BELOIT, WI — At Blooming of Beloit, the slogan might be, “Nature goes commercial.” Shlomo Danieli, the owner and founder of this specialty cut-flower farm in Beloit, WI, spent three years testing 60 varieties of flowers and plants in 100- to 300-item plantings. He chose those that nature did best, and planted them on a large scale, and now has 60,000 trees and plants.

Virbunum Dentatum is a popular item at Blooming of Beloit. Blue berries resemble clusters of grapes with evergreen foliage on this purple Virbunum Dentatum cultivated specifically for late season by owner Shlomo Danieli.The vagaries of weather, the flower market, and growing seasons, he said, “require me to think in 3-D — how to sell the product today, what to sell for holidays coming up and what to plant today that I can sell when it’s mature three years from today.”

An agronomist who attended an agricultural boarding school at age 14, Mr. Danieli completed his degrees in horticulture and education at Hebrew University in Jerusalem, then worked for a leading Israeli floral company there and in Europe for 11 years, also earning the equivalent to an MBA degree in marketing.

He moved to this country in 1981 and started his own business, importing specialty cut flowers from places then largely unknown here, like lilies from South Africa and long-stem roses from Ecuador. He sold the import company and in 1996 returned to his first love, growing flowers, with Blooming of Beloit in Beloit, WI. There he bought a half-mile-square piece of land naturally suited for flowers, with sandy soil, sloping terrain and a creek.

“You have to think in three dimensions,” Mr. Danieli reminded a visitor touring his farm, explaining how planning must mesh with crops maturing, weather conditions and market demand for certain crops. He had laid the farm out in three sections of 35 acres, each with its own well for drip irrigation, and has staggered plantings so that every two to three weeks during the growing season from April to late fall, another product comes to market.

“We work with nature here and with imports from abroad to get the right product in the right quantities at the right time,” Mr. Danieli said. “We can provide tailor-made wholesale orders with high-grade, specialty cut flowers almost all year. For example, we can supply peonies from November to July, eremurus from February to July, seven colors of hybrid lilacs in a three-week period for Mother’s Day and 11 varieties of ornamental berries.”

Blooming of Beloit’s 100-acre spread is surrounded by fields of corn and soybeans. Neighboring farmers were skeptical about Mr. Danieli’s plans to grow specialty flowers and plants, and the local agricultural extension office was unschooled in specialty cut flowers. Today, the section for experimental plants is smaller and the commercial growing sections are robust, thanks to a nearby laboratory that does cloning of the best nature produces for Mr. Danieili.

“Curly willow is a big seller,” Mr. Danieli noted as he proudly held a branch out for inspection. “Also winterberry. The next big product? Orange winterberry, or ilex, predicted Jeanne A. Wessar, farm manager. Mr. Danieli nodded assent. Nature goes commercial again.