In Ludington, a new venture is quite literally taking root: The Roots Peony Farm, a 40-acre startup dedicated to growing and selling peonies, cultivated by Troy Veeneman. This ambitious project is deeply personal to Troy, who aims to bring beauty to the community and serve as a fulfilling post-retirement revenue stream for when he chooses to retire.

The inspiration for the farm stems from Troy’s childhood. His grandparents owned over 800 acres of apple orchards in the Conklin area, and along their long farm driveway were peony rows by the dozens. After his grandparents passed, Troy and other family members had the opportunity to dig up peony roots from the old farm, ensuring a piece of their family history continues to bloom.

Another pivotal moment for Troy was during a visit to the Nichols Arboretum peony garden at the University of Michigan while his younger brother was undergoing surgery at the nearby Children’s Hospital. Witnessing the diverse reasons people visited the garden – from tour buses to doctors on break, to families seeking solace during difficult times – Troy was struck by the universal appeal and comforting presence of the flowers. He realized he wanted to create something similarly beautiful, something with “literal roots” to his family, that would provide a positive space for people.

Troy’s journey into entrepreneurship gained momentum when he connected with Michigan SBDC Senior Business Consultant Marie Elliott of the West Michigan Region. He had heard about the Momentum Business Plan Competition, and despite initial skepticism about participating, decided to attend a workshop led by Marie.

Marie guided Troy through the process of developing a comprehensive business plan and financial projections. She also provided crucial assistance with his five-minute pitch, helping him distill his ideas into a concise and impactful presentation. Troy credits Marie with giving him the confidence to pursue his vision, especially in areas where he lacked experience, such as technology and public speaking. He learned to focus on the judges’ criteria, transforming a 13-minute initial pitch into a perfectly timed four-minute, 53-second presentation that secured him the grand prize of a $15,000 cash prize and a $10,000 website buildout from Lake Effects Media. 

In addition to the prizes, Troy has also invested a significant amount of his own capital into the startup. Although the farm currently is a blank canvas, the first peony roots from the Netherlands will arrive late August. Troy plans to involve local students from the Agricultural Science Department at West Shore Community College in the fall planting. The first few years will focus on wholesale sales to local flower shops, with plans to open as a “you-pick” farm in approximately five years.

Troy’s advice to aspiring entrepreneurs is to pursue something they love and ensure those around them believe in the idea. He emphasizes the importance of a strong support system, both professionally, like his business consultant Marie, and personally, including his family. He also recommends getting advice from in the industry to understand both the challenges and the rewards. For Troy, The Roots Peony Farm is more than a business; it’s a way to bring beauty and positive interactions to the world.