About First Roots Farm

First Roots Farm is a working flower farm and agritourism destination located in Oconomowoc, Wisconsin, serving Southeast Wisconsin and the greater Milwaukee area.

Founded and operated by Janell Vera, the farm combines flower production, floral design services, and structured public programming. First Roots Farm is known for its visually driven offerings, repeat visitation, and work at the intersection of flowers, farming, and gathering.

What We Do

• Grow a wide range of seasonal flowers, with a strong focus on dahlias, including dahlia tuber sales
• Operate a working flower farm with structured, seasonal public access
• Host ticketed, time-based uPick flower experiences during peak bloom
• Produce on-site and off-site Flower Bar activations for brands, corporate events, and private gatherings
• Design and provide wedding florals, from DIY flower pickup to full-service design and installation
• Offer a Flower CSA with multiple regional pickup locations
• Provide scheduled access for professional photography sessions and creative collaborations
• Raise Kunekune pigs as part of an integrated, pasture-based farm system that supports our pastured pork program

Location

Oconomowoc, Wisconsin

Serving Lake Country, Milwaukee, Madison, and Southeast Wisconsin

Our Audience

First Roots Farm welcomes a broad, regional audience drawn to seasonal flowers, design, and farm-based programming, including:

• Visitors seeking family-friendly agritourism experiences centered around flowers
• Couples planning weddings who value natural, design-forward florals
• Professional photographers seeking reliable, visually rich outdoor locations
• Brands and organizations interested in flower bar experiences and floral brand activations
• Media and creatives covering flower farming, agriculture, small business, and design

Our audience engages with the farm across multiple seasons and offerings, with many visitors returning year after year for uPick events, CSA pickups, photography sessions, and floral programs.

The Breast Cancer Chronicles is a storytelling and advocacy initiative created by Janell Vera of First Roots Farm, in partnership with Whitney Nicole Photography.

The project centers on amplifying the voices and experiences of individuals impacted by breast cancer through portrait photography and personal narrative. By providing a platform for visibility and connection, The Breast Cancer Chronicles highlights lived experience and the importance of shared stories in fostering awareness and understanding.

Select sessions and initiatives connected to The Breast Cancer Chronicles take place at First Roots Farm and partner locations. Media inquiries related to this project are welcome.

Photo Credit: Whitney Nicole Photography

Fast Facts

• Working flower farm with agritourism programming
• Focus crops include dahlias and seasonal cut flowers
• Founder of The Breast Cancer Chronicles
• Offerings include uPick events, Flower CSA, wedding florals, Flower Bars, dahlia tuber sales, and pastured pork
• Peak public season: July–October

Visual & Editorial Style

• Flower-focused, seasonal, and farm-based
• Clean, natural, and visually driven
• Designed for photography, editorial coverage, and visual storytelling

First Roots Farm emphasizes clear structure, intentional programming, and strong visual documentation, making the farm well-suited for print, digital, and creative features.

Media & Collaboration Opportunities

First Roots Farm works with media outlets, brands, agencies, and creative partners whose values align with flowers, farming, visual storytelling, and place-based experiences.

We welcome editorial collaborations, including features, interviews, photo essays, and on-site media projects, as well as brand and partnership opportunities such as experiential activations, Flower Bar collaborations, and creative campaigns.

Collaborations are intentionally selective. Partnership inquiries should clearly outline goals, scope, timeline, and intended use. All opportunities are evaluated based on editorial integrity, brand alignment, creative intent, and overall partnership value.

High-resolution images, logos, and background materials are available upon request.

Media & Press Inquiries