PDA

View Full Version : NaturaLawn of America


Steve
12-15-2006, 04:58 PM
Have you ever seen a NaturaLawn of America truck in your area? Here is a little bit about how they got started.

Pretty interesting!

Turf wars. Or, doing right by the great American lawn (http://www.inc.com/magazine/20061101/green50_integrators_pagen_2.html#naturalawn) - After working for nine years as a manager at ChemLawn (which has since changed its name to TruGreen ChemLawn and updated many of its practices), the nation's leading lawn-care company, Philip Catron decided he had seen enough of sick pets, lawn-service employees, and lawns. So in 1986, he launched NaturaLawn of America in Frederick, Maryland, to provide a then-novel alternative: a lawn-care system that uses an approach called integrated pest management. This system allows beneficial insects to keep harmful pests under control and the soil healthy, and uses natural fertilizers and weed inhibitors to minimize the need for applications of chemicals. In the 20 years since, NaturaLawn has become the country's largest organic-based lawn-care business, with 72 franchisees in 25 states and systemwide revenue of about $27 million. Customers have been able to reduce pesticide use by an average of 85 percent. NaturaLawn is more expensive than traditional methods, but the company retains customers longer, Catron says, with an annual turnover rate of about 15 percent, compared with 40 percent for the industry at large. "To be responsible isn't necessarily the cheapest thing to do," Catron says. "It never is. But we make it up in the long haul."