Leading Women of Horticulture: Katie Elzer-Peters, The Garden of Words

With her company The Garden of Words, Katie Elzer-Peters helps green industry professionals manage email marketing, web development, web strategy and business development.

The GIE Media Horticulture Group interviewed Elzer-Peters as part of our Leading Women of Horticulture series, which recognizes Women’s History Month each March in the U.S.

Read the Q&A below:

Anthony Elder: What first drew you to horticulture?

Katie Elzer-Peters: It’s a pretty familiar story. I grew up gardening with my mom and my grandparents. Both sides of my family always had gardens, and I loved being part of that from a young age. I remember having my own little space where I grew zinnias, sunflowers and petunias, and I was just thrilled to be out there working with plants.

At the same time, I was also really interested in museums. I grew up in Indianapolis, which has some incredible museums, and I spent time volunteering in those spaces as well. Eventually, my mom found a program at Purdue University that combined horticulture with public gardens, and that really set me on my path.

AE: You’ve had experience across many areas of horticulture. How did your career evolve from there?

KEP: I went through Purdue’s public horticulture program, which included both the science side — plant physiology, botany, plant pathology — and hands-on work in public gardens. After that, I became a Longwood Fellow and earned my master’s in public garden administration through the University of Delaware.

From there, I worked in public gardens in upstate New York, Vermont and later in the Southeast. That was really my foundation, but eventually I was pushed out of a role, and that forced me to rethink everything.

At the same time, I had just bought a house, and the housing crisis hit. In public horticulture, you usually have to move to advance your career — but I couldn’t. So, I had to figure out a different path forward.

AE: Is that what led you into digital marketing?

KEP: Exactly. I had to find a way. I started picking up freelance work online while also working a day job in a custom printing and embroidery company. That’s where I learned digital marketing — email, web, all of it. At the same time, I already had a strong background in writing, so I started combining those skills with my horticulture knowledge.

Eventually, I began working with publishers and industry partners, managing content and marketing — everything from email campaigns to large-scale digital programs. Over time, that evolved into the business I run today.

AE: You’ve said “find a way” is a guiding philosophy for you. What does that mean in your career?

KEP: “Find a way” is everything. Everyone faces challenges — some bigger than others — but you have to keep moving forward and figure things out. I could have stayed stuck after losing that job, but instead I adapted and built something new.

There’s definitely privilege and circumstance involved in anyone’s story, but at the end of the day, resilience and problem-solving are key. This industry especially is full of people who face challenges and keep going.

AE: What are some of the biggest challenges your clients are facing today?

KEP: Time and labor are the two biggest issues across the board.

There simply aren’t enough people in the industry, and many businesses don’t have the resources to hire for roles like marketing or digital management. At the same time, most people in horticulture didn’t get into this field because they wanted to manage websites, email platforms or digital systems.

That creates a gap. Businesses know they need to do these things, but they don’t always have the time or expertise to do them effectively.

AE: What motivates you to continue working in horticulture today?

KEP: This industry is home. My entire team comes from horticulture backgrounds, so we understand the rhythm of the seasons and the challenges growers and retailers face. We’re not outsiders; we’re part of it.

That means we’re invested in helping these businesses succeed. If they succeed, the industry thrives, and that’s something we all benefit from.