Small Business Spotlight: Hereward
From a small lavender planting to a nationally recognized brand, Hereward Farms in East Garafraxa is growing both in the field and online. Founder Julie Thurgood-Burnett shares how participating in Digital Main Street helped strengthen the farm’s digital foundation and support its continued growth across Canada.
Located in East Garafraxa, Ontario, Hereward Farms has grown from a small farm idea into a nationally recognized Canadian brand known for its lavender-based skincare and clean home products. What began as a simple experiment planting 40 lavender plants has expanded into a thriving agricultural and retail operation with more than 8,000 lavender plants, 400,000 sunflowers, and a growing product line. As the business expanded rapidly, founder Julie Thurgood-Burnett recognized that strong digital infrastructure would be essential to support the brand’s growth. Participating in the Digital Main Street program came at a key moment for Hereward Farms, when the business was evolving from a small farm concept into a fully developed retail and e-commerce brand.
Julie shared that one of the biggest challenges during this growth phase. As she explained, “One of the biggest digital roadblocks we faced was keeping up with demand while maintaining a seamless online experience. As our product line expanded and national media features drove traffic to our site, we needed stronger backend systems, clearer messaging, and more optimized product pages. The (Digital Main Street) program helped us refine our e-commerce platform, improve our search visibility, and ensure our online presence reflected the quality and intention behind our brand.”
Through the Digital Main Street program, the Hereward Farms team focused on improving their website structure, strengthening search visibility, and refining the overall online customer journey. These improvements helped ensure that as new customers discovered Hereward Farms online, they could easily learn about the brand and shop its product line.
Julie noted that the experience emphased the importance of digital adoption in modern small businesses. As she shared, “Participating in Digital Main Street reinforced something powerful for us: digital adoption isn’t optional — it’s foundational. You can grow beautiful products in a field, but if your digital presence doesn’t reflect that quality, you’re leaving opportunity on the table.”
The program ultimately helped the team feel confident that their digital systems could support continued growth as demand increased. Julie also shared that “Participating in Digital Main Street gave us confidence that our digital foundation was as strong as our physical one. It allowed us to grow sustainably — not just in our fields, but online — and ensured that customers discovering us for the first time had an experience that matched what they would feel walking onto our farm.”
As the business continued to gain momentum, these digital improvements helped Hereward Farms keep pace with increasing customer demand and national attention. The business has been featured in publications including Vogue, Elle Canada, and Vanity Fair, and several products have received industry recognition in clean beauty and product formulation. Julie Thurgood-Burnett has also been honoured through the Women in Excellence in Agriculture Awards.
Beyond products and recognition, community impact remains central to the farm. Visitors can experience Hereward Farms through its Lavender Lounge + Boutique and seasonal field experiences, which invite guests to slow down and reconnect with nature. The team also prioritizes giving back, with 100% of field fees collected each season supporting local charities in Wellington and Dufferin County, including the Orangeville Food Bank, Family Transition Place, and the Wellington Pregnancy Centre.
Today, digital strategy continues to play a central role in Hereward Farms’ growth. The business is continuing to expand production, deepening wholesale partnerships across Canada, and continuing to evolve its retail and on-farm experiences. At the same time, investments in SEO, automated email marketing, and data insights are helping the team better understand customer needs and scale sustainably.
What began as 40 lavender plants has grown into a thriving farm, a nationally recognized brand, and a destination that connects visitors and customers across Canada with products rooted in the land.
To learn more about Hereward Farms and explore their award winning products you can visit their website.
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