USLC 2025 Schedule at a Glance
and
Session and Speaker Information

The United States Lavender Conference is a multi-track conference, which means we serve a variety of attendees at different stages of their business. You will be able to select your sessions on-site and freely join any session in progress except the pre-conference workshop. Please note that speakers and topics are subject to change.

USLC 2025 Schedule-at-a-Glance

Pre-Conference Workshops Descriptions and Bios

Pre-Conference Workshop:
Blooming Adventures: Touring from Long Row Lavender to the Missouri Botanical Garden
Pre-Conference Speakers: Tracy Small, Long Row Lavender and facilitated by Bill Marrin; Lookout Lavender
Daria McKelvey, Supervisor, Home Gardening Information and Outreach, Missouri Botanical Garden

Click here to Register for this Pre-Conference Workshop
(Registration is only for this pre-conference workshop and does not include the conference.
$250.00. Pricing is per person.)

Prepare to spend a fun day in hands-on touring and learning with your fellow lavender farmers!
 
Participants will start the day at Long Row Lavender at its beautiful grounds encompassing the gardens and stunning gambrel-style post-and-beam barn which houses a café, gift shop, and meeting space for classes and gatherings.  The owner of Long Row, Tracy Smith, will share the story of her journey from humble beginnings to a popular regional destination. The stop at Long Row includes morning coffee, a presentation from Tracy followed by a professionally led discussion and tour of her facility.  The group will have lunch at Long Row before departing about midday.
 
The group will then travel to the Missouri Botanical Garden in St. Louis where they will meet and have a moderated conversation with Daria McKelvey, Supervisor of Home Gardening Information and Outreach.
 
This talk will take an in-depth look at the Center for Home Gardening at the Missouri Botanical Garden. The center is one of the largest non-profit gardening resource hubs in the nation, providing gardening advice to thousands of visitors and callers across the US and the world. One of its most popular resources is its Plant Finder database, which has growing information on over 8,600 species and cultivars. The center also has 23 outdoor demonstration gardens, including a vegetable and fruit garden, perennial border, experimental garden, and native prairie garden, which provide gardening inspiration for visitors.
 
Founded in 1859, the Missouri Botanical Garden is one of the nation's oldest botanical gardens in continuous operation and a National Historic Landmark. The Garden is a center for botanical research and science education, as well as a 79-acre oasis in the city of St. Louis.

Tracy Smith, Owner of Long Row Lavender

I am the grateful owner of Long Row Lavender, a lavender and flower farm in the rural countryside of Wright City, Missouri. My education is in Business Marketing having graduated from Northeast Missouri State University in 1993. Married to my husband, Chad, in 1994; the next 10 years brought the adventure of being a stay-at-home mom, helping to raise our four children; Jessica, Colin, Dylan, and Ella.

Owning Long Row Lavender since 2009 has grown my skills in marketing, customer service, and team building. The evolving vision and slow growth of the farm have allowed me to discover strengths and weaknesses that have provided personal change. To date, the farm is a destination for our local area. Most days you will find me helping in the kitchen, working in the field, or decorating our gift shop. 

Pre-Conference Workshop:
From Plan to Bloom: Crafting a Successful Lavender Farm
Pre-Conference Speakers: Joanne Voelcker, Mt Airy Lavender Farm; Sherri Wood, Capay Valley Lavender; and Alice Marrin, Lookout Lavender Farm (Full Day Pre-Conference Workshop. Lunch is included)

Click here to register for this Pre-Conference Workshop
(Registration is only for this pre-conference workshop and does not include the conference.
$200.00. Pricing is per person.)

Dive into the fragrant world of lavender farming with our comprehensive Pre-Conference Workshop.  We’ll walk you through every step of the journey, from crafting a solid business plan to mastering the cultivation and commercialization of lavender. Our focus is on providing actionable tips for success and proven strategies to ensure profitability.
 
Key Topics Include:

• Developing a Plan: Learn how to create a business plan tailored to your lavender farm, setting a strong foundation for your venture.
• Growing Lavender: Discover the secrets of selecting the best lavender varieties, optimal planting techniques, efficient weed and water management, and best practices for harvesting and processing. We'll also explore how to create high-value products and services from your lavender.
• Avoiding Common Pitfalls: Gain insights into the most common mistakes new lavender farmers make and how to avoid them, ensuring a smoother path to success.

Interactive Sessions:

• Customized Business Plan Creation: Allocate time to create your own business plan, customized to your unique situation.
• Personalized Q&A: Enjoy ample opportunities to ask questions specific to your circumstances.
• Walk Away with a Plan: Leave the workshop with your own tailored business plan in hand, ready to launch your lavender farming venture

Joanne Voelcker
After 25+ years as a corporate executive, Joanne Voelcker pursued her passion and founded Mt Airy Lavender located in Coatesville, PA.  The farm is home to over 2,000 Lavender Plants across 10 distinct varieties, all cultivated, harvested, and distilled on the farm to produce artisanal wellness and culinary lavender products.  In addition to running Mt Airy Lavender, Joanne helps other small business owners and entrepreneurs in launching or expanding their businesses.

Joanne serves on the USLGA Board and is a certified Business and Mindset Coach.

Sherri Wood
From early childhood, Sherri dreamed of living in the country. After 30 years of San Francisco city life, she followed her dream to a small farm property in Northern California's Capay Valley. Having studied the area's climate and the kinds of plants it would support, she chose lavender as her primary crop. Now a dedicated FarmHer, Sherri shares her passion for organic growing methods, for luscious products that soothe and support health, and for building community in the Capay Valley and beyond. She is currently President of the United States Lavender Growers Association.

Alice Marrin
Alice Marrin has been a lavender farmer since 2016 and is the owner of Lookout Lavender Farm which is located in Rising Fawn, GA just south of Chattanooga, Tennessee.  Her 55-acre farm features 1100 lavender plants, an onsite farm store (the Lav Shack) as well as an online business that sells her lavender-based products.  The focus of her farm is agritourism, distillation, both retail and wholesale services, and lavender product manufacturing.  

Alice is a regular gardening guest on Chattanooga TV and speaks to local gardening groups about all things lavender. She is also a mom, grandmother and was in her pre-lavender life, a school librarian.

Pre-Conference Workshops:
Entertaining with Ease ~ Brunch (morning workshop) and Cocktail Party (afternoon workshop)
Pre-Conference Speakers: Nancy Baggett and Tina Schooler

Click Here to Register for one or both of these Pre-Conference Workshops
(Registration is only for the pre-conference workshops and does not include the conference
$100. Pricing is per person/per class)

These two fun and informative classes showcase how to create lavender-infused cocktails like the pros and an array of lavender appetizers that will pair best with your event, the first focusing on brunches and the second on cocktail parties  - and anything in between.

Each session will concentrate on recipes, ideas, and helpful tips on planning, organizing, and hosting the perfect gathering suitable for enjoying at home or any lavender event.

• Signature cocktails, expertly crafted by you to sip on.
• A mini cocktail kit with recipes to take home so you can continue honing your new fabulous skills.
• Learn to create and taste an assortment of easy, delectable dishes that show off culinary lavender and your flair for entertaining.   
• Receive a copy of Nancy Baggett’s lavender recipe booklet, and one of her favorite treats, a lavender-spice cookie.

 
These workshops will be taught by cocktail guru, Tina Schooler, owner of Raider West Farms, and award-winning culinary cookbook author, Nancy Baggett.

Tina Schooler and her husband Bob have worked side by side for more than forty years. They have a thriving plumbing company and in 2020 planted lavender and herbs on their farm in Lubbock, TX.
 
Tina loves experimenting with the culinary uses of her favorite flowering herb and has crafted a line of lavender-infused cocktail and coffee syrups, beverage mixes, cocktail salts and sugars, and a lavender fudge sauce that is to die for, which will all be offered for purchase at the 2025 USLGA Conference.

Loving to entertain, Tina enjoys hosting mixology workshops featuring fun and easy ways to create lavender cocktails and non-boozy beverages. She stresses the importance of pairing the freshest ingredients with the best spirits to craft cocktails like the pros. 
 
Nancy Baggett and her husband, Charlie live in Maryland where she enjoys spending time with her son and his family when she is not in her little lavender patch.
 
Nancy is well-known for her reliable recipes and creative taste combinations that bring out the very best of lavender’s flavor and fragrance.
 
Nancy is not only a lavender culinary expert, and cooking instructor but an award-winning author. She has taught and demonstrated cooking with lavender at several USLGA Conferences, lavender festivals, and lavender farms, the U.S. Botanical Gardens, the Herb Society of America, and NPR’s Sound Bites Café.

Her cookbooks include The Art of Cooking with Lavender which is her best selling, Best-Loved Lavender Recipes and Let’s Cook with Lavender recipe booklet. She has also written for herb and garden publications and The Washington Post. Her books will be available for purchase during the 2025 USLGA Conference.

Pre-Conference Workshop: Snap, Click, Sell: Beginner iPhone Photography 101 for Your Products, Farm & Food! 
Pre-Conference Speaker: Nicole Callen, Norwood Lavender Farm

Click Here to Register for this Pre-Conference Workshop
(Registration is only for this pre-conference workshop and does not include the conference.
$100.00. Pricing is per person/per class.)

Tired of scrolling through Instagram and feeling like your work will never be as good as the “real photographers” out there?
 
This basic photography workshop will turn your photos of oooh into wow!
You will receive the tools to take better photographs for your social media, blogs, newsletters, and websites that can help you turn heads toward your business.
 
I’m here to show you how you can do this with just your iPhone!

Nicole Callen 
Nicole Callen is the owner of Norwood Lavender Farm, where she has turned her dream of running a wholesale lavender business into a thriving reality. Beyond the enchanting fragrance and soothing properties of lavender, Nicole has harnessed her fearless spirit and a journey of trial and error to explore the art of iPhone photography. She captures the beauty of her farm, products, and culinary adventures to enhance her marketing and social media presence.
 
In her iPhone photography class, Nicole shares the basics of capturing the story of lavender through photos, drawing from her experience in promoting her farm, culinary adventures, and handcrafted products. Her excitement for photography is an extension of her love for her farm.
 
When not working on the farm or developing new recipes and products, Nicole treasures moments with her husband, four daughters, and three grandsons. Her commitment to both her family and her craft shines through, offering a snapshot into the tranquil and captivating world of lavender as a business. For more information about Nicole or Norwood Lavender Farm, visit here:
https://www.norwoodlavenderfarm.com/about-us.html 

Culinary Pre-Conference Workshop Information coming soon!

  Conference Session Descriptions and Speaker Bios

Click here to register for the USLC 2025
(Pre-Conference Workshops are not included. Pricing is per person.)

Keynote Session:  All Rivers Bend, The Art of Pivoting in Business for Success
Keynote Speaker: Kayla Fioravanti, Chief Formulator, Co-Founder of Ology Essentials Labs, Aromatherapist, and Author; www.ologyessentials.com

All rivers bend and so do successful businesses. A river meanders as water erodes its way through the path of least resistance. Kayla Fioravanti is a serial entrepreneur and has cultivated the art of the meander as she has pivoted her several businesses to success. Kayla also failed in business and will share openly about the mistakes she made that helped her learn the art of pivoting in business. Even a small pivot can change the entire trajectory of a business. A river that changes by one degree will deviate from the original path by 92 feet per mile. A one-degree change can be the difference between success and failure.

 Kayla Fioravanti

In 1998, she co-founded Essential Wholesale, one of the first all-natural cosmetics/ingredients companies, that she started from her kitchen with $50. She built a multimillion-dollar company while raising her kids. She sold Essential Wholesale in 2011 and today, Kayla is the co-founder and Chief Formulator of Ology Essentials Labs. Ology Essentials Labs is leading the way in clean cosmetics, aromatherapy formulations, and hemp CBD with offerings of white label, private label, and bulk bases that offer easy and affordable product offerings for micro to small businesses as well as supporting the clean beauty brand expansion of large companies. As Ology's Chief Formulator, Kayla can bring to life her unique ideas and product formulations. Kayla is also an aromatherapist, business consultant, speaker, and award-winning author.

In the early 2000s, as I ventured into the world of farming and crafting my own lavender products, I encountered Kayla. My introduction wasn't direct; rather, I stumbled upon a fantastic manufacturer of bases, discovering a superb lotion base from a company then known as Essential Wholesale (now Essential + Labs) based in Oregon. They were renowned locally for their diverse range of product bases and raw materials catering to DIY enthusiasts and budding product producers like myself.

It wasn't until later that I learned Kayla was the brilliant mind behind this thriving business. Coincidentally, I had a connection to her through

her mother, a cherished member of our artistic community who frequented my farm for painting opportunities. When she visited her mom, Kayla and I crossed paths occasionally, and her warmth always left a lasting impression.

Following her mother's passing, Kayla continued to occasionally grace Coupeville with her presence, maintaining her friendly demeanor and offering unwavering support as I navigated the challenges of growing my business. Her upcoming keynote address in January is a testament to her invaluable contributions to our community.

It's worth noting Kayla's connections with other influential figures, including Donna Maria and Cindy Jones, PhD, both previous USLGA speakers. Her longstanding and varied involvement with the USLGA community speaks volumes about her dedication to innovation and collaboration. I eagerly anticipate learning about her latest endeavors, as she continues to push boundaries and inspire us all.

Painting by Kelly Mohs (Kay's mom)

~ Sarah Richards

Feature Session: Leveraging Brands to Generate Value
Featured Speaker: Alicia Rihn, Assistant Professor, Agricultural & Resource Economics, The University of Tennessee

Brands are used on a variety of products and services to communicate with customers about the company, standards, and other benefits. Building a strong brand can generate equity which helps retain customers over time. In this talk, Alicia summarizes the available research on branding and discusses marketing strategies to leverage brands to delight customers and boost sales.

Alicia joined the Department of Agricultural and Resource Economics at the University of Tennessee – Knoxville in July 2020. She is a Minnesota native with a background in specialty crop marketing research. Her research and extension programs focus on consumer behavior, willingness to pay, and perceptions of specialty crops and niche products. She is interested in addressing how people perceive products, interact with them, and the best marketing strategies to add value for customers and businesses alike. She uses eye-tracking technologies and applied economics to generate actionable insights based on these topics of interest. Her current research topics include plant benefit information, native plant perceptions, alternative pest control methods, e-commerce, point-of-sale information, and the economy.

Using Visuals to Attract Customer Groups
Speaker:  Alicia Rihn, Assistant Professor, Agricultural & Resource Economics, The University of Tennessee

Most information used is visually gathered before purchase, meaning promotions and point-of-sale items (e.g., signs, labels) greatly impact consumer behavior. However, people are exposed to a lot of information at any given time and only attend to 2% of their visual field. In this presentation, Alicia discusses in-store and promotional content that attracts attention and how those impact purchasing behavior.

Alicia joined the Department of Agricultural and Resource Economics at the University of Tennessee – Knoxville in July 2020. She is a Minnesota native with a background in specialty crop marketing research. Her research and extension programs focus on consumer behavior, willingness to pay, and perceptions of specialty crops and niche products. She is interested in addressing how people perceive products, interact with them, and the best marketing strategies to add value for customers and businesses alike. She uses eye-tracking technologies and applied economics to generate actionable insights based on these topics of interest. Her current research topics include plant benefit information, native plant perceptions, alternative pest control methods, e-commerce, point-of-sale information, and the economy.

Harnessing AI to Improve Your Business Practices
Speaker: Bill Marrin, Outlook Lavender

Information coming soon!

Farmers Unite ~ Collaborative Growth for Overall Success
Speakers: Allison Horseman and Mary May, Woodstock Lavender Co.

The purpose of the session is to discuss how important it is to collaborate with others in your community to provide different classes, programs, events, opportunities, and products for customers. We will discuss how a mindset of “community over competition” has worked for our farm, how we have structured payment during on-farm events, and discuss how focusing on what the customer wants is more important than trying to do it all.

Discover the power of teamwork at the "Farmers Unite: Collaborative Growth for Overall Success." This event is all about emphasizing the significance of working together to elevate your on-farm offerings. Learn firsthand from experienced farmers who have harnessed the strength of collaboration to achieve success in their agricultural ventures. The seminar delves into the benefits of sharing resources, knowledge, and networks within the farming community. Attendees can expect insights on cooperative marketing, joint ventures, and collective problem-solving, highlighting how collaboration can enhance the overall success of on-farm enterprises. Whether you're a seasoned farmer or just starting, this seminar provides a roadmap for fostering meaningful partnerships that will contribute to the prosperity of your agricultural endeavors.

The session will have a mix of formats, including a PowerPoint presentation, and worksheets.

Mother-daughter duo Mary May and Allison Horseman are the heart and soul behind Somerset, Kentucky's Woodstock Lavender Co., where they’ve nurtured their shared passion for agriculture and lavender into a thriving business. As self-proclaimed "Keepers of the Lavender," they have built their dream from the ground up, creating a farm dedicated to honoring their agriculture roots, research, sustainable practices, quality products, and community impact.

Both Mary and Allison are women who love the land, blending their deep-rooted knowledge of farming with a commitment to doing things their way. They’ve crafted an authentic experience that celebrates the beauty of nature, the power of lavender, and the importance of supporting local and female entrepreneurs. From growing the lavender to handcrafting the products, they pour their love and care into every detail, ensuring that Woodstock Lavender Co. is not just a farm, but a lasting legacy.

Title TBA
Speaker: Marilyn Kosel, Wayward Winds Lavender

3 Keys to Profitability: Focus, Marketing, Pricing
Speaker: Joanne Voelcker, Mt Airy Lavender Farm

Yes, we all love lavender and building and growing our farms, but will your passion be profitable and sustainable? Did you know that 98 percent of farmers go out of business by year five? Don't let this happen to you! This presentation covers the importance of and practical "How-Tos" for creating a realistic plan, pricing for profit, marketing for success, and keeping on-track to achieve your dreams.

After 25+ years as a corporate executive, Joanne Voelcker pursued her passion and founded Mt Airy Lavender located in Coatesville, PA.  The farm is home to over 2,000 Lavender Plants across 10 distinct varieties, all cultivated, harvested, and distilled on the farm to produce artisanal wellness and culinary lavender products.  In addition to running Mt Airy Lavender, Joanne helps other small business owners and entrepreneurs in launching or expanding their businesses.

Joanne serves on the USLGA Board and is a certified Business and Mindset Coach.

Keynote Session: Lavender Farm Agritourism
Keynote Speaker: Terry Vesci, Owner of Pine Creek Lavender Farm and Best-Selling Author

Four Important Keys to Financial Success

1. What is your Draw!?
2. Government Grants and Assistance. There's a lot of $ out there.
3. Creating and marketing the Story
4. Worldwide Ranking of Lavender products in the marketplace: know consumer trends.

Terry Barlin Vesci of Pine Creek Lavender Farm along with her husband Rick developed their popular agritourism farm beginning with the simple question: "What Won’t Elk Eat!?”

Formerly California Governor Pete Wilson's campaign legal counsel, Terry has been a member of the California and DC State Bar Associations since 1989. Terry is the past Chairman of the California Forestry, Fire, and Natural Resources Board and was the Assistant Resources Agency Secretary for the State of California for Forestry and Rural Economic Development.

A featured Lecturer at Harvard Kennedy School of Government on the role of environmental regulations and the business community, and UC Berkeley on balancing the equities between private property ownership development and industry rights vs public trust law in Natural Resource Dependent communities.

The recent author of The Lavender Companion, which made the Amazon #1 bestseller list in its category, Terry now devotes her time to their family farm living in the beautiful mountain valley of Pine Arizona, and LOVES her lavender life!

Title TBA: Body Care Products
Speaker: Cindy Jones, Ph.D.Founder of Colorado Aromatics and Consultant at the Sagescript Insitute

Cindy Jones, Ph.D. has been a lavender grower for 17 years. She is a biochemist and cosmetic formulator/scientist specializing in natural products. On her farm she grows and distills many different herbs for hydrosols and other extracts to use in cosmetics. She is a founding member of the United States Lavender Growers Association. Her skincare line is Colorado Aromatics (http://www.coloradoaromatics.com) and she consults through Sagescript Institute (http://www.sagescript.com). Previously she worked in cancer research, science writing, and teaching. Sagescript Institute http://www.sagescript.com Colorado Aromatics http://www.coloradoaromatics.com

How to Plan and Execute a Successful Class
Speaker: Tina Schooler, Raider West Farms

Tina Schooler and her husband Bob have worked side by side for more than forty years. They have a thriving plumbing company and in 2020 planted lavender and herbs on their farm in Lubbock, TX.
 
Tina loves experimenting with the culinary uses of her favorite flowering herb and has crafted a line of lavender-infused cocktail and coffee syrups, beverage mixes, cocktail salts and sugars, and a lavender fudge sauce that is to die for, which will all be offered for purchase at the 2025 USLGA Conference.

Loving to entertain, Tina enjoys hosting mixology workshops featuring fun and easy ways to create lavender cocktails and non-boozy beverages. She stresses the importance of pairing the freshest ingredients with the best spirits to craft cocktails like the pros. 

Cottage Industry Law and Farm Products Liability: General Principles and How to Keep in Compliance
Speaker: Terry Vesci, Owner of Pine Creek Lavender Farm and Best-Selling Author

Key topics will include:

• General Cottage Industry Law Varies By State.
• What are the general rules and scope of Cottage Industry Products that are covered under most state laws. Everyone in the stream of commerce is potentially liable!
• Food Safety Courses and Licensing beyond the information they provide.
• Touch on The law and Cottage Industry Products--presumption of negligence; actual negligence; intentional harm "per se" vs standard in the industry for safety protocols including labeling and GS1
• What Insurance do you need;
• What is product liability? Presumption of negligence or presumption of compliance.
• Do you need a business license?
• What to stay away from---foods, label claims, medicinal claims/remedies, allergy issues, product processes out of your control by non-licensed persons or facilities. Non Cottage Industry items unless you are licensed to produce items beyond the scope of your state Cottage Industry Licensing.
• How to find out about Cottage Industry Law protection in your state.
• Are farms and farmers exempt?

Terry Barlin Vesci of Pine Creek Lavender Farm along with her husband Rick developed their popular agritourism farm beginning with the simple question: "What Won’t Elk Eat!?”

Formerly California Governor Pete Wilson's campaign legal counsel, Terry has been a member of the California and DC State Bar Associations since 1989. Terry is the past Chairman of the California Forestry, Fire, and Natural Resources Board and was the Assistant Resources Agency Secretary for the State of California for Forestry and Rural Economic Development.

A featured Lecturer at Harvard Kennedy School of Government on the role of environmental regulations and the business community, and UC Berkeley on balancing the equities between private property ownership development and industry rights vs public trust law in Natural Resource Dependent communities.

The recent author of The Lavender Companion, which made the Amazon #1 bestseller list in its category, Terry now devotes her time to their family farm living in the beautiful mountain valley of Pine Arizona, and LOVES her lavender life!

Closing Feature Session: Evolving Growth through a Changing Vision and Planned Marketing
Closing Featured Speaker Tracy Smith, Owner, Long Row Lavender

Every lavender season brings the challenges of sustaining growth and interest in your small business. In this final session, I will discuss ideas to help bring your farm vision and marketing plan into greater focus all while holding space for change.

Tracy Smith, Owner of Long Row Lavender

I am the grateful owner of Long Row Lavender, a lavender and flower farm in the rural countryside of Wright City, Missouri. My education is in Business Marketing having graduated from Northeast Missouri State University in 1993. Married to my husband, Chad, in 1994; the next 10 years brought the adventure of being a stay-at-home mom, helping to raise our four children; Jessica, Colin, Dylan, and Ella.

Owning Long Row Lavender since 2009 has grown my skills in marketing, customer service, and team building. The evolving vision and slow growth of the farm have allowed me to discover strengths and weaknesses that have provided personal change. To date, the farm is a destination for our local area. Most days you will find me helping in the kitchen, working in the field, or decorating our gift shop.