PepperHarrow Farm

What PepperHarrow Farm does

PepperHarrow Farm is a 60-acre specialty cut flower and lavender farm located in Winterset, Iowa (Madison County), founded in 2011 and family-owned by Adam and Jennifer O'Neal. The farm cultivates 18,000+ lavender plants across 13 scenic acres and grows 59 varieties of cut flower seeds, positioning it as one of Central Iowa's largest operations in its category. It serves a primarily consumer end market consisting of hobbyist gardeners, brides, agritourism visitors, and aspiring flower farmers.

Name

PepperHarrow Farm

Website

https://pepperharrowfarm.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

PepperHarrow Farm is a 60-acre flower and lavender farm in Winterset, Iowa, founded in 2011 by Adam and Jennifer O'Neal. It sells cut flower seeds, lavender products, and digital courses to hobbyist gardeners, brides, and aspiring flower farmers via e-commerce, agritourism, weddings, and on-farm events.

Ownership category

akta.pro rank

Product category

Cut Flower and Lavender Farm with Agritourism

NAICS

Greenhouse, Nursery, and Floriculture Production (1114), Nursery and Floriculture Production (11142), Floriculture Production (111422), Nursery, Garden Center, and Farm Supply Retailers (444240)

SIC

Agricultural Production-Crops (100)

akta.pro primary industry

Greenhouse Floriculture (Cut Flowers) (AFAGAHAD)

akta.pro secondary industries

Culinary Herb Farming (Basil, Oregano, Thyme, Mint, Parsley) (AFAGAGAD), Farmers’ Markets & Farm Stands (Fresh Food) (CRAHAHAE)

Keywords

• Cut flower farming
• Lavender production
• Agritourism experiences
• Flower CSA memberships
• Wedding floral design

Headquarters

HQ city

Winterset

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Product Sales: Online sales of cut flower seeds (59 varieties), dahlia tubers, ranunculus and anemone corms, lavender products (soaps, salves, candles, essential oils, sachets, dried bundles), fresh bouquets at farmers markets, and apparel.
2. Agritourism Events & Workshops: Ticket sales for workshops (floral design $95, sourdough $95, lavender distillation $85), u-cut experiences ($25), farm dinners ($85-$95), VIP sunset retreats ($95), annual Lavender Festival ($25-$35), and private events. Photography rentals at $50-$150 per session.
3. Flower CSA Memberships: Monthly flower membership programs including PepperHarrow Bloom Membership ($495), Monthly You-Cut Bouquet Share ($200), Spring Plant-Cutting Garden Share ($95), Culinary Herb CSA ($50), specialty shares (Lisianthus $65, Lavender $75, Dahlia Bouquet $95). Pick-ups on second Saturday May-September.
4. Consulting Services: One-on-one virtual or on-farm consultation with Adam and Jennifer O'Neal covering farm planning, lavender growing, agritourism development, and cut flower business strategy. Priced at $295 per hour per person.
5. Wedding & Event Floral Services: Lark and Harrow design studio offers DIY bride bulk fleurs, a la carte, and full service wedding design using locally grown seasonal blooms. Booking 2026 weddings.
6. Glamping Accommodations: Glamping tent stays on Airbnb offering overnight experiences with king-sized bed, bistro setup, fire pit, and farm field access. Seasonally available.
7. Event Venue Rental: Farm venue rental for weddings, corporate events, showers, reunions, and intimate dinners. Accommodates 250-400 outdoor guests or up to 50 indoors. Includes event barn, catering kitchen, parking for 200 vehicles.
8. Digital Products: Sale of digital downloads including Succession Planting Calendar ($35), Crop Planning Toolkit, Flower Farm Business Planner ($29), and Agritourism Playbook. One-time purchase, downloadable.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

PepperHarrow Farm is a 60-acre flower and lavender farm in Winterset, Iowa that grows cut flowers and lavender, sells branded farm products (seeds, corms, tubers, lavender goods, fresh bouquets), and operates a diversified agritourism and events business including CSA memberships, hands-on workshops, an annual Lavender Festival, u-cut experiences, farm-to-table dinners, VIP sunset retreats, glamping stays, and event venue rental. The farm also runs the Lark and Harrow wedding floral design studio, offers one-on-one consulting for flower farmers, and sells proprietary digital planning tools and an online Lavender Growers Masterclass.

Product overview

PepperHarrow Farm operates as a diversified flower and lavender farm offering both physical products and experiential services. Physical products include handcrafted lavender products (soaps, salves, candles, essential oils, sachets), cut flower seeds (59 varieties), dahlia tubers, ranunculus/anemone corms, and seed kits (Butterfly Garden, Hummingbird Garden, Celosia Collection, Beginning Dahlia Grower Kit). The digital product portfolio includes interactive planning tools: Succession Planting Calendar for Flower Growers, Crop Planning Toolkit, Flower Farm Business Planner, and Agritourism Playbook. Experiences and events include Lavender Festival (annual), Lavender U-Cut, Floral Design Workshops, Lavender Distillation Workshops, Sourdough Bread Making, VIP Sunset Retreats, Pizza and Petals dining, and Al Fresco Dinners. The farm also offers Glamping Tent Stays, Photography Rentals, Event Venue Rental (accommodating up to 400 guests), Wedding Florals through Lark and Harrow, Flower CSA Memberships, and Consulting Services. The business is operated by Adam and Jennifer O'Neal from their 60-acre property in Winterset, Iowa.

Differentiator

Problem solved

Functional benefit

Brands

• Lark and Harrow: The design studio at PepperHarrow Farm offering wedding and event floral design services, including DIY bride-bulk fleurs, a la carte options, and full service wedding design.

Products and services

• Cut Flower Seeds 59 varieties of cut flower seeds curated from varieties grown on the Iowa farm, including zinnias, celosia, cosmos, sunflowers, and more. Individual seed packets priced $3.75-$6.95. Available to home gardeners and flower farmers via online e-commerce.
• Butterfly Garden Seed Pack Curated butterfly mix containing up to 19 flowers chosen for lasting blooms and ability to attract butterflies and pollinators in Midwestern gardens. Priced at $12.95.
• Hummingbird Garden Seed Mix Blend of seeds designed to attract hummingbirds to backyards, containing 1 oz of carefully selected seeds. Priced at $12.95.
• PepperHarrow Celosia Collection Carefully selected celosia varieties bred on the farm for strong stems and exceptional performance, including Moonbeam Ice Cream, Peaches, Chester Copperpot, Starlight, and Pink Lemonade. Priced at $27.95.
• Cut Flower Garden Collection Seed Starting Kit Curated selection of five flower seeds for home cutting gardens, including seed-starting guide and custom wooden-handled floral snips. Priced at $45.
• Beginning Dahlia Grower Kit Kit for novice gardeners including five dahlia tuber varieties, premium floral snips, and dahlia growing guide. Shipped in healthy, growth-ready condition with visible eyes.
• Dahlia Tubers Dahlia tubers in various varieties, shipped in healthy, growth-ready condition with visible eyes. Sold via online shop.
• Ranunculus and Anemone Corms Spring-blooming corms including Ranunculus Tecolote Rainbow, Ranunculus Amandine varieties ($22-$28 for 20 corms), and Anemone varieties ($30 for 20 corms).
• Lavender Products Handcrafted lavender products including soaps, salves, candles, essential oils, sachets, dried lavender bundles, and signature fragrance line. Sold via online shop and on-farm shop.
• Fresh Bouquets Fresh farm-grown bouquets available weekly May through October at Downtown Des Moines Farmers Market (Saturday mornings), Gateway Market, and Des Moines Mercantile.
• Flower CSA Memberships Community Supported Agriculture program offering tiered subscriptions: PepperHarrow Bloom Membership ($495), Monthly You-Cut Bouquet Share ($200), Spring Plant-Cutting Garden Share ($95), Culinary Herb CSA ($50), Lisianthus ($65), Lavender ($75), and Dahlia Bouquet ($95) shares. Pick-ups on the second Saturday May-September with exclusive flower field access.
• Lavender Festival Annual lavender festival held in mid-to-late June during peak lavender bloom, featuring artisan vendors, live music, food trucks, lavender picking, and demonstrations. Early Bird tickets $25, Standard $35 (May 1+). Children 15+ require ticket, under 15 free with adult.
• Lavender U-Cut Experiences You-cut lavender bouquet experiences allowing visitors to cut their own lavender bundles in the fields during festival season. Priced at $25 per person and includes rubber band/bundle securing materials.
• Floral Design Workshops Hands-on 2-hour evening workshop teaching garden-style floral design techniques, including creating centerpieces and cutting personal flowers from the fields. Priced at $95 per person and includes seasonal blooms, beverages, and light refreshments. Class size limited to 14.
• Lavender Essential Oil Distillation Workshop Expert-led 2-hour workshop teaching lavender distillation process. Participants take home lavender spray and fresh lavender bundle. Priced at $85 per person.
• Sourdough Bread Making Workshop Three-hour hands-on workshop teaching sourdough fundamentals including starter care, mixing, folding, and baking with instructor Kelsee Simon. Priced at $95 per person. Participants receive live sourdough starter, banneton, bread scoring tool, apron, and printed instructions.
• VIP Sunset Retreat Exclusive evening farm tour with Adam and Jennifer O'Neal including welcome beverage, charcuterie, guided farm stroll, sunset views, and u-cut bouquet. Limited to 20 guests. Priced at $95 per person.
• Pizza and Petals Farm Dinner Evening farm experience with guided field walk, charcuterie cup, wood-fired pizza dinner with seasonal salad, dessert, cocktail/beer/wine, and u-cut bouquet. Priced at $85 per person.
• Al Fresco Dining Experiences Seasonal farm-to-table dinners set among flower fields and lavender rows, offering locally inspired food and drinks.
• Glamping Tent Stay Overnight glamping experience in tent with king-sized bed, luxe linens, bistro setup, hammock, fire pit, and access to bathhouse facilities, available seasonally through Airbnb.
• Photography Rentals One-hour photography rental blocks for professional photographers with business liability insurance, available on the hour via Squarespace Scheduling. Priced at $50-$150 per session.
• Event Venue Rental Event venue rental for weddings, corporate events, showers, reunions, and intimate dinners. Event barn seats 50 indoors with Sonos sound system, heated/AC, and catering kitchen. Outdoor capacity 250-400 guests. Parking for 200 vehicles.
• Lark and Harrow Wedding Florals Full-service wedding floral design studio offering DIY bride-bulk fleurs, a la carte, and full service wedding design options using locally grown seasonal blooms. Currently booking 2026 weddings.
• Consulting Services One-on-one virtual or on-farm consultation with Adam and Jennifer O'Neal covering farm planning, lavender growing, agritourism development, and cut flower business strategy. Priced at $295 per hour per person.
• Succession Planting Calendar for Flower Growers Interactive planning tool with 40 cut flower varieties, custom planting dates calculated from user's last frost date. Includes HTML planner, Excel spreadsheet, and Google Calendar export. Works offline. Priced at $35.
• Crop Planning Toolkit Interactive planning tool for defining fields, adding crops, and calculating plant counts, seed needs, tray totals, and revenue projections in real time.
• Flower Farm Business Planner Interactive business planning tool for flower farmers to build complete business plans, track crop profitability, and analyze seasonal economics. Priced at $29.
• Agritourism Playbook Complete agritourism planning toolkit with interactive revenue calculator, pricing benchmarks for 8 event types, monthly event planner, and 90-day launch checklist for farms.
• Lavender Growers Masterclass Online course teaching how to grow lavender successfully in the Midwest, covering cultivar selection, soil drainage, and planting techniques for challenging climates.

Quantifiable outcome

• 18,000+ lavender plants thriving across 4+ acres in Zone 5b Central Iowa
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Johnny's Selected Seeds: Maine-based seed company with broad flower and vegetable seed catalog serving commercial growers. Adjacent incumbent in the cut-flower seed category that competes for the same buyer.
• Select Seeds: Heirloom and antique flower seed specialist selling seeds and plants direct to gardeners. Overlaps with PepperHarrow's cut flower seed and dahlia/ranunculus corm business.
• American Meadows: National retailer of wildflower seeds, bulbs, and perennials with a strong e-commerce platform. Comparable flower-inputs retailer serving home gardeners and small growers.
• Hudson Valley Seed Co. Art-driven seed company selling flower and vegetable seeds online nationwide with branded collections. Comparable direct-to-consumer flower seed retail and brand storytelling.
• Baker Creek Heirloom Seeds: Large heirloom seed retailer with mail-order catalog and festival events. Comparable seed-retail and event-driven agritourism model, though at significantly greater scale.

Direct peers

• Three Porch Farm: Georgia flower farm combining specialty cut-flower production with agritourism events and farm dinners. Closely comparable operating model on the agritourism-and-flowers axis.
• Painted Tulip Farm: Small cut-flower farm offering workshops, farm tours, and seasonal flower experiences. Comparable boutique-scale flower farm with agritourism programming.
• Floret Flowers: Washington-based cut flower farm operating the same diversified model — seed sales, dahlia tubers, digital planning tools, online courses (Flower Farming School), and a published book. Most direct competitor to PepperHarrow's content-and-farming hybrid approach.
• The Farmer's Daughter Flowers: Flower farm and agritourism destination offering u-pick, events, and on-farm experiences. Comparable product mix of fresh flowers, experiences, and CSA-style memberships.

Others

• Rooted Farmers: B2B wholesale marketplace connecting local flower farms with florists and designers. Ecosystem player relevant to how PepperHarrow could extend into wholesale channels.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/PepperHarrowFarm
• Instagraminstagram.com/pepperharrow_
• Pinterestpinterest.com/pepperharrow
• Xx.com/pepperharrow_
• LinkedInlinkedin.com/company/pepperharrow-farm

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 PepperHarrow Farm