Making anything profitable with Greg from Understory Farm (SFFF76)
When most people think of profitable flower farming, they picture weddings, farmers markets, or CSA bouquets. But for Gregory Witscher of Understory Farm in Vermont, the real magic happens in grocery stores and wholesale markets. Thirteen years into building his farm, Greg has learned how to make these often-overlooked outlets not only viable but highly efficient and profitable. His story is proof that with the right systems, any sales channel can work.
Finding the Right Markets for Your Lifestyle
When Greg and his partner first started farming, they tried everything—vegetables, livestock, farmers markets, florists, even off-farm jobs. Over time, they narrowed their focus to flowers and began leaning into markets that fit both their workflow and lifestyle. Wholesale and grocery outlets became the foundation of their success, not because they were the most obvious path, but because they made sense for their long-term goals.
For Greg, the decision wasn’t just about numbers—it was about balance. He wanted more time for family, friends, and creativity, and less time juggling endless markets and deliveries. By streamlining into a few efficient outlets, he built a business that supports both his income and his well-being.
Why Wholesale and Grocery Can Work for You
Wholesale and grocery sales often get a bad reputation among flower farmers. Many assume the profit margins are too slim to make them worthwhile. But Greg shows that with structure, consistency, and good communication, they can be just as profitable as direct-to-consumer options.
He breaks down his model like this: about 50% of his flowers go to wholesale florists, 35% to grocery stores, and the rest to CSA customers and restaurants. While each outlet has its quirks, they all serve a specific purpose in keeping the farm productive throughout the week. Wholesale provides steady, bulk orders. Grocery stores absorb high volumes of mixed bouquets. Together, they balance each other out and keep flowers moving every day of the season.
Systems That Drive Profit
Greg’s efficiency comes from systems—clear workflows that turn chaos into consistency. His team knows exactly what to harvest, when, and how. Each bouquet starts with a written recipe that becomes a harvest list, so by the time stems reach the pack shed, everything runs like clockwork. His crew of four full-time employees (sometimes fewer) can move hundreds of bouquets a week with surprising ease.
Small adjustments make a big difference. For example, Greg recently swapped separate sleeves and stickers for custom-printed sleeves, cutting out a whole step in post-harvest handling. He also began having a second set of hands during order packing, cutting time and stress significantly. These small refinements—combined with consistent communication with buyers—create a profitable, sustainable rhythm.
Tracking True Costs
Post-harvest costs are one of the biggest areas where flower farmers lose money without realizing it. Greg estimates that his post-harvest expenses, including labor, materials, and deliveries, total around $17,000 annually. By tracking these numbers closely, he can make informed decisions about where to trim costs or reinvest.
For instance, he found that investing a bit more upfront for custom sleeves saved hours of labor and gave his brand a professional look on store shelves. Those are the kinds of details that add up to real profit over time.
About Gregory Witscher of Understory Farm
Nestled in the Champlain Valley of Vermont, Understory Farm is the creative and intentional work of farmer-florist Gregory Witscher. What began as a small, experimental venture when Greg was just 19 has grown into a thriving, 13-year flower farm producing hundreds of thousands of stems each season. Growing on five acres of field space and six greenhouses, Greg has built a model rooted in efficiency, consistency, and care for both the land and the people who work it.
Understory Farm is known for its high-quality flowers that fill grocery stores, florists’ coolers, and CSA bouquets across Vermont. What truly sets Greg apart is his analytical yet down-to-earth approach to farming. He combines creativity with data-driven systems; breaking down costs, refining workflows, and tracking post-harvest details that most farmers overlook. His deep curiosity and constant drive to improve have made him a standout voice in small-scale flower farming.
Beyond his skill in the field, Greg’s authenticity shines through his leadership style and connection to his crew. He’s built a farm culture focused on collaboration, communication, and joy in the work. His willingness to share real numbers, honest lessons, and practical advice has inspired countless other growers to see that profitability doesn’t depend on your outlet… it depends on your systems.
Follow Greg on Instagram: @understoryfarm
Check out Understory Farm online
Consistency and Communication
When asked what skill has contributed most to his success, Greg doesn’t hesitate: consistency. His buyers know exactly when they’ll get an email, when their orders are due, and when deliveries will arrive. That dependability builds trust.
He also emphasizes the importance of communication—owning mistakes, responding quickly, and following up for feedback. Whether it’s finding out why a store’s orders dipped or catching a problem before it grows, clear communication keeps relationships strong and sales steady.
Listen to the Full Conversation
If you’ve ever wondered whether wholesale or grocery sales could work for your farm, Greg’s story might change your mind. He’s proof that profitability doesn’t depend on your outlets… it depends on your systems, your people, and your consistency!
Listen to Episode 76 of the Six Figure Flower Farming Podcast to hear the full conversation with Greg from Understory Farm, and learn how to make any market work for you.
