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WORDS: KIMBERLEY FURNESS | IMAGES: CHLOE SMITH PHOTOGRAPHY
Nikki Davey is using her award winning platform, Grown Not Flown, to show that agri-tourism is more than just a trend - it’s a way to cultivate meaningful connections between the land and the people who depend on it. What began as an digital platform to help florists and flower lovers to easily source locally grown flowers, is evolving into a key player in the agri-tourism space, allowing consumers to experience rural life firsthand while helping farmers diversify their income streams.
Nikki’s own experiences as a new flower farmer motivated her to create a solution for the challenges small-scale farmers face when trying to connect with local consumers.
"Prior to our platform, if you wanted to buy locally grown flowers in Australia, you'd have to do a lot of research and use social media to identify and find those,” says Nikki.
Launched during the COVID-19 pandemic, and business growth fast tracked in 2023 with Nikki being named AgriFutures Rural Woman of the Year, the slow flower directory has grown into a global platform with more than 1,100 flower farms listed in over 30 countries.
“When we first launched, we included a feature that allowed growers to register their roadside stalls and farmgate shops. This meant that when people were exploring a new or unfamiliar region, they could use the GNF map to find these often hidden local gems and pick up flowers, eggs, fruit, veggies, and more.
“Since then, we’ve expanded the platform to include all types of locally grown produce and added transaction functionality. This means each grower’s profile can double as their own online shop - think Etsy for flowers and produce, or Shopify for farmers.”
But what started as a simple directory quickly grew into something more.
Nikki soon realised the platform’s potential to support agri-tourism, a growing trend where consumers visit farms for hands-on experiences like picking their own produce, learning about sustainable farming practices, or simply enjoying an afternoon among the flowers.
“We’ve added the ability to sell tickets for on-farm events, like ‘Beers and Blooms’ or ‘On-Farm Afternoon Teas’. It’s been really exciting to see more and more growers using the platform to offer these unique experiences.”
Nikki believes these experiences are vital for bridging the gap between urban and rural communities.
“We have such an opportunity to share and educate consumers on the importance and benefits of supporting our local farmers, celebrating the provenance of food and flowers, and agri-tourism is a great way for farmers to share their stories and connect with consumers directly.
“Agri-tourism gives city dwellers the opportunity to reconnect with nature and the seasonality of flowers and produce. In supermarkets, we’ve lost that connection to the seasons because produce is available all year round. But when people come to a farm, they see first-hand how nature works and the effort that goes into producing their food or flowers.”
For urbanites, it’s not just about learning - it’s also about stepping outside their daily routines and experiencing something new.
“It’s a great way to get outside, disconnect from devices and have some fun. People get to experience things they wouldn’t normally encounter in their everyday life.”
While the benefits for visitors are clear, agri-tourism also offers farmers a critical opportunity to diversify their income. With climate change, rising costs and other challenges facing the agricultural industry, many farmers are looking for new ways to supplement their traditional revenue streams. Agri-tourism offers a creative solution.
“Farmers are increasingly relying on non-traditional income streams. That’s where Grown Not Flown comes in. Our platform gives small-scale farmers an easy way to offer agri-tourism experiences without having to invest in building a website or finding a ticketing solution.
“They can use their GNF profile to sell tickets, create QR codes for event marketing, manage events and connect directly with customers. The farmers have complete control over their profile, and it provides them with a secure and fast payment option.”
In regions with popular festivals, like the annual strawberries and cherries festival near Nikki’s own farm in north-west Victoria, Nikki says Grown Not Flown can help visitors discover off-the-beaten-path experiences.
“We want to make it really easy for visitors to explore beyond the main street and find local farm events they might not have known about otherwise.
“We're using the Bacchus Marsh Strawberry & Cherry Festival in November to test the concept. If it’s successful, we’ll be able to promote more farms in more places, driving even more traffic - both literally and figuratively - to these hidden gems.”
Looking ahead, Nikki has big dreams for the future of agri-tourism in Australia.
“We believe people are wanting to “connect” with farmers more and more. With TV shows like Clarkson’s Farm, there’s this fun intersection between education and entertainment that’s driving interest in on-farm experiences. That means people are looking for these agri-tourism experiences and we want to help nurture that as it's really positive for everyone involved.”
And for Nikki, the future of Grown Not Flown is all about supporting small-scale farmers as they dip their toes into agri-tourism.
“We’re already seeing how popular these on-farm experiences have been with farmers using our platform to sell tickets. I hope that in 12 months time, we can confidently say we’ve helped connect thousands of people with agri-tourism experiences through Grown Not Flown.”
As the platform continues to evolve, Nikki’s vision is clear: to create a space where urban dwellers and farmers can meet, share and learn from one another, all while supporting the future of agriculture in Australia.