Weather or not

Compared to 2023, sales in spring 2024 were down quite a bit for Lebanon, Connecticut-based Prides Corner Farms, a 46-year-old regional grower that boasts more than 3,000 plant varieties and supplies independent garden centers, re-wholesalers and large commercial landscapers.

“But then we had an amazing fall with 20% sales increase in September, October and November. And it was because of the perfect weather we had in the Northeast,” says owner and president Mark Sellew. “This created great retail and landscaping conditions that allowed a lot of our customers to finish the year well.”

Heading into 2025, Sellew fears weather — especially extreme weather events — could derail the positive momentum they’ve been building. Sellew warns that growers tend to prioritize spring plant care, but fall acclimation is equally crucial.

“We have to be very vigilant with protecting plants and making sure they acclimate in the fall,” he says. “We like the long growing season, but be careful what you wish for.”

Nursery Management talked to Sellew about market conditions, challenges and preparations for spring 2025.

NM: Weather aside, what’s your overall outlook for 2025?

MS: To be honest with you, I’m very optimistic about next year overall. I really am. I think our customers finished the year much stronger than many expected. The weather was excellent, and inventories were sold down. So, we’re feeling pretty good about next year.

NM: What are your Top 3 concerns or challenges for Spring 2025?

MS: Biological risks remain among the top three, if not at the very top. Boxwood blight has been rough, but it’s abated a bit, and growers have adapted. We have strong spray programs, and we’ve gotten rid of all the susceptible varieties. However, box tree moth and Phytophthora ramorum (a water mold) have become problematic. In fact, they found a new Phytophthora in Oregon this fall that quarantined a bunch of growers. It’s tough and attacks evergreens that come from the British Isles. We operate our own diagnostic lab because I prefer to keep our diagnostics in-house. I feel it gives us more control of our destiny, than having to rely on an outside lab.

Labor is another concern. We have a very secure workforce with the H-2A program, but I’m still concerned because of the strong talks about deportations with the new administration. I know our local Hispanic employees are showing concern about this, as well. So, it’s moved to the top of our list.

And I’d say the increased cost associated with labor is the other main concern. Our H-2A wage rate, which is the starting wage at Prides Corner, went up about 6% or close to $19 per hour. What happens with the H-2A entry rate is that there’s wage compression with our local workers. As a result, we have to give raises to them, as well, to be fair. So, everyone’s getting a very healthy raise at Prides Corner, which I’m very happy about. I love that, but it’s a challenge at our company to raise efficiencies and productivity so we can continue to be profitable.

NM: What procedures have you put in place to ensure success this spring?

MS: We maintain a very diverse client base. Our largest customer is only four percentage points of our total sales. So, as we’ve grown the company, we’ve focused on building a very diversified customer base. We continue to move up the food chain with these customers, and we’ve become the No. 1, 2 or 3 supplier for them. Our ability to be successful and grow the business is high touch, high delivery. We have a saying: Buy less, sell more. It’s kind of counterintuitive, but we want our customers to get deliveries at least once a week. We have some large customers who receive twice-a-week delivery. So, our ability to get to people quickly with a diversified product line, to keep it fresh and be their first choice every week is where we like to be. It’s our sweet spot.

NM: What significant changes are you implementing this spring that you believe will impact your success?

MS: I’m a co-owner of American Beauties Native Plants, a native plant brand with licensed growers throughout most of America. And my goal with that brand is to be a leader in being sustainable. We are working with Ellepot to have a program come out without the plastic pot. We feel we need to move beyond plastic in our industry. We’ve invested quite a bit of money in partnership with [Ellepot] to move forward on this initiative in a significant way.

NM: Are you releasing or debuting anything new this year that really has you excited?

MS: We’re a big brand company. We have over 15 brands, and one thing that I’m doing in partnership with the SynRG group is re-upping the ante with our worry-free brand. We started it with sterile varieties, but we’re trying to expand upon it with deer-resistant, problem-solving plants with a purpose. We have some exciting hydrangeas, rhododendrons, and sterile barberries in the program. And it’s an independent-only brand, too.

NM: What advice would you have for an industry colleague who’s struggling with their spring?

In the spring, I go out on the weekends and visit customers. They’ve got their opinions, and it’s really important to listen to them. And when they see that you care and that you are listening to them, good things happen.

A frequent contributor, Mike Zawacki is a Cleveland-based writer who has written about various aspects of the landscape and horticulture industries for the last 20 years.