When Rebecca Kutzer-Rice and Mark Ginsberg founded Moonshot Farm in East Windsor, New Jersey, they set out with an ambitious goal: to reimagine what regional flower farming could look like in the Northeast.
After more than a decade living in New York City, the couple traded city life for farmland and launched Moonshot in 2019. Like many new farms, they began with a few acres, a lot of experimentation, and a deep belief that locally grown flowers could play a much larger role in the floral industry. They grow using environmentally conscious practices, avoiding harsh pesticides and prioritizing soil health and pollinator-friendly production.
In 2022, Moonshot installed a geothermal heating system in one of its greenhouses with support from a USDA energy grant. Instead of relying primarily on propane or natural gas to heat the structure, the system taps into the earth’s naturally stable underground temperature to warm the greenhouse. This technology significantly reduces fossil fuel use while allowing the farm to grow flowers during the colder months—something that was historically difficult for Northeast flower farms. A year later, Moonshot installed another greenhouse using the same system and winter production continued to expand.
Fast forward to 2026, Moonshot now stewards nearly 70 acres of beautiful central NJ farmland, including 2 acres in heated greenhouses, and continues their quest to supply sustainable specialty cut flowers to the mid-Atlantic region 365 days a year.
For florists sourcing through the Philadelphia Floral Guild, Moonshot’s geothermal greenhouses help bring some of the first regional flowers of the season to market. Early crops include tulips, ranunculus, anemones, snapdragons, and stock, all grown under carefully managed conditions that produce strong stems and excellent vase life. They’ll also be supplying flowers to PFG much later in the season after frost usually shuts us down. Those November and December crops include specialty mums, dahlias, lilies, ornamental cabbage, stock, snapdragons, and more!
This early and late season production helps extend the regional flower calendar, giving designers access to locally grown stems for a much wider window of time while reducing reliance on long-distance imports. With Moonshot’s help, we hope to tackle Valentine’s Day too!
Moonshot’s combination of thoughtful farming practices and creative infrastructure represents an exciting direction for regional flower production—one that blends sustainability, innovation, and beautiful flowers for the design community. We are excited to partner with them and reshape the floral supply chain in Philadelphia and beyond!
