What Florists Really Want From Growers: An Insightful Interview With My Wedding & Event Florist (Part 1)
About this episode
Lydia Watson interviews her wedding and event florist Jo Caldwell about the needs of florists and how growers can adapt to market trends.
Hello, it's Friday 29 May 2026. I'm really delighted to share with you a wonderful conversation with my wedding & event florist, Jo Caldwell, on today's episode. We had such a long chat that I've actually had to split it into two parts so here is part 1 and the second one will be available next Tuesday. We cover a lot of ground including how growers can adapt to colour trends, how and why stem length is linked to pricing, who you could sell to if you're just getting started, and how...
People in this episode
Host: Lydia Watson
Guest: Jo Caldwell
Topics covered
- floristry
- flower growing
- wedding events
- color trends
- pricing
- market entry
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- Florist Interview Part 2: What Florists Really Want From Growers, Heatwave Aftermath & Lots Of New Plugs
- Heatwave Arrives: Why I'm Not Selling During It, Join Me On A Field Tour & What I Do With Stems I Don't Sell
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