FARMVILLE—The craft of cultivating beauty is blossoming across the commonwealth.
There are around 320 Virginia farms growing cut flowers and florist greens today—a 73% increase from 184 farms in 2017. Floriculture ranked 11th among Virginia’s top farm commodities, generating over $132 million in cash receipts in 2024, according to the U.S. Department of Agriculture.
Erin Small, a Virginia Cooperative Extension agriculture and natural resources agent in Prince Edward County, unearthed a growing interest in cultivating cut flowers while hosting floral design workshops for home gardeners.
“I think people are looking for a connection,” she mused. “They’re looking for avenues to be creative—especially since COVID when people were at home, looking for things to do, and trying to get in touch with their land and food system.”
Hoping to offer needed connectivity and support, Small launched the Cut Flower Discussion Group in 2024, which now includes around 260 growers—a majority of which are beginning farmers.
The group offers field tours, vendor fairs, educational sessions and informal gatherings connecting participants with Extension resources, growers and industry representatives. Small also hosts online floral design contests, and is launching a grower-led podcast called The Flower Hour to expand accessibility.
For her work, Small was named the 2025 individual winner for “Innovation and Creativity” by the National Association of Community Development Extension Professionals. Anyone interested in joining the discussion group can contact Small.
Beginning farmer Claudia Vasquez gravitated toward flower gardening in 2022 while struggling with her mental health and newfound rural life in Culpeper County.
After tirelessly prepping the land with her husband throughout 2024, Azalea Field Flowers was officially born at the start of 2025. Vasquez now grows spring, summer and fall flowers for weddings, events and Culpeper Downtown Farmers Market customers.
She enjoys sharing her growing journey on her business’ TikTok and Instagram accounts.
“I most enjoy getting to share what I’ve grown, what I’ve started from seed, with my community,” Vasquez remarked. “I’m forever grateful that I got into flower farming, because it has healed me in ways that I can’t even explain.”
Jenny and Paul Maloney of Wind Haven Farm in King William County consider widespread growth in the number of cut flower farms a blessing to the agriculture industry.
“We need more small farms. They’re so important to our sustainability,” Paul emphasized.
With nine high tunnels and two greenhouses, the Maloneys grow over 160 types of flowers and foliage from January through Thanksgiving for Richmond florists, businesses and grocery stores—a tricky market that requires the right infrastructure, experience and reputation.
The duo prioritizes purposeful communication and unique offerings—working from florists’ “mood boards” and color palettes to bring their clients’ visions to life.
-Virginia Farm Bureau
