In a Sea of Blacktop, They Chose Purple: The Lavender Pivot That Saved Hoshyla Farms

About this episode

The episode discusses the pivotal decision made by Susan and Nicole Asendorf to preserve their farmland and pivot to lavender farming at Hoshyla Farms.

Send us Fan Mail When I think about my conversation with Susan and Nicole Asendorf of Hoshyla Farms, what stays with me most isn’t just the lavender — it’s the decision. The moment when selling the land felt easier… and they chose not to. On Long Island, once farmland is gone, it’s gone. Hearing Nicole say, “Once you sell something, you cannot get it back,” carried a weight that anyone connected to agriculture truly understands. This wasn’t just a business pivot. It was a stand for legacy. Wh...

People in this episode

Host: Jennifer Ross

Guests: Susan Asendorf, Nicole Asendorf

Topics covered

• agriculture
• business pivot
• legacy
• lavender farming
• sustainability

Keywords

• lavender
• Hoshyla Farms
• agriculture
• business decision
• Long Island
• sustainability
• legacy

Mentioned in this episode

Organizations: Hoshyla Farms

Places: Long Island

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