Farmers Market Success with Rebecca of Moonshot Farm (SFFF49)
From City Life to Year-Round Flower Farming
When Rebecca Kutzer-Rice left New York City to start a flower farm in New Jersey, she wasn’t just chasing a slower lifestyle—she was shooting for the moon! Fast forward a few short years, and Moonshot Farm has become a powerhouse in the cut flower industry, producing blooms year-round with the help of a geothermal greenhouse and a whole lot of grit. For any flower farmer dreaming of turning weekend markets into a profitable, full-time business, Rebecca’s story is packed with real-world lessons worth soaking in.
Scaling Fast Without Losing Focus
Scaling quickly isn’t for the faint of heart, and Rebecca doesn’t shy away from sharing the messy middle. From juggling family and building infrastructure from the ground up to handling the rollercoaster of market competition, she reminds us that behind every beautiful farm photo is a whole lot of sweat and sacrifice. One of her biggest keys to success? Choosing sales outlets strategically. By focusing primarily on farmers markets—and targeting year-round sales—Rebecca carved out a competitive edge in a crowded market, even snagging coveted spots at some of the largest farmers markets in New York City.
Crafting an Unforgettable Farmers Market Experience
Instead of trying to be everything to everyone, Rebecca doubled down on what worked. Straight bunches replaced time-consuming mixed bouquets, and clear, attractive signage helped educate customers about the value of her flowers. Loyalty programs, weekly emails, and consistent branding helped turn one-time buyers into regulars who return week after week, season after season. It’s a reminder that selling flowers isn’t just about showing up with beautiful blooms—it’s about crafting an experience customers want to return to.
Understanding Your Customer (and Why It Matters)
Of course, running successful farmers market sales takes more than beautiful flowers and good intentions. Rebecca dives into the nitty-gritty of preparing for market days, from balancing what gets harvested to learning how different markets—and even different neighborhoods—want different products. Wildflower-type bouquets might fly off the tables in Brooklyn, but suburban customers in New Jersey often prefer something a little more polished. Knowing your customer base, and adjusting for it without losing your brand identity, can make all the difference.
Building a Flower Farming Business That Supports Your Life
For anyone trying to grow—or regrow—their flower business, Rebecca’s biggest takeaway is clear: aim big, but build smart. Don’t be afraid to experiment, to say no to markets that aren’t serving your farm, or to charge what you need to be sustainable. At the end of the day, a thriving flower farm isn’t just about beautiful fields—it’s about making choices that support a beautiful life.
To hear even more behind-the-scenes stories, market strategies, and practical tips from Rebecca’s journey, be sure to listen to the full episode of the Six Figure Flower Farming Podcast. It’s one you don’t want to miss!
