We were lucky to catch up with Julie Pal recently and have shared our conversation below.

Julie, appreciate you joining us today. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

Starting a peony farm was a dream that I loved to think and talk about. Through conversations and began to feel a growing passion that simply required a step forward. It was a decision and a leap. I started small, but I took a step forward by securing an acre at my parents farm, and then ordering plants. It would take three years before I had enough flowers to sell. I knew that I could use that time to develop my market, research opportunities for sales, and learn how to actually start a business. I was lucky that what my business was going to be, naturally required a period of time (years) before it was going to be ready to have a product. That made it feel less scary for me. Ultimately, making the decision to buy several hundred plants and put them in the ground was a leap of faith and step in the right direction of my hopes and dreams. I spent close to a thousand dollars in the spring of 2006 on peony roots, which didn’t arrive until October of that year. In those months I was able to think about and plan how I needed to prepare the soil, how I was going to handle weeds, how to plant these roots that would last for generations. When they arrived it was all about the physical work of getting them in the ground. It was the hardest kind of work but felt so satisfying and promising for the future.

Julie, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I am a typical suburban woman, kind of an unlikely flower farmer. My husband and I have 4 kids, and I have worked for 20 years as an Occupational Therapist/Certified Hand Therapist. As an outlet to my busy life as a young Mom with a job, I spent free time in my yard. I planted vegetable gardens, put in flower beds, and of course planted three peony divisions along my back porch. These divisions were given to me when we moved in, from plants that grew at my Grandmothers home, and my childhood home. I loved them and appreciated them, but my special love for them grew over the years as I was less successful with my other vegetables and flowers. Gradually I learned that you can store peonies for weeks in the refrigerator, I learned that you can multiply plants, and that they live for up to 100 years. As I learned more, my desire to have more grew.

At that time, a dear friend of mine was a wedding florist. I began asking her questions about the floral industry and if peonies were good flowers on a commercial level. She encouraged me to pursue it, and I’ll never forget her words, “Trust me Julie, people will want your flowers if you grow them.” So, I decided to try and find a place where I could start a little peony patch. My husband was supportive, and we looked for areas of land near our home, something that wouldn’t be too disruptive if we were going to move to a place that had land. My parents had retired that same year and purchased a 12-acre hobby farm in the Kansas Flinthills. My Dad offered to share an acre, for me to get started. I almost turned him down. The farm is several hours from where we live. In fact, we had just secured an acre close to our home, that we hoped would be our forever home and peony farm. In the end, I planted the first roots at my parents farm, with their help, love and support. It’s interesting to reflect on- I can’t imagine, now, not having this special flower operation without my parents. I think that’s what I”m most proud of. The work that I have to do allows me to see my parents more often than it would otherwise would. Yes, it’s inconvenient. But, I wouldn’t trade it for anything. My business has become somewhat of a catalyst in the importance of relationship and opportunity to spend time with my parents, while I can. During harvest season I take time off of work and my husband becomes a full time parent while I spend several non stop intense weeks at the farm. But, outside of that, I am able to do the work on my timeframe and when I can get there, which is great.

Can you share one of your favorite marketing or sales stories?

I think my favorite story on marketing comes from naivety and just not knowing what to do. And, I want to share this story because I think it’s important for people to understand that you have to ask for what you want, and you have to put yourself out there.

I had read a book on flower farming by Lynn Byczynski, in it she interviewed a grower who sold locally through Whole Foods. I was inspired and wanted to see if there was a shot for me at Whole Foods in the Kansas City area. So, I walked into the produce section of the store nearest me. I asked the first employee I saw if there was someone I could speak with on becoming a potential vendor. It took bravery to walk into the store, but it was the only way I knew to start connecting with retailers to try and find a way into the local flower market. Luckily for me, this delightful employee wrote down the name and email of his manager and of course I emailed her the minute I got home. It took awhile. In fact, it took over a year, but I was given the opportunity to sell flowers to Whole Foods. During that time frame I learned how naive I was, but I rose to what I needed to be which has been a wonderful part of my business. I had no idea about bar codes, and business insurance, and product transparency, and volume that would be needed, etc. My philosophy through this experience is that you don’t know until you ask, and put yourself out there. You start figuring out what you need to, one step at a time.

Can you talk to us about how your side-hustle turned into something more.

My side hustle is just that, it is a side hustle that has become a small business. I considered very seriously making it my full time job. In order to do that, I would need to give up a career that I love, and be willing to grow big with peony volume and probably with other flowers. For a couple of years I tried to scale up with other flowers, but I quickly learned that it stole the joy. I want to protect this passion project to ensure that I continue to love every minute of it. I will grow and expand in ways that feel comfortable, I’m looking into providing online classes as well as media and merchandise related to peonies of course. But I”m trying not to rush it, to make sure it feels right in my soul.

Contact Info:

• Website: https://www.juliepalpeonies.com/
• Instagram: @juliepalpeonies
• Facebook: @juliepalpeonies
• Youtube: https://www.youtube.com/channel/UCYUFcxmWHcPkv-JDV5P_3QA/featured

Image Credits

Grace Chappell, Meg Kumin, Rachel Loewen