FARMVILLE, Va. — Flower farming is taking root across Virginia at a remarkable pace, with the number of farms growing cut flowers and florist greens rising to around 320 today — a 73% increase compared to the 184 farms counted in 2017. According to the U.S. Department of Agriculture, floriculture ranked 11th among Virginia’s top farm commodities, bringing in more than $132 million in cash receipts in 2024.
Erin Small, an agriculture and natural resources agent with Virginia Cooperative Extension in Prince Edward County, first noticed a rising interest in cut flower growing while leading floral design workshops for home gardeners.
“I think people are looking for a connection,” Small said. “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.”
In response to that growing interest, Small launched the Cut Flower Discussion Group in 2024. The group has since grown to roughly 260 members, most of whom are beginning farmers. It offers field tours, vendor fairs, educational sessions, and informal meetups that connect participants with Extension resources, fellow growers, and industry representatives. Small also runs online floral design contests and is developing a grower-led podcast called The Flower Hour to reach even more people. Her efforts earned her the 2025 individual “Innovation and Creativity” award from the National Association of Community Development Extension Professionals.
Beginning farmer Claudia Vasquez found her way to flower farming in 2022 during a difficult period with her mental health and her adjustment to rural life in Culpeper County. After spending much of 2024 preparing the land alongside her husband, Azalea Field Flowers officially launched at the start of 2025. Vasquez now grows spring, summer, and fall flowers for weddings, local events, and customers at the Culpeper Downtown Farmers Market, and she shares her journey on TikTok and Instagram.
“I most enjoy getting to share what I’ve grown, what I’ve started from seed, with my community,” Vasquez said. “I’m forever grateful that I got into flower farming, because it has healed me in ways that I can’t even explain.”
In King William County, Jenny and Paul Maloney of Wind Haven Farm see the expansion of cut flower farms as a positive development for agriculture as a whole. “We need more small farms. They’re so important to our sustainability,” Paul Maloney said.
The Maloneys operate nine high tunnels and two greenhouses, growing more than 160 varieties of flowers and foliage from January through Thanksgiving. Their products go to Richmond florists, businesses, and grocery stores. The couple focuses on close communication with clients, working from mood boards and color palettes to bring their customers’ floral visions to life.
