Farwest 2019 to Feature Insights From Lloyd Traven

Lloyd TravenDuring the 2019 Farwest Show, Lloyd Traven of Peace Tree Farm LLC in Kintnersville, PA, will deliver a talk on the do’s and don’ts for launching new plants into the horticulture marketplace. Traven’s session will highlight the essential components of plant introductions, giving breeders, growers, and retailers valuable insight that can make the difference between success and failure.

Traven’s address, “Bringing the Next Big Thing to Market,” is scheduled for Wednesday, August 21. He’ll look at the many facets of plant introduction, including trialing, propagation, protocols, supply chain, protection, and marketing. Getting started on the right foot is critical. Traven will also share notable examples of success and failure in plant introductions.


Traven, president of Peace Tree Farm LLC, and his wife, Candy, established the company in 1983. He attended graduate school at Cornell University and was assistant to the president for special projects at Ball Seed before that.

Peace Tree has a reputation for innovation, automation, sustainability and certified organic production across a diverse array of genera and was chosen as Greenhouse Grower’s Grower of the Year in 2005. They are known for introducing new and unusual plants to the market and creating an amazingly complex ecosystem of biological controls, using almost no chemicals or plant growth regulators. Peace Tree also has introduced several world standard plants, including ‘Phenomenal’ lavender.

Registration for Traven’s session is required. Complete details on events, daily schedules, speakers, and education for Farwest can be found here.