Niagara Falls (Rural Roots Canada) – The path between marketer and lavender farmer is not well-traveled. Julie Thurgood-Burnett is likely the only one who walked it because she was the one who carved it.
Thurgood-Burnett is the President and CEO of Hereward Farms in East Garafraxa, Ontario, but previously was a marketing maven and co-founder of a marketing agency. Along with marketing, she had a background in fashion and cosmetology. All that to say, she wasn’t looking to start a new business.
Then the COVID-19 pandemic hit and like almost everyone, she found something to occupy her time.
“On a whim, I decided to plant some lavender as a hobby,” she explained. “It was something to keep me busy.” In all, she planted 40 lavender plants on their acreage.
At the time, Thurgood-Burnett wasn’t completely unfamiliar with farming. She comes from a family that has farmed 10,000 acres of land in the region for generations. Still, she admitted she didn’t know much about farming land. She wasn’t someone who got her hands dirty in the soil. She also knew nothing about lavender. Regardless, the 40 plants resulted in a modest crop.
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Relying on her background in cosmetology, she decided to turn the harvested lavender into unique products that started getting some attention in the community. That’s when she decided to turn the lavender into a business. Thurgood-Burnett said her husband, an engineer by trade, supported the idea and jumped in with her, despite some raised eyebrows from their families.
“Our families thought we were crazy, and I’m sure the other farmers in the area thought so, too. But, they’ve embraced it and saw its potential even if it’s not the traditional farming they’re used to.”
For their second attempt, they dramatically increased the number of lavender plants. “My husband Steve said let’s go to 3,000 plants. I said he was insane,” she recalled. “But I relented because the investment wasn’t that bad. We had the land, so why not play? If it fails, it fails.”
It didn’t fail. It grew. And grew.
“It has turned into a half-a-million company in just four years so I wasn’t expecting it.”
It’s now a 250-acre cash crop farm of lavender, sunflowers, and a handful of other crops. Along with lavender products, the farm has also turned into an agri-tourism destination.
Thurgood-Burnett will share her unique journey from marketing to farming at the upcoming AWC East 2024 Conference, in Niagara Falls, Ontario. Her presentation is titled Growing Wildly: My Own Path, a testament to her hard work and entrepreneurial spirit.
“It’s called growing wildly because that’s who I am,” she reflected. “It’s about the journey, and giving people the push to stop being afraid, to stick to their own path, and just do it.”
Thurgood-Burnett is looking forward to meeting and networking with other women who are also carving their path in a male-dominated industry. She stressed it’s never a boring time at the AWC events.
“It’s outstanding without being boring,” she gushed. “Sometimes conferences can be a little boring, and you’re not interested in all the topics. But, the whole range of topics at AWC is outstanding. Whether it’s financial or personal or just farm-related, the AWC team has done an incredible job bringing it all together.”
Walking your own path can be difficult. It’s why she’s encouraging people to attend, not just for the networking opportunities but for the camaraderie of it all.
“It can be lonely on the farm. Not everyone can relate. I’ve walked away having met people I still talk to regularly. So, it’s a really nice place to connect.”
