First Year's Growth
What a year it has been! Roots Peony Farm has finally found its home in Ludington, Michigan. It all started with the idea of bringing something new to Ludington on a commercial level. As we looked around, we asked, “What could that be”? We are surrounded by an abundance of opportunities for family and friends to get out and enjoy the outdoors and each other’s company. We have so many wonderful places to go already, from local strawberry patches to blueberry fields and Christmas tree farms. Why not provide a place for people to pick flowers, but not just any flower? It had to be the flower that’s not here for a long time, but it’s here for a good time, The Peony!
Our beloved Grandmother, Francis Katherine Umlors three daughters, L-R, Linda Giersbach, Brenda Veeneman, Norma Lukas and Troy Veeneman
Grandma’s Driveway
We decided to grow these flowers because of our family’s history with them. My grandmother, Francis Katherine Umlor, had peonies scattered along her driveway at the family apple farm in Conklin, Michigan. When my grandma and grandpa passed, family members split off some of the roots, and everyone was able to take a little piece of the farm to remember them. Seeing their peonies coming up in the spring was a reminder of their farm, the hard work, and the bond that was formed with the community from all of it. This was and continues to inspire us to launch this new adventure.
Dad’s Advice
Lee Veeneman, the best Foreman ever!
Now that the idea was planted and the product chosen, the questions started piling up. Where do we plant them? What varieties do we order, and where do we buy roots? Is our soil suited for peonies? How many do we plant? What is our long-term plan? Can we afford to do this? As our questions grew, we were initially overwhelmed.
After a deep breath, I thought back to the family farm and remembered how my father, Lee Veeneman, ran a successful building business. I learned from my dad many years ago that if you live in a good community, you do not have to go far to find good, honest advice, hardworking people, and answers.
We were looking to grow flowers, so what better place to start than a local flower shop? I decided to walk into All Occasions Floral shop in downtown Ludington to pick their brains. The owners, Wendy Vanderwall and Cheryl Freeman, were very helpful and wonderful to talk to. I soon discovered that they needed a peony supplier and that having a local one would really help their business. In the following days, I visited several businesses in our county: All Occasions Floral, The Market, Bela Floral, and The Orchard Market. All four expressed a high interest in buying wholesale peonies if we were to grow them. In a day’s travel, a few face-to-face conversations and some firm handshakes, we had potential buyers!
Gaining Momentum
The next step was to figure out how to finance something like this. How do you write a business plan? I headed back to All Occasions Floral the very next day. To my surprise, Wendy and Cheryl were past winners of The Momentum Business Challenge in Mason County. This was a Shark Tank-like contest. They were able to give me some sound advice and encouraged me to enter.
From there, I learned about a workshop coming to town sponsored by the Small Business Association of Michigan. That's where I met Marie Elliot. She was amazing. She was able to make this vision possible and laid out the steps in layman’s terms. She became my coach leading up to the Momentum competition and, long story short, we won the first-place prize of $15,000 which included an additional $10,000 of “in kind” services from local businesses. So, $25,000 total and we were off and running with ideas!
Let’s Get The Peonies!
Now that we had funding in place, we had to spend it. This was the easy part. Thanks to Marie, we were able to develop a detailed expense plan showing when and where the money would go. Here is where the curveballs started coming into play. We decided to purchase our peony roots from the Netherlands. Wendy and Cheryl chose our varieties for us. Special peonies from a very special place, which they wanted and knew they could sell. We also wanted the best variety from the best suppliers, so that's what we arranged.
Our order was placed in late May of 2025 for over 2,000, 3-5 eye peony roots, coming in eight different varieties. The order was to arrive for a fall planting on September 8, 2025. After placing our order, we needed to till our field, lay the weed barrier, get up-to-date soil samples, burn holes in our weed barriers, dig over 2,000 holes, order specialized soil, put the soil in the holes, and finally plant the roots before the first winter freeze. Thank God for G2S Academy and its Earth Science students and some big-time help from friends and family.
It’s Planted!
Throughout the summer and early fall, we were able to lay out the field, the weed barrier, dig the holes, get the soil in, and we were ready to plant the roots when they arrived from the Netherlands. However, on September 8, 2025, the date they were due to arrive, we had nothing to plant. Our supplier cited issues with tariffs and a US government shutdown, which was creating issues with international shipping. So, we waited and waited and waited. Finally, part of our order arrived in late October, and we began planting. With help from 17 students during the week, and family and friends on the weekends, we finally had roots in the ground! Eventually, the rest of our order arrived, and on November 22, 2025, the farm was planted!
While all of this was taking place since winning The Momentum Competition, I couldn’t help but think of what my dad said, “Just keep in mind that you don’t have to look past your own community to build a company.” He was exactly right! The following people, right here in our community, as well as our family and friends, became the people we leaned on for advice and help. We cannot thank you enough.
In Appreciation
A special thank you to my family and friends who offered their ideas, support, and hard work. Tena Veeneman, Isla Veeneman, Leeahna Veeneman, Lee Veeneman, Brenda Veeneman, Phillip Veeneman, John Terpstra, Chad Terpstra, Dana Timmer, Norma Lukas, Linda Giersbach, Seymore Giersbach, Dan Girdwood, Jan Girdwood, Jason Veeneman, Kelly Bousson, Chris Bousson, Aric Miller, Kerry Foote, Melissa Zumbach, John Chalko, Tom Voss, Gene Daniels, all of the Gateway to Success Academy Students and countless others who showed up when we needed them!
We also want to thank the following people and organizations:
LakeFX Media of Ludington, Michigan, for designing our website. You guys are amazing!
Gene Daniels, my best friend since 5th grade, who designed our logo. What an amazing artist!
Acres Co-Op and Dairy Doo for doing our soil samples and creating our special peony soil.
Wendy Vanderwall and Cheryl Freeman from All Occasions Floral in Ludington for all their advice and for selecting the varieties of peonies for us to plant.
The students and staff from G2S Academy for helping us lay out and plant the farm. You guys put the most work into this project. From those very hot days in late summer, laying heavy black weed barrier, to digging thousands of holes, to planting as the snow was in the air. We could not have done this without you!
Logan Larson, owner of The Market, for getting our special peony blend soil from Michigan's own Dairy Doo soil and composting company.
Mark Otto, local pilot and friend, for getting me up in the air for aerial shots of the farm throughout the construction.
Zack Iverson from Hamlin Township building and zoning for advice and guidance on helping make this venture legal and possible.
Judge Susan Snegowski, for showing me her flower farm’s website, Rivers Edge, here in Ludington.
Gordy’s Skate Shop, right here in Ludington, for helping us with printing T-shirts and merchandise. Thank you, Robin and Gordy!
Aaron Card, former G2S student, for the drone shots of the farm's progress.
The Ludington Chamber of Commerce and staff for providing the opportunity to compete in The Momentum Competition.
Marie Elliot, for being the best coach a person could have for a pitch competition.
Nathan Veeneman, my cousin, who owns Green NV in the greater Grand Rapids area. Nathan has given us encouragement and advice about the floral industry.
The Mason County Press, The Ludington Daily News, 9/10 News, and the Ludington Chamber of Commerce for having an interest in and covering our story.
Jim and Denise, of Inevitable Farm of Traverse City, Michigan. For allowing me to tour the farm and work a bit too!
Casey Lemieux, of The Flower Garden Farm of Coopersville, Michigan for letting me check out her farm and answering questions.
Lynsey Taulbee, of Muddy Acres Flower Farm of Plymouth, Michigan for giving me the road map to how to begin and plan a flower farm!
It’s Only Just Begun
Now that this busy year is behind us, we’re looking forward to doing a quarterly blog or vlog beginning in June of 2026. We will be showcasing the first year’s growth of flowers on the farm, covering what we will be planting in the fall of 2026, and updating our timeline as to when we will be selling our first flowers. Please stay tuned! In the meantime, please feel free to contact us and check out what we have available in our online “shop” with our new logo! Until then, keep it local and keep it beautiful!
Best,
Troy Veeneman
Shop Now Available
Please check out all of our new merchandise we have available in our online shop! Thank you for your support!!
