Last season—and really, every season before it—I’ve battled botrytis on my peony farm. If you’re not familiar, botrytis is a fungal disease that causes grey mold on plant material. It’s not uncommon, especially on production farms like mine where plants are grown in close quarters.

It’s often recommended to space peonies up to 4’ apart. Well… mine are spaced 2 feet apart within each row, and my rows are spaced 3 feet apart. It’s a tight setup that works well for maximizing space, but unfortunately, it encourages fungal and bacterial issues due to limited airflow.

In past years, I didn’t worry too much about it. The worst of the botrytis usually showed up after harvest, so I never felt the urgency to deal with it. That said, I’ve always had a few varieties along the edge of the field that seem to get hit with it earlier than the others. That particular edge is shaded by tree cover, and I suspect the lack of sunlight creates the perfect environment for botrytis to show up early and often.

This past season though felt different. The botrytis showed up sooner than usual. Maybe it was because the plants are getting bigger. Maybe it was because of the cold, wet spring we had. Either way, now that I’m focusing solely on peonies, I finally have the time to be proactive instead of reactive.

This is especially important this year as I’m also growing potted peonies inside our hoop house. If you’ve ever grown anything in a hoop house, you know it can be a breeding ground for fungi and bacteria. Less airflow + warmer temps = a perfect storm.

So, this season I’m taking a new approach.

Here’s the plan…

Many of us start by spreading the word about our flowers one person at a time—telling a coworker, dropping off a bouquet at a local business, or posting on social media and hoping someone sees it. And while that will get more eyes on your business, I’m all about working smarter, not harder. Instead, what if you found pockets of your ideal customer—groups, spaces, or communities where they’re already gathered—and tapped into those? That’s where real momentum starts.

One of the most overlooked places to do exactly that? Facebook groups.

Facebook Groups: Still One of the Best Free Marketing Tools

If you’ve taken any of my courses or downloaded The Playbook, you know I’m a longtime fan of Facebook groups. They’re how I got my start—and they’re still one of the easiest ways to get eyes on your farm without spending a dime.

Facebook groups are full of built-in communities—moms, gardeners, local shoppers, neighborhood groups, hobbyists, and more. These groups are made up of real people in your area who are already chatting, sharing, and asking questions. And with the right approach, you can show up in these spaces (without being spammy) and let them know your flower business exists.

Let’s talk about how to do that well—and how I’ve used this exact strategy to bring in real customers, not just “likes.”

The Post That Added 197 People to My Email List

I’m gearing up to launch my peony subscriptions in just a few weeks, and my intention right now is to build local awareness and grow my email list. While I have past customers and an existing list, I’m always looking to add new leads—especially right before a launch.