How One State Is Helping Growers Expand Into Cut Flowers
March 10, 2026 
Flowers bloom at a cut flower annual seed trial at South Forty Farm in Phenix, VA. Photo: Christie Culliton for Virginia Tech
Across the country, farmers markets, roadside stands, and community supported agriculture programs are increasingly offering homegrown bouquets alongside fresh produce. Virginia Cooperative Extension agents see this as a budding opportunity for local growers.
Cut flowers generated more than $3.3 billion in U.S. sales in 2023 with nearly 60% being imported, according to the USDA. Despite seasonal constraints, Virginia growers contributed $133 million in sales — about 4% of national sales in 2023. With growing demand for seasonal, locally grown “slow flowers,” Extension sees potential to reduce imports and improve profitability for local growers.
“Cut-flower farming is a great market to enter if you don’t have a lot of start-up capital or space,” says 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.”
Ferguson and Erin Small, an agriculture and natural resources agent in Prince Edward County, are helping flower farmers find their footing in a market that offers flexibility, diversity, and real growth potential — especially for beginner farmers, smaller acreage operations, and existing producers looking to diversify.
While cut flowers can be a valuable addition for those already selling at farmers markets or roadside stands, growers face many challenges, including Virginia’s hot, humid climate, where powdery mildew and unpredictable rainfall are concerns.
Additionally, Ferguson says there are so many flower cultivars by different brands, it can be difficult to know exactly what to grow.
Recognizing the need for deeper support within Virginia’s growing flower farming community, Small launched the Cut Flower 360 Discussion Group in 2024 — the state’s only forum focused on cut flowers. Each month, members tour growing operations, meet with wholesalers, and learn from business experts who offer insights tailored to producers.
In the group’s first year, membership nearly tripled, growing from 23 participants to 67. Small expanded programming based on grower feedback, adding floral arrangement workshops, nursery tours, and business-planning sessions.
In 2025, the program grew to more than 186 members, all of whom have gained hands-on experience in pest management, marketing, soil health, conservation, and wholesale operations — essential agricultural skills that are broadly applicable across the industry.
Learn more here.
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