The Story Behind the Central Coast Lavender Festival

By Lila Avery-Fuson

2020 brought about so many changes, and my baby—the Central Coast Lavender Festival—evolved in a way I’m truly proud of.

But to really understand the roots of this festival, you have to go back even further—
to 2005, when my personal journey with lavender began.

🌿 Why We Chose to Farm Lavender

People often ask, “Why lavender?”
The answer comes from a very personal place.

In 2005, a serious health season stopped me in my tracks. In the hardest stretch, I turned to what I knew best — my deep-rooted knowledge of herbal remedies, and pure, undiluted lavender — for my own comfort and calm.

That’s when I discovered the unfortunate truth about the essential oil industry: much of what was being sold as “lavender” wasn’t real or pure at all. In that quiet season, I had the time—and the determination—to dig deeper. My quest for true lavender became a calling.

Through fate and research, I found myself learning from international distillers, herbalists, and aromatherapists. Inspired and full of purpose, I planted just under two acres of lavender in 2007, founding what would become Central Coast Lavender Farm in Paso Robles. At the time, there were only a handful of lavender farms in California—we were truly at the beginning of something special.

By our second year, my father bought me a copper still, and with that, the Alchemist was born. Our farm soon grew into a 7-acre organic lavender farm and distillery. As the years passed, my passion for aromatherapy grew—and so did our business.

🌸 A Festival is Born

In 2008, I founded the Central Coast Lavender Growers Association (CCLGA)—California’s first nonprofit organization dedicated to lavender farming. From its inception, our goal was to bring together farmers committed to sustainable agriculture and the healing power of plants.

To create greater public awareness, I approached the Paso Robles Main Street Association with a new idea:
Let’s bring a lavender festival to downtown Paso Robles.

I presented the concept to the Paso Robles City Council, and it was voted in unanimously.

The first year, we were given access to just half of City Park. We hoped for a good turnout—
but we never expected over 7,000 people to flood in. The city quickly recognized the demand and gave us the entire park from that year forward.

The Central Coast Lavender Festival became a cornerstone event in Paso Robles, drawing guests from across the state and beyond. Each year, it showcased lavender in all its beauty—through artisan booths, distillation demos, live music, culinary tastings, and wellness experiences.

🌿 A Legacy That Lives On

As the festival flourished, so did our influence. I was honored to help form the United States Lavender Growers Association (USLGA) and was elected its Founding Vice President. CCLGA grew into a regional district under that national umbrella, expanding our network and reach.

In 2020, amid the uncertainty of the pandemic, the festival evolved—growing into a broader celebration of the Central Coast’s Mediterranean harvest, held each year during peak lavender bloom under the sun-dappled oaks of Paso Robles City Park. What began as my idea had become a cornerstone of this community, and watching it continue to flourish is one of my deepest joys.

I remain proudly connected to it, season after season. And I know my father—who passed in November 2020, and was a pillar of our farm—is still walking those lavender rows with us in spirit. His legacy, and mine, live on with every bloom and every bottle we distill.

🌱 Mentoring the Next Generation of Lavender Farmers

My passion for lavender has grown far beyond our farm. Today, I’m proud to mentor aspiring lavender farmers from across the United States.

Whether it’s helping families plant their first rows, consulting on farm design, or guiding product development for new lavender businesses—I offer hands-on, heart-first consulting to those seeking to follow the lavender path.

From selecting cultivars and planning irrigation, to teaching distillation techniques and developing wellness products, I provide step-by-step support rooted in lived experience and two decades of research, trials, and success.

I also offer one-on-one and group lavender business consultations, covering:

• Product formulation & ingredient sourcing

• Branding and labeling for apothecary goods

• Organic compliance & farm certifications

• Farm store setup & agritourism strategies

• Harvest & distillation logistics

• Wholesale and retail distribution guidance

Whether you're dreaming of starting a micro-farm or launching a full-scale lavender lifestyle brand, I love helping people turn their vision into a viable, beautiful reality.

Because the lavender world needs more hands in the soil—and more hearts connected to the earth.

💜 The Heart of It All

Central Coast Lavender Farm is more than a business. It is a healing space, a family legacy, and a life-giving journey born of pain, purpose, and passion. From the very first lavender plants tucked into the soil by my then-three-year-old daughter, to the bottles of essential oil we hand-label today, every inch of this farm tells a story.

The Central Coast Lavender Festival began as an idea. It grew through community. And it continues to thrive as a symbol of what can bloom when we nurture our passions—even through adversity.

If you’ve ever walked among lavender fields and felt peace wash over you, then you’ve already felt the magic I found in this plant.

Thank you for walking this journey with me. I’m honored to share it with you.

Lila Avery-Fuson
Founder, Central Coast Lavender Growers Association
Founding Vice President, United States Lavender Growers Association
Mentor, Consultant & Owner of Central Coast Lavender Farm
🌿 www.centralcoastlavender.com