Today we’d like to introduce you to Katie Connatser.
Hi Katie, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I started my professional career with a strong work ethic and a deep respect for what it takes to build something from the ground up—values shaped early by growing up in an agricultural family. That background taught me consistency, integrity, and the quiet pride of doing work that grows over time. I’ve carried that mindset into every role I’ve held, especially work centered on people, operations, and helping organizations thrive.
After graduating from Maryville College with a degree in Graphic Design, I found myself in roles that were heavily marketing- and business-administration-related. I designed branding, bank books, websites – you name it – and settled into a rhythm working for a private equity firm. I didn’t stay in the marketing and design lane for long. I somehow managed to quickly take on executive administrative tasks, working on a business acquisition team, and managing marketing and systems for thirteen operating businesses across the US and Canada. I learned and traveled so much through my time there, and it truly taught me not only about business but also about myself.
A little over five years ago, I joined Avero Advisors, a management consulting firm headquartered in Knoxville, TN. Since then, I’ve worn many hats—spanning marketing, business development, enterprise-level strategy, and delivery—and now serve on the executive team as the VP of Talent and Operations. I support the firm’s growth through hiring and workforce planning, internal operations, finance, and making sure our people and delivery teams have what they need to do their best work. It’s been a role defined by variety, momentum, and building the kind of internal foundation that helps a business scale thoughtfully.
Alongside my consulting leadership work, I’ve been nurturing another dream—one rooted in the soil. Nestled in the heart of Friendsville, Tennessee, Wild Earth Flower Farm is a testament to passion, hard work, and the dream of cultivating beauty. What began as a personal vision has, over the past five years, grown into a trusted wholesale source of locally grown cut flowers. I’ve built it season by season—learning, experimenting, and refining the craft—until it became not just a farm, but a real business with roots in the local community. The flower community has been one of the most inspiring communities I’ve had the pleasure of working with. The growers and florists amaze me with their planning, logistics, and quality, and Knoxville is genuinely lucky to have such talent. Wild Earth also partners with and produces rooted cuttings and dahlia tubers for another local business, Fuirk, a funky + quirky home and garden online shop, which has been such a fun extension of what we grow (https://fuirkhome.com/).
At Wild Earth, I wear all the hats: lead grower, business manager, planner, problem-solver, and caretaker of the land. Every bloom reflects hours of preparation and a whole lot of heart. Flower farming is demanding and deeply rewarding, and I love the blend of artistry and practicality it requires—knowing when to push growth, when to protect it, and when to let nature do its thing. Even while balancing the farm with other professional commitments, Wild Earth remains a central part of who I am and how I define success.
Looking ahead, I want to keep expanding what Wild Earth offers and deepen its impact—growing something truly special that brings beauty into people’s lives and stays grounded in the values I started with. When I think about how I got to where I am today, that’s the thread I come back to: steady growth, meaningful work, and the joy of nurturing something until it flourishes.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
When I first started Wild Earth, the vision was retail potted annuals and perennials, plus curated seasonal planters. I genuinely loved that work—there’s something so satisfying about creating living pieces people can take home and enjoy right away. But pretty quickly, I could see the reality of the landscape: I was growing on a small scale, surrounded by established growers who were already doing retail beautifully and in volume. Competing at that level wasn’t the path forward for me. So I did what farming (and honestly, life) teaches you to do: I pivoted.
After two seasons of learning the land and finding my footing, I decided to step into cut flowers. I had no clue what I was doing at first. I started right in the middle of a growing season with a lot of hope, a lot of Google, and a “please don’t die on me” kind of energy—and somehow managed not to kill everything. Then came the scariest part: asking people to buy them. I cold-emailed florists. I wrote handwritten letters. I showed up at studios and shops with samples and a humble little pitch: “Will you try these?” And I still remember the shock of that first “yes.” The first real order. The moment I realized this could actually work. From there, momentum built the way good things often do in farming—slowly, steadily, and then all at once.
Farming is a bumpy road by design. You learn to adjust, to keep showing up, and to hold steady when things feel uncertain. And one thing I know for sure? We’ve made it through. Season after season, that persistence is what keeps Wild Earth growing.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I’ve always been a bit of a Swiss Army knife professionally. I’ve had the privilege of working in and on multiple businesses in different capacities, and I’ve learned something valuable from each of them. That range is part of what’s made it possible for me to build a small business while actively working in another—because I understand how to step in where I’m needed, figure things out quickly, and keep things moving forward. More importantly, it’s helped me narrow my focus to what I’m genuinely passionate about: wholesaling to dedicated partners in the floral industry and creating exceptional customer experiences.
As a business owner, you have to stay rooted in your values and make decisions that allow you to live them out daily. At Wild Earth—and honestly in any role I take on—kindness and integrity are at the center of how I operate. They’re not just ideals; they’re how we do business. We go to great lengths to deliver quality blooms and to cultivate relationships that last, because the work isn’t just about flowers—it’s about trust, partnership, and showing up for people the same way you show up for the land.
Where do you see things going in the next 5-10 years?
The cut flower industry is growing in a really steady, encouraging way, and I don’t see that slowing down anytime soon. Over the next 5–10 years, I expect demand for locally grown, high-quality blooms to keep rising—especially as more people prioritize seasonality, sustainability, and sourcing close to home.
For Wild Earth, that growth feels like an open door. We’ll keep expanding our offerings in cutting and tuber production, building out that side of the business with the same care we bring to our fields. And at the same time, we’re going to stay focused on what has always set us apart: premium, reliable stems that local florists and designers can count on. The goal is simple—grow thoughtfully, stay rooted in quality, and keep showing up as a trusted partner for the floral community.
Contact Info:
- Website: https://wildearthflowers.com/
- Instagram: https://www.instagram.com/wildearth.flowers/
- Facebook: https://www.facebook.com/WildEarthFlowerFarmTN/
- LinkedIn: https://www.linkedin.com/in/katieconnatser/
- Other: https://fuirkhome.com/
