12 Questions with Cathy Allen of IvyGate Flower Farm
The master gardener and grower discusses, among other things, the pros and cons (believe it or not, there are some cons) of translating over a half-century of gardening experience into a successful floral business. Cathy Allen explains what it takes to make an enterprise like IvyGate Flower farm – and the flowers themselves – bloom and grow.
RGG readers and subscribers were first inroduced to master gardener Cathy Allen right here in Garden Tours when, back in early June of this year, when we took a video tour of her gorgeous gardens and her burgeoning new business, IvyGate Flower Farm, located on three acres of fertile land in Lakeview, Ohio. In that feature, we learned that Cathy, after accumulating over 50 years of gardening experience, pulled the trigger on a brand new enterprise and founded IvyGate Flower Farm in 2022. When I recently ran the idea past Cathy, we mutually agreed that an interview might just be the perfect four-month-later-follow-up to her video tour feature. It turns out that we were both right, because a lot has happened in the world of IvyGate Flower Farm over the past four months.
“WOW!!! We had a really productive season for 2023!!!”, Cathy tells me. (If this is not the perfect lead-in to an interview with the owner of a new flower business, then I don’t know what is.) “I committed to the Indian Lake Farmer’s Market this summer and before long I was selling out every Friday with more and more repeat customers every week. Literally, if I could grow it, I could sell it. We sold fresh cut flower bundles, specialty herb and vegetable plants, and of course, my handmade concrete succulent planters, which continue to be a big hit.”
Even though Cathy, as she’s done all her life, kept her sleeves rolled up all summer and worked like a horse, she did get some help from a number of critically important sources. Her “angel of a cousin” assisted tirelessly with all farmer’s market-related activities. Her daughter also massively pitched in, and assumed the role of “Salesperson Extraordinaire.” And of course, Cathy’s pup, Tulip, and her kitties, Azalea, Cosmos, and Violet, helped hold down the fort (and the rodent population) back on IvyGate’s homefront.
Cathy explains that in the time between her farmer’s market set-ups, she’d been working on her fabulous Flower Barn. “I’ve been painting and decorating in hopes of having it open two days a week next summer for in-house workshops.” This fall, she’s been concentrating on developing more planting beds and planting areas, and on early weed control for next spring. And she says, “Of course, I’m focused on planting, planting, planting seeds, perennials, bulbs, trees, and shrubs. I really think that 2024 will be my break-even year!”
So, gang, a lot went down, and, evidently, a lot grew up (and continues to do so), at IvyGate Flower Farm, Cathy Allen’s blooming and growing realm. And it just so happens that the lady herself is here to answer some questions and give us the full 4-1-1 on the situation down on the farm.
JS: First of all, let’s clear this up. What’s the difference between a flower farm and a nursery, and a flower farm and a floral shop?
CA: In my case not a lot. My plan was to use my greenhouse to primarily grow plants for my own use on the flower farm. It appears, however, that very soon there will be some demand for small plants/starts as you would find in a plant nursery. These days it is hard to find flowers for cutting at some garden centers because the public tends to buy compact, dwarf varieties that behave well in the bed or border instead of the taller varieties that are ideal for cutting. I foresee a yearly plant sale even though this is not my focus or main business goal. It falls under the heading of education/community involvement/environmental support. Mostly what I do here is grow flowers to cut and sell either in bulk or in arrangements designed by me. The latter includes bundles and bouquets sold at the Indian Lake Farmer’s Market. The Flower Barn is developing into my working studio/retail shop. Next season I plan to be open here at the farm for stop-in customers on Fridays and Saturdays. We’re located in a resort area, and those are the busiest days. I am not a traditional floral shop in that I don’t have arrangements sitting in a cooler for sale. I also do not bring in floral materials from elsewhere. One of my great joys is that everything I use in my arrangements is grown here. When my shop is open, I plan to offer fresh cut blooms by the stem, bucket, bundle, or bouquet, as well as my signature concrete succulent planters.
JS: What services and products does IvyGate offer, and what would you consider IvyGate’s specialty? What sets IvyGate Flower Farm apart from the competition?
CA: I love this question! I briefly outlined my offerings in the first answer… Flowers, Flowers, Flowers!!! But in all fairness, my arrangements feature as much foliage, berries, seed heads, and herbs as they do flowers. Frequently, my arrangements have over 10 different varieties of flora and fauna. That is part of what sets me apart from my competitors. There are 2 other florists here at the lake, but both are very traditional. I am anything but traditional, and I am very proud of that fact. I will grow anything that makes my arrangements more interesting and that makes them look like “little gardens.” I’m getting lots of positive feedback on the variety of plant material that I use, the freshness of the blooms, and the long-lasting beauty of each of my arrangements. When designing and creating an arrangement, I always start with foliage, and sometimes, I get so carried away with that foliage that a particular arrangement is gorgeous even before I add the blooms! Also, because I am using plant material grown here only, each arrangement is truly one-of-a-kind and will always be influenced by availability and seasonal colors. Don’t call me in July and ask for tulips. Tulips are only available in April and May. Enjoy them while they last! Because of this dynamic, customers experience something of a “sense of urgency” which helps me sell flowers. In addition to my beautiful, one-of-a-kind arrangements, I also design and make my own concrete succulent planters. I use a variety of bowls, pots, and boxes as molds to create the size/shape of planter that will look best with the succulents that I have available. I treat each finished planter with a paint technique that ages it and makes it look like it’s been around forever. I really enjoy creating these, and they are extremely popular, but I really hope that someday the fresh cut material will be the focus at IvyGate as that is where my heart is.
JS: How does having over a half-century of gardening experience help your business, and how, if at all, does it complicate things?
CA: First, thank you for pointing out how old I am! I do indeed have 50 years of gardening experience – I was first bitten by the bug at the age of 12 when I started working for a neighbor who owned her own greenhouse/garden center which supplied seeds and plants to the local farmers. And I must say, it’s very perceptive of you to appreciate the fact that my extensive gardening background could actually be an impediment – or at least a complication – as it pertains to my meeting my flower farm goals. One of my biggest issues is that I enjoy plants as part of a bigger picture, as in a garden setting, for example. To me, plants fit best within the context of garden design. It’s hard for me to simply see the flowers only as money-makers, and I definitely could never see myself putting down landscape fabric and planting out long rows and rows of flowers as you might see in commercial pick- your-own settings. I may put them in beds to simplify planting, care, and harvest, but those beds must be laid out in a pleasing manner so that the area looks lovely and is both a joyous place for me to be, and a delight to visitors, as well. It really has been a distraction for me to get started because I am fussing over things that don’t necessarily help me grow and sell flowers. I’ve had to ask myself, when deciding what to do with my limited time and energy, “What will make me money?” So, there may be jobs that the gardener in me wants to do either because I enjoy it or because I know what I want my garden to look like, but the bottom line is that it won’t make me money today or this week, so I need to prioritize tasks based on sales. This is a significant shift for me, and a conflict I feel frequently.
The benefits are limitless. I know when to plant and where to plant it, and I know what the plants need. They say you don’t know a plant until you’ve killed it. If this is the case, I know many plants intimately. It is second nature to me how to sow seeds successfully and propagate by division, layering, cuttings. I know which varieties I want based on how they will perform in my climate and my soil. I know which flowers pair well together in the garden and this helps me know that they’ll also pair well in the container. I do know that there are successful flower farmers who start out knowing very little about growing flowers. But, that being said, I’m extremely grateful for my knowledge base as I believe it saves me time, money and helps me prioritize successfully. Believe me, there are plenty of things for me to stress about in this endeavor, but thankfully, growing the flowers isn’t one of them.
JS: Hey, you’re not getting older, you’re getting better! And speaking of better, nobody’s better than you at working 3 big acres of fertile IvyGate land. So tell me, how much of those 3 acres of land is devoted to growing flowers for IvyGate Flower Farm, and how much of it is dedicated to your own personal gardening? Is there overlap? In other words, do flowers from your personal gardens end up in IvyGate floral arrangements?
CA: Now you sound like the tax man (lol)! There absolutely is overlap, and my personal flowers will always end up in IvyGate arrangements. I joke that I would sell my own mother! I have a few specimens from which I’ll use only what’s been pruned – definitely no indiscreet cutting of my Japanese maple tree, or the Japanese red pine ‘Ghost,’ or my star magnolia. I treasure a few plants and hope to add to their number over the years as these do give me great personal joy. I also grow a few flowers that can’t be used in the vase, and this means that there will be something to make the garden beautiful when I’ve cut everything else. Hollyhocks and poppies are examples.
Eventually, the whole 3 acres will be covered in plant material, most of which will be used by IvyGate Flower Farm. Even the wild area with the trees and the overgrowth that I leave in place for wildlife is populated with asters, wild dogwood, teasel, and goldenrod, which I cut and use in my arrangements. I may plant some more natives and wildflowers there like Joe Pye weed, perennial sweet peas, and grasses. I do want to keep the area wildlife-friendly and, luckily, there’s definitely plenty of room for all of us! I may also put some rambling roses there to add color and cover. Rose hips would be an added benefit – you know me and my arrangements! I have invested in wildflower seeds that I plan to plant in the “way back” for pollinators. This area will also support gourds and pumpkins. Hopefully, I can make that happen next year. My goal is to completely encapsulate the property within a wide variety of plantings for my own enjoyment, my use in arrangements, and for support of the environment.
JS: Ok, here’s another Form 1040 question for you (lol)… What do you grow specifically for business, and what do you grow purely for your own pleasure?
CA: My number one goal as a flower farm “business” owner is to spread the joy, knowledge, and appreciation of all that Mother Nature has to offer. With that said, it’s hard for me to separate something I grow for my own pleasure and what I grow to sell. Selling is sharing, and sharing brings me joy. I tend to underprice my flowers because my main priority is to get the flowers to the people. I want my flowers to bring others the same amount of pleasure they bring to me. I am selling my work mainly because I can’t afford to do it for nothing. I feel like a whole new dimension has been added to my gardening universe by sharing what I grow with others in this way. Floral designer Emily Thompson once described her own mind-set, and the mind-set of floral designers in general, with this amazingly appropriate statement: “It’s practically a spiritual and holy experience to collaborate with the living world.” Wow – so true! What I do for IvyGate is what I love. When I’m in the garden at 6:00 AM cutting gorgeous flowers that I grew myself and that I get to share with others, I’m directly involved in a collaboration with the living world that never gets old, and that surpasses the enjoyment I get growing for my own use.
JS: In IvyGate’s garden tour feature this past June, we referenced the fact that IvyGate is located in USDA hardiness zone 6B. What are the benefits to gardening, as well as growing and harvesting flowers, in this zone? What are the challenges?
CA: The challenges of growing and harvesting in this zone are unpredictability, and extremes. The seasons have become somewhat unpredictable, and I can’t predict, with any dependability, when I’ll get to plant out in spring or when my season will end in the autumn. If a customer wants me to cut for their wedding at the end of September, maybe I can, and maybe I can’t. This zone’s climate unpredictability makes It hard to plan and commit. I’ve been waiting until the first week of June to plant out because I can’t afford to lose my crop to a potential rogue frost. The Midwest is known for hot summers and cold winters. It’s not necessarily just the zone that determines what you can and cannot grow. The wind can rock the roses, for example, causing damage and loss. In the event of a particularly wet winter, that additional moisture, when combined with the cold, can cause me to lose perennials and shrubs. I try not to plant anything that’s not hardy down to zone 5. If I plant for zone 6, it will be in a protected area. Last winter was a prime example of the extreme weather we can have here. I plan to mulch heavily to protect plant roots against both cold in the winter and heat/drought in the summer.
The benefits of gardening in this zone are many, but I will say that rhythm and variety are the most important. I personally love the seasons and the routine they bring to the gardener/farmer. The weather helps me know when to plant seeds, when to plant out, and when to move on to prepare for the next season. I treasure my growing season, but I also treasure the physical and mental break the end of the season brings. As far as variety goes, I LOVE the amazing number of perennials, annuals, trees, and shrubs I can grow in this zone. In fact, the only plants I have yet to figure out how to grow here on the scale in which I need to grow them are ranunculus, anemone and alstroemeria. Because our summers here are hot and not too wet, all my flowers can be ‘field’ grown as opposed to being grown under glass like in some other climates.
JS: What types of structures (e.g., greenhouses, cold frames) do you utilize in IvyGate’s operations, and how are they used?
CA: I have a 300 square foot lean-to greenhouse that I heat to around 60 degrees in the winter. This year, I insulated with bubble wrap and foam insulation to reduce heating costs. I will start seeds in my home where it’s warmer for germination and then move them to the greenhouse and keep them under lights until after Valentine’s Day, when the sunlight is adequate to support small seedlings. The greenhouse is attached to the flower barn/studio and this summer we got the door wall put between the 2 structures to make them one. The Flower Barn serves as my studio where I work on arrangements and other projects, like my concrete planters. It will also double as my retail space in the summer. I also plan to use this structure for workshops and classes, so I’ve been doing some painting and decorating out there. A small shed behind the Flower Barn holds all my pots and trays, as well as other gardening supplies. One really notable thing about this structure is that its exterior is where we painted the IvyGate Flower Farm sign, which is visible from the highway. And that sign commands a lot of attention. I did also plant hollyhocks for next year’s bloom around one end of the Flower Barn. All in all, this little beat-up building is a really important asset to IvyGate’s operations. I predict that soon I’ll need to consider the addition of a tunnel to extend my season and protect my growth from late and early frosts. My biggest concern about this, however, is wind – so I’m still working on the “when” and “where” of this addition.
JS: Would you consider your business to be seasonal in nature, and if so, what is your busiest season?
CA: For sure I am seasonal. For one thing, I’m only selling flowers that I grow myself. I am not bringing in flowers from other countries/climates. My growing season will go from April through October. I have extended the season slightly with my concrete planters and dried flowers. I may be able to keep the shop open through Christmas, and year-round, with workshops. Also, we’re a state park resort area, so the summer months are when people from all over the state come to enjoy the lake. I am hoping in time that IvyGate will be considered part of the lake summer fun! Our busiest sale season is June through August. These are the official “Lake Months.” Also, when school is in, there is a noticeable decrease in traffic. It will take effort each year to extend our reach and our traffic beyond this point, but I’m definitely willing to give it a go.
JS: How do your clients and customers find you?
CA: I use social media a lot to advertise and get the word out. I’m also in a very visible area and am working on additional signage on-site in order to improve traffic. I have a lovely ad in the Indian Lake Resource Guide that’s published yearly and distributed all over the state of Ohio. I have an 1/8-page ad and a star on the map. This year, IvyGate’s participation in the Indian Lake Farmer’s Market was extremely beneficial in terms of meeting people and promoting the operation. I am considering a local radio ad next year. My Facebook page is IvyGate Flower Farm, and my website is ivygateflowerfarm.squarespace.com. We’re located at 8810 Township Road in Lakeview, Ohio. Right now, my hours are by appointment, but next year I plan to be open on Fridays and Saturdays from June through September.
Of course, my video tour feature here on The Renaissance Garden Guy was a incredibly helpful in getting IvyGate out in front of a huge number of people. Your audience has been very, very kind to IvyGate Flower Farm and me.
JS: You’re a big advocate of employing environmentally friendly gardening and growing practices. Can you give me some examples of how you help sustain the environment as well as your land’s all-important ecosystem?
CA: The main thing is that I am growing everything myself and not flying flowers in from around the world. Not only does this reduce the harm to the environment from aircraft and the pesticides and herbicides used to grow those flowers, it also increases the number of flowers available here to pollinators, which is ultimately a benefit to local farmers growing our food. My gardening practices include no dig (mostly) as I want to maintain the integrity of the soil structure and ecosystems below ground. For my growing planting and growing media, I layer materials starting with cardboard or newspaper, and add leaves or grass clippings, and then manure on top of that, and finally, a layer of soil to plant in. I do not use any pesticides but instead employ techniques such as covering, picking, water pressure, and the encouragement of natural predators. I also try not to get excited about damaged foliage or eaten plants. I use physical barriers to keep bunnies away from young plants, and we feed the birds to encourage a healthy food chain. I admit to occasionally resorting to a limited amount of herbicide, as poison ivy is my nemesis and I’m struggling to control this without regular trips to the doctor. Smothering and pulling are my preferred methods of weed control. I keep an area of my property in trees, natives, and natural debris to promote an area for wildlife. Next year, I’ll be planting 20,000 square feet of native wildflower seeds to provide additional food for pollinators. To paraphrase UK flower farmer/florist Georgie Newbery, “If you take care of the smallest invertebrates the food chain will take care of itself.” Our first responsibility is to “do no harm.” My floral design practices involve no floral foam, and wreath bases and wrappings that are biodegradable. We currently heat the greenhouse with electric power, but have taken steps to conserve energy and are planning to install a pellet stove for the coldest months. I do use plastic nursery pots and trays but have recycled them for years, keeping them out of landfills as much as possible.
JS: In your garden tour feature here in June, we talked about your plans to involve IvyGate Flower Farm in various community gardening projects. How have those plans been progressing?
CA: IvyGate Flower Farm is partnering with The Library Kindness Project in Lakeview, and Urbane Farms, to develop a lavender project which will include a lavender maze/spiral for public enjoyment and a lavender festival. I have close to 1000 lavender seedlings started, and over 700 have been pricked out and are growing nicely. We’re hoping that the plants will be ready in June 2025. We are looking for a property to use but are open to starting this project with a pop-up festival and maze in the meantime. My farm is not an ideal location for this due to accessibility and parking.
I was also amazed this year by the incredible extent to which the Indian Lake Farmer’s Market has become a community effort. The involvement of the local community in this ongoing event has been remarkable. This past year, we’d committed to being there every Friday evening from June through August. As it turned out, thanks in large part to marketing and social media, IvyGate Flower Farm was a significant factor in drawing people out to the market, where they could get fresh produce as well as fresh flowers. I believe this engagement was an important beginning in cultivating the kinds of relationships needed for IvyGate’s further participation in more and more community gardening activities.
JS: What’s the single best piece of advice you could give to someone considering launching a flower farm enterprise of his or her own?
CA: Just do it! Life is too short to keep thinking about it. At some point, get off YouTube and get your nose out of the books and start growing. You don’t need to know everything. Trust me, you will learn as you go. And you will be amazed at what you can grow in a very small space. For years and years, I did not have a greenhouse and I started my seeds under fluorescent lights in my basement. Start with zinnias and sunflowers and work your way up to dahlias and lisianthus. The market is ripe for environmentally-friendly flower growers. You get to do what you love and help save the planet! What could be better than that?
I want to thank Cathy Allen for allowing me to feature her and her wonderful enterprise here on The Renaissance Garden Guy, and for all of the time she spent with me throughout the interview process. There are a couple of things about this amazing master gardener and grower of which I’m now about one-million percent certain: Cathy Allen knows gardening, and she knows flower farming. This fascinating exchange has made these facts more than abundantly clear. I’m looking forward to future visits with Cathy, and more video tours of the sprawling, fertile enterprise that is IvyGate Flower Farm. If, my dear readers and subscribers, you’re as excited as I am (but you don’t want to wait until the next RGG video tour) to learn more about Cathy’s efforts, and to watch IvyGate’s development in real time, please make sure to visit her website at ivygateflowerfarm.squarespace.com, like her on Facebook at IvyGate Flower Farm, and follow her on Instagram at Iva_kate 1026, and on Twitter (or “X,” if you’d prefer) at Iva Kate @IvyGateFlowers.
Contact IvyGate Flower Farm:
IvyGate Flower Farm
8810 Township Road 239
Lakeview, OH 43331
Telephone: (586) 808-0592
Website: ivygateflowerfarm.squarespace.com
There’s just one more thing that I want to mention about Cathy Allen of which I’m more than a million percent sure, and that’s the fact that she’s an incredibly kind, gracious, and truly fine individual. It’s an absolute pleasure and honor to know her, and it’s been my absolute pleasure and honor to host her and IvyGate Flower Farm here on The Renaissance Garden Guy. Thank you once again, Cathy. And of course, my dear readers and subscribers, I thank you, as well.
Cheers, and Happy Gardening!
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Exciting to see this wonderful variation from the traditional florist shop. Much love and personalized attention have gone into making this a unique business.
Agreed. Cathy’s put her heart and soul into this remarkable enterprise. Her love of her merchandise – and her expertise in tending, growing, and merchandising it – is very evident. Thank you for your thoughts, Rick, and for reading the interview. It’s all truly appreciated.
I thoroughly enjoyed this fun and educational interview with Cathy. Exciting and inspiring to learn how Cathy grows flowers and community “in collaboration with a living world” promoting wildlife and supporting the environment. I’m a fan of her “little garden” arrangements (I try to copy her) and I’ve made note to start with foliage. Love all the beautiful pictures and especially of Azalea, Tulip, Cosmos and Violet! 🐾Best of luck Cathy, I’m “rooting” for you!
I’m glad you’ve enjoyed Cathy’s interview, Jill. Thank you for reading it and commenting so delightfully. I do agree with you. Cathy’s efforts, and her ideology behind those efforts, are admirable and commendable. IvyGate Flower Farm has got a great future ahead of it, I’m certain. Thank you again, Jill. Your interest, and your thoughts, of course, are dearly appreciated.
Thank you, Jill! You are an inspiration as well! It is such fun, isn’t it?
Absolutely WOW.., such a great interview! She is definitely an excellent expert in gardening. It takes lots of knowledge and determination to accomplish what she does…. Beautiful images… It was a pleasure reading it. 🙏🌺🌱
Thank you so much for reading Cathy’s interview, Roxxy, and for sharing your thoughts here. I definitely agree with you – Cathy’s knowledge is incredible, and her determination and work ethic are unparalleled. She’s really got a great thing going out there at the farm. Thanks again, Roxxy!
Thank you! I’m glad you enjoyed it! It is a work in progress but I am thrilled with what we’ve accomplished so far!
What a true talent! So nice to read about such an artist.
Thank you so much for reading the interview. I must agree – Cathy is amazing. Her business is a natural outgrowth (no pun intended) of her love of gardening and all of the Earth’s gifts. She is indeed an artist. Thank you again, Thea Becky.
Thank you so much! It is truly a joy to do and share!
I’m so honored by your comment! I feel like an artist but I’m not always sure everyone sees it. Thank you!
John, thanks for bringing Cathy back and interviewing her. Her work, as is yours, is obviously a labor of love. Cathy, you are a great floral designer as well as a great gardener. I know you will continue to grow your business as well as your lovely flowers. Thanks for sharing.
Thank you for reading Cathy’s interview, Kevin, and thank you for your kind thoughts. Cathy’s work is remarkable. Her respect for the Earth, and all that lives upon it, is evident in all that she does and in everything that she grows and tends. IvyGate Flower Farm is off to an amazing start! Thanks once again, Kevin – I’m so glad you’ve enjoyed the interview.
Thanks so much, Kevin! I hope there will be more to come!
What a fabulous interview. Cathy’s obvious love and connection with planting, and her flowers are so inspiring! New enterprises are so exciting, it’s wonderful that Cathy is so open and honest about her journey. My only niggle is that I can’t visit!!!
I’m glad you’ve enjoyed Cathy’s interview, Sam. Thank you. I do agree. Cathy is truly impassioned – she loves her enterprise, and she loves the land and every aspect of its great bounty. As you say, it’s definitely inspiring. Thank you so much for reading the feature, Sam, and for your excellent thoughts. It’s all truly appreciated.
Thank you, Sam, it is a joy to share with everyone and it is a joy to watch my efforts grow. It is even more special that folks like yourself come along for the journey!