A growing number of farmers’ markets and roadside stands offer local growers an opportunity to sell homegrown bouquets.
As a $3.3 billion industry in the United States, cut flower farming can be lucrative, even with seasonal constraints. Virginia growers alone produced $133 million in sales in 2023 — about four percent of national sales.
Virginia Cooperative Extension agents see the cut-flower business as a budding opportunity for local growers and beginner farmers with smaller acreage operations as well as existing producers looking to diversify their offerings.
“Cut-flower farming is a great market to enter if you don’t have a lot of start-up capital or space,” said Scot Ferguson, Extension agriculture and natural resources agent in Hanover County.
“We recommend soil testing for fertility management, but floriculture doesn’t require the expensive and stringent water testing that food crops do for safety.”
However, Virginia’s hot, humid climate does present growers challenges including powdery mildew and unpredictable rainfall.
In 2024, Erin Small, an agriculture and natural resources agent in Prince Edward County, started a cut flower discussion group that has nearly 200 members.
Each month, members tour growing operations, meet with wholesalers and learn from business experts who offer expertise to producers. Through the forum, participants learn about pest management, marketing, soil health, conservation and wholesale operations.
“It’s not just about learning from the facilities — it’s about farmers talking to each other,” Small said.
“It gives new growers confidence in pricing, marketing, and design — and reminds them that a production field doesn’t always have to look perfect.”
A Lovingston farmer said the forum has gone “above and beyond” to support flower growers.
“Hearing everyone’s stories — what works and what doesn’t — has taught me so much,” said Yvette Kisling of Poplar Flats Farm in Lovingston. “I drive an hour to attend, and I always leave feeling it was worth it, whether I made a new connection or learned something to improve my production.”
A new grower network has also recently formed in Charlottesville.
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Crystal Graham
