Peony Growers
Growing up on a sheep and beef farm, I learned a lot about what it means to be a commodity producer. It’s a lot like the traditional flower business. You grow the product, you send it to the market, and then you cross your fingers and hope for a decent price. The market decides what your hard work is worth, and you, the grower, are a price taker. There’s no sales team, no marketing plan—you just produce and pray. And if you’re like me, you can almost hear that old Economics 101 professor in your head, reminding you that in an efficient market, the commodity producer doesn’t exactly get rich.
When my family got into the peony business, I knew I didn't want that life for us. I didn't want to just be a peony grower; I wanted us to be in the peony business. But what’s the difference, really? Is it just some fancy wordplay? I don’t think so. It’s a mindset shift that changes everything, from what you do every day to what's even possible for your future.
The Power of Perspective
The first thing to understand is that being a great grower is the foundation of everything. You can’t build a house without a strong foundation, and you can’t build a business without a great product. So yes, we spend a lot of time and effort making sure our flowers are the best they can be. That part is non-negotiable.
But being in the peony business means seeing the entire plant, not just the flower it produces once a year. It means asking a different set of questions. Instead of just asking, "How can we grow more flowers?" we started asking, "What other value can we create from a peony plant?"
This simple shift in perspective has opened up a whole new world of opportunities. The traditional model only lets you see what’s right in front of you—the flower. The business model, however, makes you look at the whole picture.
Our Peony Journey So Far
We started by challenging the traditional sales model. The standard practice is to sell to exporters or through third-party flower markets. We wanted more control over our revenue, so we decided to go straight to our customers. We built an online store and began shipping directly to florists. It wasn’t easy—I’m an accountant by trade, so sales and marketing have been a huge learning curve for me—but it was an important step in taking control of our destiny.
Then, we started thinking about the whole plant. What else can we use? We’ve been exploring all sorts of things, from the sublime to the slightly silly. Have you ever heard of peony floral water? It's a thing, and we're looking into creating our own. We’ve also been investigating the beneficial properties of peony flowers for skincare products. And, if you’re in the mood for something a little more fun, how about a pink peony gin? We’ve even looked into that!
This is just the start. We're still learning, and a lot of these ideas are just seeds we've planted. The point isn’t that we’ll succeed with every idea, but that we’re giving ourselves the freedom to try. We're no longer just producing a product and hoping for the best; we're actively creating new value and building a business that's resilient and exciting.
So, I have to ask you, what about your work? Are you just a grower, or are you in the business? What small shift in perspective could open up a world of new possibilities for you?
