Brooke Palmer of Jenny Creek Flowers shares what it’s really like to go from side hustle to full-time flower farmer—lessons learned, mindset shifts, and how she built a thriving business in her first full year.
Turning a Dream into Reality: Brooke’s Leap into Full-Time Flower Farming
In this episode of The Backyard Bouquet Podcast, we welcome back Brooke Palmer of Jenny Creek Flowers to share what life looks like one year after going from side hustle to full-time flower farmer.
Brooke first joined us in Episode 17, just as she was preparing to leave her 30-year teaching career and commit to her flower farm full time. Now, with a full season behind her, she reflects on the highs, the challenges, and the lessons learned along the way.
“There’s only one opportunity where I was building the momentum with my business and could lean into it,” Brooke says. “You get one life.”
Building a Business Beyond the Blooms
Though Brooke had been growing flowers for several years, 2024 marked the first time she didn’t have a second job supporting her farm. With that shift came new freedom—and new responsibility.
Her first year included:
A sold-out peony you-pick in her small community
A 10-week winter tulip CSA that grew from 30 to 100 members
A full year-round workshop schedule
Letting go of the farmers market to make room for what truly lights her up
Her focus? Creating a business model that aligns with her values, supports her lifestyle, and doesn’t sacrifice her time with family.
“I could scale to 12 acres,” she says, “but I don’t want that. I want to be done in the field by noon and have a sustainable rhythm to my days.”
Smart Marketing in a Rural Market
With no desire to “go viral,” Brooke leaned into intentional marketing. She credits her email list, clear planning, and understanding her local audience as key to selling out her offerings—especially her short peony bloom window.
“You can’t just grow 425 peonies and hope people show up,” she laughs. “You need a strategy.”
Her advice? Build a waitlist, market through email, and don’t rely solely on social media to reach your local buyers.
From Educator to Garden Mentor
Brooke’s background as a teacher continues to shape her business. She now runs flower and gardening workshops, using lesson plans, handouts, and cohort-based classes to help others grow with confidence.
“I couldn’t imagine running my farm without teaching. I’m wired to share,” she says. “Teaching garden education has become something I truly love.”
Facing Setbacks with Resilience
Not everything went perfectly. Brooke experienced an unexpected field tulip crop failure—healthy foliage, but no blooms. It was a moment that tested her mindset and communication skills.
Instead of panicking, she explained the issue to customers and leaned into what she calls her “growth-centered mindset.”
“I had to remind myself that success doesn’t mean getting everything right,” Brooke shares. “It means staying committed through the process.”
The Power of Time Management and Reflection
As a full-time flower farmer, Brooke emphasizes the importance of scheduling and self-reflection. She uses a weekly Google Form to track:
What’s blooming
What she wishes were blooming
What tasks took the most labor
What marketing opportunities she did (or didn’t) take
It’s a practice that helps her plan with intention—and avoid burnout.
“Time is the most important tool I have to grow a successful farm,” she says.
Looking Ahead: Simplifying for Sustainability
For now, Brooke isn’t chasing bigger fields or higher yields. Her next season is about refinement—right-sizing her operation, repeating what worked, and creating space to breathe.
She’s letting go of the farmers market and leaning deeper into specialty events, education, and meaningful community connections.
Advice for Aspiring Full-Time Flower Farmers
If you’re standing at the edge of a big decision, Brooke has this to say:
“You get one life. Get a strategy, follow it, and go for it.”
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