JAN 9-10, 2027
A TWO-DAY VIRTUAL CONFERENCE FOR FLOWER FARMERS
SPONSORED BY HEIRLOOM ROSES
Feel like there’s a gap between your farm and the “pros”?
Confidence got you here…
Strategy and systems will get you there.
Let’s make 2027 the year you stop winging it and start farming like a pro.
Ticket breakdown
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2-Day Access OnlySoak up two full days of practical sessions with experienced industry pros, then get your questions answered during four live Q&A sessions throughout the weekend. Plus, enjoy the chance to win some fun prizes along the way. You’ll walk away with new skills, smarter strategies, and plenty of ideas you can put to work on your farm in 2027
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Lifetime accessGet everything included with the DirtBag ticket plus even more:
Lifetime access to recordings
The DirtCon downloads and swipe files from all our expert speakers.
Our DirtCon partners are bringing even more to the table with bonus resources, tutorials, downloads, special offers, and other goodies to help you grow
Invitation to our Private DirtCon Facebook page.
A chance to win a year-long membership to The Insiders
You know that running a farm takes a LOT:
A lot of knowledge, a lot of money, and a crap-ton of your time and energy. It’s beautiful, and inspiring, and yet full of paths to despair. And so many questions!!
How do I choose what to grow (and should I plant 500 peonies?)
What equipment should I invest in? (Tunnels? Coolers? Irrigation?)
How do I become profitable (or at least stop losing money?)
How do I keep my head above water when there’s SO MUCH to do?
Eventually, guessing gets expensive.
Maybe you’re a few years in, and have been knocked on your butt a time or three. The pixie dust has worn off. You’ve invested too much to quit, but part of you dreams about it anyway (especially in the heat and weeds of August).
The truth is, farming never gets “easy.” There will always be bugs, weeds, and weather. You’ll always have to spend money to make money. It will always suck when you lose a crop or your tractor breaks down.
But success is NOT luck or magic.
Those who go “pro” aren’t any different from you…
Before (and after) they get fancy, Pros focus on the basics:
Plan for profitability
Grow a great product
Don’t die (i.e. preserve your most valuable resource: yourself!)
These are the absolute essentials. What you build on them can evolve depending on your current season, whether you’re scaling up, niching down, or holding steady.
And the best part is when you master the fundamentals, the sparkle can stay! You’ll be able to enjoy the satisfaction of sharing flowers with the world.
But they HAVE figured a few things out!
Ready to put the “FUN” in fundamentals?
Join us for
DirtCon 2027
Grow Like a Pro. farm Like a Boss.
A two-day conference led by industry Pros to help you hone your farm fundamentals, explore market opportunities, and build the business YOU want to build.
When you grow like a pro, you…
Grow crops that fit your offers.
Grow quality that commands $$.
Grow systems to manage all the things.
Grow to the scale that is right for YOU.
Grow resilience to pivot after setbacks.
Grow a business you love (that loves you!).
When you grow like a pro..you grow as a pro.
Sure, any a$$hat can grow a sunflower. But when you grow like a pro, you grow for profitability. You can deliver on your contracts. You can reliably fill market gaps. You have more choice over which seasons are your busiest, and when you take time for yourself.
As you get better at growing and post-harvest care, new possibilities open to you:
Specialty crops let you charge more and stand out from the competition.
Shoulder seasons let you sell when demand is highest (and take time off in summer if you want!).
Land and pest management help you maintain fertility and biodiversity, leading to a robust, high-quality product year after year.
Equipment investments can help you scale up…if you choose the right tool for the job and have a solid plan to fund it.
But here’s the thing: when you move into more advanced crops and techniques, you need to know what you’re doing. The investment is higher. The risks are higher. Mucking around can have serious consequences.
Here’s the plan for day one:
DAY 1: FUNDAMENTALS.
Cause Pros never get bored with the basics.
Strategize your crop from seed to sale so you waste less and earn more.
Learn fundamentals of post-harvest care to protect value and get rave reviews
Explore ways to manage weeds and water (lower stress for plants and farmers!)
Develop systems to improve efficiency so you waste less time and money.
Meet the Speakers Day 1
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Rebecca Kutzer Rice
Moonshot Farm
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Jenny Marks
Trademarks Flower Farm
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Lyndsay Mercer
Wildroot Flower Co.
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Shannon Allen
Bloomhill Farm
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Tanya Murtha
Murtha Flower Farm
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Judd Allen
Bloomhill Farm
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Jennie Love
Love ‘n Fresh Flowers
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Christy Ralphs
Nourish Gardens
Get ready to LEVEL UP on day two!
Day 2: Build your skills, build your business.
Learn how to plan and prepare to grow in the shoulder seasons so you can invest wisely.
Learn strategies for covercropping even if all you have is a push mower and a tarp.
Dig into integrated pest management, so you lose fewer blooms to bugs and disease.
Get perspective on niching down and/or scaling up, so you can build a business that fits your life.
Develop your CEO mindset and turn inspiration into implementation!
Meet the Speakers Day 2
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Daniel Schavey
Petal Pickers
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Albert Tomechko
Vitalize Seed Company
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Julia Keel
Full Keel Farm
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Dave Dowling
Ball Horticultural
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Jennifer O'Neal
PepperHarrow Farm
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Jessica Hall
Harmony Harvest Farm
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Gretel Adams
Sunny Meadows Flower Farm
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Lyndsay & Shannon
The Dirt on Flowers Podcast
At DirtCon we want to help you level up!
Here’s what can change when you learn to Grow like Pro:
GROWTH POTENTIAL…
Growing everything you think you “should”
Underpricing your flowers (for all the reasons)
Struggling to produce high-quality flowers
Feeling nervous to market your product.
Will you have the crops when you need them?
Tossing flowers in the compost because they bloomed when demand was low
(or you didn’t have a plan to sell them)
Avoiding (or jumping blindly into) major investments
like equipment, expensive crops, or employees.
Despairing when you can’t keep up with weeds, pests, harvesting, etc…
Running your business like so-and-so’s
Giving the side-eye to other local growers
Feeling trapped by a particular business model, even if you dislike it
Wearing yourself out and resenting your farm
GROW LIKE A PRO…
You have a strategy from seed to sale. Every crop has an endgame.
You refuse to charge less than x because
you understand your growing costs and market.
You practice the techniques that lead to quality, from seed to post-harvest.
You’re prepared to gauge likely crop timing and yields
(with a backup plan if it all goes south).
You time your supply to the demands of each season. Less waste and more profit!
You make strategic investments that align with your goals and increase revenue.
You build systems to tend to the essentials,
including ways forward when you fall behind.
You develop the business model that works for YOU.
You form networks with local growers so you can niche down,
stabilize each others’ flower supply, learn from and lean on each other.
You explore options, lean into more of what brings you joy,
and do what makes sense for your farm and life
You protect your greatest resource (yourself) with manageable systems, profitable crops, and a business model that fits your priorities.
Convinced? Us too.
Not to be dramatic, but truly: there is no sustainable middle-ground in flower farming. Every year of winging it will cost you money and wear you down. Within a few seasons, either you quit the business or you learn to grow like a pro.
At DirtCon, we are here to help you THRIVE!
WHEN YOU JOIN DIRTCON YOU GET:
Expert Business Mentors
Learn from experienced pros who know what it takes to turn a flower farm into a thriving, profitable business.
Tangible Takeaways
Walk away with more than just inspiration. We’re talking revenue plans, marketing calendars, and bookkeeping tools you can put to work immediately.
4 Live Q&A Sessions
Don’t just listen, get YOUR questions answered. Join our speakers for four live Q&A sessions throughout DirtCon, where you can dig deeper into the sessions, ask about your own farm, and get real answers from the pros doing this work every day.
WANT EVEN MORE?
DirtBoss
Ticket!
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Need a refresher? Want to revisit a strategy? With lifetime access to the replays, you can tune in anytime you need a boost.
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Connect with your future besties! Share your takeaways, brainstorm solutions, and geek out with people like you!
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Our DirtCon partners are bringing even more to the table with bonus resources, tutorials, downloads, special offers, and other goodies to help you grow
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DirtBoss VIPs are automatically entered to win a free one-year membership to The Dirt on Flowers Insiders.
You’ve got Q’s, We’ve got A’s.
I’ve already taken several flower farming/business courses. How will DirtCon help me?
DirtCon isn’t a “how to start a flower farm” course. We’re digging into the fundamentals that help you become a better grower and make smarter decisions as your farm evolves.
Even experienced farmers need to revisit the basics. Crop planning, soil health, pest management, irrigation, postharvest, efficiency, season extension, profitability, scaling...there is ALWAYS something to tighten up. And sometimes hearing how another successful grower approaches something you’ve been doing for years is exactly what sparks the change you needed.
I won’t be able to attend all the sessions…is there a replay?
Sessions are pre-recorded, but will be released in four chunks (morning and afternoon on two separate days). You’ll have access to the recordings during the conference, or forever if you upgrade to the DirtBoss ticket.
Evening Q&A sessions and Marigold Mixers are live, with no replay (they’re fun/useful to attend, but not necessarily to rewatch).
I’m totally new to flower farming. Will I be out of my depth?
Nope! In fact, we wish we could have attended something like DirtCon when we were starting.
You’ll learn the fundamentals of growing and running a flower farm while also getting a peek at what may come next, like season extension, specialty crops, hiring, scaling, and niching down. You don’t need to implement everything you learn right away. Take what fits your season now and tuck the rest away for when you’re ready.
I’m a vegetable farmer. Is DirtCon for me?
While DirtCon is created specifically for cut flower farmers, a lot of what we’re teaching applies to small-scale farming in general. Soil health, cover cropping, irrigation, weed and pest management, season extension, efficiency, crop planning, hiring, and scaling certainly aren’t flower-only problems. DirtCon is great for veg farmers looking to learn more about speciality flowers crops and how to add flowers as as income stream.
How much time is required?
DirtCon happens over two days and is PACKED with sessions, but please don’t feel like you need to sit glued to your computer for every minute.
If you purchase a DirtBoss ticket, you’ll have lifetime access to the recordings, so you can watch what you can during the conference and come back to the rest whenever you’re ready. There is a LOT of information to absorb in one weekend, so we recommend coming back to it time and time again.
Are all the sessions pre-recorded? Is anything live?Yes! The main DirtCon sessions are pre-recorded, which allows our speakers to give you a polished, information-packed presentation without technology deciding to ruin everyone’s day. But DirtBoss attendees still get plenty of live interaction! We’ll host four live Q&A sessions throughout the conference, giving you the chance to ask our speakers questions, dig deeper into what you’ve learned, and get answers in real time.
What can I expect when I buy my ticket?
Once you purchase your ticket, you’ll receive everything you need to access DirtCon when the conference opens. As we get closer, we’ll send you instructions, the conference schedule, speaker information, and reminders so you know exactly where to go and when.
If you’re a DirtBoss, you’ll also receive access to the private DirtCon Facebook group, four live Q&A sessions, speaker extras and resources, and lifetime access to the recordings. We promise we’ll walk you through it, you don’t need to be tech saavy to particpate in this conference.
Do I need to watch last year’s DirtCon for this to make sense?
Not at all. DirtCon 2027 is completely standalone.
Every year, we build DirtCon around a new lineup of topics, speakers, and takeaways. You can come into DirtCon 2027 without having attended a previous conference and won’t be behind. If you joined us last year, you’ll find plenty of NEW information to build on what you learned in 2026.
I’m not sure which ticket I want. If I purchase the basic ticket now, will I have another chance to upgrade? Yes. Ticket upgrade is available during the 2-day conference only. If you upgrade post-conference you’ll miss out on the Marigold Mixer events, but you’ll still get lifetime access to the video trainings + the workbook full of speaker templates + lifetime access. Woot!
If I am Insider do I get a discount on my ticket to DirtCon? Yes, of course. The Dirt on Flowers Insiders receive 10% off their ticket to DirtCon. You’ll receive details on this in the Insiders Group.
Let’s make 2027 your most intentional, profitable, boss-mode season yet.
Join the waitlist now!
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2-Day Access OnlySoak up two full days of practical sessions with experienced industry pros, then get your questions answered during four live Q&A sessions throughout the weekend. Plus, enjoy the chance to win some fun prizes along the way. You’ll walk away with new skills, smarter strategies, and plenty of ideas you can put to work on your farm in 2027.
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Lifetime Access + The Full DirtCon Experience
Get everything included with the DirtBag ticket plus even more:
Lifetime access to all DirtCon 2027 session recordings
The DirtCon 2027 Workbook, packed with printable tools, worksheets, resources, and downloads from our expert speakers
Access to four live Q&A sessions with our DirtCon speakers, so you can ask questions and dig deeper into what you’re learning
Access to the private DirtCon Facebook group to connect, ask questions, share ideas, and keep the conversation going with fellow flower farmers
A chance to win a year-long membership to The Insiders
If you’re not yet a member, click here to join,
then log in to our Facebook page to find your discount code
Less Winging it
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Smarter Systems
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Speaker Extras
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Sponsored by Heirloom Roses
Less Winging it ✿ Smarter Systems ✿ Speaker Extras ✿ Sponsored by Heirloom Roses
Okay, friend.
DirtCon is waiting for you!
We want you to walk away from DirtCon knowing how to grow better flowers, and also how to grow yourself. Because you can totally do this!
The speakers in our lineup started out just like you - and they didn’t succeed by accident or with some mysterious power. They stayed (and still stay) focused on the basics, and built from there.
You can do the same!
YOU can grow a high quality product.
YOU can make money.
YOU can protect your energy and sanity.
When you grow like a pro…you grow as a pro.
This is what Dirtcon is really about…growing YOU into a confident professional.
We believe you can lead your farm with direction and purpose, and build a business you love.
So grab your ticket, and let’s DO THIS!
“DirtCon was absolutely the best investment I’ve made in my farm so far.”
DON’T JUST TAKE OUR WORD FOR IT.
Hundreds of flower farmers joined us for DirtCon 2026. Here’s what a few of them had to say after spending the weekend learning, planning, and growing alongside us.
“Even the things I already knew were helpful reminders and pushed me to tighten up systems we already had in place.”
“So much honest and valuable information was shared applicable for flower farmers at any level. But even more, we were wrapped in connection and continuously reminded to believe in ourselves and to keep moving forward in our journey.”
“It’s money well invested — not just spent, but invested — because you are gonna learn SO MUCH!”
“It was the best! Like drinking from a firehose, and I am in my 5th year of business this time around.”
“Whether you’re just starting out or are a few years in, DirtCon has something for everyone. The value of the ticket can’t be beat.”
“The powerhouse speakers and the depth of knowledge shared by seasoned growers made it worth every penny.”
“I’ve gone to courses about growing flowers but never had the opportunity to spend an entire weekend focusing on the business of actually selling the flowers to make a profit.”
DirtCon Ticket Policy
All DirtCon ticket purchases are non-refundable, including due to scheduling conflicts, illness, family emergencies, or other unforeseen circumstances.
One ticket is required per attendee. Tickets and login credentials may not be shared between individuals, farms, businesses, employees, partners, or groups. If multiple people from the same farm or business would like to attend DirtCon, each attendee must purchase their own ticket.
DirtBag tickets may be transferred to another attendee prior to the event or upgraded to a DirtBoss ticket for lifetime access. DirtBoss tickets are non-transferable and non-refundable due to lifetime access and included digital materials.
To protect our speakers and digital content, DirtCon access is intended for use by the registered attendee only. We monitor account activity, including login and IP activity, to identify potential account sharing or unauthorized access. The use of a VPN or accessing DirtCon from multiple locations or devices does not automatically violate this policy, but unusual or excessive account activity may result in temporary access restrictions while we verify the account holder.
Sharing, recording, reproducing, distributing, or providing unauthorized access to DirtCon sessions, downloads, speaker materials, or other conference content is prohibited.
Because DirtCon is a digital event with limited access windows and digital content, no refunds or credits will be issued.