Open Flower Network

Expanding Wholesale

Tools and resources to help you sell successfully in wholesale and business-to-business markets

Quality & Pricing for Wholesale

Determining fair and competitive prices can be a challenge for flower farmers, whether you’re selling to consumers, designers or otherwise.  In this video and slide deck, we dive into pricing and related issues, with a focus on wholesale and business-to-business markets.

2025 pricing data

Access pricing data for 140 flower products, including minimum, maximum and average prices. This data was compiled from sales data of 8 online marketplaces (or ‘flower hubs’) on the OFN platform, pooled for the entire season, across hubs in cities and towns in Alberta and Ontario, and across a range of flower types and quality characteristics. The prices listed here represent the prices paid by designers and florists who purchased flowers through an online marketplace in 2025. 

The spreadsheet can be downloaded in Google Sheets or Excel format.

Looking for the 2024 data? You can still find it here: 2024 Excel | 2024 Google Sheets 

Cut Flower Coops and Collectives

Selling through wholesale channels is a valuable yet often untapped income source for many small-scale flower farms, whether they are scaling up or already established. Cut flower cooperatives and collectives provide accessible and beneficial entry points to the wholesale market. These collaborative models allow groups of growers to organize into business-to-business “hubs,” where each participant contributes their products to collectively offer wholesale flowers to designers and other buyers.

In this video, we dive into the opportunities and the challenges of online wholesale flower hubs. Theresa Schumilas of Garden Party Flower Farm is joined by designers from The Local Flower Collective (Canada’s longest running online wholesale hub) and The Ottawa Flower Collective, who share their successes, setbacks, and insights.

Starting a Cut Flower Hub

Are you interested in setting up a flower hub but don’t know where to start?  In this video, Theresa of Garden Party Flower Farm discusses how specialty cut flower hubs work, reviews the benefit for growers and designers, and offers valuable advice to get a new hub off on the right foot.

Selling to Flower Shops

For many local flower growers, establishing a relationship with a flower shop can be an effective way to expand into wholesale.

In this video, Theresa of Garden Party Flower Farm and Hailly of Camerons Flower Shop chat about how to build and maintain this relationship. Together they offer strategies and tips for finding a good match, setting prices, choosing flower varieties, and preparing your products for delivery.

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Financial support was provided under the Sustainable Canadian Agricultural Partnership.