A Look Back at White Flower Farm’s 75 Year History

1939

Jane Grant, a co-founder of The New Yorker magazine, and her husband William Harris purchase a property in Morris, Connecticut, converting a small barn into a cozy “little place in the country.”

1946

Harris and Grant, as they liked to be called, plant the original White Garden at the nursery, featuring white Tree Wisterias. They name their brand-new business White Flower Farm.

Jane Grant and William Harris in the White Garden
Early White Flower Farm greenhouse

1950

  • Harris and Grant mail out a one-page “mimeographed” list of plants for sale.
  • The first greenhouse is built. Total size: 438 sq. ft.

1951

  • White Flower Farm mails its very first black-and-white catalog.
  • Lilium speciosum rubrum was featured prominently in our 1951 catalog and is still a customer favorite.
1951 White Flower Farm catalog index

Early 1950s

  • The White Flower Farm flagship store opens in Morris, CT.
  • The “Amos Pettingill” pseudonym is established.

1954

  • David Smith arrives from the UK as the first horticulturist for the business.
  • The White Flower Farm catalog is mailed to about 11,000 people.

1955

Blackmore & Langdon Begonias, imported from the UK, appear in White Flower Farm’s offerings for the first time. They are still popular today and White Flower Farm remains the only source in the US for these remarkable plants.

1957-1958

  • Harold and Mavis Calverly are hired to oversee mail-order operations and administration for the business.
  • European, Bald Cypress, and Weeping European Beech trees are planted at the farm.

1962

William Harris debuts his Daffodil mix, “The Works,” which remains a customer favorite today.

1963

A Hosta planting on Esther’s Lane is installed, inspiring the Emerald Isle Hosta Collection. It’s still a popular plant collection for shady spots.

Eliot Wadsworth II in the Begonia House

1975

Eliot Wadsworth II begins working at White Flower Farm intending to buy the business.

1976

Ownership transfers to Eliot Wadsworth II, who continues to own White Flower Farm today with his son.

1982

The first color catalog is printed and mailed.

1984

The White Flower Farm catalog is mailed to about 200,000 people.

1986

The Torrington Company building is purchased to handle order processing and packaging, and is still in use today.

1998

WhiteFlowerFarm.com is launched.
Pictured: WhiteFlowerFarm.com in 2000, the company’s 50th anniversary

2001

Fergus Garrett and Mat Reese create the Lloyd Border, inspired by Great Dixter Gardens and named in honor of Christopher Lloyd.
Pictured: Fergus Garrett with White Flower Farm Head Gardener Cheryl Whalen.

2018

  • A three-quarter-acre solar farm is installed at the nursery. 
  • Eliot A. Wadsworth assumes ownership from his father.

2019

The Rose Garden is planted at the farm.

2024

  • The most recent greenhouse is completed, increasing total greenhouse space to 95,000 square feet. 
  • The White Flower Farm catalog is mailed to about 600,000 people.

2025

It’s with a little awe and a lot of gratitude that we celebrate 75 years in business. We are enormously grateful to our extraordinary team and to our amazing customers for making this journey possible. We can’t wait to see what the next 75 years bring!