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

About this episode

The episode explores the complexities of pricing in horticulture, emphasizing the psychological aspects and practical strategies for growers.

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. *…

People in this episode

Hosts: Alexis, Brett

Topics covered

• pricing strategies
• horticulture business
• psychology of pricing
• cost of production
• sustainable business
• consumer behavior

Keywords

• pricing
• horticulture
• psychology
• cost of production
• sustainable business
• consumer behavior
• pricing strategies

Mentioned in this episode

Products: cucumber, bouquet, pint of blueberries, rotisserie chicken, salad kits, dinner boxes, bouquet add-ons

Books & works: chef's blend, deluxe

More episodes of Hort Culture

• Connecting People, Forests, and Knowledge · June 4, 2026 · 44 min
• Hort Culture Goes Wild: Nature Danger Edition · May 31, 2026 · 48 min
• Growing Appalachia: Building Farms & Community · May 24, 2026 · 46 min
• The Imposter Syndrome Episode · May 17, 2026 · 50 min
• Specialty Cut Flower Workshops & The Experience Economy · May 10, 2026 · 44 min
• Practical Tips for Productive Growing · May 3, 2026 · 50 min