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Stop and Smell the Lavender at a Local Farm –
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Lavender brings to mind rows of purple mounded
plants on romantic rolling hillsides and flower spikes on elongated stems
sending a pleasing sweet fragrance wafting through the countryside.
Memories of loved ones wearing lavender or sachets tucked in a drawer tug
at our hearts. Many consumers are aware of the fragrance and its calming
properties, as well as the many aromatic personal products, while others
are just discovering lavender. One place to discover lavender is where it
is grown - on the farm. An increasing amount of people are visiting these farms, attending lavender festivals and events and purchasing lavender products in a growing industry called Agricultural Tourism (agri-tourism). Ramiro Lobo, a farm advisor for the University of California Cooperative Extension in San Diego County, defines agri-tourism as “the act of visiting a working farm or any agricultural, horticultural or agribusiness operation for the purpose of enjoyment, education or active involvement in the activities of the farm or operation.” There are approximately one hundred major lavender farms in the United States, with more being planted all the time. Most, if not all, engage in some form of agri-tourism. Due to favorable growing conditions, most farms are located in Washington State, California and Texas. New Mexico, Michigan, Pennsylvania, Virginia, Delaware, and New York and several other states, including Hawaii, are also successfully growing lavender. Festivals dot the U.S. from Texas (Fredericksburg and Blanco), California (Sonoma and Ojai), New Mexico (Albuquerque and Santa Fe) and Michigan (Bruce/Romeo). GROWTH TREND There are many reasons why lavender agri-tourism is growing rapidly across the nation. This favorable trend is based on travelers taking more (and shorter) trips with the family by car, looking for new and diverse experiences. Families want to get back to their roots in food and land, according to James A. Maetzold, an agricultural leader with the USDA/NRCS, Washington, D.C. According to the Small Farm Center at University of California Davis, people vacation to build and strengthen relationships, improve health and well-being, rest and relax, have an adventure, escape, gain knowledge, or mark a special occasion. Lavender farms fulfill these objectives nicely. Jane Eckert, principal of Eckert AgriMarketing and a leading expert on agri-tourism, states that, “Lavender farms are mostly small acreage; they use agri-tourism to survive.” Eckert continues, “Lavender is a unique niche; it is just coming of age and becoming more mainstream. The public is drawn to this plant because it reduces stress. The farms do a great job of making you feel good when you go, so people want to return. There is also an increasing trend for culinary tourism. People desire food that is unique to an area, and a one-of-a-kind experience. Lavender is tied to this trend. It is a unique marketing combination and there aren’t many farms throughout the nation, so there is a lot of potential.” Eckert was named Farm Marketer of the Year in 2001, and has developed Eckert’s Country Store and Farms into one of the most successful retail and entertainment farms in America. AGRI-TOURISM FARMS Alii Kula Lavender Farm grows forty-five varieties of lavender with 25,000 plants on ten acres, planted on the slopes of Maui’s Haleakala Crater. It is the only lavender farm in Hawaii open to the public. Lani Weigert, Director of Marketing and Public Relations claims, “There are no challenges to growing lavender in Hawaii. It is more fragrant and the buds are larger, because lavender grows in volcanic soil filled with nutrients. The 4000’ high elevation provides moisture from afternoon cloud cover to water the lavender, as we do not have irrigation. It also provides a cool, stress-free environment. The weather is mild enough that the lavenders are never shocked into dormancy, so French, sweet and Spanish varieties bloom year-round.” Daily culinary luncheons, garden teas, narrated garden tours, weddings and wreath-making events draw visitors to the farm. Evenings in summer bring local Hawaiian musicians to entertain guests, not to mention stunning sunsets and views from the top of Haleakala. The “Circle of Aloha” experience is a garden gazebo aloft the Wahalini (heavenly place) with culinary offerings and far-reaching views. Alii Kula Farm’s business model is a value-centered philosophy rather than profit-centered. Alii Chang, the farm’s grower, states, “It is our social responsibility to take care of our communities and offer an experience that allows people to reconnect to the land, to each other and to themselves.” According to Gary Stachurski, owner of Cedarbrook Lavender and Herb Farm, two events led to agri-tourism in Washington’s Sequim-Dungeness Valley. The first was the demise of dairy farming, due to the distance from Seattle markets. The second was Yardley & Company’s experiments with growing and propagating lavender. Lavendula angustifolia ‘Wycoff’ was developed by Yardley & Company. “Sixty percent of our business is devoted to agriculture, propagation and cultivation of lavender plants, which is ninety percent dependent upon tourism,” Stachurski stated. The farm grows forty-five varieties of lavender and offers workshops to make lavender vinegar, wreaths, wands and halos. Other activities include farm tours, music in the garden and weddings. At forty years of age, Cedarbrook Lavender and Herb Farm is the oldest herb farm in the state of Washington. The largest lavender festival in the U.S. is in Sequim, WA, an area with more than twenty lavender farms. Sequim advertises itself as “The Lavender Capital of North America.” Serious lavender lovers flock to this festival, which includes a street fair, along with tours and events at local farms. Gabriel’s Garden and Lavender Boutique in Romeo, Michigan hosts a small but expanding festival every July. Proving the expanding popularity of agri-tourism, a festival that started with just 150 attendees in 2003 now attracts 2,800 people. Jennifer Vasich, the farm’s owner who also serves as the passionate festival organizer, is always thinking of ways to get people in touch with lavender. She hosted a tea this spring that featured lavender scones, lavender growing seminar and a plant exchange. Vasich stated the reason she has embraced agri-tourism, “I want to preserve our agricultural heritage. Most people are three or four generations removed from farm life and there is an increasing desire to reconnect.” Vasich continues, “We started our business backwards—we didn’t have a farm at the beginning. Initially, we started events to educate the public about lavender. All our oil and buds were purchased to make our body care products. Now we have a two acre farmette and are looking for a larger property,” she explained. “Agri-tourism is helpful because it evens out our income fluctuations. It is a means to sell our products and it has become forty percent of our total business.” Richard and Bunny Becker, the owners of Becker Vineyards in Fredericksburg, Texas, decided to plant lavender after a wine trip to France. They enjoyed seeing fragrant lavender growing in France’s countryside. Dr. Becker thought the terrain looked similar to the Texas hill country and made the decision to plant lavender in 1998. They now have three acres of lavender, mostly Spanish Lavendula stoechas and Lavendula xintermedia ‘Provence’. This year marked the ninth year that Becker Vineyards has held their popular Lavender Festival, which includes music, food, art, seminars, culinary demonstrations, wine tasting, and lavender-related products. Their events span the seasons, and because they raise grapes as well as lavender, the farm is able to host a wider variety of events. One popular fall event is a “Lucy and the Italian Women Grape Stomping.” Prizes are awarded for costumes and stomping that resembles the infamous “I Love Lucy” episode. Another Fredericksburg farm, LLL Farms, planted 3,700 plants in 2002, according to its owner, Billy Johnson. Like many other Texas hill country growers, their history is relatively recent. They have expanded to 6,000 plants encompassing twenty varieties with L. xintermedia ‘Provence’ and L. xintermedia ‘Grosso’ making up the bulk of the plantings on just under three acres of non-irrigated fields. Like Becker Vineyards, they have added bed and breakfast accommodations along with music events. Johnson claims they have made changes based on their experiences. Cut-your-own is limited to special events, such as concerts, in part because some visitors abused the privilege of visiting a private home. “We would sometimes run into someone wandering through our house. Most people are polite and ask to use the restroom, but not everyone does,” remembers Johnson. The Johnsons set up a retail outlet along the main highway just outside of Fredericksburg, in order to sell lavender products and local antiques. A large bathtub-like fixture just inside the door holds lavender buds for bulk purchase. The Johnsons are also constructing a circular lavender garden out back for people to see and smell the different varieties of the plant. Villa Texas, another small farm located on the Pedernales River near Fredericksburg, has a wonderful store that offers products from several hill country lavender farms. The farm’s owner, Darlene Marwitz, originally planted lavender so that the fragrance would drift into the windows of her new house. However, she has yet to build the house as her farm and store have consumed most of her energy and time. A new shed with a restroom has been added for you-pick crowds and events. STARTING A LAVENDER AGRI-TOURISM FARM Jane Eckert offered her advice on starting an agri-tourism business. “Just because you build it, doesn’t mean they will come; you must have a marketing plan. It is more difficult to go from farming to agri-tourism, than from business to farming—it is easier if you already have a background in marketing. Money is made by selling products, so the new farmer must have a retail outlet.” Jennifer Vasich of Gabriel’s Garden offers advice about her labor of love, “You must be a people person. You need the patience to stop and answer countless questions. I was clueless as to how many people would come and the questions they would ask. We don’t really market that we are open for tours, people just become excited about lavender and ask to see the farm. You can’t just put a sign up and expect that people will come—you need marketing know-how. There is a substantial financial investment for insurance, and for ensuring the farm is up to code. You must ensure that handicapped people can access your facilities and provisions need to be made for bad weather. You must have goals, structure and a business plan because you won’t be profitable right away. You can pretty much figure that it will take three to seven years to turn a profit.” The last ingredient a successful agri-tourism operator must have is a passion for their work. All of the lavender growers possess a deep, long lasting love for the fragrant purple flower. So stop and smell the lavender as you walk through the fields. Brush against the flower spikes, make a lavender wreath, or indulge in the calming properties of lavender body lotion. Or bake some luscious lavender and rosemary bread as you sip on a lavender Margarita and r-e-l-a-x…zzzzz… |
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