A Delightful Day Among the Blooms at The Joy Farmer’s Tarras Haven

April 03, 2025By Cynarra Ferguson

Tucked away in the heart of Tarras, a surprise passion blossomed into a thriving flower haven. What started as a creative lockdown project quickly grew into something more for the founder of The Joy Farmer, Sarah Rutherford. Inspired by the ever-changing seasons, a love for the outdoors, and an unexpected batch of sweet pea seedlings, this cut flower garden is now a cherished space for creativity, connection, and seasonal beauty. We visited Sarah on a sunny Autumn morning and spoke to her about the journey behind the blooms, the joys and challenges of flower farming, and what’s next for this flourishing venture.

What inspired you to start a cut flower garden on your family’s farm?

The idea came about during the first lock down when I did a creative course online to fill in time that required you to apply it to a business. I looked up from my computer for inspiration and the first thing I saw was that sweet pea seeds had just sprouted. I had actually gone to mitre 10 to get vege seeds but flowers seeds were the only thing left on the shelves after the lockdown panic grab had stripped the store. So these seedlings inspired me to base my course work around a flower business. I came up with the name, bought the domain and tailored the business to the project. Somewhere along the way it morphed into a reality!

How does the farm’s setting influence what you grow and how you arrange your flowers?

I am completely inspired by the changing seasons of my local environment. My style is a reflection of how I see the flowers and foliage growing every week in the homestead garden, it isn't formal, its a rambling country garden full of treasures.

I had no idea I would grow flowers for more than one season so I created a few dedicated beds on a bank next to my parent's vege garden in Tarras where I planted my cut flower varieties. My mother has an establish country garden which has been passed down through the generations of her family that already had interested trees and shrubs and over the years I have tucked in some extra perennials to cut from.

Can you walk us through a typical day in your flower garden throughout the seasons?

There really isn't a typical day for me and every season is completely different. This business has always had to fit around other demands on my time such as work in other roles and being a parent.

Right now it is Autumn, the garden maybe winding down for the growing season, but I am still very busy. I am harvesting for orders, collecting seeds while I am tidying it up the beds, preparing the soil for next season. Planning, purchasing, sowing and planting out hardy seeds and bulbs for spring is also in work. That is just a snapshot of what is happening in the actual garden side of the business. Obviously there is also all the day to day elements any business has to cover off such as selling and booking jobs for next season, marketing and communication and the admin that needs attention too.

What are some of the biggest challenges (and joys!) of growing your own flowers?

The biggest challenge for most primary sector businesses is the weather as it is beyond your control and such a major player in the outcome of your crop. The last two seasons have been tricky growing seasons in our locale to be honest, gardening definitely teaches you to be resilient, patient and creative. There is always beauty to be found, it just might not look as you originally imagined it.

The best thing is seeing the joy and connection flowers bring people. I also absolutely love seeing how the local florists interpret and design with my blooms. Flowers are their paint and each artist has their own unique style.

Do you have any go-to flowers or unexpected favourites for bouquets?

I absolutely love spring flowers, so I am always on the hunt for more bulbs and flowering shrubs. I also love texture and character in my blooms so there is always seedheads and wonky stems.

There is no rules when it comes to what I use in my bouquets, one persons weed is another persons hero bloom! I have been known to pull over and cut from the roadside and I love discovering a new flower attached to a vege plant that was forgotten and has gone to seed, nothing is off limits.

I think foliage is hugely underrated. I love it for its texture, lines and colour as much as any bloom and could happily have a foliage only arrangement. So if you don't have any flowers in your section, have a play with your greenery.

What’s one piece of advice you’d give to someone wanting to start their own cut flower garden?

Start small! It is super tempting to rip up the grass and grow all the pretty things your first season but you are at high risk of becoming overwhelmed fast and may end the season feeling like you failed more than you won. Killing plants doesn't mean you can't garden we all kill plants, that is where the learning starts.

I recommend starting small even one bed in the backyard and zero in on a handful of different plants as there is so much to learn about gardening and each variety has their own needs. This way you will have time to learn the basics, and build confidence while working out what you like before you go all in. There is no rush, gardening is definitely a long game

What’s next for you and your flower garden? Any exciting plans ahead?

Over the last few seasons I have tried all of the things and found my passion is not growing hundreds of flowers, it is growing a small curated collection of blooms to use for workshops and styling intimate events.

Next season is all about focusing on the flower enthusiasts. I have learnt from my customers, that more than anything they want to play and create with flowers.

I am offering floral inspired activities such as flower crowns that people can book if they are hosting a hens or birthday party or looking for a creative activity to do with friends over a long lunch for example. I can tailor to suit the occasion.

I am also focusing on offering the flowers, tools and skills to creative flower lovers who wish to style their own weddings and events in Central Otago. I want to offer them inspiration to use what is seasonal as flowers have an amazing ability to be associated with lifelong memories. So I believe by using local blooms it is an opportunity to connect your celebration forever more to the unique moment in time you chose in this beautiful region.

You can learn more about Sarah and The Joy Farmer here.

Follow Sarah on instagram @thejoyfarmer

Photography by Christina Grant.

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A Delightful Day Among the Blooms at The Joy Farmer’s Tarras Haven

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