ASCFG Mentor Program

The Association of Specialty Cut Flower Growers is radically reimagining our Mentor Program. Starting in Fall 2025, we are switching to an online cohort model. This new Zoom-based cohort program would match one expert with fifteen newer and aspirational growers based on their shared primary sales outlet/business model. Here are some quick details about the revised program:

Number of Mentees: Cohorts are capped at fifteen participants each. Participants must be a current ASCFG member and remain a member for the duration of the program.
Costs: Please note that mentees will pay $199 to participate in the program to cover administrative costs.
Business Model: All mentees are limited to one cohort that best aligns with their sales model.
Time Commitment: Mentees should be prepared to engage with the mentor and fellow mentees during Zoom sessions and work between the meetings. We anticipate a commitment of 20 to 30 total hours over the course of 14 months (a little over two hours per month).
Registration Period: Registration will open on Wednesday, September 10, and will close Friday, October 3. These spots are available on a first come, first served basis so don’t delay when registration opens!

REGISTRATION HAS CLOSED

The Mentor Program has filled for the upcoming sessions.

Thank you for your interest.

Than

Meet the Mentors!

Here are our cohort leaders for the 2025-26 round of the ASCFG Mentor Program.

Jennifer and Scott Joray, Eastern River Farm (Farmer-Florists, Weddings)

Scott and Jennifer Joray have been growing flowers sustainably since 2018 in Pittston, Maine with their two daughters, Violette and Chloe. They practice regenerative farming methods, use zero harmful chemicals on their farm (not even organic-approved ones), and involve animals in their daily rotation. Their main market is weddings, and they grow 100% of the material used in their designs. They are starting their 8th farming season, 7th for wedding design, and their growing zone is 5 on heavy, wet clay. Their first frost can be anywhere from mid-September through mid-October, and their last frost is anywhere from the end of May to the middle of June. They grow in two fields, three tunnels, and a greenhouse. Two barn coolers get used all season for either holding blooms, forcing tubers/corms, or starting seeds. Wet years are particularly challenging, so they are always working at adding organic material and growing in raised beds at Eastern River Farm.

Program Description & Dates

Program Overview

Here is the weekly outline of the live lectures all mentees will receive. Participants should expect to complete homework between the live lectures; such homework may include listening to podcast episodes or reading articles.

Attracting Your Ideal Client — Pricing, Marketing, Branding: During this week, mentees will learn how to identify their ideal sales venues and clients and begin building their farm operations around selling to these customers.
Selecting Flower Varieties for Wedding Work — It’s All About Timing: During this week, mentees will hear from Scott and Jennifer on the importance of crop selection and succession planning.
Selling to Florists (Retail and Wholesale): During this week, mentees will learn how to approach florists, the importance of communication, and the necessity of pricing for profit.
Field and Farm Set Up: During this week, Scott and Jennifer will share strategies for setting up your farm for optimal and efficient operations, from a single field to the overall farm.

Meeting Times & Dates:

Wednesday, October 22, 7:00 p.m. Eastern
Wednesday, October 29, 7:00 p.m. Eastern
Wednesday, November 5, 7:00 p.m. Eastern
Wednesday, November 12, 7:00 p.m. Eastern

Rachel Ryall, River and Sea Flowers (Retail / Direct to Consumer)

Rachel grew up on a farm in BC and later became enamoured with cut flowers while working in organic mixed vegetable production. With a degree in visual arts and keen interest in botany and sustainable agriculture, cut flower production seemed like a perfect fit. She started River and Sea Flowers in 2016 and now produces 2 acres of certified organic cut flowers on Westham Island, 30 minutes outside Vancouver, Canada. She and her team sell their crops at farmers markets and to florists, as well as through DIY bulk buckets, a CSA and a shared farm gate stand.

Program Overview & Dates

Program Overview

Origin Story and What I’d Do Differently: During this week, mentees will learn about Rachel’s prior experiences and current role in cut flower farming before hearing about big picture strategies she recommends for early career farmers to avoid wasted time, energy, and money.
Exploring Sales Channels and Pricing: During this week, Rachel will share an overview of sales channels found in retail-centric cut flower farms, along with pricing for each of these channels.
Crop Planning for Retail Sales: During this week, mentees will learn about ideal cultivars, crop planning, and succession planning for retail-centric cut flower farms.
Logistics — Postharvest, Transportation, and Customer Service: During this week, Rachel will cover important components involved in selling and transporting flowers to clients in retail settings.

Meeting Dates & Times:

Tuesday, October 28, 4:00 p.m. Pacific / 7:00 p.m. Eastern
Tuesday, November 4, 4:00 p.m. Pacific / 7:00 p.m. Eastern
Tuesday, November 18, 4:00 p.m. Pacific / 7:00 p.m. Eastern
Tuesday, November 25, 4:00 p.m. Pacific / 7:00 p.m. Eastern

Ashley Vandermaarl, La Primavera Farms (Wholesale)

Ashley started working at the farm in 2008. What started as a summer job harvesting sunflowers and weeding turned into design, farmers’ markets, weddings, and more. After returning from living in Australia, she jumped back into farming full time, taking on the role of farm manager at La Primavera Farms. With the help of the farm’s owner Joanne, Ashley plans field crops, manages employees, designs for markets and weddings, and sells wholesale to a range of customers. Ashley shares the following: “[After this program], I hope mentees will gain confidence and skills in their ability to grow and sell flowers. I hope they make connections with other growers and create a supportive network, helping and encouraging one another.”

Program Overview & Dates

Program Overview

Here is the weekly outline of the live lectures that all cohort mentees will receive. Participants should expect to complete homework between the live lectures; such homework may include listening to podcast episodes or reading articles.

Welcome, Introduction, and Flower Varieties: During this week, mentees will learn about Ashley’s growing background and current role. She will then cover flower varieties, the pros and cons of different cultivars, crop planning, and the advantages of buying plugs or starting from seed for different crops.
Growing Practices: During this week, mentees will learn about necessary infrastructure for a cut flower farm, as well as considerations for irrigation, fertilization, and pest management.
Pricing & Marketing: During this week, mentees will learn about how to identify markets and price their flowers for sale.
Additional Sales Outlets: During this week, mentees will learn about other sales venues like DIY Bucket sales, weddings and events, and other retail sales channels.

Meeting Dates & Times:

Thursday, October 16, 6:00 p.m. Eastern
Thursday, October 30, 6:00 p.m. Eastern
Thursday, November 13, 6:00 p.m. Eastern
Thursday, December 4, 6:00 p.m. Eastern

April Vomfell, Flathead Farmworks (Weddings & Events)

April is a flower farmer and floral artist in northwest Montana near Glacier National Park. Her business, Flathead Farmworks, has been providing specialty cut flowers to her local area for a decade. She currently focuses primarily on weddings using 100 percent local flowers, typically from her urban farm. With a background in publishing, public libraries, technology and marketing, April enjoys both the creative and practical sides of running a small business. April reports the following: “My hope and goal is that [after this program] mentees will gain confidence to offer weddings, find their niche, hone their systems and learn how to avoid overwhelm during the growing season.”

Program Overview & Dates

Program Overview

The Big Picture: During this week, mentees will learn what to expect during mentorship, hear April’s story and what she wishes she knew 10 years ago, and start to think about why and how they want to incorporate wedding/event work into their businesses.
Crop Planning & What to Grow: During this week, mentees will learn about crop planning for weddings, recommended flowers to grow, succession planting and lessons learned.
Pricing, Marketing & Contracts: During this week, mentees will learn about the admin aspects of weddings and events, including how to find their ideal customers.
Inside a Wedding, Start to Finish: During this week, mentees will get an inside look at a real wedding, from inquiry to delivery, and all the nitty-gritty details in between.

Meeting Dates & Times:

Monday, October 13, 3:00 p.m. Pacific / 6:00 p.m. Eastern
Monday, October 27, 3:00 p.m. Pacific / 6:00 p.m. Eastern
Monday, November 10, 3:00 p.m. Pacific / 6:00 p.m. Eastern
Monday, November 17, 3:00 p.m. Pacific / 6:00 p.m. Eastern

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