Cherrylake is located in the heart of Florida and nestled within a chain of waterways. We are fortunate to continue to farm this beautiful land as we have for the past 35+ years. However, as developments continue to emerge around us, we are quickly becoming an urban farm and the community shows a growing interest in experiencing it for themselves. 

We initially embarked on our journey into agritourism in 2016 with the inception of the Farm Races. Bringing hundreds of racers from across the state and country to experience the farm marked the beginning of a transformative era for us.

Agritourism is still a fairly new concept in the U.S. and is rapidly growing. It currently is expected to grow 11% annually until 2030. With 74 million visitors coming to Central Florida annually, we have a great opportunity to act as an inspirational blueprint for the State of Florida around not only agritourism but also around sustainable landscaping. We are offering something no one else in the southeast is currently providing. 

The following year we collaborated with Dix.Hite for our first master planning session to explore agritourism and retail opportunities. We identified part of our farm located on Cherry Lake which is part of Lake County's chain of lakes. Initially, our attention was heavily focused on establishing a retail center at Cherrylake to allow the public to purchase from us directly. However, as we evolved and Cherrylake Curbside emerged, we recognized that e-commerce can handle a large portion of our retail experiences. This allows retail logistics to be stored in close proximity to our loading dock, enhancing efficiency and freeing up the space adjacent to Cherry Lake. This evolution gave us the liberty to dream bigger.

In May of this year, we took the opportunity to revisit the space and dream a little differently. We assembled a diverse team, including team members and local community representatives to brainstorm and conceptualize our vision. Our main goals are focused on the following:

Industry Collaboration

Our initiative also serves as a platform for industry stakeholders. We aspire to ignite curiosity and inspiration around sustainable landscapes. Our showcase gardens will feature best practices in stormwater management, irrigation, shoreline restoration, alternative turf options, and Florida-friendly/native plants.

Community Engagement

Our vision extends beyond agritourism; it's about fostering community. As our local community grows, we aim to forge meaningful connections, inspiring and engaging our neighbors and team members through exploring, working, playing, and learning. Beyond demonstration gardens, our plans also include event spaces, food truck areas, a kayak/paddleboard launch, an elevated beach area, and a beer garden.

Branding & Marketing

While a lot of our focus is around education, this opportunity helps us further our position as a leader in sustainable landscapes and best-growing practices. We will position ourselves as innovators and thought leaders in conservation, resource management, and community engagement.

Our journey is not just about developing a space; it's about uniting the community with agriculture, innovation, and the future of landscaping. It connects the entire chain around our why and our purpose. We aim for homeowners to desire and appreciate sustainable landscapes while fostering an industry equipped with the know-how to achieve it.

This article was written with contributions from Caraline Jones, Marketing Manager