When Erin Small, Prince Edward County agriculture and natural resources Extension agent, noticed that many local farmers were adding cut flower sales to boost their businesses, she was inspired to help. Small created the Cut Flower Discussion Group — a first-of-its-kind initiative in Virginia that has transformed how flower growers connect, learn, and thrive across the commonwealth. 

For her work, Small was named the 2025 national winner for "Innovation and Creativity" in the individual category by the National Association of Community Development Extension Professionals (NACDEP). 

Cut Flower Discussion Group

Small’s journey began with floral design workshops, drawing on her background as an agriculture teacher and floral designer. As she built relationships with local flower growers who supplied blooms for her classes, she saw a deeper need: connectivity and support within Virginia’s growing floriculture sector. In response, she launched the Cut Flower Discussion Group in 2024, which now includes more than 100 growers from across the commonwealth.

The group offers a mix of field tours, vendor fairs, and educational sessions covering topics such as best management practices, marketing strategies, soil health, and conservation. Producers visited farms and met with industry professionals to gain insights into commercial operations. The group also fostered community through shared meals and informal gatherings, helping growers build lasting relationships.

Survey feedback from participants underscores the program’s impact:

  • 85% of growers said they feel more confident in pricing their flowers due to the group’s marketing programming.
  • 100% plan to apply floral design techniques learned through the program to their sales.
  • 94% found connections with fellow growers helpful.

“What Erin is doing is above and beyond,” one participant said. “She puts together great events with amazing speakers and brings in so many farmers to share what they’re doing.”

The Cut Flower Discussion Group is more than a program — it’s a reflection of Virginia Cooperative Extension’s mission to serve all Virginians through education, collaboration, and community-building. By addressing the isolation often felt by small-scale flower farmers and responding to the post-pandemic surge in local flower production, Small has created a vital resource for one of Virginia’s fastest-growing agricultural sectors.

“Watching growers support each other, gain confidence, and find friendship through the evolution of this group has been incredibly rewarding,” Small said. “This work is about more than flowers — it’s about people, connection, and helping Virginia agriculture flourish.”

Woman stands in field of sunflowers smiling.
Extension agent Erin Small stands in her cut flower test plot. Photo courtesy of Gina Thompson Photography.

"Innovation and Creativity" award

For Small, being honroed by a group of her peers is deeply personal.

“More than anything, NACDEP is a group of fellow agents who encourage me and inspire creativity in my programming,” she said. “Being involved in NACDEP has allowed me to form connections with my peers I would not have otherwise found. Earning this award solidifies that the work I have done through Virginia Cooperative Extension to support flower growers is relevant, and it has encouraged me to continue developing my work in this area.”

- Written by Christie Culliton, field marketing & communications coordinator