It all started with an email with the subject line, “Shouldn’t we charge what consumers are willing to pay?” and I was immediately intrigued. A few emails later and he agreed to be my guest on the podcast. Mark Javier founded Plants Without Borders to help connect foliage plant growers (many of whom are small farmers) with nurseries, greenhouses, and garden centers in the U.S. Transparency is a cornerstone of his business. Bridget and Mark discuss prices of rare and unusual plants and how he keeps up with inventory. This former employee of a crypto-currency issuer who has become a plant wholesaler has some interesting insights for sure!