<h3 style="margin-left:0px;">Customer concentration refers to how much of your total sales come from any single buyer.&nbsp;It is one of the first metrics to review when considering the health or resilience of your farm, and a key insight as you are looking for opportunity to scale.&nbsp;(Hint:&nbsp; Rooted’s Buyer Sales Report takes care of this one for you!)&nbsp;</h3><hr><h2 style="margin-left:0px;">Why Buyer Concentration Matters&nbsp;</h2>Customer concentration matters more than many of us realize. If a handful of buyers represent the bulk of your sales, your business may be more exposed than it might feel on a good week. Buyers change. Budgets shift. A head chef moves on, a florist closes, a school district updates its purchasing policy. It's the classic problem of putting too many eggs in one basket – when too much of your revenue comes from just a few relationships, any one of those changes can hit hard.&nbsp;A healthy concentration is generally one where no single buyer represents an outsized share of your revenue. As a rough benchmark, if one buyer accounts for more than 20-30% of your total sales, that's worth paying attention to. A distributed buyer base allows your business to absorb change without those shifts becoming a crisis.&nbsp;<hr><h2 style="margin-left:0px;">Quantify Your Buyer Concentration&nbsp;</h2>Rooted Analytics tools allow you to look at sales by each of your buyers and analyze your sales over a given time period.&nbsp; You can quickly review concentration by week, by month, by quarter, or any custom date range desired.&nbsp;Click Analytics on the lefthand menu to visit different aspects of your data. Report will give you an overview of your sales reports by type of buyer. It is here that you can determine your buyer concentration.<figure class="image"><img style="aspect-ratio:984/680;" src="https://rooted-strapi-prod.b-cdn.net/Image_blog_to_crop_5148aae620/Image_blog_to_crop_5148aae620.png" alt="Image blog - to crop.png" width="984" height="680"></figure><hr><h2 style="margin-left:0px;">Common Findings&nbsp;</h2>Two common findings from reviewing these data include 1) outsized exposure (e.g. a loyal buyer making up 30+% of your sales) and 2) a large number of relatively low-volume buyers (this is often called the “long tail” of your customer base).&nbsp;&nbsp;<figure class="image"><img style="aspect-ratio:1000/800;" src="https://rooted-strapi-prod.b-cdn.net/Buyer_concentration_graph_279f088cd8/Buyer_concentration_graph_279f088cd8.png" alt="Buyer concentration graph.png" width="1000" height="800"></figure>We (almost) never want to reduce sales to those top customers, but they are a strong signal that we might need to make some changes to protect our business.&nbsp;&nbsp;One step that we can take is to look at the buyers in your “long tail” – the ones sitting at the lower end of your list, the ones who placed a small order or two but never grew into regular accounts. It's easy to overlook them when you're focused on your biggest buyers, but that group is actually a roadmap for outreach. They already know you. They liked what they saw enough to place an order. A personal note, a quick call, a heads-up about what's coming in your next harvest is often all it takes to bring them back and start building something more consistent.&nbsp;The same goes for buyers who have gone quiet altogether. Your data can show you who previously ordered regularly and has since dropped off, giving you a focused, specific reason to reach out, rather than a cold pitch.&nbsp;<hr><h2 style="margin-left:0px;">What It Means for You&nbsp;</h2>First things first, you should understand if you have a problem with customer concentration, or if your sales are well-balanced across your buyer base. This initial analysis may validate that you have managed to build a customer base that is neither overly-concentrated, nor overly distributed.&nbsp;However, if you’re like many growers, you may see that the majority of your sales rely on purchases from a small subset of your buyers. If this is the case, do two things:&nbsp;<ol><li>Understand what is driving your top customers so that you can maintain their loyalty to your business. You can’t ignore them since they are supporting most of your business right now!&nbsp;</li><li>Reach out to customers who are not buying as much. While it may seem like a lot of effort to contact customers who are not buying as much from you, this is how you foster a growing customer base. Understand what they need, and try to address their needs the best you can. And importantly, keep the relationships active!&nbsp;&nbsp;</li></ol><hr><h2 style="margin-left:0px;">Build a Balanced Business&nbsp;</h2>Your business will be more resilient if your sales are diversified across a broad customer base, rather than concentrated with just a few major buyers. By using Rooted’s analytics tools, you can do this efficiently, allowing you to spend less time on business administration, and more time doing what you love!&nbsp;Learn more about Rooted analytics by watching the analytics tutorial available in FAQs on your account.

Customer concentration refers to how much of your total sales come from any single buyer. It is a key piece of data when considering the health of your business. In this post, we'll dive into how you should be thinking about risk and opportunity within these buyer reports.

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Customer Concentration: Why Does It Matter?

With decades of collective experience in Alaska's unique climate, the Alaska Peony Cooperative has built deep expertise in what it takes to bring exceptional peony stems to market. Read this collaborative post to explore harvesting, grading, and storing the queen of spring flowers: peonies.

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How to Harvest & Store Peonies: A Grower's Guide from the Alaska Peony Cooperative

<h1 style="margin-left:0in;">Meet the 2026 Grantees</h1>We're continuing our 2026 grantee series — and we're so excited to introduce the next group!&nbsp;These are the hubs doing the hard, beautiful work of building local markets across the country. Whether you're here for the inspiration or planning your own 2027 application, we hope these stories resonate. If you want to learn more about the Rooted grant program, <a href="https://www.rootedfarmers.com/rooted-grants">click here</a>. Keep an eye out for next year's opportunities this coming fall.Without further ado, meet our next grantee!<hr><figure class="image"><a href="https://www.northsoundflowercoop.com"><img style="aspect-ratio:1000/800;" src="https://rooted-strapi-prod.b-cdn.net/Strapi_images_1000_x_800_px_north_sound_board_b75730708c/Strapi_images_1000_x_800_px_north_sound_board_b75730708c.png" alt="Strapi images (1000 x 800 px) - north sound board.png" width="1000" height="800"></a></figure><h1 style="margin-left:0in;">North Sound Flower Cooperative</h1><h3 style="margin-left:0in;">Based in Bellingham, WA</h3>The North Sound Flower Cooperative is the North Puget Sound region's go-to source for locally grown cut flowers. Growing out of a committed community of growers and designers originally known as Field to Floral, the co-op has 14 farmer members who share a passion for getting beautiful, local flowers out to both wholesale and retail buyers.With farms spread throughout the North Puget Sound region, every stem travels less than 50 miles from farm to market — a detail their members take real pride in. Today, they serve florists, business owners, and flower lovers alike, all while building a sustainable, community-centered marketplace in the Pacific Northwest.<img src="https://rooted-strapi-prod.b-cdn.net/8_3c23bcbe9a/8_3c23bcbe9a.png" alt="8.png"><h2 style="margin-left:0px;">Their Mission</h2>North Sound Flower Collective was built with a focus on collaboration, convenience, and shared marketing power.&nbsp;Their farmers prioritize sustainable, environmentally friendly growing practices — because for this group, caring for the land is just as important as what grows from it.&nbsp;The co-op's goal is to make local flowers more accessible, whether you're a wholesale buyer stocking a shop or someone who simply loves fresh blooms on the kitchen table.<img src="https://rooted-strapi-prod.b-cdn.net/PXL_20260319_030444179_MP_f54452f7e8/PXL_20260319_030444179_MP_f54452f7e8.jpg" alt="PXL_20260319_030444179.MP.jpg"><h2>The Team</h2>The cooperative is owned and operated by its farmer members, making it a true community effort from the ground up.&nbsp;Each farm brings its own speciality, but together they offer the kind of variety and volume that makes them a real force in the regional flower market. One farm notes its specialization in the "sparkly bits" (which we love), another focuses on roses, and yet another does 100+ varieties of dahlias. And that's only three of the farms! The collective approach means no single farm carries the weight alone — and the whole community benefits from their combined reach.&nbsp;<a href="https://www.northsoundflowercoop.com/growers">Learn more about the growers here!</a><h2>Becoming a Rooted Grantee</h2>When we asked the team about joining the Rooted community, they shared just how much this moment means for their season ahead.&nbsp;"We are so excited for the opportunity to work closely with Rooted and their amazing team as we grow North Sound Flower Cooperative and expand our business by reaching customers through Rooted Farmers. With this grant's mentorship and support, our co-op is approaching the upcoming market season with confidence."We couldn't be more excited to cheer them on. The groundwork they've laid — the community, the values, the systems — gives us every reason to believe the best is still ahead for North Sound.&nbsp;<img src="https://rooted-strapi-prod.b-cdn.net/Screenshot_2026_05_27_at_9_14_39_AM_fde8925fdb/Screenshot_2026_05_27_at_9_14_39_AM_fde8925fdb.png" alt="Screenshot 2026-05-27 at 9.14.39 AM.png"><h2>Where Can You Find NSFC?</h2>You can connect with them on their <a href="https://www.northsoundflowercoop.com">website</a> and <a href="https://www.instagram.com/northsoundflowercoop/">instagram</a>!If you're local, head to their Wednesday Flower Market at 112 Ohio Street in Bellingham, WA from 9am-12pm. No account needed — all are welcome!&nbsp;Wholesale and retail buyers can place pre-orders online through Rooted by Monday night for Wednesday pickup or delivery. Check their website for full shopping details.&nbsp;<img class="image_resized" style="aspect-ratio:420/435;width:25.57%;" src="https://rooted-strapi-prod.b-cdn.net/Screenshot_2026_05_27_at_9_01_55_AM_d621247244/Screenshot_2026_05_27_at_9_01_55_AM_d621247244.png" alt="Screenshot 2026-05-27 at 9.01.55 AM.png" width="420" height="435"><img class="image_resized" style="aspect-ratio:1074/1195;width:23.79%;" src="https://rooted-strapi-prod.b-cdn.net/Screenshot_2026_05_27_at_9_13_02_AM_f459a1dd1b/Screenshot_2026_05_27_at_9_13_02_AM_f459a1dd1b.png" alt="Screenshot 2026-05-27 at 9.13.02 AM.png" width="1074" height="1195"><img class="image_resized" style="aspect-ratio:438/446;width:25.91%;" src="https://rooted-strapi-prod.b-cdn.net/Screenshot_2026_05_27_at_9_01_46_AM_99b9b63396/Screenshot_2026_05_27_at_9_01_46_AM_99b9b63396.png" alt="Screenshot 2026-05-27 at 9.01.46 AM.png" width="438" height="446"><img class="image_resized" style="aspect-ratio:388/458;width:22.38%;" src="https://rooted-strapi-prod.b-cdn.net/Screenshot_2026_05_27_at_9_01_36_AM_dbb1d31514/Screenshot_2026_05_27_at_9_01_36_AM_dbb1d31514.png" alt="Screenshot 2026-05-27 at 9.01.36 AM.png" width="388" height="458">&nbsp;

The North Sound Flower Cooperative is a community of 14+ growers building a sustainable flower marketplace in the North Puget Sound region of Washington State. From farm to market in under 50 miles, they're connecting local farmers with florists, business owners, and flower lovers alike — one Wednesday market at a time.

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Meet Our 2026 Grantees: North Sound Flower Cooperative

<h1 style="margin-left:0in;">Meet the 2026 Grantees</h1>We’re thrilled to introduce our 2026 grant winners!Now in its fourth year, <a href="https://www.rootedfarmers.com/rooted-grants">our grant program</a> remains dedicated to empowering regional hubs that drive local impact. This year is no different. We have groups joining us from South Carolina to Idaho to California. And, we’re excited for you to meet each of them.We invite you to follow along as we introduce and highlight each of our grantees and share their stories over the next six months. Whether you’re looking to launch a new hub, evolve your current group, or <a href="https://www.rootedfarmers.com/rooted-grants">prepare your own application for 2027</a>, we hope these stories spark a way forward.&nbsp;So, without further ado, meet our first grantee!<hr><img src="https://rooted-strapi-prod.b-cdn.net/CNY_blog_image_98e7c91656/CNY_blog_image_98e7c91656.png" alt="CNY blog image.png"><h1 style="margin-left:0in;">CNY Flower Collective&nbsp;</h1><h3 style="margin-left:0in;">Based in Syracuse, NY</h3>The Flower Collective of Central New York (FCCNY) is the region's first local flower wholesaler. The FCCNY was born out of the need to organize and consolidate the wholesale flower shopping experience in the greater Syracuse area.&nbsp;The group now has <a href="https://www.cnyflowers.com/meet-the-growers">15 grower members</a> in their collective and strong relationships with florists and designers that stretch from the 1000 Islands region all the way to the Finger Lakes.&nbsp;In the past two seasons, they have built community within their group of growers, but also within the greater farmer-florist network of Central New York.&nbsp;<img src="https://rooted-strapi-prod.b-cdn.net/cny_blog_photo_ec3710ede1/cny_blog_photo_ec3710ede1.png" alt="cny blog photo.png"><h2 style="margin-left:0px;">Their Mission</h2>The group prides themselves on sourcing exclusively from local farms throughout the greater Syracuse area.&nbsp;They aim to disrupt the traditional supply chain by connecting flower farmers directly to local florists, design professionals, and flower lovers.&nbsp;&nbsp;It is their mission to not only provide outstanding products, but also to foster a deep sense of community, connection, and support among their members.&nbsp;<img src="https://rooted-strapi-prod.b-cdn.net/september_2023_fernwood_flower_farm_0156_611929cf0b/september_2023_fernwood_flower_farm_0156_611929cf0b.jpg" alt="september-2023-fernwood-flower-farm-0156.jpg"><h2> The Team</h2>The collective is run by a team of four owners: Claire Collie, Stephanie Brainard, Samantha Ludlow, and Victoria Jabot.&nbsp;The four women share a love for flowers, but also community. They were looking for a support system and network comprised of other growers. This was the inspiration for their mission, and their work continues to be fueled by a passion for connecting farmers.&nbsp;Each of the four also runs their own individual farm where they produce flowers, as well as honey, herbs, veggies, and more.&nbsp;<a href="https://www.cnyflowers.com/about">Learn more about the team here!</a><h2>Becoming a Rooted Grantee</h2>When the group was asked how they felt about becoming grant recipients, they noted how the support will aid their growth."We are entering our third growing season and are outgrowing our hub space. We thank the Rooted Farmers team for granting us funds to expand our hub's cooler storage space this year. We anticipate next season we will need to find a new, larger home for the FCCNY, and are grateful for Rooted mentorship and guidance as we approach this business milestone."The Rooted team has thoroughly enjoyed our initial coaching sessions with the group. We're excited to see where the collective will go from here and how Rooted can stand by their side and nurture their growth wherever possible.&nbsp;<img src="https://rooted-strapi-prod.b-cdn.net/BRAINARDFARMETTE_10_58199b9c71/BRAINARDFARMETTE_10_58199b9c71.jpg" alt="BRAINARDFARMETTE-10.jpg"><h2>Where Can You Find FCCNY?</h2>You can connect with them on their <a href="https://www.cnyflowers.com">Website</a> or <a href="https://www.instagram.com/cnyflowers/">Instagram</a>!If you're local, we recommend attending their Local Fresh Flower Market every 3rd Saturday from June to October in Syracuse, NY. If you're a wholesale buyer, be sure to connect with them on Rooted. Their inventory goes live every Wednesday at 7 am. They have great <a href="https://www.cnyflowers.com/buy-flowers">shopping instructions</a> available on their website!<img src="https://rooted-strapi-prod.b-cdn.net/Copy_of_3_706895e41a/Copy_of_3_706895e41a.png" alt="Copy of 3.png">&nbsp;

The Flower Collective of Central New York is the region's first local flower wholesaler, founded to organize and simplify the wholesale flower shopping experience in the greater Syracuse area. 

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Meet Our 2026 Grantees: The Flower Collective of Central New York

<h2 style="margin-left:0in;">At Rooted, we know that education is vital to building a resilient farming community.&nbsp;</h2>That’s why as part of our hub pro level subscriptions and grant programs we offer 1 on 1 mentorship with industry experts. We have hub leaders with years of management and growing experience under their belts, ready to connect with you.&nbsp;<h3 style="margin-left:0in;">So, who exactly are these coaches?&nbsp;</h3>We’re thrilled to introduce you to the folks doing this important behind-the-scenes work at Rooted.Each coach approaches growth and strategy differently, offering their own unique, valuable insights. Whether you’re starting or scaling your business, they’re here for you.&nbsp;Get to know our coaches below!<hr><h2><img src="https://res.cloudinary.com/djd5ioypi/image/upload/v1775152677/3_aca17094a7.png" alt="3.png">Amelia Ihlo</h2><h4 style="margin-left:0in;">Maple Valley Flower Hub &amp; Reverie Flowers</h4>Amelia founded Rooted in 2019 after pulling her hair out using existing sales platforms to manage her own farm sales. She realized that none of them effectively solved the challenges specific to farming, so she decided to create one. Amelia lives on her flower farm in rural New Hampshire, where she runs a wholesale-only perennial operation and is raising a flock of children and animals. Amelia grew up working on livestock and produce farms, and prior to founding Rooted, she spent much of her career in finance. She brings her founder perspective, creativity, finance background, and hub leadership experience to each coaching session.Specialties: New hubs, business strategy, finances, and all things Rooted!Connect:&nbsp;Maple Valley Flower Hub&nbsp;<a href="https://www.maplevalleyflowerhub.com/home">Website</a> &amp; <a href="https://www.instagram.com/maplevalleyflowerhub/">Instagram</a><h2><img src="https://res.cloudinary.com/djd5ioypi/image/upload/v1775152677/6_49a982ac63.png" alt="6.png">Leah Ducey</h2><h4 style="margin-left:0in;">Garden State Flower Co-op &amp; Spring Wind Farm</h4>Leah studied Horticulture at Rutgers’ School of Environmental and Biological Sciences and worked on a lily breeding project. In addition to her research, she started a 1/4 acre cut flower field at the Student Organic Farm, then moved to Ireland to teach high school biology and sustainability. Now, Leah and her husband own Spring Wind Farm, where they both pursue their agricultural interests with their young children. The farm is part of the Garden State Flower Co-op, where Leah helps to run the collective. Her education background, paired with her experience running a farm and hub, make her the perfect coach.&nbsp;Specialties: Hub management, new hubs, wholesale, and more!Connect:&nbsp;Spring Wind Farm&nbsp;<a href="https://www.springwindfarm.com/">Website</a> &amp; <a href="https://www.instagram.com/springwindfarm/">Instagram</a>, Garden State Flower Co-op <a href="https://www.gardenstateflowercoop.com/">Website</a> &amp; <a href="https://www.instagram.com/gardenstateflowercoop/?hl=en">Instagram</a><h2><img src="https://res.cloudinary.com/djd5ioypi/image/upload/v1775152866/8_b561f00126.png" alt="8.png">Kayla Carey</h2><h4 style="margin-left:0in;">Kentucky Flower Market</h4>Kayla is a nurse-turned flower farmer and flower collective leader based in Frankfort, Kentucky. She is passionate about championing local flowers and building systems that help make flower farming a sustainable profession. Kayla farms using a regenerative approach and has a soft spot for strawflowers, her favorite crop to grow. When she’s not in the field, she enjoys birdwatching, kayaking Elkhorn Creek, and tending to the chickens on her tiny homestead. Kayla is excited to be part of the Rooted team and to support flower farmers across the country in streamlining their processes.Specialties: Hub management, retail sales, buyer relations, and all things Rooted!Connect:&nbsp;Kentucky Flower Market <a href="https://www.kentuckyflowermarket.com/">Website</a> &amp; <a href="https://www.instagram.com/thekentuckyflowermarket/">Instagram</a><h2><img src="https://res.cloudinary.com/djd5ioypi/image/upload/v1775152660/4_d07d38cc21.png" alt="4.png">Jill Shea</h2><h4 style="margin-left:0in;">CT Flower Collective &amp; PlantHer</h4>Jill is a hub leader at the Connecticut Flower Collective and operates her plant design business, PlantHer. She has spent 14 years managing vegetable farms across the United States with a focus on educating others about plants. She has also partnered with experts in horticulture for the past 7 years, which is the source of her love for houseplants, perennials and annuals.&nbsp; She has extensive experience managing a hub, managing relationships with buyers, being a buyer herself, and designing effective marketing strategies.&nbsp;Specialties: Hub management, buyer relations, marketing, and more!Connect:&nbsp;PlantHer <a href="https://www.plantherlife.com/">Website</a> &amp; <a href="https://www.instagram.com/plant.her/">Instagram</a>, Connecticut Flower Collective <a href="https://ctflowercollective.com/">Website</a> &amp; <a href="https://www.instagram.com/connecticutflowercollective/">Instagram</a><h2><img src="https://res.cloudinary.com/djd5ioypi/image/upload/v1775152655/2_2678111a62.png" alt="2.png">Gaby Lee</h2><h4 style="margin-left:0in;">California Bay Flower Collective</h4>Gaby has been working on and with farms in California for over a decade. She owned and operated a flower farm in Pescadero, CA, selling wholesale flowers, wreaths and medicinal herbs. In 2024, Gaby co-founded the California Bay Flower Collective. She manages the group of 7 farms selling to shops, florists and flower lovers in the greater SF Bay Area. Besides flower farming, she has worked in wholesale produce distribution and purchasing. Now at Rooted Farmers, Gaby is the Customer Engagement &amp; Operations Manager; she loves getting the chance to work with hubs and growers across the country.Specialties: Hub management, buyer relations, onboarding, and all things Rooted!Connect:&nbsp;California Bay <a href="https://www.californiabayflowercollective.com/">Website</a> &amp; <a href="https://www.instagram.com/californiabayflowercollective/">Instagram</a><h2><img src="https://res.cloudinary.com/djd5ioypi/image/upload/v1775152664/5_32d81a83bf.png" alt="5.png" width="1920" height="1080">Carla Eberle</h2><h4 style="margin-left:0in;">Marketing Expert &amp; COO at Rooted Farmers</h4>Carla heads up all things operations and marketing at Rooted. Her interest in farming and agriculture stems from volunteering at a nearby organization focused on food equity and access. She is passionate about championing the stories of small farmers and believes in connecting with people through authentic storytelling. Her years of in-house and agency public relations and marketing experience have made her a pro at crafting campaigns and content aimed at all stages of marketing. She brings this expertise to her coaching sessions as she helps hubs hone their communication strategy while advising on adopting the Rooted system and hub management overall.&nbsp;Specialties: New hubs, marketing, hub operations, and all things Rooted!<h2><img src="https://res.cloudinary.com/djd5ioypi/image/upload/v1775152862/7_9ce24728c0.png" alt="7.png">Chris Green</h2><h4 style="margin-left:0in;">The People Work Company</h4>A business strategist and consultant, Chris founded his business The People Work Company after years of consulting on both for-profit and non-profit projects. He helps businesses define their vision, mission, and strategy, by providing tools and frameworks that result in clarity. As a coach for Rooted’s&nbsp;enterprise accounts, Chris helps large hubs continue to scale and define their purpose, resulting in stronger systems and smoother operations. &nbsp;Specialties: Enterprise hub coaching, business management, strategy, and more!Connect:&nbsp;<a href="https://www.linkedin.com/in/chris-green-4a236b238/">LinkedIn</a><hr><h2>Does Your Hub Want Coaching?</h2>Upgrade your Rooted hub subscription to pro today! Or, apply to our next round of grants. Our grant opportunities will re-open in the fall of 2026.You can also reach our team at&nbsp;<a href="mailto:help@rootedfarmers.com?subject=Help%20with%20Rooted%20Farmers&amp;body=">help@rootedfarmers.com</a> with any questions.

Education isn't just important, it's essential. That's why we gather experts from our community to guide hubs of all shapes and sizes as they navigate big decisions. Get to know the coaches!

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Meet the Rooted Coaches

<h1 style="margin-left:0px;">The Southern Kentucky Floral Exchange is a community of dedicated specialty cut flower growers who collaborate to support each other’s success and elevate their region's access to locally grown flowers in South central Kentucky and central Tennessee.</h1>Their mission is to increase access to locally grown, high quality, equitably priced flowers and foliage by creating a streamlined sales channel for farmers and designers. They strive to promote flower farming as a sustainable profession by increasing sales, saving time and decreasing redundancies while building relationships within the flower farming community.<img class="image_resized" style="aspect-ratio:707/429;width:100%;" src="https://res.cloudinary.com/djd5ioypi/image/upload/v1776282769/Screenshot_2026_04_15_at_3_52_17_PM_aeb2e9e5d0.png" alt="Screenshot 2026-04-15 at 3.52.17 PM.png" width="707" height="429"><hr><h1>Tell us about your hub’s origin story.</h1>Partnering with Rooted has made flower farming much more sustainable as a profession by giving us better tools, visibility, and reliable market access. From the designer aspect, the innovation of a one-stop-shop marketplace to source local flowers across multiple farms has granted incredible access to florists and systematically reduced many of the traditional challenges of buying local. Seeing that opportunity clearly, we brought the Floral Exchange to life — for farms and designers alike.<h1>Can you tell us what inspired you to bring growers together in this way?</h1>The biggest inspiration was community. Farming can be isolating, and we saw an opportunity to create something collaborative instead of competitive. By bringing growers together, we could stabilize supply, fill larger orders, support one another during crop gaps, and create a more reliable regional flower source. It also allows each grower to focus on what they grow best, while still offering customers a diverse catalog.<img class="image_resized" style="aspect-ratio:1080/1350;width:49.26%;" src="https://res.cloudinary.com/djd5ioypi/image/upload/v1776283723/22_2ab6afa154.png" alt="22.png" width="1080" height="1350"><img class="image_resized" style="aspect-ratio:1080/1350;width:49.28%;" src="https://res.cloudinary.com/djd5ioypi/image/upload/v1776441507/31_79d3a7631e.png" alt="31.png" width="1080" height="1350"><h1>What tips would you give to someone looking to start a hub?&nbsp;</h1>Start with strong communication and clear expectations. Make sure everyone is aligned on quality standards, pricing structure, fulfillment processes, and timelines. Begin small and build systems before scaling. Trust and transparency are essential. It’s okay to make mistakes!<h1>Share any unexpected challenges or surprises you’ve encountered while growing and running your hub.</h1>Coordinating supply across multiple farms can be complex, especially when weather impacts crops differently. Logistics and last-minute adjustments can be challenging. One pleasant surprise has been how willing growers are to collaborate and problem-solve together when systems are clear. The sense of shared success has been incredibly rewarding.<img class="image_resized" style="aspect-ratio:1080/1350;width:32.78%;" src="https://res.cloudinary.com/djd5ioypi/image/upload/v1776283720/11_8781d34770.png" alt="11.png" width="1080" height="1350"><img class="image_resized" style="aspect-ratio:1080/1350;width:32.92%;" src="https://res.cloudinary.com/djd5ioypi/image/upload/v1776441507/38_d555da4dc2.png" alt="38.png" width="1080" height="1350"><img class="image_resized" style="aspect-ratio:1080/1350;width:32.8%;" src="https://res.cloudinary.com/djd5ioypi/image/upload/v1776283722/15_88f0fcc4d6.png" alt="15.png" width="1080" height="1350"><hr><h1>Can you tell us how Rooted supported your hub’s growth?&nbsp;</h1>Rooted has given us structure and visibility. It streamlined our ordering process, created a central place for buyers to shop, and reduced back-and-forth communication. It’s allowed us to present ourselves as a unified, professional marketplace rather than a collection of individual farms.<h1>Which Rooted features or tools have made the biggest difference for you?&nbsp;</h1>The real-time inventory management and consolidated ordering have been game changers. Being able to update availability quickly and have buyers place orders directly through the platform has saved significant administrative time. The visibility for buyers to see what’s available across the hub in one place has also increased order size and consistency. The Rooted analytic database has also been a game changer. The automated data keeping has played a huge role in our decision making, crop plans and business development.<img class="image_resized" style="aspect-ratio:1080/1350;width:31.23%;" src="https://res.cloudinary.com/djd5ioypi/image/upload/v1776441507/25_2005474d90.png" alt="25.png" width="1080" height="1350"><img class="image_resized" style="aspect-ratio:1080/1350;width:31.38%;" src="https://res.cloudinary.com/djd5ioypi/image/upload/v1776283729/28_4d959f5d3c.png" alt="28.png" width="1080" height="1350"><img class="image_resized" style="aspect-ratio:1080/1350;width:31.42%;" src="https://res.cloudinary.com/djd5ioypi/image/upload/v1776283720/18_bd5a4fd2f8.png" alt="18.png" width="1080" height="1350"><h1>Have you noticed any measurable improvements such as increased efficiency, cost savings, revenue growth since using Rooted?&nbsp;</h1>Yes — we’ve seen improved efficiency in order processing and fulfillment, which has reduced administrative time and errors. As a collective, we’re able to capture larger orders that individual farms may not have been able to fulfill alone. That has translated into stronger overall sales, more consistent weekly ordering, and better crop planning. For individual growers, it has created more reliable demand and expanded market reach without significantly increasing workload.<img src="https://res.cloudinary.com/djd5ioypi/image/upload/v1776441506/36_09174e0009.png" alt="36.png">Be sure to check out SOKY'S <a href="https://www.sokyfloralexchange.com/">website</a> for more about their awesome operation and <a href="https://www.instagram.com/sokyfloralexchange">follow them on Instagram</a> for farming inspiration.&nbsp;

Learn about the SOKY Floral Exchange, their origin story, and how Rooted is helping them reach their goals. They have over 20 member farms working collectively to sell in the Southern Kentucky market!

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Hub Feature: Southern Kentucky Flower Exchange

<h2 style="margin-left:0px;">Filler flowers play a crucial role in floral design, adding texture, movement, and depth while complementing the focal blooms. These supporting flowers enhance arrangements by softening transitions and providing balance.&nbsp;</h2>Choosing locally grown, seasonal filler flowers ensures freshness, sustainability, and access to unique varieties that may not be available through large-scale imports. Here’s a look at some of the best seasonal filler flowers throughout the year.&nbsp;<hr><h1 style="margin-left:0px;">Spring</h1>Spring offers delicate and airy fillers like sweet peas, larkspur, stock, and feverfew, bringing soft textures and gentle fragrance to arrangements.<img src="https://res.cloudinary.com/djd5ioypi/image/upload/v1768514068/Fillers_Spring_424988dbf5.png" alt="Spring filler flowers include sweet peas, larkspur, butterfly ranunculus, and feverfew"><figure class="image"><img style="aspect-ratio:1000/1333;" src="https://res.cloudinary.com/djd5ioypi/image/upload/v1768514157/Bright_Moments_Rooted_Farmers_Blog_Design_Element_By_Season_Spring_02_08cc648297.jpg" alt="BrightMoments_RootedFarmersBlog_DesignElementBySeason_Spring_02.jpg" width="1000" height="1333"><figcaption>Floral Design &amp; Photography by Bright Moments @brightmomentssf</figcaption></figure><hr><h1>Summer</h1>Summer is abundant with versatile options like Queen Anne’s lace, hydrangea, statice, and yarrow, adding structure and color variation.&nbsp;<img src="https://res.cloudinary.com/djd5ioypi/image/upload/v1768514069/Fillers_Summer_d2a8c4d0c7.png" alt="Fillers_Summer.png"><figure class="image"><img style="aspect-ratio:1333/2000;" src="https://res.cloudinary.com/djd5ioypi/image/upload/v1768514277/Three_Roots_Floral_Designs_Rooted_Farmers_Blog_Design_Elements_By_Season_Summer_Permission_Granted_9240a49cc6.jpg" alt="ThreeRootsFloralDesigns_RootedFarmersBlog_DesignElementsBySeason_Summer_PermissionGranted.jpeg" width="1333" height="2000"><figcaption>Floral Design by Three Roots Floral Design @threerootsfloraldesign Photography by Mindy Briar Photography @mindybriarphotography</figcaption></figure><hr><h1>Fall</h1>Fall highlights warm and textured fillers such as goldenrod, scabiosa, celosia, grasses and seed pods, enhancing designs with richness and depth.<img src="https://res.cloudinary.com/djd5ioypi/image/upload/v1768514069/Fillers_Fall_8c82258d09.png" alt="Fillers_Fall.png"><figure class="image"><img style="aspect-ratio:3024/4032;" src="https://res.cloudinary.com/djd5ioypi/image/upload/v1768514723/Mullica_Hill_Floral_Co_Rooted_Farmers_Blog_Design_Elements_By_Season_Fall_02_Permission_Granted_9907cb5300.jpg" alt="MullicaHillFloralCo_RootedFarmersBlog_DesignElementsBySeason_Fall_02_PermissionGranted.jpeg" width="3024" height="4032"><figcaption>Floral Design &amp; Photography by Mullica Hill Floral Co @mullicahillfloralco</figcaption></figure><hr>Locally grown flowers provide unmatched freshness and longevity, often cut just days before an event. They offer unique varieties that aren’t widely available and include delicate, whimsical blooms that wouldn’t survive long-distance shipping. By choosing local, you reduce environmental impact while embracing each season’s natural beauty.&nbsp;This guide only scratches the surface of what local flowers have to offer. From the whimsical textures and seasonal varieties we've touched on, there’s an entire world of flowers waiting to be discovered. Each season brings new blooms with unique characteristics, colors, and forms, offering endless possibilities for your designs. As you dive deeper into the world of locally grown flowers, you'll uncover even more stunning options to create a truly personalized and vibrant floral experience.&nbsp;&nbsp;If you’re planning a wedding or event, consider sourcing filler flowers from a local grower on Rooted Farmers. You’ll get fresher, more distinctive blooms while supporting your local floral community.&nbsp;&nbsp;

Designing with local flowers means that your options change as the seasons change! Here's a guide to help you navigate what filler flowers are typically available each season. 

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Seasonal Flower Guide: Filler Flowers

<h2 style="margin-left:0px;">You’ve already done the hard part.&nbsp;</h2>You’ve made calls, walked into busy shops, restaurants, grocery stores with samples in hand. You’ve built relationships with school districts and other institutional buyers. You've asked the right questions and listened closely to their needs. You’ve built real trust with your buyers.&nbsp;&nbsp;Now, you’re ready to move your ordering process online and make things even better for your buyers and you. The good news is that the foundation you’ve built makes this transition a whole lot easier.&nbsp;<img src="https://res.cloudinary.com/djd5ioypi/image/upload/v1772048342/3_images_for_blog_14795083a7.png" alt="3 images for blog.png">Shifting buyers to an online ordering platform isn’t about replacing the relationship. It’s about strengthening it by making the logistics around buying easier, faster, and more reliable.&nbsp;&nbsp;When buyers can see your availability in real time, place orders on their own schedule, and stop relying on a chain of texts and emails, it removes friction on both sides. It gives buyers confidence in ordering from you and frees you up to focus on what matters: growing and delivering fresh, high-quality, locally grown products. &nbsp;If you’re still in the early stages of building those buyer relationships, check out our guide on <a href="https://www.rootedfarmers.com/blog/how-to-build-new-relationships-with-wholesale-buyers">How to Build New Relationships with Wholesale Buyers</a> first. Once those connections are in place, come back here — this post picks up right where that one leaves off.&nbsp;Here’s how to make the transition smooth.&nbsp;<hr><h1 style="margin-left:0px;">The Hardest Part Is Already Behind You&nbsp;</h1>Here’s something important to remember: the reason most farmers and hubs struggle to move buyers online has very little to do with technology. It’s about trust.&nbsp;&nbsp;Buyers stick with what’s familiar because familiarity feels safe. Asking them to change how they order – even if it’s objectively easier – introduces uncertainty and is asking them to take a small leap of faith. But your buyers have already taken that leap and crossed the biggest hurdle. They tried your product, they built a relationship with you, and they kept coming back. The trust is there. The shift is about extending that trust into a new, better ordering process.&nbsp;When you approach this transition from that perspective, it stops feeling like a sales pitch and starts feeling like a natural conversation. You’re not asking them to adopt a new system for your benefit. You’re showing them that the way you work together is about to get even more reliable, save them time by reducing all the back-and-forth, and make ordering from you even easier.&nbsp;<figure class="image image_resized" style="width:90.51%;"><img style="aspect-ratio:1000/600;" src="https://res.cloudinary.com/djd5ioypi/image/upload/v1774985553/Buyer_transition_blog_post_a01073f16f.png" alt="Buyer transition blog post.png" width="1000" height="600"></figure><hr><h1>Use That Trust to Make the Ask Easy&nbsp;</h1>The way you frame the conversation matters more than you might think. Buyers who are used to texting you their order on a Thursday morning aren’t going to change their habits just because it’s easier for you. But they will change their habits for someone they trust, if that person can show them why it’s worth it.&nbsp;When you introduce Rooted to your buyers, lead with what’s in it for them.&nbsp;<ol><li>They will always know exactly what you have available that week.&nbsp;&nbsp;</li><li>They can place their order when it best fits their schedule.&nbsp;&nbsp;</li><li>Everything lives in one place instead of scattered across multiple text and email threads. They can message you right on the order!&nbsp;</li><li>All changes to orders have an audit trail, and order history is saved. Invoices can be viewed anytime for simple order tracking and budgeting.&nbsp;</li><li>It’s less work for them and it means fewer things fall through the cracks on both sides.&nbsp;</li></ol><img class="image_resized" style="aspect-ratio:1000/600;width:100%;" src="https://res.cloudinary.com/djd5ioypi/image/upload/v1775135679/Buyer_transition_blog_post_new_latpop_b6a35d3bb8.png" alt="Buyer transition blog post - new latpop.png" width="1000" height="600"><hr><h1 style="margin-left:0px;">Meet Them Where They Are&nbsp;</h1>You know your buyers. You know which ones will log in and place their first order the same day you send them the link, and you know which ones are going to need a little guidance to feel comfortable. That’s okay. Lean into what you already know about them.&nbsp;<h3 style="margin-left:0px;">For buyers who want some guidance:&nbsp;</h3>Rooted Farmers has resources to help guide wholesale buyers to sign up such as email invitation templates, a <a href="https://drive.google.com/file/d/1s9l7FXHawibQC_sY0IDzHI6UqQRmuGSZ/view?usp=sharing">physical flyer</a>, a step-by-step PDF guide, and tutorial videos that you can share, including this <a href="https://vimeo.com/833466067?fl=ls&amp;fe=ec">"How to Shop" tutorial</a>. Let them know it only takes a few minutes to create an account and it’s free!Next time you’re dropping off a delivery or chatting through what’s coming up in your harvest, pull up the storefront together and walk through what’s available that week. Browsing availability in real time, actually seeing your dahlias or your salad mix right there on the screen, makes the platform feel immediately relevant rather than abstract. Place their first Rooted order together in the moment, so it stops feeling like a tech hurdle and starts feeling like another part of how you work together.&nbsp;<h3 style="margin-left:0px;">For buyers who aren’t quite ready:&nbsp;</h3>Create an invoice for them as a guest. This will send them their order confirmation via email and prompt them to create an account when they’re ready. It’s a gentle introduction to the platform that meets them where they are and naturally eases them into the experience.&nbsp;<figure class="image image_resized" style="width:100%;"><img style="aspect-ratio:2240/1260;" src="https://res.cloudinary.com/djd5ioypi/image/upload/v1772046871/Jill_photo_at_computer_0660d2eaad.png" alt="Jill photo at computer.png" width="2240" height="1260"></figure><hr><h1 style="margin-left:0px;">Keep Showing Up the Same Way You Always Have&nbsp;</h1>The thing that built trust with your buyers in the first place was consistency. You showed up on the same days, communicated on a reliable schedule, and did what you said you were going to do. Online ordering works the same way.&nbsp;&nbsp;Send your buyer notification messages that your shop is open at the same time each week. Include your Rooted storefront link in every newsletter, share it on your social media and website. Make sure your key ordering details are always clear: when your store opens, when orders close, and your order fulfillment options.&nbsp;&nbsp;When buyers know exactly when to expect to hear from you, checking your storefront becomes part of their routine. Consistent communication builds buyer confidence and it’s the same principle that made them trust you in the first place.&nbsp;<hr><h1 style="margin-left:0px;">Make Rooted the Only System You Need&nbsp;</h1>As more of your buyers get comfortable with the platform, it’s worth being intentional about winding down orders that come in by text or email. Not because those methods don’t work, but because splitting your attention across multiple channels is where mistakes happen. A missed message, a double order, a request that slips through during a busy harvest week.Give your buyers plenty of notice, pick a realistic date, and communicate it warmly rather than as an ultimatum.&nbsp;Change takes time, but clear expectations make the transition smoother and the whole operation more efficient.&nbsp;<hr><h1 style="margin-left:0px;">The Technology Is the Easy Part&nbsp;</h1>Moving your wholesale buyers online isn’t about overhauling what’s already working. It’s about building on it. The trust, the communication habits, the reliability you’ve already established with your buyers--that’s the foundation that makes this transition possible.&nbsp;&nbsp;Rooted Farmers is here to make the logistics match the quality of those relationships.&nbsp;If you’re ready to get your buyers set up, we’re here to help. Reach out to our team and let’s get started!

Introducing wholesale buyers to new systems can be daunting--but it doesn't need to be. Shifting buyers to an online ordering platform strengthens your relationships by making the logistics around buying easier, faster, and more reliable. 

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Bring Your Wholesale Buyers Online with Rooted

<h2>When the vital details of your hub only live inside your head, you become the bottleneck for every decision.&nbsp;</h2>That's not a hub management problem—it's a systems problem. And we built the solution.<hr><h1>Your Digital Sticky Notes</h1>We’ve introduced Internal Notes and Smart Tagging to turn your individual expertise into a shared memory, giving your team the context they need to act with confidence.Think of internal notes as a collection of digital sticky notes that stay exactly where the work happens.&nbsp;You can leave private, internal notes on any order, ensuring that important nuances—like a preference for plastic-free packaging or a product substitution—are never lost in a messy email chain or text thread that nobody can find later.&nbsp;It’s about moving the behind-the-scenes conversations out of your mental tabs and onto the platform, so you aren't the only one who knows the why behind a what.<img src="https://res.cloudinary.com/djd5ioypi/image/upload/v1773938931/Internal_notes_laptop_f9bf00b451.png" alt="Internal notes laptop.png"><hr><h1>Instant, Accountable Handoffs</h1>The real power for a growing hub lies in Smart Tagging. When an order changes or a task needs a second pair of eyes, you can simply tag a hub member in a note to alert them of exactly what needs to be done. It’s an instant, accountable hand-off that ensures nothing falls through the cracks.&nbsp;No more "did you see my text?" or "who is handling this?"—the full history and current "owner" of every task are visible to everyone, eliminating the friction of constant back-and-forth messaging.<hr><h1>A Hub That Runs Without You in the Room</h1>By moving these logistical details off your plate and onto the platform, you're doing more than organizing your workload—you're building a team that can operate with confidence whether or not you're the one answering the phone.That's what scaling looks like. And, peace of mind.<hr><h1>Need Help?</h1>Already selling on Rooted and want help understanding internal notes and smart tagging? Join our Tuesday Zoom Q&amp;A sessions held every week at 12pm EST.&nbsp;Click the 'Join Zoom' button from your dashboardYou can also reach our team at&nbsp;<a href="mailto:help@rootedfarmers.com?subject=Help%20with%20Rooted%20Farmers&amp;body=">help@rootedfarmers.com</a>.

Your hub runs on communication. Our new Internal Notes and Smart Tagging keep your whole team in sync — no more lost details, missed hand-offs, or 'did you see my text?' moments. Think digital sticky notes. With alerts.

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Internal Notes + Smart Tagging: Your Team's Collective Memory

<h2>In the world of small-scale farming, the CSA (Community Supported Agriculture) model has long been the gold standard for sustainability.&nbsp;</h2>Neighbors buy a "share" of the harvest before the seeds are even in the ground, providing farms with the upfront capital you need to grow.&nbsp;Our new Farm Shares feature reimagines this model for producers, allowing your community to invest in you today so you can keep the local agricultural economy moving tomorrow.<div class="raw-html-embed"><div style="padding:80% 0 0 0;position:relative;"><iframe src="https://player.vimeo.com/video/1174939794?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0" allow="autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share" referrerpolicy="strict-origin-when-cross-origin" style="position:absolute;top:0;left:0;width:100%;height:100%;" title="Introducing: Farm Shares!"></iframe></div><script src="https://player.vimeo.com/api/player.js"></script></div><hr><h1>Farm Shares: What They Are and Why They Matter</h1>A traditional farm share often delivers a mystery box of whatever is in harvest, but your members have unique tastes.&nbsp;By using Farm Shares, you give your community the best of both worlds: the immediate financial support you need to keep your farm running in the off-season, and the flexibility for your members to "shop their share" at their own pace, choosing exactly what they love when the time is right.You’re inviting your customers to be true stakeholders in your success. The Rooted system tracks every balance automatically, so you can stop playing accountant and note-taker and get back to farming.&nbsp;<figure class="image"><img src="https://res.cloudinary.com/djd5ioypi/image/upload/v1773859384/Feature_Blitz_2026_farm_shares_laptop_2_53a0ae0919.png" alt="Feature Blitz 2026 - farm shares laptop 2.png"></figure><hr><h1>How Does this Help You?</h1>This shift does more than just help your cash flow; it protects your mental bandwidth.&nbsp;✔️ Retail Customer Management:&nbsp; Create and manage all of your retail customers, their order histories, and payment methods - all in one place.✔️ Get Paid Upfront:&nbsp; Secure the early-season revenue to invest in seeds, labor, or new equipment.✔️ Flexibility for Buyers: &nbsp;Customers can “shop their share” on their schedule—no more rigid weekly boxes.&nbsp;✔️ Zero Admin Headaches: &nbsp;No more tracking "credits" on index cards or spreadsheets. Balances are tracked automatically and applied at checkout.<figure class="image"><img src="https://res.cloudinary.com/djd5ioypi/image/upload/v1773858776/Feature_Blitz_2026_laptop_farm_shares_d6c5bfb8fe.png" alt="Feature Blitz 2026 - laptop farm shares.png"></figure><hr><h1>A Farmer's Experience.</h1>Don’t just take our word for it!&nbsp; We worked with fourth generation farmer, Susanna Thornton, of Thornfield Farm and the Blue Ridge Farmers Collective to create a sustainable model that can work overtime for your farm. <span style="color:hsl(0,0%,30%);font-family:-apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, system-ui, &quot;Apple Color Emoji&quot;, &quot;Segoe UI Emoji&quot;, &quot;Segoe UI Web&quot;, sans-serif;">“The CSA model is an invaluable tool for farmers. It brings in critical early-season cash flow, allowing us to pay our team, buy our seeds, and invest in all of the expensive infrastructure required to run a farm. But the traditional "box" model wasn't sustainable for us. We hated the guilt that we – and our customers – felt from unwanted items (I see you, Swiss Chard!), and the pressure to fill boxes week in and week out without clear choice from our customers weighed on us—there was just too much waste all around.&nbsp;<span style="color:hsl(0,0%,30%);font-family:-apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, system-ui, &quot;Apple Color Emoji&quot;, &quot;Segoe UI Emoji&quot;, &quot;Segoe UI Web&quot;, sans-serif;">A flexible, completely customizable “store-credit” style Farm Share model lets us tap into that early-season capital, but removes the guilt and pressure that we and our community felt with the old model.&nbsp;<span style="color:hsl(0,0%,30%);font-family:-apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, system-ui, &quot;Apple Color Emoji&quot;, &quot;Segoe UI Emoji&quot;, &quot;Segoe UI Web&quot;, sans-serif;">Our customers LOVE the new model. We receive consistent positive feedback and have over 90% retention year over year with a running waitlist. We really view this as a much more sustainable path forward – not only for our farm and community, but for the industry as a whole."- Susanna Thornton, Thornfield Farm; Blue Ridge Farmers Collective<img src="https://res.cloudinary.com/djd5ioypi/image/upload/v1773864717/Feature_Blitz_2026_Susanna_b1172bfa40.png" alt="Feature Blitz 2026 - Susanna.png">(<a href="https://www.rootedfarmers.com/blog/farmer-feature-thornfieldfarm">check out our Farmer Feature on Susanna here!</a>)<hr><h1>Get Set Up!</h1>By offering these shares, you are building a resilient ecosystem where growth is rooted in connection. Log into your account today to activate your Farm Shares, and invite your community to grow alongside you.<h1>Need Help?</h1>Already selling on Rooted and want help setting up farm shares? Join our Tuesday Zoom Q&amp;A sessions held every week at 12pm EST.&nbsp;Click the 'Join Zoom' button from your dashboardYou can also reach our team at&nbsp;<a href="mailto:help@rootedfarmers.com?subject=Help%20with%20Rooted%20Farmers&amp;body=">help@rootedfarmers.com</a>.

Inspired by the traditional CSA model, our new Farm Shares feature lets your community invest in your farm upfront. It gives you the capital you need for inputs and gives buyers the freedom to "shop their share" at their own pace. It’s a win-win for a sustainable farm ecosystem.

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Farm Shares: A New Way for Your Community to Invest in You

<h2>Susanna Thornton, owner of Thornfield Farm in Fincastle, VA, is a fourth generation grower on her family's farm.&nbsp;</h2>Over the years, they’ve raised cattle, sheep, produce, specialty cut flowers, and more. Thornfield Farm integrates sustainable agriculture with a deep commitment to her local community, and through their operation, they have been instrumental in building out hub infrastructure to support a broader community of farms in their region.<img src="https://res.cloudinary.com/djd5ioypi/image/upload/v1773864717/Feature_Blitz_2026_Susanna_b1172bfa40.png" alt="Feature Blitz 2026 - Susanna.png">Nestled in the scenic Blue Ridge Mountains, Susanna has grown Thornfield into a diversified farm known for its high-quality produce, pastured meats, and vibrant floral offerings. Her approach to farming is rooted in the belief that healthy soil and transparent practices are the foundation of a resilient food system, ensuring that every harvest reflects the unique character of the Blue Ridge landscape.Beyond the fields, Susanna is a passionate advocate for the "modern farmer," constantly seeking ways to bridge the gap between traditional growing and innovative business systems. Thornfield Farm is not just a place of production, but serves as a community hub where neighbors can reconnect with the source of their food and flowers.&nbsp;<img src="https://res.cloudinary.com/djd5ioypi/image/upload/v1773865263/Feature_Blitz_2026_susanna_3_0d63561044.png" alt="Feature Blitz 2026 - susanna 3.png">Susanna’s work is driven by a desire to make small-scale agriculture both ecologically sound and economically viable for the next generation of farmers, and we are proud to partner with her as she continues to build for her community. &nbsp;Interested in learning about some of the collaborative work we’ve done with Susanna?&nbsp; <a href="https://www.rootedfarmers.com/blog/cure-burnout-with-new-farm-shares">Check out our article on Rooted’s new Farm Shares tool here!</a><img src="https://res.cloudinary.com/djd5ioypi/image/upload/v1773865265/Feature_Blitz_2026_susanna_2_8514d8533d.png" alt="Feature Blitz 2026 -susanna 2.png">

Thornfield Farm, in Fincastle, VA, is owned and run by Susanna Thornton and her partner Alex.  In addition to the farm, Susanna also runs the Blue Ridge Farmers Collective - a local food hub - and the Blue Ridge Flower Collective - a collaborative of specialty cut flower growers.

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