Pride Road is a veteran-owned farm business operated by three generations of farmers dedicated to natural hibiscus production and pastured poultry.

With 15 years of farm and business experience, Pride Road is driven by a passion for sustainably growing hibiscus to meet the increasing demand for their value-added products, which include teas, jellies, chutneys and sparkling sodas. After acquiring a storefront and production space in Lithonia, Georgia, the farm team knew it had to grow more hibiscus but did not have a path to affordable farmland ownership until partnering with the Working Farms Fund.

In 2022, The Conservation Fund secured a 70-acre farm in Shady Dale, Georgia, with healthy soils and significant farm infrastructure. The Jasper County property encompasses a wide diversity of ecosystems, with springs, streams and lakes interspersed with hardwood forests and regeneratively managed grassland pastures. A leader in conservation in Georgia, Pride Road is firmly committed to building pathways to sustainable positive health outcomes and a more resilient local food system for its community.

Using the “buy-support-protect-sell” model, the Working Farms Fund is permanently protecting the property as farmland, investing in the success of the farm business and providing Pride Road with a patient pathway to affordable farmland ownership.

Farmer Vision

Pride Road is the domestic source for premium, clean and fresh hibiscus and hibiscus-based products. Their adherence to agriculture and food safety practices ensures that their customers have confidence they are consuming fresh products from a clean environment raised on sustainably managed Georgia farms.

By the Numbers

• 3x projected revenue increase in three years
• 3x expansion of acres in production in two years
• 70 acres of permanently protected farm and forest