Green and Gorgeous

What Green and Gorgeous does

Green and Gorgeous is a privately held, founder-owned flower farm established in 2008 by Rachel Siegfried on approximately 3-5 acres of cultivated land at Baliffs House, Little Stoke, Wallingford, Oxfordshire (OX10 6AX). The business operates a diversified, multi-channel model centred on sustainably grown British cut flowers, spanning farm gate retail (Saturdays March to October), B2B wholesale to professional florists, A La Carte wedding flowers, local funeral arrangements within a 20-mile radius, and an educational programme of growing, floristry, and art workshops. Operations are run by founder Rachel Siegfried and partner Ashley Pearson, supported by volunteers and seasonal staff (6 total headcount).

The company's core technology is agronomic rather than digital: seasonal cultivation in flower fields and polytunnels, soil and compost management, cold storage and stage-specific conditioning for vase life (advertised at approximately 5 days), and a spreadsheet-based crop planning methodology with bed mapping and succession planting. Proprietary horticultural knowledge, built over 16+ years, underpins 500+ dahlia plants across 50+ varieties and a trialled catalogue of 128 perennials and woody plants documented in The Cut Flower Sourcebook (Filbert Press, 2023). Distribution runs through a single physical site, an own e-commerce shop, an email newsletter, and a small florist wholesale network; the company is bootstrapped with no external investment or parent entity.

Revenue mechanics are transactional across every stream. Wedding pricing is quote-based via downloadable brochure; courses range from £180 to £450 per attendee (one-to-one bespoke classes at the top end); the Sourcebook retails at £35; seeds, vouchers, and ceramics are sold online. In 2024 the business publicly pivoted away from full-service wedding design toward florist wholesale supply, signalling a strategic refocus on its growing operation. Recognition includes RHS inclusion of The Cut Flower Sourcebook in 2023 top-10 gardening book lists, House & Garden 2017 monthly cut flower series, and Telegraph and Refinery29 profiles of the founder.

Name

Green and Gorgeous

Legal name

Green and Gorgeous

Website

https://greenandgorgeousflowers.co.uk

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Green and Gorgeous is an Oxfordshire flower farm founded in 2008 by Rachel Siegfried, selling sustainably grown British cut flowers via farm gate retail, wholesale to professional florists, weddings, funerals, workshops, and a published gardening book.

Ownership category

akta.pro rank

Product category

Flower Farming and Floristry Services

NAICS

Floriculture Production (111422), Nursery and Floriculture Production (11142), Greenhouse, Nursery, and Floriculture Production (1114), Florists (45931)

akta.pro primary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

akta.pro secondary industry

Wedding & Bridal Floral (Bouquets, Boutonnieres, Corsages) (HSACAOAJ)

Keywords

• Cut flower farming
• Wedding floristry services
• Wholesale cut flowers
• Flower farming courses
• Sustainable flower cultivation

Headquarters

HQ city

Little Stoke, Wallingford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales

Revenue model

1. Farm Gate Retail Sales: Direct retail sales of just-picked flowers, vegetables, free-range eggs, and seeds to consumers visiting the farm on Saturdays
2. Wedding Flowers: A La Carte wedding flower services providing bouquets, buttonholes, corsages, table centres, and arrangers' buckets; also full design and installation service for weddings
3. Courses and Workshops: Educational programs including growing courses, floristry workshops, floral art and photography, farm tours, and flower farm suppers; one-to-one classes at £450
4. Product Retail (Seeds, Books): Online sales of seeds harvested from the farm, The Cut Flower Sourcebook (£35), vouchers, and ceramics
5. Funeral and Sympathy Flowers: Handcrafted funeral arrangements including coffin sprays, casket sprays, and flower sheaves delivered locally
6. Wholesale to Florists: B2B wholesale supply of flowers and foliage to professional florists, picked and conditioned fresh weekly from April through October

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Green and Gorgeous is a flower farm in Oxfordshire that grows seasonal British cut flowers and sells them through farm-gate retail, wholesale to professional florists, and bespoke wedding and funeral floral design services. The business also runs an extensive portfolio of paid on-farm educational courses covering cut flower growing, floristry, farm tours, and creative workshops, and publishes The Cut Flower Sourcebook along with farm-harvested seeds.

Product overview

Green and Gorgeous is a flower farm in Oxfordshire founded in 2008 by Rachel Siegfried, offering a diversified portfolio of products and services. The core offering centres on naturally grown British cut flowers sold via farm gate sales and to professional florists. Educational services include a comprehensive range of courses covering flower growing (Growing Courses), floral design (Floristry Courses), farm tours, one-to-one consultations, and creative workshops in floral art and photography. The business publishes "The Cut Flower Sourcebook," a definitive guide to growing perennials and woody plants for cutting. Additional revenue streams include wedding flowers (A La Carte service), funeral flowers, and a seed collection featuring farm-selected varieties. The product ecosystem is unified by Rachel's garden-led philosophy and sustainable growing practices, with courses often incorporating take-home flowers, seeds, and plants.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 5-day vase life for bouquets (with proper care)
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Caroline Pierrepont (Woden Cottage Kitchen)coreStrategic or Co-development PartnerLocal chef Caroline Pierrepont collaborates with Green and Gorgeous to host Flower Farm Suppers - five-course seasonal feasts featuring produce from the farm alongside other local growers. The partnership combines flower farm aesthetics with culinary expertise for immersive dining experiences.
• Sarah RavenminorGTM or Marketing PartnerRachel appeared as a guest on Sarah Raven's podcast (episodes 18 and 113) discussing roses and favourite perennials for cutting, providing marketing exposure to Sarah Raven's gardening audience.
• Team FlowerminorGTM or Marketing PartnerRachel participated in a hearty podcast with Team Flower discussing all things floral and the Green and Gorgeous story, reaching the Team Flower educational community.
• RHS (Royal Horticultural Society)minorGTM or Marketing PartnerRachel appeared on an RHS podcast in 2023 discussing perennials, gaining exposure to the RHS gardening community.
• Filbert PresscoreOthersPublisher of The Cut Flower Sourcebook; Rachel's expertise is showcased through this publishing partnership with Filbert Press, a specialist gardening book publisher.
• Harriet ColeridgeminorStrategic or Co-development PartnerLocal potter who collaborated with Rachel to design hand-thrown ceramic vessels specifically for seasonal flower arrangements, combining pottery craft with floral design.
• Joanna OliverminorStrategic or Co-development PartnerLocal potter who worked with Rachel to design custom ceramic vessels for seasonal arrangements, creating vessels that complement the natural forms of garden flowers.
• The Garden Gate Flower CompanyminorStrategic or Co-development PartnerRebecca and Maz from The Garden Gate Flower Company collaborate on wedding intensive courses, bringing event floristry expertise to Green and Gorgeous workshops.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Higgledy Garden: Small UK cut-flower grower in Cornwall selling seeds, plants and flowers; overlaps with Green and Gorgeous on cut-flower cultivation, seed retail and the educational/hobbyist gardener segment.
• The Garden Gate Flower Company: Listed as an existing collaboration partner on Green and Gorgeous' wedding intensive courses; small UK flower farm and floristry business with shared craft-style, event floristry and educational offerings.
• Common Farm Flowers: Small independent British cut-flower grower and florist in Sussex, founded by Georgie Newbery; offers local delivery, workshops, wholesale to florists and a similar diversified farm-based business model.
• Floret Flowers: US-based family flower farm and seed business with a parallel diversified model: cut-flower cultivation, wholesale, education (workshops/books), seed sales, and a published book ('Cut Flower Garden') — a near-direct analogue albeit in the US market.
• Smith & Munson: UK specialist cut-flower grower (notably Lisianthus) supplying wholesale to event florists nationwide; comparable grower-to-florist wholesale model with seasonal British-grown focus.
• The Real Flower Company: UK grower of scented garden roses and cut flowers, supplying event florists and luxury wedding flowers with seasonal British-grown blooms — a directly comparable premium positioning.
• The British Flower Company: UK collective/distributor sourcing from multiple British flower growers to supply florists with seasonal British-grown stems — a wholesale competitor on the same B2B florist-supply axis Green and Gorgeous is targeting.

Broad incumbents

• Interflora: UK and Ireland flower delivery network serving the same gifting, sympathy and event occasions; competes in the same downstream end-markets but as a relay network rather than a grower.
• Bloom & Wild: Large UK letterbox flower delivery brand operating at national scale; competes for the same flower-purchasing consumer occasions (gifting, events) but with an imported, technology-led model rather than local sustainable growing.
• Sarah Raven: Well-established UK gardening and cut-flower brand with mail-order plants, seeds, courses, a published book and a podcast; overlaps with Green and Gorgeous in cut-flower education, seed retail and content but at significantly larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/green-and-gorgeous

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Green and Gorgeous