's a great way to to learn. So I would.
00:22:59
Alexis
Ooh, Savannah and I made cutting boards that one time. That was basically a workshop.
00:23:02
sav
We did.
00:23:03
Plant People
Nice.
00:23:04
sav
Yeah.
00:23:04
Plant People
Yeah.
00:23:05
brett
So I am pretty aggressively and defiantly not a workshop person.
00:23:05
Plant People
Yep.
00:23:11
Plant People
Hmm.
00:23:11
sav
Is it the people or?
00:23:11
Plant People
Surprising a little bit, Brett.
00:23:12
Alexis
Shocked.
00:23:13
brett
And i think the reason that I say that is that we may have some people listening who have a business and they don't think people would come to their workshops.
00:23:14
sav
There are detractors.
00:23:22
brett
And they think that because they themselves are not workshop people. And yeah it's something I've said a million times, said it a lot recently, actually, for whatever reason is that you may not be your customer. You may not have the same interests your customer.
00:23:33
Alexis
Mm-hmm. Facts.
00:23:34
brett
And I think that that's why research like Savannah's is really important is because it gives you insight into people like a broader customer base it is in fact interested in this stuff.
00:23:42
Plant People
Yeah, something beyond an opinion. Yeah.
00:23:44
brett
Cause if I was building my business for just to serve me, that would be a terrible business because I'm a, I'm a bit of an odd duck in many ways.
00:23:50
sav
Thank you.
00:23:53
brett
And it's much, much better to think about asking and and doing a little informal, you know, Zoom call, focus group, grab some drinks, you know, buy a round of drinks for people, you know, who kind of are different from you.
00:24:04
brett
They, they maybe have kids if you don't, or they don't have kids if you do, or they to tend to frequent, you know, different types of ah businesses besides what you're doing.
00:24:05
Alexis
Mm-hmm.
00:24:14
brett
Cause it like the target, do you, do you have a sense of, and you may have touched on this a little bit already, but the sense of like who the target demos are for some of these workshops have?
00:24:23
sav
Yeah. um So speaking just on the respondents to my survey, and thank you all, if you're ever listening, that completed my three-part survey.
00:24:33
Alexis
She now has a master's degree, thanks to you.
00:24:33
sav
um
00:24:34
Plant People
All three surveys.
00:24:35
sav
Yes. um yeah so um our age our age was a little more evenly distributed, right? um But our population, and we had 88 people who completed the the first the first survey, but it was overwhelmingly overwhelmingly ah a group of white women with over half their income in in the bracket of $100,000 and above.
00:25:03
sav
um which was actually, i was surprised by it at first, right? Just because um it was it was interesting and it and it is different.
00:25:11
brett
that's That's household income?
00:25:12
sav
Household income, yeah.
00:25:14
brett
Household income. So it could could be two or you know two people two.
00:25:15
Plant People
Yeah.
00:25:16
sav
Yes, yes. It it can be you know more than just one one person yeah that it what that was household income. We did ask the number of dependents um that were in the household. we We did never link those two together, but I mean, could if Simodidi was actually interested in that. um But it is quite ah you know contrast to the state census in both Kentucky and North Carolina. So that was really interesting. And I think like it could also, um it could also lead our, you know, growers to think about that, you know, our our customer income demographic and how much they're pricing a workshop.
00:25:56
sav
um We had workshops in a variety of price ranges, 75% the surveys of the survey respondents paid somewhere between 25 and $99 for their workshop.
00:26:13
Alexis
Hmm. Hmm.
00:26:14
sav
However, because of the customer base, a grower could charge more. And some growers definitely did. There were workshops that, there were a couple workshops I attended and and surveyed that were over $200.
00:26:31
Plant People
And all of these workshops, it's not like they were just coming to learn about things. They were actually taking a something away with them. Is that correct?
00:26:38
sav
Correct, yes.
00:26:39
Plant People
Okay. Okay.
00:26:39
sav
um And it it, you know, workshops vary in in regard to, you know, the presenter and the way that they like carry themselves and and work through the audience and things like that.
00:26:51
sav
And in in the way that things happened, um you know, for example, at one farm, we might've like heard about the farm, done a little farm tour, and then put our arrangement together.
00:27:02
sav
you know, at ah another workshop, we might have not been on the farm and, you know, still heard about the farm and then just put our materials together.
00:27:07
Jessica
Thank
00:27:11
sav
So they do range in, in like activity, what you might be able to do. But yes, everyone was able to take home their product, which was important to people. Some workshops offered like drinks and snacks. Some workshops offered alcohol.
00:27:32
sav
Interestingly enough, um that was not important to people. So we did ask, you know, the, which, yeah you know, that's fair. ah
00:27:39
Plant People
It's good to know.
00:27:39
Alexis
that's no that's good to know though like don't waste money on food and drinks if it's not that important
00:27:39
Plant People
that That's very good to know.
00:27:40
sav
it
00:27:41
Plant People
Yeah, exactly.
00:27:41
sav
it is It is good to know.
00:27:42
Jessica
Mm-hmm.
00:27:44
Plant People
That's a very good thing to know. Yeah.
00:27:46
sav
Yeah. um So I think we we looked at the things that were included in the workshop that also included like photos, whether that was, you know, the grower taking some and posting them or sending an email out, you know, um But and they rated their importance.
00:28:03
sav
So we kind of was were able to identify, right, alcohol wasn't very important. While a few people appreciated it, you know, you a grower might not want to spend the money on it or go about the, um you know, rules and regulations that that may come with that um food.
00:28:15
Alexis
Mm-hmm.
00:28:23
sav
wasn't super important either. So while it might be like a hospitality thing, um ah go if the grower didn't want to stress about that, they you know they might not have to.
00:28:34
sav
So that was interesting to take away. Some of our our survey respondents liked the photos, and um we can probably correlate those with with some younger people who like to post things on online.
00:28:48
sav
But also, you know that would be a great way to um market the workshop, right?
00:28:48
Alexis
Mm-hmm. Mm-hmm.
00:28:54
sav
So a lot of our experienced goods are communicated through a word of mouth recommendation, whether that's you hearing about that experience from someone else, you can also hear about that experience you know online through digital social media platforms.
Word-of-Mouth and Surprising Research Findings
00:29:09
sav
um But overarchingly, our customers heard about the workshop through someone else. And that is all like marketing that the grower doesn't necessarily have to do, right? Because they're relying on other people to spread like the good word.
00:29:25
sav
um So that was a a big key that we pulled out there. um So, you know, growers... should create like a, an experience that is, is worth our recommendation and and to talk about because a lot of our survey respondents, and we were able to capture this in the third survey where we asked people if they had recommended the workshop. And we looked at the numbers that said yes. ah But, you know, while they may not have ah shared, um,
00:29:58
sav
like the social media platforms of the farms or post that the grower has made, they did recommend the workshop to a friend. We were not able to track, you know, whether that friend, um,
00:30:06
Alexis
Mm-hmm.
00:30:11
sav
bought a workshop ticket or you know, if they did anything with that information. But it was really cool to see that, um you know, they they were sharing that knowledge with and their experience with a friend because like the best way to market as an experience, an experience that is through conversation with other people.
00:30:31
sav
and through someone else's lived experience. While it can be biased, I mean, we should note that. Like my experience is not, you know, Alexis or Jessica's experience. Everyone's experiences are inherently different. um But, you know, that that is, ah you know, how how experienced goods are marketed though.
00:30:51
Alexis
Do you have a sense of whether people prefer to have something like on farm versus not like, is it worth having something farm?
00:30:58
Plant People
Yeah, i was wondering about them. Hmm.
00:31:01
Alexis
Or do you, you know, really need to try to have it on farm? Like, do you have it feel for that?
00:31:05
sav
Yeah, so we actually, this was surprising to me. We were not able to make a clear consensus of that.
00:31:12
Alexis
Hmm.
00:31:13
sav
we asked We asked consumers how important it was for the workshop to be held on the farm, right? Because there are some people who who would prefer to have their workshop at an off-farm location, um but we were not able to pull any full any meaningful data out of of yes or no.
00:31:34
sav
And I don't know if that is is because ah a majority of our workshops did take place on the farm. We had we had two workshops that did not, but we still weren't able to to pull anything from that.
00:31:42
Jessica
you
00:31:48
sav
So i I don't have a clear yes or no. um But on the other hand, if if a grower didn't want to did not want to host something on the farm, it is possible for them to succeed, you know, without being on the farm because there wasn't like 75% said this was important to me or else I'll not come, you know.
00:31:51
Plant People
So maybe that wasn't like a defining part of the experience.
00:31:51
brett
Good night.
00:32:00
Alexis
Yeah.
00:32:01
brett
Good night.
00:32:04
Plant People
Yeah.
00:32:06
brett
Can I riff on that? So one of the things you said earlier to me comes to mind. So I'd imagine if you're going to have an off farm thing, you're probably going to have some sort of additional cost source associated with the facility, unless you sort of have a relationship with the local business who's trying to bring people in alongside your workshop, which could be something that could be cool.
00:32:16
Alexis
Mm-hmm. Mm-hmm.
00:32:24
brett
But if you you said most of the respondents are in that 100,000 household income and up, ah and those as they are across the country, across Kentucky, those are...
00:32:38
brett
they're clumped. They're not all evenly distributed everywhere. And so it could be one of the part of your decision matrix is how much was it going to cost to have it off farm compared to, am I going to get closer and more convenient for some of those ah Richie's, Richie riches? um and I looked it up real quick and that i think a hundred thousand income is like roughly the top 25 that's the cutoff for the top 25 percentile of Kentucky.
00:33:05
brett
So the top quarter of incomes starts at a hundred grand. So, you know, it's, it's one in four, it's not, you know, one in a thousand as far as, you know, incomes in Kentucky, but it's, you know, in Kentucky, the median income is lower than it is in other parts of the United States.
00:33:09
Alexis
Mm-hmm.
00:33:12
Plant People
Yeah.
00:33:19
brett
So that, that to me, you know, it's an interesting finding of like, we're not really sure if the on-farm, off-farm thing, and that doesn't necessarily surprise me for some reason.
00:33:19
Alexis
Mm-hmm.
00:33:28
brett
um Because I think, know, I think it's like a very particular person who wants a like authentic on farm experience, as opposed to the experience of making a bouquet or learning the skill or the connection with you.
00:33:36
Alexis
Mm-hmm.
00:33:43
Plant People
Almost like a subset of a subset.
00:33:45
brett
Yeah. I just, I think that people, people want a taste of agriculture. They don't necessarily want a whole helping in some cases.
00:33:52
Plant People
They don't want the mosquitoes with it or whatever.
00:33:54
brett
So that's really, and that's really, that's an really interesting set of, of finding in combination.
00:33:57
Plant People
yeah
00:33:59
sav
Yeah, I mean, because you you could you could offset that with with your distance traveled. you know Distance can be a barrier for some people to attend.
00:34:05
Alexis
Mm-hmm.
00:34:08
sav
um So thinking about hosting in a ah more urban location could offset the cost.
00:34:17
brett
Yeah. and it's
00:34:17
Jessica
Yeah, you think about all the other like liability stuff too, like of having it at a venue versus on farm.
00:34:22
Alexis
Mm-hmm.
00:34:25
Jessica
like Thinking of just like events so like we have at the extension office, like of where you want to host you know host different things, changes, like you said, their audience, but just that's something else that goes into it too, of like...
00:34:37
Jessica
Are people going to stay where they're supposed to stay are they going to venture off somewhere else, you know, versus if they're in a building that you rented, you know, and you're demoing something.
00:34:40
Alexis
fish
00:34:43
sav
yeah
00:34:45
Alexis
Right.
00:34:46
sav
Yeah.
00:34:47
Jessica
So literally control the environment.
00:34:47
sav
Yeah. Or even like, yeah, or even like access to like bathrooms or seating.
00:34:54
Alexis
Yeah.
00:34:54
sav
There was one workshop I went to where we didn't, we, so we stood.
00:34:54
Jessica
Right.
00:34:54
Jessica
Yeah.
00:34:55
Plant People
Yeah.
00:34:58
sav
um and to me, for me, that was okay. ah For some people, they did not, they did make a note that like, They would have preferred to sit.
00:35:06
Plant People
Yeah.
00:35:08
sav
And considering the the age of our, you know, survey respondents, that's not crazy.
00:35:09
Plant People
Mm-hmm.
00:35:09
Alexis
Mm-hmm.
00:35:14
sav
um
00:35:15
Plant People
Yeah.
00:35:15
sav
So that's another thing to think about, you know, ah a venue or ah a location that has some of that stuff included. You wouldn't have to have people, you know, entering your house using your personal bathroom or, you know, renting a port-a-potty or things like that.
00:35:28
Plant People
lot of farms just aren't set up to entertain and host these kind of workshops I've found.
00:35:33
Alexis
Yeah, they're they're set up to farm. Yeah.
00:35:34
Plant People
Yeah, they're set up to farm and they may not have ADA accessible bathrooms or flat services or seating. But you started mentioning some things that kind of surprised you, I guess, along the conversation that we've had here today so far, Savannah. But anything else that really stood out about all the work that you did um on this project that kind of was surprising to you?
00:35:56
Plant People
I mean...
00:35:57
sav
Yeah, I think um some big, big takeaways, I would say would be um for growers to really utilize the word of mouth.
00:36:08
sav
um You know, encourage your customers to promote your workshop and and maybe leave recommendations, things like that. That's going to be key to helping others make that decision to attend a workshop. um I also...
00:36:26
Jessica
I'll that.
00:36:26
sav
we looked at we looked at likelihood of um recommendation. So there's there's a net promoter score that that we've all probably participated in you know and in once in our life.
00:36:38
sav
And it it usually goes something like, you know on a scale of one to 10, how likely are you to recommend XYZ to a friend, right? Whether it's an airline, Kroger, you know whoever it is that we just bought something from.
00:36:50
sav
um But they they will...
00:36:52
brett
Big two Airline and Kroger.
00:36:54
sav
I mean, you gotta cover all your bases.
00:36:56
Alexis
Sav's got a trip on her mind and she's got to go get groceries beforehand.
00:36:59
Plant People
Somebody's gone someplace.
00:36:59
brett
And it first starts at the grocery store.
00:37:01
sav
yeah
00:37:02
Alexis
but
00:37:03
Plant People
It's called road snacks, Brad, and road snacks.
00:37:04
sav
yeah I gotta get my, my snack cheetos. Um, so yeah.
00:37:08
Plant People
and Quest chips.
00:37:10
sav
Um, yeah um But you know our our net promoter score can be a really good way to identify how satisfied people were with our product or service.
00:37:23
sav
However, you know that's that's all intentional behavior. It is not their actual behavior. So we we were going to use the net promoter score.
00:37:30
Plant People
Mm-hmm.
00:37:34
sav
and And so when people fill out the net promoter score, it's on a scale of one to 10. There are detractors, so people who will not recommend, you know, they didn't have a good experience. um There are passive people somewhere between seven and eight who who may or may not recommend.
00:37:50
sav
And then you have your promoters.
00:37:50
Jessica
Thank
00:37:51
sav
These are going to be the key people that will generate additional, you know, ticket sales or revenue for your business. um And everyone, for the most part, was a promoter.
00:38:04
sav
So they answered eight or higher on, you know, how likely are you to recommend a a specialty cut flower workshop to a friend in their intended behavior.
00:38:13
Alexis
Mm-hmm.
00:38:15
sav
So that was captured, you know, right after the survey when, you know, their post-workshop endorphins could be high. um When we surveyed the same respondents,
00:38:30
sav
their actual behavior was not as high. um That's not scary. That happens. um it It happens all the time, right?
00:38:37
brett
Yeah.
00:38:39
sav
our Our intent versus actual behavior is never going to be the same.
00:38:43
Plant People
Mm-hmm. Yeah.
00:38:44
sav
We see that, you know, in in experience related agriculture things and and in regular everyday life stuff.
00:38:44
Alexis
Mm-hmm.
00:38:52
sav
So that was interesting to to kind of see for myself in first person. So I you know i did i did go out and and attend all of these workshops, and which was really fun, ah but and and collect this data. So that that was interesting to see for myself firsthand how the intended intended versus actual behavior played out. um I would say that a net promoter score or something similar It can be a good gauge to see where your customer base lies, but I would consider using other tools as well to gauge how engaged they are. Yeah.
00:39:37
brett
And to engage the engaged.
00:39:38
sav
yeah
00:39:41
brett
Wow. Well, thank, I really appreciate you joining us, Sav. Before Alexis takes us out, I do want to just clear the air and iss issue an apology to the Smilers and the Hooligans. Those are the fans of Miley Cyrus and Bruno Mars.
00:39:57
Plant People
Brett, I cannot believe
00:39:58
sav
Oh.
00:39:58
brett
Earlier, I made a big snafu. I, I came in like a wrecking ball and I Uptown funked it up and,
00:40:01
Plant People
you mixed.
00:40:04
Alexis
he's been He's been looking all this up this entire time.
00:40:05
Plant People
ah You worked on that.
00:40:05
sav
Have you been working on this for the last 30 minutes?
00:40:07
Plant People
You worked on that.
00:40:07
Alexis
He's not paid any attention to you, Savannah.
00:40:09
brett
i
00:40:09
sav
yeah
00:40:10
Alexis
He has been doing
00:40:10
brett
I feel like I had a very strong insight about Savannah's location of the workshops earlier.
00:40:16
Plant People
He was locked in early, locked in early.
00:40:18
sav
He read my abstract.
00:40:18
brett
But um it's been really cool to to see you, Savannah, work through this process, design the instrument, get to know the cut flower community. And now, I mean, I think you are one of the people in the extension system that people come to for questions about, especially, you know, about marketing cut flowers. And you've you've recently done a couple of different workshops for growers and for agents.
00:40:37
brett
about ah setting up irrigation stuff, but also some visual merchandising, how to put bouquets out. And it's just been really, really cool to watch your growth through the experience of doing this work and collecting this research and looking forward to being able to, to do a lot more together.
00:40:55
brett
And because as you pointed out with those 2017 to 2022 numbers, the growth has been staggering and um it's just been really cool to feel like Kentucky's really out ahead on supporting those small cut flower growers.
00:41:07
brett
So.
00:41:08
sav
Yeah.
00:41:08
Plant People
A real quick question.
00:41:09
Plant People
Is this going to be available like publicly at some point in the future as far as
00:41:12
sav
It is my thesis is already published on UK knowledge.
00:41:14
Jessica
you.
00:41:18
Plant People
Gotcha. UK knowledge. So readership report will grow.
00:41:23
sav
Yes, thank you.
00:41:23
Plant People
Awesome. Awesome.
00:41:23
sav
I'll be watching my Science Direct link or whatever it's called.
00:41:27
Plant People
Yes, it is always fun when you look at all the, all the work you've done over your career, just the numbers pop, pop, pop. Awesome. So people have access to this and how would, how would they look it up if someone wanted to ah find this Savannah? What would be the best keyword search or. Yeah.
00:41:43
sav
Um, I do have some keywords written in.
00:41:43
Plant People
and
00:41:49
sav
me scroll down.
00:41:54
Alexis
We could probably post a link to it, yeah.
00:41:55
sav
Yeah, it has it has a direct, um, it has a direct link, but my keywords were couple of workshops, experienced goods, net promoter score, consumer lifetime value, panel data, and agritourism.
00:41:55
Plant People
yeah Oh, it does have a direct link. Awesome.
00:42:09
brett
Yeah, I usually will just search like Savannah Columbia UKY thesis and usually it comes usually comes up.
00:42:15
Plant People
Comes up.
00:42:15
sav
Yeah, or that would work.
00:42:16
Alexis
Google it.
00:42:17
Plant People
Yeah. And as Alexis said, if there's a direct link available, we'll definitely put that in the show notes.
00:42:18
Alexis
He's looked it up a few times.
00:42:21
Plant People
So thanks for all encounters.
00:42:21
brett
Floral encounters examining the role of experienced goods and next line. Promoters in specialty cut flower workshops by Savannah Columbia.
00:42:34
Plant People
Awesome.
00:42:35
brett
Heck yeah.
00:42:35
Alexis
thesis titles they're always the longest thing ever because you're like I'm very specific
00:42:35
Plant People
Very good.
00:42:40
Plant People
But it allows discovery. It allows discovery to be much easier. so
00:42:44
brett
Floral Encounters sounds so flirty.
00:42:47
Plant People
Third encounters of close encounters of the third.
00:42:48
sav
Yeah.
00:42:49
Alexis
It's whimsy. I love it.
00:42:50
Plant People
Yeah. Love it.
00:42:51
Alexis
Well, if you have any questions on marketing flowers, you can find Savannah on the Center for Crop Diversification website under people, and you can email her and find her there.
00:42:51
brett
craig Craigslist category.
00:43:01
Alexis
And I'm sure she'd be more than happy to help you and and walk through some stuff. um We recently had the question on doing some marketing for seasonal weddings. So shout out to Becky.
00:43:12
Alexis
I know you listen. Yeah. So we're happy to help you out with ah any of that.
00:43:13
sav
yeah
00:43:16
Alexis
But you can also follow us at Hort Culture Podcast on Instagram. You can shoot us an email. You can find that in the show notes as well. If you've got questions or ideas for new topics for the podcast, we want to talk about what are interested in.
00:43:32
Alexis
So tell us what you want to know, because we know that, you know, we're probably nailing it. But, you know, just just in case, just in case we're open to the people, right? We're not too high up in there. But we appreciate you all being with us today.
00:43:43
Alexis
And we hope you'll join us next time. Have a great one.