Great Lakes Lavender Growers to host educational sessions at the Great Lakes Expo
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EmailLavender program features pro tips, sage advice and insight from experienced growers.
Great Lakes Lavender Growers, in partnership with the Michigan State University Extension floriculture team, is excited to offer a specialized educational program for lavender producers at the 2024 Great Lakes Expo, taking place Dec. 10-12 at the DeVos Place Conference Center in Grand Rapids, Michigan. This curated lineup includes three panel discussions on topics ranging from event hosting and visual merchandising to lavender production practices and tips for beginners. Featuring insights from seasoned lavender growers and industry experts, the program is designed to benefit both new and experienced growers alike.
Program highlights
The following sessions will take place Tuesday, Dec. 10.
What I Wish I Knew (Before I Started Lavender Farming)
Doreen and Mike King – Lakeside Lavender and Herbs
Mara and Troy McKinley – Cherry Hill Lavender Farm
Join us for an insightful discussion panel designed for beginning lavender farmers. Learn essential tips, common pitfalls and best practices from experienced lavender growers to help you avoid costly mistakes and increase the odds for a successful start to your lavender farming journey.
Speaker information: Troy and Mara McKinley are the owners of Cherry Hill Lavender Farm, a serene 5-acre farm nestled in Frankfort, Michigan, where they cultivate 23 varieties of lavender. Building on a rich legacy of McKinley family farming, they transformed their land from cherry orchards to fragrant lavender fields, focusing on sustainable, pesticide-free practices. Their farm offers visitors unique experiences, from essential oil distillation in a copper still to lavender-inspired culinary treats and environmental flower tosses. Through tours, U-pick events and collaborations, Troy and Mara share their passion for lavender’s calming beauty and culinary possibilities with the community.
Speaker information: Mike and Doreen King, owners of Lakeside Lavender and Herbs in LaPorte, Indiana, are passionate advocates for natural, sustainable living and the benefits of fresh herbs. With Doreen as a certified herbalist and Mike as "the lavender guy," they create handcrafted, small-batch herbal products from their farm, all cultivated without chemicals and crafted for peak freshness. They bring their vision to the community at South Bend Farmers Market year-round and welcome guests for farm tours, U-pick events and classes from May through September. Their tranquil farm embodies their philosophy of peace and wellness, offering visitors a peaceful escape and a connection to nature.
Sensory Merchandising: Connecting with Customers One Sense at a Time
Meg Lefeld – ZenGenius, Inc.
Emily Shirey – ZenGenius, Inc.
Author’s note: This session is a conference keynote presentation and is scheduled to convene in a different room (Ballroom A).
Sensory merchandising focuses on using the five senses to connect the dots between a store and a customer’s emotional response. Creating a space where customers feel welcome and comfortable is directly linked to their sensory experience, which serves as a gateway to the brain’s processing centers. Research into brain science reveals how our senses—sight, taste, smell, touch and sound—impact our emotions and decision-making processes. By understanding these connections, brands can craft experiences that resonate more deeply with their customers.
What does your brand look, taste, smell, feel and sound like? These sensory elements play a crucial role in shaping how customers perceive and interact with your brand and products.
Join Meg Lefeld and Emily Shirey from ZenGenius as they share some of the industry's best Sensory Merchandising experiences. This fun and engaging session will help you gain a better understanding and provide inspiration on how you can stimulate your customers' senses.
Speaker information: Meg Lefeld is the director of business development at ZenGenius, Inc., a visual merchandising and event design agency based in Columbus, Ohio. With a commitment to elevating client experiences, Lefeld has led transformative projects for retailers and brands across diverse sectors such as garden centers, cannabis, fashion and food and beverage service. She has managed visual projects and spearheaded strategic initiatives, training workshops and marketing plans, consistently setting high expectations and approaching every project with respect and dedication.
Speaker information: Emily Shirey is a dynamic leader in retail and visual merchandising with a deep-rooted passion for art and fashion. A graduate of the Columbus College of Art and Design, Shirey has worked with iconic brands like Gap Inc., Limited Too, Justice and Victoria's Secret, carving out a reputation for her creativity and positivity. Her leadership style focuses on empowerment, inspiring teams through mentorship and example. Shirey currently serves as the director of visual merchandising and events at ZenGenius, Inc. where she continues to drive innovation and bring visions to life.
Tips for Hosting Events on Your Lavender Farm
Christian and Michelle Anschuetz – Uncommon Ranch
Danielle Lee – Indigo Lavender Farm
Bill Mansfield – Lavender Hill Farm
On-farm events offer a valuable opportunity to increase sales, enhance brand visibility and foster stronger connections with the local community. In this panel discussion, experienced lavender farmers reflect on their successes and challenges, sharing insights and practical advice for those looking to host their own events.
Speaker information: Michelle and Christian Anscheutz, owners of Uncommon Ranch in Grayling, Michigan, blend luxury with sustainability to offer a unique, eco-friendly retreat. Their ranch features organic lavender fields, private nature trails and carefully designed rental properties powered by renewable energy. Uncommon Ranch supplies local restaurants with fresh lavender and herbs produced with chemical-free and sustainable farming practices. Through their commitment to hospitality and environmental stewardship, they create an immersive, tranquil experience for visitors seeking a connection with nature.
Speaker information: Danielle Lee is the marketing and event coordinator for Indigo Lavender Farm in Imlay City, Michigan, where she manages social media, plans events and organizes unique farm experiences. With 50 acres of lavender fields, the farm showcases nine lavender varieties, a greenhouse and a farm store, all maintained with organic, chemical-free practices. Lee’s role includes coordinating activities like live music, children’s crafts and lavender tours while curating the farm’s product inventory. Passionate about nature and family, she brings creativity and community engagement to the farm’s mission of sustainable lavender cultivation in Michigan.
Speaker information: Bill Mansfield co-owns Lavender Hill Farm, Michigan’s largest lavender farm and a premier agritourism destination nestled in northern Michigan’s scenic countryside. Since 2015, Mansfield and his team have transformed the 33-acre farm into a vibrant hub of activities, including guided tours, live music in a restored century-old barn and artisan workshops. With over 13,000 lavender plants, eco-friendly practices and an array of seasonal events, the farm offers visitors a rich sensory experience. Lavender Hill Farm’s mission is to celebrate community, education and environmental responsibility, creating a memorable gathering place for visitors year-round.
Production Practices for Lavender Growers
Trish Dennis – Indigo Lavender Farm
Kaitlin McHenry – Lavender Hill Farm
In this discussion panel, professional lavender growers share valuable insights into essential techniques such as planting, irrigation, harvesting and pruning. This interactive session will provide practical guidance on how to produce healthy and productive lavender crops.
Speaker information: Trish Dennis is the owner of Indigo Lavender Farms, a sustainable lavender operation in Imlay City spanning 50 acres and home to over 14,000 lavender plants. A former U.S. Air Force Captain and corporate attorney, Dennis now leads daily farm production and retail operations, combining her expertise with a passion for sustainable agriculture. Under her guidance, Indigo Lavender Farms has become a model of eco-friendly practices, achieving MAEAP verification and MIGreenPower program participation. When she’s not working on the farm, Dennis loves to spend time with her husband and two children.
Online registration for the Expo is now open. Attendees and exhibitors can find the full session schedule and trade show information at the Great Lakes Expo website.
