Association of Specialty Cut Flower Growers to host webinars on navigating an uncertain market

The Association of Specialty Cut Flower Growers (ASCFG) is hosting a complimentary webinar series designed to help cut flower growers navigate current challenges and identify new opportunities. Each one-hour Zoom session will be held at noon EST, includes a live Q&A, and will be recorded for members. Zoom instructions will be emailed on the day of each event.

Industry Trends and Forecasts: What’s Coming and How to Prepare will take place on Wednesday, March 4, 2026, at noon EST. Presented by John M. Dole of North Carolina State University and Charlie Hall of Texas A&M University, this session will examine current floral industry trends, consumer preferences, supply chain shifts, and market forecasts. Attendees will gain practical insights to support strategic planning and uncover emerging opportunities.

© Association of Specialty Cut Flower GrowersCharlie Hall

© Association of Specialty Cut Flower Growers
John M. Dole

Selling to Florists? Here’s What You Need to Know will be held on Wednesday, March 11, 2026, at noon EST. Presented by Ellen Frost of Local Color Flowers, this webinar will guide growers through the essentials of entering the florist market, including pricing, availability lists, delivery standards, and building strong, professional relationships with florist partners.

© Association of Specialty Cut Flower GrowersEllen Frost

Selling Wholesale: Is That Right for Your Farm? is scheduled for Wednesday, March 18, 2026, at noon EST. Presented by Erin McMullen of Rain Drop Farms, this session offers a practical overview of wholesale sales, covering buyer expectations, pricing strategies, order management, and how to prepare a farm to sell at scale.

© Association of Specialty Cut Flower GrowersErin McMullen

Increasing Profitability in Tough Times will take place on Wednesday, March 25, 2026, at noon EST. Presented by Jenny Marks of Trademarks Flower Farm, this webinar will focus on tracking profitability, improving efficiency, and making informed business decisions to build financial resilience in challenging economic conditions.

Registration for the webinar series is available at the link here.