We caught up with the brilliant and insightful Julie Thurgood-burnett a few weeks ago and have shared our conversation below.
Julie, appreciate you joining us today. What’s the backstory behind how you came up with the idea for your business?
The idea for Hereward Farms was a sudden epiphany that turned into a culmination of love for nature, community, and sustainability. Picture this: A beautiful 250-farm nestled in East Garafraxa, Ontario, surrounded by fields waiting to be transformed into something meaningful. I found myself thinking, “I wonder if lavender would grow here.” That’s when the seed of the idea for Hereward Farms started to sprout.
I’ve always believed in the power of natural products – skincare and home essentials that didn’t rely on chemicals but instead harnessed the earth’s own bounty. There’s something incredibly soothing about walking through a field of lavender, that calming scent filling the air. I wanted to bottle that peace and essence and share it with others. And not just with anyone, but with people who value sustainability, authenticity, and something genuinely Canadian.
The logic behind Hereward Farms being a worthwhile endeavour was rooted in several observations. First, I noticed a growing demand for all-natural products, particularly in skincare, but with few options that genuinely honoured the ingredients or the process. Many products labelled “natural” fell short on the integrity scale. I knew we could fill that gap by growing our own lavender and creating products directly from what we nurtured on the farm.
Second, I saw how disconnected many people had become from nature, and I knew that Hereward Farms could offer more than just products – we could offer an experience, an escape. From the Lavender Lounge to farm tours, it’s about creating memories beyond a simple purchase.
We weren’t just selling lavender products; we were solving a deeper problem – the lack of connection between the products we use and where they come from. People want to feel good about what they’re putting on their skin, in their homes, and even gifting to loved ones. They also want to know that the choices they make are sustainable and kind to the earth.
Our approach is deeply rooted in a farm-to-skin and a farm-to-home philosophy. All the lavender we use and that goes into our products comes from our land, a concept that resonates with people looking for transparency and authenticity. We grow it, we make it, and we stand behind every product with pride. The idea of being 100% Canadian and truly sustainable got me excited because it felt like we were doing something different, something that felt right in a world full of mass production and shortcuts.
What got me most excited was the potential for connection between the land, our products, and our customers. There’s a certain magic in lavender; it has the power to calm, soothe, and uplift, and that’s exactly what I wanted to share. Seeing our customers light up when they experience the farm or try our products for the first time—that’s when I knew this was more than just a good idea. It was something special, something worth growing.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
For those unfamiliar with Hereward Farms or myself, I’m Julie Thurgood-Burnett, and I’m incredibly proud of the business we’ve cultivated here in East Garafraxa, Ontario. My journey into this industry wasn’t something I had mapped out but rather something that grew from a deep passion for natural living, sustainability, and a love for the land—and started on a whim. I was already running a very successful marketing agency and wasn’t looking to start another company. But I’ve always been drawn to the idea of creating products that are both effective and eco-conscious, and I realized there was a gap in the market for all-natural, farm-grown skincare and home products that could deliver both.
The idea for Hereward Farms was born out of my desire to work with nature and celebrate it, to bottle the beauty and serenity of the natural world, mainly through the power of lavender. It all started with a dream to create a sustainable, farm-based business that could offer something unique – skincare and home products made directly from what we grow on our 250-acre farm. Lavender became our hero ingredient because of its soothing properties, not only for the skin but also for the soul. Truth is, I had never been to a lavender farm before…ever.
We started small, focusing on growing lavender and prepping the land in 2020, and then evolved into offering all-natural products that reflect our deep connection to the earth. Our line of skincare and home products is made from the lavender we grow, ensuring transparency and authenticity in every bottle.
Hereward Farms offers a range of all-natural products, including hand and body soaps, luxurious face serums, body oils, foot creams, linen sprays, cleaners and more. Each product is crafted with care, focusing on the powerful benefits of lavender infused with other natural ingredients. In addition, we offer a unique farm experience, allowing visitors to connect with nature through tours and workshops, giving people a firsthand look at how our products are made, from seed to you.
The main problem we solve for our clients is the need for high-quality, affordable natural skincare products that are transparent in their origins and free from harmful chemicals. We understand that consumers are becoming more conscious about what they’re putting on their skin, and they want to feel good about those choices. That’s why every product we offer is created with sustainability in mind – from the packaging to the ingredients, we ensure that we’re leaving the lightest footprint possible. In 2024 we introduced our own refillery program where our clients could bring in their containers and save their money and the earth!
What truly sets Hereward Farms apart is our farm-to-you philosophy. Unlike many brands that source their ingredients from various locations, we grow the key ingredients ourselves, right here on our farm. We’re not just another natural skincare brand; we’re deeply involved in the entire process, from nurturing the plants to crafting the final product. It’s a personal connection that you won’t find everywhere. We’re also proudly 100% Canadian and committed to sustainable farming practices, which means that when you buy from us, you’re not just getting a great product – you’re supporting a business that’s mindful of its impact on the environment.
I’m incredibly proud of the recognition we’ve received in such a short amount of time, particularly our recent success at the 2024 Clean Beauty Awards. Our products have been acknowledged for their quality and efficacy, including our Lavish Face Serum being a finalist and our Scrubbed product winning 1st place in the Body Scrub category. Being featured in major publications like Vogue and Vanity Fair has also been a huge milestone for us, validating the hard work and dedication we’ve put into making Hereward Farms something special. Julie Thurgood-Burnett has also won Business Person of the Year and Women Entrepreneur of the year. Most recently, Associated Press was here to do a full coverage on Clean Beauty and Sustainability that hit the front page of the Report on Business in the Globe and Mail.
At the core of everything we do is our commitment to sustainability and authenticity. We want potential clients and fans to know that when they buy a Hereward Farms product, they’re not just buying natural products – they’re buying into a lifestyle that values nature, transparency, and high-quality ingredients. Our tagline, “From our soil to your soul,” encapsulates our philosophy perfectly. We believe in creating products that nurture the body and soul, all while respecting the earth that gives us so much.
What we’re most excited about is continuing to grow – not just our lavender fields, but our community of customers who appreciate the connection between the products they use and the earth they come from. We invite you to experience the farm, try our products, and see how we’re redefining natural skincare in a way that’s sustainable, ethical, and deeply personal.
What do you think helped you build your reputation within your market?
Building a strong reputation within the market didn’t happen overnight, but a few key factors really helped Hereward Farms stand out and gain credibility:
1. Authenticity and Transparency
From the very beginning, we’ve been transparent about our processes. We grow our 6,000 lavender and now 400,000 sunflowers right here on the farm and create all-natural products that our customers can trust. In an industry where consumers are often left wondering about the origins of ingredients, we’ve built our reputation on being open and honest. People appreciate knowing where their products come from and the care that goes into making them.
2. Commitment to Sustainability
One of the pillars of our brand is sustainability. We don’t just say it – we live it. From our farming practices to our product packaging, everything is designed with the environment in mind. Consumers increasingly seek eco-conscious brands and our genuine commitment to minimizing our environmental footprint has resonated with our audience. This dedication has helped set us apart and established us as a responsible, forward-thinking brand.
3. Quality of Our Products
The quality of our products is one of the biggest contributors to our reputation. We never compromise on ingredients or craftsmanship, which has been recognized by our customers and industry alike. Being finalists and winners in the 2024 Clean Beauty Awards validated the hard work and attention to detail that goes into every product. When you consistently deliver products that work, word spreads, and trust is built.
4. Personal Connection and Experience
Our farm experience is unlike any other. Visitors don’t just purchase products; they get to see where it all starts – in the lavender fields. This personal connection creates a bond between us and our customers, which has helped strengthen loyalty. Offering intimate experiences like tours, workshops, and farm visits has allowed people to feel like they’re part of something bigger, something special, and that has certainly bolstered our reputation.
5. Word of Mouth and Media Recognition
Positive word of mouth has been a huge factor in our growth. Happy customers talk, and their recommendations have been invaluable. Additionally, being featured in prestigious publications like Vogue and Vanity Fair, along with The Globe and Mail, has helped us gain visibility and credibility in the market. It’s one thing for us to say our products are great, but when respected media and beauty authorities back it up, it takes our reputation to another level.
6. Focus on Community and Collaboration
We’ve also greatly focused on building and nurturing our community – locally and online. Engaging with our audience through social media, offering behind-the-scenes glimpses of the farm, and hosting events that allow people to connect with nature have all contributed to the strong rapport we’ve built. Collaboration with local businesses and being a cornerstone of our community have only added to that goodwill.
These elements, combined with our genuine love for what we do, have helped us establish a strong, positive reputation in the market. It’s been a journey of building trust, delivering consistently great products, and making sure that every customer feels connected to Hereward Farms and our story.
We’d really appreciate if you could talk to us about how you figured out the manufacturing process.
At Hereward Farms, we proudly manufacture all of our products in-house. The journey to get there, though, was a learning experience full of trial and error, creativity, and a deep desire to maintain control over the quality of everything we produce.
When we first envisioned Hereward Farms, the idea was always to be hands-on, from growing the lavender to crafting the final product. However, I didn’t have a background in product manufacturing, only a background in cosmetology and marketing. When we started. It was a process of self-education, research, and experimentation. I knew that in order to stay true to our mission of sustainability and transparency, we had to be deeply involved in the manufacturing process. We didn’t want to slap our name on a product made by someone else – we needed to be the ones creating it from start to finish.
Initially, it was all about experimenting with different methods of using the oils from the lavender, creating the correct formulations, and testing them rigorously to ensure they worked. It wasn’t always easy, and I had to learn a lot. Finding the right balance of natural ingredients to complement the lavender was a challenge, but it was also exciting. I had to dive into the world of natural skincare, home products, and product formulation, which involved much learning about the properties of different botanicals, oils, and herbs.
While many businesses opt to outsource manufacturing, we decided to keep everything in-house to ensure every product was made with the utmost care and attention to detail. Manufacturing our products on-site also allows us to stay true to our sustainability goals. We have complete control over the entire process – from the moment the lavender is harvested to the final packaging – and that has been invaluable in maintaining the integrity of our brand.
One of the biggest lessons I’ve learned is that quality takes time. There’s no rushing the process when it comes to creating products that meet our standards. We had to be patient and persistent, especially in the early days when we were figuring out how to scale production while maintaining the same level of quality.
Another lesson was the importance of sourcing the right ingredients. While we grow our own lavender, other ingredients had to be carefully vetted to ensure they aligned with our natural and sustainable philosophy. Finding trusted suppliers who share our values was vital, and it’s a process that took time and effort.
We also learned that flexibility is crucial. Things don’t always go as planned in manufacturing – whether it’s a delay in sourcing materials or tweaking a formula to get it just right – so being adaptable and staying focused on the bigger picture helped us navigate the challenges.
And we have always just stayed on our own path.
What makes me proudest about manufacturing our products is knowing that every item that leaves Hereward Farms is something we’ve poured our heart and soul into. There’s a deep satisfaction in knowing that we’ve created something from the ground up – literally, from the soil to the final product. It’s a testament to our team’s hard work and dedication and a reflection of the values we hold dear.
Manufacturing in-house has allowed us to stay true to our vision and maintain the authenticity of our brand. We’ve learned that while outsourcing can sometimes seem like the easier option, doing it ourselves has kept us deeply connected to our products and our customers. It’s a hands-on approach that has become part of the essence of Hereward Farms.
This approach emphasizes the journey from learning the manufacturing process to keeping it in-house, along with the lessons and pride of doing it yourself.
Contact Info:
- Website: https://herewardfarm.com
- Instagram: https://www.instagram.com/herewardfarms
- Facebook: https://www.facebook.com/herewardfarms
- Linkedin: https://www.linkedin.com/company/hereward-farms/
Image Credits
All are taken by Julie Thurgood-Burnett
Except the two photos (headshots) – they are by True Nature Media