Writer: Kyle Heim
Photos: Duane Tinkey
By day, Jessica Mortvedt manages marketing for Haverkamp Group, an Ames-based company that develops and manages property. On the side, she and her family run Iowa Lavender Farm — a business that’s growing, in every sense of the word.
Jessica Mortvedt
Tell us a little about the farm.
What started as planting lavender has grown into handcrafted products, farm tours, the Des Moines Farmers’ Market and a lot of learning along the way. My husband, Jason, helps with the farm, and our daughters, Julia and Janae, have been part of it too. It has been fun to watch them witness entrepreneurship firsthand. They’ve even started the lavender lemonade division of the business, which has become one of our favorite parts of market season. You can learn more at IowaLavender.com.
When did this hobby start for you?
I’ve always loved the many uses of lavender, but I didn’t realize it could be grown successfully in the Midwest until 2019. In 2020, our first plants went into the ground. From there, I started creating handcrafted lavender products, inviting groups to the farm to learn about lavender, and attending the Des Moines Farmers’ Market. What began as curiosity quickly turned into a true passion and a family business.
What’s something this hobby provides you that applies to your job?
As chief marketing officer at Haverkamp Group, my role requires creativity, strategy, storytelling and the ability to connect with people. Lavender farming gives me a hands-on way to practice all of those skills. I think about branding, customer experience, product presentation, events, social media and how to turn something simple into something people feel connected to. It keeps me close to the customer and reminds me how powerful a clear story and memorable experience can be.
Tell us a tip or fun fact about your hobby.
One of my favorite things about lavender is how many uses it has. Most people think of it as a beautiful flower, but it can also be used in bath and body products, home sprays, culinary items and gifts. At Iowa Lavender, we make handcrafted products like lavender pillow spray, lavender salve, lotion bars and our lavender lemonade, which has become a fun favorite at the Des Moines Farmers’ Market. Lavender is calming, useful and surprisingly versatile.
The Business Record, ia’s sibling publication, originally published this Q&A in a series about business leaders’ hobbies.
