What I learned At My First ASCFG (Association of Specialty Cut Flower Growers) Conference

A whole row to myself?!

I Wasn’t on Vacation in Mexico

My First ASCFG Flower Farming Conference in Albuquerque, New Mexico

On Sunday night, I packed my bags while Simba stayed glued to my side like dog hair on fleece. He knows the suitcase means trouble and prefers to panic early. I was leaving home for four days of learning and connection with other flower farmers in Albuquerque, New Mexico.

As a small-scale flower farmer in Fairfax, Virginia, attending my first ASCFG (Association of Specialty Cut Flower Growers) conference was both exciting and intimidating. The ASCFG conference brings together flower farmers from across the country and (Canada!) to learn about sustainable flower farming, marketing, and building profitable local flower businesses.

I had convinced myself that New Mexico in January would be a warm little getaway from winter in Fairfax, Virginia. I don’t know why I thought that, wishful thinking, I guess. I was genuinely confused (and mildly offended) to see the temperatures were slated to be even colder than at home. What is this nonsense?

The moment I landed, though, it started to make sense. The mountains were absolutely breathtaking. I stayed in Old Town Albuquerque, and even the fourth floor of the hotel felt like a penthouse with that view. While reading the hotel guide, I finally understood why this wasn’t the warm desert escape I’d imagined: altitude. We were 5,000–7,000 feet above sea level—about 20% less oxygen.

The guide strongly suggested no exercise, staying hydrated, and watching for dizziness, headaches, fatigue… basically a polite way of saying you might perish.

View from my room!

The Welcome (and the Nerves)

Undeterred, I headed downstairs to find the registration table—cue social anxiety. I worked up the nerve to ask someone where to go and lucked out. Rhonda not only knew exactly where registration was, she was headed there too. We walked together and chatted, and just like that I thought, Okay. I can do this.

Inside, there were people everywhere. Throngs. I found my name tag and wandered over to a table of dried flowers where we could make a small boutonniere. I was convinced someone would look at mine and ask if I was sure I belonged at a flower farming conference. Everyone else seemed to know at least one other person. Groups everywhere. I made three slow loops around the welcome area before telling myself, Alright, you tried. You can go back to your room now.

Day One: Finding My Footing

The next morning, I sat with four other first-time attendees. As we started talking, every single one of them admitted they’d barely stayed at the welcome because they didn’t know anyone. Immediate relief, it wasn’t just me.

We talked about our farms, how we sell, and where we are in life. I could feel myself settling in.

The day kicked off with a marketing session with Charlotte Smith, and honestly, it shifted something big for me. She said: Don’t think of marketing as selling. Think of it as providing value.

That hit. I hate selling. I don’t want to take money from people. But I do want to run a business.

Reframing it as value made everything click: people want my flowers. I grow and care for them so others can enjoy their beauty. And if I want to keep doing that, I need to be profitable. Ding.

That afternoon, Dr. John Dole from North Carolina State University spoke about seed trials and new flower varieties. There’s a double sunflower he shared that I cannot stop thinking about it’s stunning. He also mentioned using passion vine, a native plant, as foliage. Who knew?

Trade Show & Fangirling

That evening, the trade show opened, and I got to meet seed suppliers, plug growers, and other incredible resources. I also fully fangirled over meeting Shannon (and Judd) from The Dirt on Flowers podcast. I’ve been listening to her voice in my AirPods since the very beginning of this journey.

When I finally said hello, I panicked. Words came out fast and wrong. At one point I think I told her I didn’t understand what she was talking about when I first started listening—which is… not what I meant. At all. Despite my verbal chaos, they were incredibly kind, and it felt good to simply say thank you, even if it was awkward as hell.

The Power of Showing Up

The next day at lunch, I sat alone—still not a social butterfly, and that’s okay. I believe in pacing myself. Someone asked if she could sit next to me, and I’m so glad I said yes. It was the owner of Jig-Bee Flower and Seed Company out of Vermont. She’s been farming for a long time, and I immediately launched into question mode. She generously shared her experience, offered to answer any questions I had in the future via email and even gave me free seeds!

That night was the dinner for first-time conference attendees. I almost skipped it. I was tired, and someone else mentioned they might bail too, which felt like permission. But I pushed myself to go, and I’m so glad I did.

At our table was the legendary Mimo Davis of Urban Buds Farm—an ASCFG member for 30 years who grows on a very small scale. An absolute wealth of knowledge. Around the table were farmers doing wildly different things: a nonprofit farm that recently had an event supporting women recently released from prison to a "flower-tainment" farm planting 100,000 tulips a year. We talked for hours, shared social media handles, and promised to root for one another.

Why Buying Local Flowers Matters

This community is something special—and you’re part of it too. When you buy local flowers, you allow farms like mine to exist. You support people chasing wild passions, caring for the land, and building lives rooted in their communities.

What a trip. And what a gift to be part of this.