Rose Farm

What Rose Farm does

Rose Farm is a family-owned cut flower farm and agritourism destination founded in 2018 by Karri and Patrick Rose on a 25-acre property in Norwalk, Iowa, approximately 20 minutes outside Des Moines. The farm combines sustainable cut-flower production — including David Austin garden roses, peonies, and 25+ dahlia varieties across a 3-acre growing footprint — with a diversified portfolio of consumer experiences and hospitality offerings. Its physical assets include a white farmhouse, a barn housing The Shoppe retail boutique, an open-air Garden Pavilion, a two-acre pond, a greenhouse (featured on multiple magazine covers), and Victoria's House, an eight-guest on-site accommodation.

The business operates eight revenue streams from this single location: retail products (Currently Co. candles $17-$27, Friedrichs Coffee tea and Bourbon Pecan coffee at $20, diffusers, aroma sprays, gift certificates); floral sales (DIY buckets $75-$150, Garden Club subscriptions, peony bouquets); workshoppes ($75-$90 floral, $85 art, $85-$160 culinary including farm-to-table dinners by Chef Aaron Holt); wedding and event hosting ($6,000+ weddings, $200-$400/hr private events, photography sessions); Victoria's House short-term rentals ($229-$269/night direct or via Airbnb); Garden Club membership ($75 initial + $50 refills); and free Farm School programming that functions as a community-marketing engine. Distribution channels include on-site retail, the company e-commerce website, HoneyBook for inquiries, CozyCal for photography booking, and Airbnb for lodging.

The customer base is entirely consumer and SMB — families with children, wedding and celebration hosts, DIY flower enthusiasts, photographers, and rural retreat seekers — with no enterprise accounts. The go-to-market motion is direct-to-consumer combined with community-led growth, amplified by earned media in Midwest Living, Better Homes & Gardens Farmhouse Christmas, and The Iowan Magazine, plus active social channels on Instagram, Facebook, Pinterest, and TikTok. Rose Farm is privately held by the founding family with no institutional investors, one disclosed state grant from Choose Iowa of $18,478 in April 2025, and a team of approximately 12-15 people.

Name

Rose Farm

Legal name

Rose Farm

Website

https://rosefarmstead.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Rose Farm is a family-owned 25-acre cut flower farm in Norwalk, Iowa that combines sustainable flower production with weddings, workshoppes, farm-to-table dinners, Victoria's House short-term rentals, retail goods, and a children's education program called Farm School.

Ownership category

akta.pro rank

Product category

Agritourism and Cut Flower Farm

NAICS

Greenhouse, Nursery, and Floriculture Production (1114), Floriculture Production (111422)

SIC

Agricultural Production-Crops (100), Agricultural Services (700)

akta.pro industry

PRIMARYAFAGAHAD

Greenhouse Floriculture (Cut Flowers)

Agriculture & Food Production/Crop Farming/Greenhouse, Nursery & Floriculture Production (Protected Crops, Ornamentals, Seedlings)

SECONDARYHSAIAFAE

Seasonal Color & Flower Rotation (Spring/Fall Plantings)

Home & Personal Services/Landscaping, Lawn Care & Outdoor Maintenance/Garden & Planting Services (Beds, Mulching, Seasonal Color)

SECONDARYBPABADAL

Seasonal Color, Planting & Horticultural Services

Business & Public Services/Facilities Management & Building Services/Landscaping & Grounds Maintenance

Keywords

• Cut flower farming
• Agritourism experiences
• Wedding venue hosting
• Floral design services
• Farm education programs

Headquarters

HQ city

Norwalk

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

Revenue model

1. Retail Products: Direct retail sales through The Shoppe and e-commerce including candles ($17-$44), coffee ($20), tea ($20), aroma sprays ($23-$25), diffusers ($17-$44), gift certificates ($25-$200), and specialty goods.
2. Floral Sales: Fresh cut flower sales including buckets of blooms ($65-$150), peony bouquets ($30), Garden Club memberships ($75 initial with $50 refills), and DIY floral collections.
3. Workshoppes and Classes: Educational experiences including floral workshops ($75-$90), watercolor classes ($85), Farm to Table Dinners ($140-$160), and private workshoppes starting at $85/guest.
4. Event Hosting: Wedding venue rentals starting at $6,000, semi-private celebrations ($200-$250/hour), private events ($400/hour minimum), and photography sessions.
5. Victoria's House Accommodations: Guest house rentals on the farm property. Direct farm booking: $229/weekdays, $269/weekends. Airbnb booking available.
6. Garden Club Membership: Seasonal membership (June-October) offering bucket and clippers ($75), unlimited flower refills ($50), 10% shop discount, and access to six special gatherings with Karri Rose.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels11 records

Core offering

Rose Farm operates a 25-acre family-owned cut flower farm in Norwalk, Iowa, producing David Austin garden roses, peonies, dahlias, and other specialty blooms. It sells fresh cut flowers, DIY floral buckets, and curated retail products (candles, aroma sprays, diffusers, coffee, tea) through its on-site boutique and e-commerce site, and delivers on-farm experiences including workshops, farm-to-table dinners, weddings and private events, children's Farm School programming, and overnight stays at Victoria's House.

Product overview

Rose Farm is a 25-acre cut flower farm in Norwalk, Iowa offering a diversified portfolio of products and experiences. The core offering centers on The Shoppe, a boutique retail space selling candles, aroma sprays, diffusers, coffee, and tea products sourced locally and through partners. Educational Workshoppes provide boutique-sized classes in culinary, art, and floral disciplines. Farm School offers complimentary seasonal children's programming. Victoria's House provides on-site guest accommodations for up to eight guests. Celebrations and Events services host weddings, semi-private events, private gatherings, and photography sessions. Fresh floral products include Blooms To Go DIY buckets, Peony Bouquets, and Bespoke Floral Collections. Culinary experiences feature Farm to Table Dinners and Prairie Walk Harvest Dinners with Chef Aaron Holt. The Garden Club membership provides seasonal flower harvesting access and exclusive gatherings from June through October.

Differentiator

Problem solved

Functional benefit

Brands

• Victoria's House: A cozy guest home on the Rose Farm property with accommodations for eight guests, named for Karri's late mother-in-law Victoria VanEngelenburg.
• The Shoppe at Rose Farm
• Farm School
• Currently Co.

Products and services

• The Shoppe at Rose Farm

Quantifiable outcome

• Farm School attendance of 1,195 children in 2022
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Iowa State University - Iowa Learning FarmscoreStrategic or Co-development Partner · 1 January 2024Partnership for Prairie Walk and Harvest Dinner event featuring Iowa State University conservation education, prairie walks, and engagement with ISU experts on pollinator biology, ecology, and water quality.
• Iowa State University (Master Gardener Program)coreStrategic or Co-development Partner · 1 January 2019Karri Rose completed the Iowa State Master Gardening Program (2019), which takes participants from trainee to intern to master. Program requirements include 40 hours of volunteering, which inspired the Farm School concept.
• Wildwood Hills RanchcoreStrategic or Co-development Partner · 1 January 2018Rose Farm partners with Wildwood Hills Ranch, an organization dedicated to transforming lives of at-risk youth. Karri Rose serves on the Board of Directors (2023-2025) and has chaired the Wild About the Child Shindig Committee (2018-2024). 100% of Farm School proceeds and Golden Ticket sales benefit the organization.
• Currently Co. (Ali Coppola)minorStrategic or Co-development PartnerSmall-batch luxury soy candle brand hand-poured in Des Moines. Created custom candle for The Shoppe in 2020, which grew into a flourishing brand. Ali leads wreath and candle-making workshoppes at Rose Farm and has sold 40,000+ candles.
• FarewayminorGTM or Marketing PartnerFarm School partner providing generous contributions to programming for children's education at the farm.
• Doolittle Farm LLC (Chef Aaron Holt)coreStrategic or Co-development PartnerAward-winning chef Aaron Holt (Iowa Restaurant Association Chef of the Year 2018) provides farm-to-table dinner catering. Grows vegetables, fruits, edible flowers, and micro-greens on family century farm in Story City, Iowa.
• Blank Park Zoo (Plant, Grow, Fly Initiative)minorStrategic or Co-development PartnerConservation initiative partner for Farm School programming. Christine Eckles provides hands-on learning stations about pollinators and each child receives supplies to make seed balls and start pollinator habitats.
• West Des Moines Public LibraryminorStrategic or Co-development PartnerCommunity partner for Farm School storytime sessions. Librarians join various Farm School sessions for themed story readings.
• National Audubon SocietyminorStrategic or Co-development PartnerDoug Harr from National Audubon Society led Sunday Lecture Series on birds and prairie conservation.
• Xerces SocietyminorStrategic or Co-development PartnerSarah Nizzi from Xerces Society discussed pollinator habitat needs, native plants, and native seed at Sunday Lecture Series.
• Les Dames d'Escoffier International (Des Moines Chapter)minorStrategic or Co-development PartnerKarri Rose is a member (2023-2025), connecting with culinary and hospitality professionals.
• Iowa Young BirdersminorStrategic or Co-development PartnerExecutive Director Tyler Harms provides bird education at Farm School sessions, teaching children about Iowa bird species and creating bird feeders.
• Friedrichs CoffeeminorChannel Partner/ Reseller/ DistributorCoffee sourced and roasted by Friedrichs Coffee for Rose Farm retail products including Bourbon Pecan blend and Fancy + Fruity tea sourcing.
• Science Center of IowaminorStrategic or Co-development PartnerJeni Warwick serves as Assistant Director of Early Learning, bringing expertise in early childhood education to Farm School programming.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Floret Flowers: Skagit Valley, WA-based cut flower farm famous for its seed line, workshops, and farmer-florist education. Closest functional analog to Rose Farm's flower-grower-plus-education positioning.
• Tiny Hearts Farm: Upstate NY cut flower farm and farmer-florist offering CSA shares, weddings, and design services. Mirrors Rose Farm's flower-grower-plus-CSA/membership approach.
• Bear Creek Farm: Upstate NY specialty cut flower farm selling wholesale and retail blooms with farmer-florist design services. Comparable on small-acreage, high-variety cut flower production with direct-to-consumer channels.
• Love 'n Fresh Flowers: Philadelphia-based cut flower farm and farmer-florist specializing in seasonal, locally-grown blooms for weddings and events. Comparable on small-acreage cut-flower production with event-driven floral design.
• Stone Hollow Farmstead: Alabama farmstead combining cut flowers, on-site creamery, retail shop, and event hosting. Direct parallel to Rose Farm's multi-vertical farmstead model with retail, florals, and curated experiences.

Broad incumbents

• Fearrington House: North Carolina countryside inn, restaurants, and event venue with gardens and a village retail concept. Comparable on the accommodations-plus-celebrations-plus-curated-retail experience model at a larger, more established scale.
• Terrain: Anthropologie-owned garden center, café, and event venue blending horticulture, retail, and hospitality. Broader incumbent that overlaps with Rose Farm's garden-shop-plus-events positioning at much larger scale.
• Len Busch Roses: Minnesota-based wholesale cut flower grower and one of the largest rose producers in North America. Larger-scale incumbent in the same product category (cut flowers), but with a wholesale rather than DTC/event-driven model.

Others

• Mayesh Wholesale Florist: National wholesale floral distributor serving florists and event designers. Adjacent ecosystem participant that supplies the same wedding/event customer base Rose Farm serves with farm-grown florals.

Emerging players

• Farmgirl Flowers: Direct-to-consumer online florist emphasizing locally- and American-grown flowers. Adjacent player competing for the same end consumer with a different (delivery-based) distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/rosefarmstead
• Instagraminstagram.com/rosefarmstead
• Pinterestpinterest.com/rosefarmstead/_created
• TikToktiktok.com/@rosefarmstead

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Rose Farm