In a time when everything feels heavy — from current events to stretched budgets — one Somerset farm invites visitors to slow down this summer. As their 700-plus lavender plants reach peak bloom each June, the mother‑daughter team behind Woodstock Lavender Farm plans a full slate of events with everything from peaceful teas to a kids’ day, and even a ‘Supper and Stand-up’ comedy show.
Allison Horseman and her mother, Mary May, first dreamed up the lavender farm nearly 13 years ago. Even as they prepare to welcome more than 2,000 visitors in the coming weeks, Allison took time to talk with me about the story behind the farm. Her grandfather, L.G. Colyer, fought to hold onto the land, though it meant leaving his family to make money to pay for it.
“He borrowed $600 to buy the farm, but during the Great Depression, he couldn’t make the payments on his loan, so he traveled by train to Detroit to work for two years and sent money home to Kentucky,” Allison said.
As a result of his hard work, Mary was able to grow up on the farm, and now Allison’s children are the fifth generation to call it home. For decades, the family grew corn and soybeans here, but Allison and Mary always felt the land was meant for something more.
The Idea Takes Root
One day, while flipping through a cookbook, Mary came across the idea to grow lavender and immediately called Allison. They decided to experiment with 50 plants (“planted completely wrong”) and quickly fell in love with the herb. Each year, they added 50 more plants. Today, they produce a full line of value‑added products, from syrups and jams to pillow sprays and serums, and they host dozens of ticketed events that often sell out within days.
“My hands are in the same dirt my grandparents and their parents worked with. It’s a feeling you can’t really explain and now, to have thousands of people visit the farm, is really incredible,” Allison said. “We’re showing people that farm and agriculture don’t always have to be corn, beans, and tobacco, it can be something different.”
She said many guests come just to be on a farm again.
“So many people are removed from farm life now, but they have roots there through their grandparents or parents. This gives them a way to relive part of their own story.”
Growing the Business
As interest has grown, so has the farm’s reach. What began as a largely in‑person experience expanded into an online storefront, subscriptions, wholesale relationships, and seasonal events. Managing ticket sales, online orders, subscriptions, and multiple platforms quickly became overwhelming.
“I created our website and sales platform in 2015, and we had been needing to upgrade for a long time, but we couldn’t come up with the funds to do it the way we needed to. Tickets, subscriptions, and sales were spread across different platforms with and it didn’t work well for us or for our customers.”
That’s when they reached out to Mountain Association’s Business Support team for help streamlining their systems.
Working with Hinge Creative, one of Mountain Association’s expert consultants, Woodstock Lavender Farm transitioned its entire online presence and on‑farm point‑of‑sale system to Shopify. They also launched a wholesale portal and implemented an email marketing system to strengthen customer relationships and track data, alongside a three‑month marketing plan.
“Now, we’ve been able to achieve everything we set out to do. The new site is working well, and we used the new POS system last summer and again during the holidays. It worked great.”
With those systems in place, Allison and Mary have been able to fine‑tune what they offer on the farm. An extensive customer survey helped guide new events this season, including broom‑making workshops with Shaker Village, expanded lavender festivals featuring 10 to 15 local handmade vendors, and more. A strong theme from the customer feedback was the need for rest and wellness.
“We’re leaning into that this year,” Allison said. “This is such a serene, peaceful environment and so many people just want to sit and enjoy the day.”
Woodstock Lavender Farm now employs five seasonal workers and two part‑time staff year‑round. Allison and Mary are also planning to continue working with Mountain Association as they evaluate new ideas and shape their overall business strategy.
To learn more about the farm or join them for some R and R at their upcoming events, visit https://www.woodstocklavender.com/.
“As the business has expanded, it’s allowed us to keep sharing our love for agriculture and our family story. When people tell us their own similar stories, it reinforces how important it is to honor your roots.”
– Allison Horseman
