A field of bright yellow sunflowers has become much more than just a crop for Matt Beischlag and his family this summer.
Their farm, located on Concession 10 outside Hagersville, opened its fields to the community with an invitation for people to cut a flower in exchange for a donation to the Norfolk Haldimand Community Hospice in Jarvis.
This was the first year the Beischlags grew sunflowers, planting 43 acres as part of their crop rotation. While the main purpose of the variety they chose is oil production, the family quickly realized the flowers offered another opportunity.
Beischlag explained that the idea for the fundraiser came about by chance.
“The flowers were just starting to come into bloom, and I went to the shop one morning and saw somebody pulled over at the side of the road cutting a couple to take home. I didn’t mind it, but I thought there should be some value to it,” he said.
From there, the decision was made to put up a sign suggesting a $1 donation per flower to the hospice.
For Beischlag, supporting the hospice has personal meaning. He shared that a family friend’s brother recently spent his final days in a hospice.
“It’s so much more comfortable in that stage of your life. It’s like being in your own house,” he said. “There’s a little more personal level of care at that point in your life.”
The community responded warmly to the idea.
Over the course of the summer, the initiative raised approximately $1,300 in cash donations, with additional contributions made through a QR code and directly to the hospice office.
“There was lots of good feedback and lots of really good pictures online of people with the flowers,” Beischlag said. “It turned into a nice thing to do. I was a little nervous about doing it in the first place, but it worked out really well.”
The fundraiser is one of many grassroots efforts supporting the hospice, which is preparing to build a new facility on 10 acres of donated land at the edge of Jarvis. Executive Director Andrea Binkle has said the design will be home-like, with plans for 10 rooms overlooking the surrounding fields, each with its own patio and pergola so that beds can be rolled outside.
The province has approved operating funds for four beds to start, but the goal is to expand as the need grows, with construction expected to take 18 to 24 months once approvals are in place. With a $14 million price tag, the project has already attracted major donations alongside small community fundraisers like the Beischlags’ sunflowers.
This year’s success has encouraged the Beischlags to continue with the project. Plans for next year include creating a walking path through the fields and possibly partnering with others to host small events or additional fundraisers among the flowers.
“I think we’re pretty sure we’ll do it again next year, but a little differently,” he said.
Beischlag added his thanks to the public for their support.
“We really appreciate people coming out, giving us good feedback, and making donations,” he said.
As the fields fade with the season, the blossoms have already left a lasting impact. What began as an experiment in crop rotation grew into a fundraiser that combined natural beauty with community generosity, supporting an organization that helps families during life’s most difficult moment.
