Ask an Expert

The Ask an Expert series is the ASCFG's flagship webinar program, featuring industry experts who share their ideas, insights, and lessons learned on a specific topic. Driven by experience, these webinars provide a robust overview of the topic before an interactive question and answer opportunity for attendees. View our 2027 Schedule below!

Reminders:

• Members can access recordings of prior webinars in the the Video Library.
• Interested in presenting? Apply to present an Ask an Expert webinar. Learn more
• Did you attend a recent Ask an Expert webinar? We'd love your feedback!

Sponsor a Session!

2027 Cut Flower Industry Outlook: Trends, Forecasts, and Opportunities

Monday, January 11
8:00 p.m. ET
Presented by Drs. John Dole (NCSU) and
Dr. Charlie Hall (TAMU)

What can cut flower growers expect in 2027? Join Dr. John Dole of North Carolina State University and Dr. Charlie Hall of Texas

A&M University for a forward-looking discussion on the economic, consumer, and production trends shaping the future of the specialty cut flower industry.

Drawing on their expertise in the floriculture and cut flower industry, Drs. Dole and Dr. Hall will examine market forecasts, shifting consumer demand, pricing trends, production challenges, and emerging opportunities for locally grown flowers. Whether you're planning your crop mix or refining your business strategy, this webinar will provide practical insights to help you make informed decisions and position your farm for success in 2027.

Sponsored by:

Creating & Pricing Floral Recipes with Seasonal Flowers

Monday, February 15
8:00 p.m. ET
Presented by Niki Irving of Flourish Flower Farm

Learn how to create and price repeatable floral recipes for weddings and events using seasonal flowers you grow or source locally. We’ll look at how to sell a specific design to a client—and price it confidently—without knowing exactly which flowers will be available when the event arrives. Learn how to build recipes around quantities, color, form, and overall design rather than specific varieties, while accounting for stem costs, mechanics, labor, and profit. The goal is to give flower farmers and florists a practical framework for selling beautiful, seasonal designs without being locked into a predetermined flower list.

Sponsored by:

Running a Flower Farm Stand: The Pros, The Cons, and The Real Numbers

Monday, March 8
8:00 p.m. ET
Presented by Janis Harris of Harris Flower Farm and 
Grace Lam of Fivefork Farms

Thinking about adding a farm stand to your flower farm? Join a moderated panel of experienced flower growers as they share the rewards, challenges, and financial realities of selling directly to customers for the March 2027 Ask an Expert webinar. Janis Harris of Harris Flower Farm & Pastured Pork and Grace Lam of Fivefork Farms will discuss startup costs, display and merchandising strategies, staffing, pricing, inventory management, and how to keep your stand stocked with fresh, seasonal blooms. Panelists will discuss what has made their farm stands successful, lessons learned along the way, and the key numbers they track to measure profitability. Whether you're considering your first farm stand or looking to improve an existing one, you'll leave with practical insights to inform your business decisions

Sponsored by:

Grow, Post, Sell: What's Actually Working on Social Media in 2027

Monday, April 12
8:00 p.m. ET
Presented by Kalin Scheik of Sweetwater Floral

Kalin Scheik of Sweetwater Floral has built a loyal following (and a thriving flower business) by figuring out what actually resonates online — not by following every algorithm update. In this talk, she'll share the content strategies and habits that are working for in 2027, plus the mistakes to skip so you can spend less time posting and more time growing.

Sponsored by:

Beyond Burnout: Recognizing the Signs and Rebuilding Resilience

Monday, May 10
8:00 p.m. ET
Presented by Megan Taylor Morrison of MTM Coaching and Consulting

Flower farming is deeply rewarding, but the long hours, physical demands, and constant decision-making can take a toll. Join Megan Taylor Morrison of MTM Coaching and Consulting for an honest and practical conversation about identifying the signs of burnout before they become overwhelming and developing strategies for meaningful recovery.

In this session, Megan will explore the physical, emotional, and mental symptoms of burnout, why it happens, and how growers can build sustainable habits that support both personal well-being and business success. You'll learn practical tools for managing stress, setting healthy boundaries, reconnecting with your purpose, and creating a more resilient approach to life on the farm.

Whether you're feeling stretched thin or simply want to prevent burnout before it starts, this webinar will provide actionable strategies to help you care for yourself while continuing to grow a thriving flower farm.

Sponsored by:

Woody Cuts Done Right: Maximizing Quality for a Premium Profit

Monday, June 14
8:00 p.m. ET
Presented by Diane Szukovathy of Jello Mold Farm

Woody cut flowers and foliage can be an incredibly valuable crop on many flower farms, but producing premium stems requires the right balance of plant care, harvest timing, and postharvest handling. This webinar, led by Diane Szukovathy of Jello Mold Farm, will explore proven practices for growing woody crops that consistently deliver high-quality blooms and strong yields year after year.

Learn how to optimize growing and harvest techniques to encourage vigorous bloom and stem production. Diane will also cover essential postharvest techniques, including hydration, conditioning, storage, and handling practices that preserve stem quality and extend vase life from the field to the customer. If you're growing lilac, viburnum, ninebark, mock orange, willow, or other woody specialty cuts, you'll leave with practical strategies to improve crop performance, reduce losses, and deliver exceptional stems that keep customers coming back.

Sponsored by:

Overwintering for Success: Protecting Your Crops and Preparing for Spring

Monday, July 19
8:00 p.m. ET
Presented by Tina Higgins of Blackstone Flower Farm

A successful spring begins long before the first flowers bloom. Join Tina Higgins of Blackstone Flower Farm as she shares proven strategies for overwintering cut flower crops and setting your farm up for a strong, healthy start to the growing season.

This webinar will cover best practices for protecting hardy annuals, perennials, bulbs, and other overwintered crops from cold temperatures, fluctuating weather, and pests. You'll learn how to select appropriate protection methods, including row covers, low tunnels, high tunnels, and mulches. The session will also touch on regional considerations and common mistakes that can lead to winter losses.

If you're new to overwintering or looking to improve your success rates, you'll leave with practical strategies to increase plant survival and maximize the productivity of your flower farm in the season ahead.

Sponsored by:

Smart Weed Management: Identification Technologies, Practical Uses, and Their Limits

Monday, August 9
8:00 p.m. ET
Presented by Dr. Erin Hill, 
Weed Science Diagnostician at Michigan State University

Accurate weed identification is the first step toward successful weed management. Join Dr. Erin Hill, Weed Science Diagnostician at Michigan State University, for an informative webinar exploring today's weed identification technologies and how they can support better decision-making on your flower farm.

Dr. Hill will cover how to use smartphone apps and other common identification tools, as well as online diagnostic resources, to identify weed species. She'll also discuss the strengths and limitations of these technologies, including common sources of error, challenges at different growth stages, and when expert diagnosis is still essential.

If you’re looking to improve your scouting and integrated weed management program, this session on weed identification will provide practical guidance on selecting and using these tools effectively while avoiding common pitfalls. You'll leave with greater confidence and a set of tools for your weed management program.

Sponsored by:

Getting Started in Hotel & Corporate Floristry with Local Specialty Cut Flowers

Monday, September 13
8:00 p.m. ET
Presented by Franceska McCaughan,
Founder of The Hotel Florist

Hotels, restaurants, corporate offices, and event venues increasingly seek fresh, distinctive floral designs that reflect seasonality and sustainability. Learn how specialty cut flower growers can tap into this growing market by building relationships with hospitality clients, understanding their floral needs, and supplying reliable, high-quality locally grown blooms. 

Franceska McCaughan, founder of The Hotel Florist, will lead this session, covering what hotels and corporate clients look for, pricing and service expectations, strategies for developing recurring accounts, and practical tips for building a successful business around non-imported specialty cut flowers.

Sponsored by:

Shipping Success: Building a Profitable Direct-to-Consumer Flower Business

Monday, October 18
8:00 p.m. ET
Presented by Steve and Gretel Adams
of Sunny Meadows Flower Farm

You've mastered growing exceptional flowers. Now it's time to get them safely into customers' hands! Shipping fresh flowers opens new markets, extends your reach beyond your local community, and creates opportunities for year-round revenue. Still, it also introduces a new set of logistical and production challenges.

Presented by Steve and Gretel Adams of Sunny Meadows Flower Farm, this webinar explores the technical and operational considerations of launching a successful shipping program. Learn how to identify varieties that ship well, optimize harvest timing and postharvest handling, select appropriate packaging materials, manage shipping costs, navigate carrier options, and create systems that maintain quality from farm to doorstep. Steve and Gretel will also discuss pricing strategies, customer expectations, risk management, and the lessons learned from growers who have successfully expanded into nationwide shipping. At the end of this webinar, you'll leave with practical insights to help you deliver beautiful blooms that arrive fresh, protect your margins, and confidently grow your direct-to-consumer business.

Sponsored by:

Forcing Glorious Blooms for Holiday Sales

Monday, November 1
8:00 p.m. ET
Presented by Val Schirmer of Three Toads Farm

In this show-and-tell webinar, Val Schirmer of Three Toads Farm shares how she chooses, forces, merchandises and sells big bold Amaryllis and Paperwhites for holiday sales. She'll also cover her sales methods and outlets, including select local area retailers (where she doesn't sell on consignment), hands-on workshops and shipping throughout the continental United States.

And the good news? For anyone who has wondered about forcing bulbs for holiday sales, is thinking about doing it again, or you'd like to improve your own holiday product offering, there's still time to give it a try this year. 

Sponsored by: