Wednesday, March 18, 2026
Noon EST
Presented by Erin McMullen of Rain Drops Farm

Selling to wholesale customers, whether they’re florists, designers, or resellers, requires a clear understanding of their needs and expectations. Join the fabulous Erin McMullen of Rain Drop Farms as she offers a practical introduction to building successful wholesale relationships and preparing your farm or floral business to sell at scale. We’ll cover what wholesale buyers prioritize, including quality, consistency, and communication, and how to present your product line in a way that inspires confidence. Participants will learn how to set appropriate wholesale pricing, create professional availability lists, manage orders efficiently, and meet delivery or pickup standards. We’ll also discuss common challenges and how to avoid missteps when working with larger-volume buyers.

Whether you’re transitioning from retail sales or looking to expand your market channels, this session provides straightforward guidance to help you enter the wholesale market with clarity and success. This one-hour Zoom-based webinar will offer a Q and A session with Erin and is complimentary for ASCFG Members.

About the Instructor: Erin McMullen is a veteran flower farmer and co-owner of Rain Drop Farms, a specialty cut flower farm based in Philomath, Oregon. She and her husband, Aaron Gaskey, began their farm around 2000, initially growing mixed produce before shifting their focus to cut flowers, especially dahlias, annuals, and perennials. Over more than two decades they’ve developed Rain Drop Farms into a multi-acre operation supplying local and regional markets, florists, and wholesale cooperatives like the Seattle Wholesale Growers Market.

Zoom instructions will be emailed to members on the day of the event. All webinars are recorded.

Not a member? Register today to receive webinar instructions!