What Harmony Harvest Farm does

Harmony Harvest Farm is a privately held, family-owned cut flower farm and direct-to-consumer e-commerce business headquartered on a 20-acre property in Weyers Cave, Virginia, in the Shenandoah Valley. Founded in 2011 by Jessica Hall and her mother Chris Auville, with operations formally launched in 2013 and sister Stephanie Duncan joining shortly after, the company grows 200+ flower varieties — including anemone, ranunculus, peonies, hydrangea, dahlias, and the largest private heirloom chrysanthemum collection in the United States. In 2017 the founders acquired the last domestic manufacturer of metal flower frogs and spun out Floral Genius as a sister company, making Harmony Harvest the sole U.S. distributor of domestically produced floral design mechanics.

The business operates multiple revenue streams through a Shopify-powered storefront (HHFShop.com), FedEx-backed nationwide next-day delivery, and on-farm retail. Core products include shippable bouquets (Farmhouse from $60, Virginia Love $50), three tiers of flower subscriptions ($45/mo, $79/mo, $230 annual CYA), bulk flower boxes, pick-your-own agritourism at $30/cup, full-service wedding flowers, flower frogs and branded merchandise, heirloom mum plants and growing-education content, and premium two-day floral design masterclasses at $1,199.99. Wholesale florist accounts serve B2B buyers domestically and in 19+ countries for hard goods; international shipping is restricted to non-perishable items.

The company is a Certified American Grown farm, was selected to host the 2023 Field to Vase National Dinner Tour, and has earned recognition from Better Homes & Gardens, The Washington Post, Southern Living, Garden & Gun, and Virginia Living. It is bootstrapped with no external venture capital, has received a $16,000 FedEx Small Business Grant, and operates with a small core team of family owners supported by approximately 10 staff in fulfillment, farming, marketing, floral design, and grounds roles.

Name

Harmony Harvest Farm

Legal name

Harmony Harvest Farm, LLC

Website

https://hhfshop.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Harmony Harvest Farm is a family-owned Shenandoah Valley cut flower farm that ships Certified American Grown bouquets, subscriptions, weddings, and pick-your-own experiences nationwide via Shopify and FedEx, and owns Floral Genius, the last U.S. metal flower frog maker.

Ownership category

akta.pro rank

Product category

Cut Flower Farming and Farm-Direct Floral Products

NAICS

Greenhouse, Nursery, and Floriculture Production (1114)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Protected Cultivation of Specialty Crops (Orchids, Bonsai, Exotics) (AFAGAHAH)

Keywords

• Cut flower farming
• Flower subscription services
• Farm-direct bouquets
• Wedding floral arrangements
• Wholesale flower distribution

Headquarters

HQ city

Weyers Cave

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Fresh Cut Flowers & Bouquets: Direct sales of farm-fresh bouquets, bulk flowers, and arrangements shipped nationwide or available for local pickup/delivery
2. Flower Subscriptions: Recurring monthly subscriptions (Virginia Love $45/mo, Farmhouse $79/mo, CYA $230) delivering seasonal bouquets year-round
3. Pick-Your-Own Experience: Self-serve flower stand at $30/cup for general picking, $40/cup for specialty events; seasonal May-October
4. Wholesale B2B: Wholesale accounts for florists and resellers offering bulk flowers and flower frogs at exclusive pricing
5. Flower Frogs & Merchandise: Sale of flower frogs, design accessories, and branded merchandise including apparel, mugs, and home goods
6. Floral Design Workshops: In-person workshops hosted at the farm with professional florists, priced at $1,199.99 for two-day intensives

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels10 records

Core offering

Harmony Harvest Farm grows and ships Certified American Grown fresh-cut flowers, bouquets, and subscriptions directly from its 20-acre Shenandoah Valley farm to consumer and wholesale customers nationwide. The company also offers wedding flowers, pick-your-own agritourism, branded merchandise, and US-made metal flower frogs under the sister brand Floral Genius.

Product overview

Harmony Harvest Farm operates as a diversified cut flower farm and e-commerce business offering multiple product lines united by their American-grown, farm-fresh positioning. The core offering centers on shippable bouquets (Shippable Bouquets, The Farmhouse Bouquet, The Virginia Love Bouquet) and flower subscription services (Virginia Love Year-Round, Farmhouse Bouquet Year-Round, and CYA Subscription). Local customers are served through Farm Fresh Arrangements (Mini, Classic, Deluxe) available for pickup and delivery. The wedding flower division provides Floral Combs, Corsages, Boutonnieres, and full wedding arrangements. Agritourism experiences include Pick-Your-Own Flowers at the Victory Garden. A complementary product line includes Flower Frogs manufactured by sister company Floral Genius, along with Punny Flower Merch and Growing Education courses. The farm also sells Heirloom Mum Plants and offers workshops like the TJ McGrath Floral Design Masterclass. All products are powered by Shopify e-commerce infrastructure.

Differentiator

Problem solved

Functional benefit

Brands

• Floral Genius: Sister company and the last US manufacturer of metal flower frogs. Produces sustainable floral design mechanics including pin holders, pin cups, and hairpin holders.
• The Happy Box

Products and services

• The Farmhouse Bouquet Handmade seasonal mixed bouquets featuring the freshest blooms from the farm fields, available in Classic (from $60) or Deluxe sizes as part of the Wildflower Series. Ships for $15 in VA/DC/MD, $39 nationwide, and $64 in WA/OR/CA. Aimed at consumers seeking cottage-core, garden-gathered style flowers.
• The Virginia Love Bouquet A petite mixed bouquet of fresh, Virginia-grown flowers from the Shenandoah Valley farm. Priced at $50 per bouquet, ships FREE in Virginia and DC, $39 nationwide, and $64 in WA/OR/CA. Not eligible for wholesale or international shipping. Aimed at consumers seeking Virginia-grown flowers.

Quantifiable outcome

• Flowers last up to a week with proper care
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• TJ McGrathcoreStrategic or Co-development Partner · 24 August 2026Professional floral designer hosting advanced design masterclass workshops at Harmony Harvest Farm. Two-day intensive workshop on August 24-25, 2026 covering advanced table design, mechanics with Floral Genius flower frogs, and installation techniques.
• Mermaid City Flowers (Dee Hall)coreStrategic or Co-development Partner · 24 August 2026Guest designer Dee Hall of Mermaid City Flowers co-hosting floral design workshop with TJ McGrath. Leading day two session on everyday arrangement design with native and seasonal flowers.
• Floral GeniuscoreOEM/ Whitelabel/ Licensing PartnerSister company manufacturing flower frogs. Founded in 2017 when Jessica and Stephanie purchased the last US manufacturing company for sustainable floral design mechanics. Harmony Harvest Farm is the sole distributor of Floral Genius products.
• Augusta County Farm TrailminorGTM or Marketing PartnerCommunity agritourism program where Harmony Harvest Farm participates as a destination. Visitors can pick up passports and visit multiple local farms across Augusta County.
• International Wholesale PartnersminorChannel Partner/ Reseller/ DistributorWholesale distribution partnerships in 19+ countries including UK, Canada, Germany, France, Australia, New Zealand, and others for flower frogs and bulk flowers.
• Certified American GrowncoreStrategic or Co-development PartnerIndustry certification body. Harmony Harvest Farm is a Certified American Grown farm and was selected to host the Field to Vase National Dinner Tour in 2023.
• International Chrysanthemum BreederscoreStrategic or Co-development PartnerHarmony Harvest Farm serves as a national trial farm for new chrysanthemum varieties being brought to market by international breeders.
• Rockingham County Landfill (Composting Project)minorStrategic or Co-development PartnerEnvironmental partnership for composting project with Rockingham County Landfill supporting farm sustainability initiatives.
• FedExcoreTechnology or IntegrationShipping partner for next-day flower delivery nationwide. Flowers shipped via FedEx 1-Day Ground or Overnight depending on zip code.
• ShopifycoreTechnology or IntegrationE-commerce platform powering the HHFShop.com online storefront for all direct-to-consumer sales.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• The Bouqs Co. Venture-backed DTC flower delivery company shipping farm-sourced bouquets nationwide on a subscription and one-off basis. Most direct comparable on DTC flower shipping model, target customer, and product mix.
• Farmgirl Flowers: DTC floral brand shipping hand-tied bouquets direct from partner farms to consumers nationwide. Comparable on direct-to-consumer flower shipping, sustainable sourcing positioning, and subscription offerings.
• UrbanStems: DTC floral and plant brand offering bouquets, subscriptions, and gifting nationwide with a digitally-native brand. Directly comparable on DTC channel, target demographic, and product breadth.
• Venus et Fleur: Luxury floral brand specializing in preserved and fresh rose arrangements with subscription and gifting offerings. Comparable on premium DTC floral positioning and direct-to-consumer subscription model.
• Bloomscape: DTC online retailer of plants and flowers shipped directly to consumers. Comparable on direct-to-consumer plant/flower e-commerce and nationwide shipping model, though heavier emphasis on houseplants.
• Flower Moxie: Wholesale and DIY wedding floral retailer selling bulk flowers and supplies to brides and florists. Comparable on direct-to-consumer bulk flower sales and wedding vertical.

Broad incumbents

• 1-800-Flowers.com: Large publicly-traded floral and gifting retailer operating multiple consumer brands across occasion-based flower delivery. Comparable on end-customer flower gifting, but much larger scale and broader assortment than Harmony Harvest.
• Teleflora: Florist network operator aggregating local florists for national flower delivery. Comparable on end-customer floral gifting and wholesale florist relationships, though business model is a marketplace rather than farm-direct.
• FTD: National floral delivery brand and florist network for occasions and gifts. Comparable on national flower delivery and gifting occasions, but operates at much larger scale through a partner florist model.

Emerging players

• Rooted Farmers: Online wholesale marketplace connecting local flower farms with florists and designers. Comparable on the wholesale farm-to-florist distribution channel that Harmony Harvest serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCU5pyC9-DCpB-PY_I7W0_bA
• Facebookfacebook.com/harmonyhrvst
• Instagraminstagram.com/harmonyhrvst
• Pinterestpinterest.com/harmonyhrvst
• Xx.com/harmonyhrvst
• LinkedInlinkedin.com/company/harmony-harvest-farm-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Harmony Harvest Farm