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Matt Foreman: What’s up, everybody? Welcome to the Mow Money Mow Problems podcast, where we sit down with successful green industry business owners that, and just have a conversation about their journey, their business, their successes, their struggles, and just get some insight from all of the above.

My name is Matt Foreman, owner of Lawn and Land Marketing. And today we are joined by Scott of Greener Grass out in Canton, Ohio. Scott, thanks for joining me today. 

Scott McHenry: Matt. Pleasure to be here. 

Matt Foreman: I wanted to just kind of get a little bit about you, your business. So we can just have a general kickoff about who you are, what you do.

And as it relates to your area as well. So go ahead, tell everybody a little bit about you and greener grass. 

Scott McHenry: Yeah, sure. So, I was born and raised in Canton, Ohio, and went to school down in Cincinnati, where I got a degree in horticultural science and a certificate in entrepreneurship, and then relocated back to Canton after about 10 years down in Cincy.

And then after a couple of years working for another company here decided to go out on my own and start Greener Grass. And we focus on providing seasonal fertilization. We control pest control programs for folks but we do so using primarily organic products instead of, you know, the traditional chemical based approach that’s, you know, common across the industry.

Matt Foreman: Awesome. You said you said you went and got a degree in entrepreneurship. Is that right? Ah, certificate. Yeah. A certificate. Okay. So, having obviously pursued this industry, what, what kind of benefits have you seen with that? Like the, the whole, like going the entrepreneurial route, obviously people think, okay, business management, figure out a business.

I mean, people can obviously do this without having a certificate or a degree in entrepreneurship. Did that help spark this along? 

Scott McHenry: Yeah, I mean, it did a little bit, I mean, you know, some business management, those types of courses are a little bit more, you know, that is a little bit more rigid. The entrepreneurship was more just like initial business planning, you know, how to get funding, how to.

You know, get things, get something, you know, off the ground and up and running as opposed to, you know, stepping into an organization that’s already, you know, well put together. So it was, you know, helpful you know, to be thinking and have that kind of mindset, you know, through the years when I was working for some other companies, you know, thinking what it would be like to get a company started.

I do that on my own and then eventually, you know, how I get it on my own. 

Matt Foreman: The other companies that you worked for, were they also in the green space? Yeah, 

Scott McHenry: so when I was in school at the University of Cincinnati, I worked for a pretty small company there for almost 10 years. But most of the time I lived in Cincinnati, they did mowing maintenance, landscape installation.

We had a kind of a big focus in. New turf installation and erosion control did a lot of hydro seating seed and straw thought installation, grading work, stuff like that. And it was, it was a small company, you know, max was like 10 employees at the biggest that the company ever was. 

Matt Foreman: What was your role there?

Scott McHenry: Started out as a labor and then, you know, worked my way up to basically a project manager. And then at one point we had three different crews that we were running and I was kind of in charge of the daily operations for, you know, making sure the other couple of crews were, were on task and doing their thing and then also managing the project that I was in charge of at that time.

Matt Foreman: Gotcha. Oh, so how did, how did the transition go? Okay. So you’re working with this company. You’re obviously moving up the ranks and I’m assuming you had your I could do this myself moment. How, how did, how did that work? That transition go? 

Scott McHenry: Well, that actually didn’t happen, you know, with that company.

So that company was in Cincinnati and then my wife and I made the decision to move back to Canton, Ohio. And that point, I, you know, I’ve been thinking about starting my own company, you know, through the years. And we moved back here and I actually interviewed with the largest companies in the area that I could find and ended up taking a position with one of those companies.

As a landscape project manager, because I wanted to kind of see what it was like to, I guess, climb the corporate ladder, you know, within the green industry, because it wasn’t really available with the small scale of the company that I was at. So I took on that position and worked there for a total of about four years and was offered a promotion to become a field supervisor.

And that was right around the time when my wife and I decided that we might want to venture out on our own. And I think the aha moment that you just asked about was when I was offered that quote unquote promotion to become a field supervisor, I realized that I was gonna be working more hours and.

Basically was offered the same amount of money as what I was in the field. And I felt like I was, my earnings were just going to kind of be capped there. And so my, my climb of the corporate ladder in the green industry was rather short is what I realized there wasn’t a whole lot of room, you know, to advance.

And this was, you know, a company that was making, you know. 15 million at a time with multiple locations. And I felt like there wasn’t really a lot of opportunity, you know, to go beyond that, you know, that role. So we were kind of looking, you know, to create our own opportunity at that point. 

Matt Foreman: So you decided to take the leap of faith as the entrepreneur certificate told you to start the business.

What, what was that initial startup? Like, was it very optimistic? Did you have a lot of support? Obviously from your wife, but did you have, like, financial support? Did you have, like, workers? Like, how, how did that startup period go? Was it easy? Was it hard? Harder than you thought? Easier than you thought?

Scott McHenry: Yeah, I  mean, I had some pretty big aspirations and put together a business plan that looked awesome on paper. And, you know, I did have some good support, you know, through friends and family. You know, my best friend since I was in first grade have been telling me for I don’t know, 15 years at that point that I was, you know, too good to be working for somebody else.

And I should do this on my own. And my father in law was the CEO of a hospital not too far from Canton. So he had a lot of good managerial experience, you know, kind of running a larger enterprise, which is what I wanted to create. So we put a plan together and, went off and got running and basically nothing happened the way that I thought it was going to from day one.

Everything was a surprise. Everything, you know, had a little bit of a, you know, a quirk or. You know, something that didn’t quite go as I had planned. Especially, you know, the sale side of it. I thought we were just going to send out, you know, some advertising and people are going to be like, Oh, there’s organic lawn care in Canton.

I want that. And the response wasn’t nearly what I thought it was going to be. So, you know, lots of surprises along the way, but they were all good learning experiences and, you know, helped us get to where we are today. 

Matt Foreman: That’s awesome. Thanks. Thanks for sharing that. So what was the. I don’t know if there’s one particular thing.

It could be multiple things. But what was the, the, the, the change or the turning point for you where, okay, yeah, you started it out. It’s really hard. And obviously now you have found a lot of success. You’re, you’re very well plugged into the area. Like, what, what was that change? Was it just persistence or did you do something?

Did you cut out something, add something? 

Scott McHenry: No, I think it was mostly just, you know, kind of sticking with it. I mean, we had, you know, growth year after year and we’re able to add to a customer base. And it just didn’t, you know, it didn’t happen as quickly as, you know, I initially anticipated, but. You know, we’re focused on providing a good quality product and, you know, in good customer service and also, you know, I was focused on trying to add some, you know, really high quality individuals as I started to put together my team after the first couple of years and then we kind of reached a point in 2018 where we.

Finally, we’re getting, you know, a good foothold in the marketplace. And we were, you know, had some brand identity that I don’t think I could have, you know, purchased for a million dollars in year one. And finally, people, you know, I would go around a different place and they’re like, Oh, you work for greener grass.

I’ve seen your trucks around and you know, nobody saw our trucks around the first year or two because there was only one of them. You You know, and people just kind of started to figure out who we were. And then I think from there, we, we really started to get some traction after that point. 

Matt Foreman: So I know you’re obviously now that you’ve been a part of the community, you’re, you’re in there. One thing that I’ve learned about you and your company is that you’re very. Connected to the community outside of just work. So yes, obviously you’re providing lawn care services, but you’re also very involved in your community.

Whether it’s sponsoring I know you sponsor a bunch of nonprofits, like you sponsor sports, local sports teams. And can you talk to me about like where those aspirations came from? Like why, why you’re connected and, and. What that’s really done for not just the greener grass brand but, but done for you done for your community and done for the people that work with you.

Scott McHenry: Sure. Yeah, I don’t really know what it’s done for the greener grass brand necessarily. You know, never been the motivation behind it. I mean, it’s, it’s mostly just, you know, kind of how I was raised by my parents and, you know, the influence from my grandparents, you know, to, to be a good human being and, you know, try and spread, you know, good things and positivity through throughout your space in the world.

And You know, it’s just it’s something that I look around. There’s a lot of people that are in less fortunate positions, you know, then I am or even the people that work for us or, you know, and when I see that, if there’s an opportunity for us to help, it just seems like a natural thing to do, you know, for me, as a personal standpoint, greener grass has been a vessel, if you will, to just be able to do that, you know, on a larger scale than I would have been if I was.

Bill, a project manager, you know, at that old company. So as we’ve grown and we’ve scaled we have made it a priority year after year to just get more involved and, you know, find more organizations that we feel a good connection to and figure out, you know, what their mission is and, you know, different things that we can do to help them, you know, achieve their goals.

Matt Foreman: So if other people are wanting to get. Similarly connected in their areas. What kind of process like, do you I know I know you said that. Okay. You want to find ones that speak to you and. Have values that, that you share in? Is there a, a particular method or way that you find them? Are they like friends of friends?

Are they things you research? Do they come to you? Like, how, how does that go about? Because I know a lot of people, especially successful business owners, want to give back. It’s just a matter of how and where. So how, how do you, how do you come across the the, the people that you support? 

Scott McHenry: I mean, in our case, a lot of it was just, you know, happened kind of organically through friends that we know you know, one charity that we love to support is St.

Baldrick’s that’s a nationwide, you know, organization for childhood cancer research, and the folks who founded the local chapter happen to be good friends of my parents, and I happen to be good friends with, you know, one of their children, and then our kids have also played sports together. So, yeah.

On various teams over the year. And so, you know, that was just a very natural connection. And then the Sophie bowl is another one that we started sponsoring recently. And that was, you know, kind of a, a real natural fit for us because. They support families in the area who are whose kids are going through issues with congenital heart defects.

And I don’t know if I’ve ever shared this with you, but both of my children were born with congenital heart defects and had multiple heart surgeries. And, you know, we are very fortunate to have had, you know, a better outcome than a lot of other, you know, families that go through that do. And, you know, so that was when I found out about that organization, you know, early on in my.

My business ventures, we didn’t have, you know, extra funds and means to help out, but, you know, they were on my list of people that I wanted to contact, you know, as we got more successful you know, so pretty much every, every organization that we work with and we support, you know, has some sort of, you know, connection of that nature where, you know, either we know the people or it’s something, you know, that has touched us personally, you know, that’s created that motivation.

Matt Foreman: Well, thanks for sharing that. I know that’s obviously something that’s near and dear to you, especially like the, the, the heart issues that your child have gone, children have gone through. Obviously as you mentioned, not everybody is as fortunate with the outcome. So obviously, like, very happy that your children are and I love to see that you do have a a a personal connection with what you’re supporting.

So, I, I think that’s great. Yeah. If, if you find something that you’re very, that’s very near and dear to you get involved with that and see how you can support, especially once, once you become. Established enough. It doesn’t really matter your industry, whether you’re in the green industry or not.

You can definitely be giving back to those who are less fortunate. So, I love, I love the, the, your entire involvement in your community. It’s, it’s very apparent. I follow you on Facebook and I see, like, the posts you do and keep it fun. Being a lawn care company does not have to be boring. So, I love that you kind of Make it make it worth following you on there But also like now people know you in the area and they know your they know your values They know your heart on everything.

And so, yeah, that’s great. So just getting back to the early days, If you had to give any quick insight into a problem that you had, like a an early problem and, and something that you wish that older you would have been able to help with is there anything in particular that like, man, I wish we would have done this differently or I wish we would have done this faster?

Scott McHenry: It’s a good question. I don’t usually think about what older me would say to younger me. 

Matt Foreman: I get it. The, the, the whole, like, oh, I have no regrets. I would never gotten to where I’m at it. Had I done anything differently, but obviously they’re going to be people that struggle. And I mean, the industry is tough.

It’s very competitive and I know with your persistence that you found a lot of success and that. So that’s what I’m trying to kind of help with is like. You might, you’re not going to find success. It’s not likely you’re going to find success overnight. So, people are going to be running into problems.

So I didn’t know if there was anything in particular that You, it took a while to, but now looking back on it, you’re like, ah, I could have just done this and it would have. 

Scott McHenry: Well, I mean, it’s kind of ironic, I guess that you’re asking that question and we’re on this podcast together, but, and I’ve kind of conveyed this to you.

Um, you know, we’ve, we’ve honestly had a lot of frustrations over the years, finding the right partner in the digital marketing, marketing space. You know, helping to get our organic search traffic and paid search traffic where it needs to be. And honestly, I feel like, While we’ve experienced a lot of success over the years, I feel like we left a lot on the table and, you know, kind of missed some opportunities you know, by not having, you know, the right partner in place or letting, you know, some poor partnerships, you know, linger on too long.

And, you know, so I wish that I would have had. You know, maybe a little bit tighter pulse on that and just kind of a better understanding of, you know, how some of that stuff was working, why it’s working, why it wasn’t working. And, you know, some of the questions that I’ve asked you during our relationship, you know, just wanting to have, you know, a better understanding of, you know, how all that functions, because I know it can have a huge impact on a business as it has with ours, but I also feel like it could add a much bigger impact if we would have had things in, you know, in a better place earlier on.

Matt Foreman: And that’s a, that’s always a weird spot for a business owner in your position to be in because Um, I mean, just the green industry as a whole, it’s, it’s kind of looked as a a pretty blue collar industry, like hands on out in the field sort of thing. And then you have the whole tech part of it, which is very, very important in, in driving where a majority of your potential leads live.

But at the same time, you have to focus on your business, but you know, the importance of this. So you kind of have to do this balance of knowing enough or asking enough questions. And as you said, kind of. Keeping your thumb on the pulse of all of that. So it is really important. And, and I think good proper communication of any kind of partnership, whether it’s digital marketing or, or something else, like maybe a vendor or something like, or maybe a contractor when the weather’s perfect out having good transparent communication.

I mean, it’s super important across all of those. So do you have, um. Like, maybe standard operating procedures, like, how do you, how do you stay so communicative to everybody? Like, do you have, like, weekly meetings, like, monthly meetings? Like, how do you communicate with your team, your vendors, your partners?

Scott McHenry: Yeah, I mean, we, you know, we have as far as our team goes, we, we don’t really, you know, do a whole lot of work in the winter around here because we’re not in the snow removal industry, but, you know, when we’re in season, we have a morning meeting every day with our production team. With all of our technicians to go out into the field and all of our folks that help, you know, manage those guys and, you know, usually last about 10 or 15 minutes, sometimes a little bit longer.

It’s really the only time of the day where we have all of those folks in the building at the same time. So it’s a great opportunity to, you know. Make sure that everybody’s on the same page, go over any new business you know, address any, you know, questions or concerns that came up from the previous day, you know, that a client maybe asked 1 of our guys that he didn’t know the answer to, you know, different things like that.

And, you know, just a good time to get everybody together and, you know, kind of light in the air and make sure everybody’s in a good mood and about to go have a good day. And then as far as our management team goes, we try to get together every week and, you know, go over, you know, new business, how things are going out in the field, you know, what our plans are, how our production schedule is looking for a particular round of service, how it’s looking for, you know, the next round of service, you know, through the end of the year, are we on track to hit our goals as far as all that goes.

Matt Foreman: So, you obviously have a really good and talented team around you now. Early on, or even now have you run into any issues with hiring, retaining people?

Scott McHenry: Yeah, I mean, we, we had some issues back in 2020 and 2021. The labor pool at that point, you know, was not great. We’ve been very fortunate the last couple of years as far as. Um, you know, the employees that we’ve been able to bring on board here and, you know, and retain you know, but we put a pretty high premium on, you know, finding the right people and trying to take good care of them and make sure that they’re happy.

When we on board a new employee, we tell them pretty much first thing when they walk in the door on day one, that part of their job is to spread positivity throughout greener grass and. Part of their job is to make sure that everybody else that works here is, you know, easily able to enjoy their day at work.

And that’s kind of one of our, you know, one of our core principles that we really, you know, try and get people to buy into you know, and from there we can just build on top of that. And, you know, and make sure that we have a good culture in place for, you know, for everybody. So they don’t feel like they have to go to work every day, but it’s a place that they actually want to come because they enjoy being here.

Matt Foreman: Yeah, I saw some, some pictures on your on your Facebook page of like, just you and the team out at a bar just drinking together. So, I think that’s great. Just kind of building that camaraderie. And as you said, like, not making it a thing, like, I have to go to work today, but get to be around the rest of their team.

1, really important thing that I see a lot of businesses in the green industry, unfortunately, do and I get that you have to do this early on is the owner themselves are answering phone calls. And I get that at a lower scale. Obviously, that’s doable. Did you used to do that? Like, when you 1st started out, like, when some, like, whether you had a website or whatever.

Yeah. Business cards, your trucks, wraps your the numbers on there that it used to just go directly to your cell phone.  

Scott McHenry: Yeah, absolutely. Yeah. I mean, we’re about to begin our 14th year of providing service for customers. The 1st 2 years that greener grass existed. I was the only guy here. So, I did any and every job that need to be done, you know, customer service calls, new sales calls you know, scheduling, routing, production, all of that stuff.

And then as we’ve scaled over the years, you know, I’ve always just kind of self reflected on, you know, what I think I should be doing, how I should be spending my time you know, to be most beneficial to the growth of the company and then figuring out, you know, different things that I should be entrusting and delegating to other people and, you know, slowly just kind of, you know, build out our corporate structure, you know, based on those needs, you know, year after year.

Matt Foreman: At what point did you get somebody in place to to start managing calls? Because it seems like, and I have this discussion with business owners all the time that are still actively picking up calls is like, okay, well, I got to hire somebody that’s going to be so expensive to for just somebody to pick up a call and send them to me anyway.

So, like, when did you get somebody in place along your journey? And then with that, what did that ultimately do for you? Like, what did that free up?  

Scott McHenry: So after year two, I called one of my friends, Matt Yoder, who I worked with in the previous landscape company. He had moved on to a different job and I called him, told him what I was up to.

He kind of knew that I was going to be doing it. And we had stayed in touch. And I talked him into quitting his job and coming to work for me. And he took over all the infield production, you know, heading into year three so that I could focus on You know, growing the business and sales and that sort of stuff.

And then we hired another one of his buddies to be our second technician. And that was kind of all while we were still operating out of my house. And then at the beginning of the year I guess the end of year four and. We bought some property and moved out of the house and, you know, set up some offices.

And at that point is when I first hired someone to help with the administrative duties of the business and start to answer the phone. And her name’s Heather. She still works here. You know, eight years later, which is awesome. Honestly, that was like one of the biggest pivotal moments in the business where I didn’t, you know, Matt and Heather were now talking to the customers mostly because Matt kind of evolved over the years with us and he used to spray lawns and now he doesn’t anymore.

And so they were scheduling, they were routing, they were talking to clients, they were, you know, talking on sales calls. And I was still somewhat involved in that, but I wasn’t married to it. And that allowed me to spend a lot more time, you know. Helping to, you know, build out the facility that we’ve moved into, you know, purchasing trucks and equipment and doing that more efficiently, you know, more product research and purchasing and things like that and just overall, you know, business development, you know, from kind of a hands off standpoint.

So I, I see a lot of people on social media groups, you know, kind of having those conversations about when it’s the right time to do it and. I personally didn’t feel like the business was in a financial standpoint necessarily to support that, but. I mean, literally within a couple of weeks of making that decision and having Heather jump on board with us, it was, you know, just such a breath of fresh air to not have to worry about that stuff.

So anybody who’s wondering if they should do that or not, and if they’re ready to take that leap, I would a thousand percent, you know, just advise them to take the leap because once they do it, they’ll, they’ll never regret it. Yeah, 

Matt Foreman: that’s great advice. That’s great advice. You mentioned that you were, you, you see that question kind of being brought up in social media groups.

So what, what kind of social media groups are you a part of? And is this probably, I’m assuming on Facebook? 

Scott McHenry: Yeah, yeah. Facebook. There’s different just, you know, groups that are kind of tailored, you know, specifically to the green industry as a whole. There’s some that are, you know, tailored more towards, you know, the fertilization.

We control space that we’re in and then some of the most beneficial ones are for different CRM softwares. And I’m in a couple of those. We’ve been a service autopilot, right? Subscriber since year one and well, since the end of year one, actually. And so they’ve got a couple of different groups that we’re a part of.

And then even some other CRM softwares that we don’t actively use to manage our business. You know, but there’s still good conversations happening, you know, in those spaces with all different sized business owners, you know, and it’s just, it’s fun to see the different questions that come up, you know, from.

guys that are, you know, still barely making any money to, you know, companies that are making 20 million a year. You know, everybody’s got good perspectives and, you know, good feedback that you can learn from. 

Matt Foreman: Yeah. I obviously a digital marketer, even though I specially work with the the green industry, I still have to keep up to date on the latest in digital marketing trends.

So, I mean, I’m parts of. Social media groups in the digital marketing space, I’ve joined other niches as well to kind of see what they’re doing, like what they’re talking about, see what I can bring kind of back into our niche and our space it is really cool to see some questions and answers that 1, I would not normally think about, but also like, Take away offer some advice.

It’s really important to, in my opinion, to be parts of these groups. It kind of continues to stretch your mind continues to allow you to grow and not get so, focused just on where you’re at locally and the knowledge around you, but to kind of feed it and provide to. Those that are everywhere.

And like the people, people are learning new tips and tricks. So yeah no matter the industry you’re in, I think it’s really, really important to get connected in these groups. Even if you’re just kind of prowling them and just reading, but obviously there’s there is a big benefit to providing. Do you ever kind of like put in your two cents in anything?

Or are you just kind of prowling those social media things? 

Scott McHenry: No, no, I mean, especially, you know, like the one for service autopilot, I’m probably, you know, more active in that one, you know, with people who have questions about how to use that platform, how to get the most out of it. And, you know, different things like that.

So I love jumping in there and trying to answer questions and help people out in those groups. The other ones you know, more of a backseat and kind of the bigger, you know, more industry wide one. You know, but then you also mentioned, you know, being involved in, you know, Okay. Kind of different groups with, you know, within different industries that, you know, that you’re not even directly working in and that’s one of my favorite things to do is talk to business owners and people who are, you know, working in totally different industries because there’s so much crossover, you know, just from a business standpoint, things you can learn, you know, from hospitality or restaurant or, you know, a digital marketing person like yourself might say something that strikes me and I’m like, you know, that’s His approach, you know, directly for his industry, but there’s something that I can take away from that and, you know, plug into what we’re doing, you know, with lawn care.

Matt Foreman: So, all right, so with greener grass you have the focus on organics, so safe for family and pets. What does that ultimately mean? Because I see I see signs, like, people have the yard signs, like, don’t get in here until the the grass is dry. I see often I think I’ve seen it more and more often.

It’s like safe for pets and then on the tiniest letters once dry. So what is what is organic and being safe for family and pets? One, ultimately mean and then two, how did you settle in on that? Is there a personal reason? Is it just because like, hey, everyone’s looking for it? Like what, what, what, what’s the history behind that?

And how are you, how’d you get there today? 

Scott McHenry: What it means, unfortunately, is different to everyone. And that was Kind of one of the problems that I identified, you know, as I started doing research I decided I wanted to get into the turf care, you know, side of the green industry and and then started doing research into the products and was, you know, I was kind of.

You know, researching this, you know, from a business standpoint and, you know, for, you know, personal at my house. And like, the more I learned about what people were doing, I was like, I don’t want that stuff on my yard. You know, we, we had a young kid at the time. My wife was pregnant with our second son. And so then I started, you know, we were eating organic food, you know, trying to live a healthy lifestyle.

I’ve always kind of been, you know, not like a, Environmentalist, but, you know, wanting to, you know, do my part to try and take care of the environment. So, I started doing research and realize there were actually good products out there, you know, to help folks achieve the results they wanted without using a bunch of dangerous chemicals on their yard.

But. Nobody was really doing it. And it was just more of a matter of, you know, lawn care was just born as a chemical industry back in the fifties and sixties. And that’s, you know, kind of all that it ever was. But, you know, nobody thought that, you know, what they were putting on their yard was dangerous back then.

Nobody thought that cigarettes were dangerous, you know, back in 1972. And so the industry just kind of evolved and there weren’t a lot of people questioning it. So there wasn’t really a lot of motivation for some of the it. industry giants to, you know, want to change what they were doing. And you know, there was a little bit of a movement towards that.

And I saw kind of an opportunity to, you know, be able to do something that I would feel good about at the end of the day that I would want to, you know, bring home to my lawn at my house and, you know, an opportunity to, you know, give people a safe, effective alternative to what every other company was offering.

Matt Foreman: So I’m really interested in, like, The science behind the organic part of it. So you say it’s well, 1, what is it? Like, what is what is the difference? Versus like the, let’s say traditional and, what does it ultimately mean in the differences of like safety for pets or family? 

Scott McHenry: It really just depends on, I guess, the type of product that you’re talking about.

You know, so there’s kind of three different facets to what would go into a lawn care program. You know, you got fertilizers and soil conditioners that help feed, you know, the turf itself. And Organic ones are going to work a little bit differently. They’re going to provide some direct nutrition, which is what traditional products do, but we also use products that are going to be much more focused on feeding the microbes and the biology down in the soil.

And whereas traditional fertilizers actually tend to deteriorate those, those beneficial organisms. So, you know, if we can take, you know, traditional. Fertilizers and organic fertilizers. One of them is going to kind of create this void mass of dirt, and it’s going to be harder to grow a healthy plant over here.

If we can get everything to flourish down in the soil. The natural reaction is if you have a healthy soil system that the plant to growing in that is going to be healthy, you know, whether that’s organic turf or organic strawberries, you know, either one’s going to be true. And then you have weed control products and insect control products, and those are, you know, the two facets that go into it.

They have been tied, you know, through research to be more dangerous to off target species, you know, rather than the fertilization inputs directly. So, you know, we’ve got, you know, organic products that we can use to control different types of broadleaf weeds and then, The chemical insecticides are really the most dangerous, you know, facet of it, because those a lot of those are actually going to work by, you know, attacking the nervous system of the target test.

But then, if they, you know, get to the blade of grass and, you know, someone’s dog eats that blade of grass, then they can also attack the nervous system of, you know, of that, you know, mammal, which is not a good thing to have happen.

Matt Foreman: Yeah, so. Just kind of, I mean, it’s, it was concerning, but semi, now it’s embarrassing. My I have a lawn and so my dogs go out in the backyard.

They have a doggie door. They go out whenever they want. And, just recently, I had to take my dog into the vet, emergency vet, he was having some real bad breathing issues out of nowhere brought him in, they did some tests, liver enzymes out through the roof, and a lot of investigation, and yeah, it turns out our lawn care company came a day early and we didn’t get a warning on it.

And my dog’s pretty notorious for chewing on grass and this is all kind of the assumption from the vet that. He probably ate some grass, got an upset stomach, ate more grass to help his upset stomach and it just kind of started spiraling. So, yeah, he got he went into a liver failure oh, wow.

So it was, it was really bad. He’s, he’s better now. So, that’s great. But yeah, that was a, a really scary couple moments. And so, we actually just canceled that lawn care company and are now looking for the an organic alternative because My wife and I are also pregnant, so we’re gonna have a kid on the way, and we are hoping to Yes, thank you.

I appreciate that. But yeah, we’re, we’re hoping to keep, keep things as safe as possible for our growing family. So, yeah, that was a a real, like, oh, man, this is gonna be embarrassing to tell Scott. 

Scott McHenry: Well, I mean, if we need to talk about a Greener Grass Tampa franchise, then, you know, we can do that in a later time.

Matt Foreman: Yeah, there you go. All right. So where what, what are the next step for greener grass? What, where do you see you guys grow, like, obviously you’re growing. So is that just continue to stay in Canton and just branch out from there? Anything, anything on the horizon, any new service offerings? Like, where, where do we see greener grass going in the, let’s say the next year, next five years, 10 years?

Scott McHenry: Yeah, so, you know, obviously started in the immediate Canton area, and it’s kind of, you know, slowly, you know, stretch your reach from there. We’re currently traveling about 45 minutes in any given direction as long as the population density makes sense. And we’ll probably stick within that geographic area, you know, for, you know, the next year or two, because I think there’s a lot of opportunity to still grow and build density within our current service areas.

As you and I have talked about, you know, over the last couple of years, we’ve added to our fertilization. We control program. We started doing mosquito control programs exterior pest control and, you know, we offer those with, you know, 100 percent organic products as well you know, which nobody else in the area is really, you know, providing that to the homeowners in this area.

So, yeah. For the time being, I think we might, you know, plan to just kind of stay local here and then, you know, see if there is some opportunity down in Tampa or, you know, other areas that are a little bit closer to here and, you know, possibly expand beyond this market. You know, the, the biggest key to doing that would being finding.

The right people to, you know, to put in place to help, you know, manage that and facilitate that. And that’s been, you know, one of the biggest challenges all along, is making sure that you, you know, I’ve been able to, I’ve been very fortunate to find great people, you know, to build out our leadership team, you know, but doing that remotely is a whole new set of challenges that I haven’t decided to take on quite 

Matt Foreman: yet.

Yeah. Well, I mean, it still sounds nice and fresh and exciting despite being well over 10 years now so, that’s awesome, and, and, I know you’ve been in the, the space for over 25, so, yeah, it’s awesome. It’s a great way to to keep it fresh. Obviously, if it’s you’re doing something you love, that’s great, but if if you can kind of have some some aspirations that makes it even even more worthwhile to wake up every day and get after something.

So, cool. I’m really excited to to see where you go. I know greener grass is going to continue to do great things. But yeah, so, cool. That pretty much wraps it up with today’s podcast. So Scott, thank you for joining us. Highly recommend that you go and check Greener Grasses Facebook page, you can kind of see how Scott and his team interact with the community, kind of give back to it.

Highly recommend that you also do that to your, your local area as well. As Scott said, get plugged into these social media groups. You’re going to learn a lot more. You can you can stay fresh as far as knowledge goes. You can get other insights of things that you don’t even think of. So I think that’s going to be really important for everybody, especially in this industry.

It’s not a static industry. There are always growth opportunities and a way to stand out and go above and beyond with everything. So, Scott, thanks again for being here. I really really appreciate you taking the time. You’re super knowledgeable and, thanks. Yeah, I’m wishing you all the best. And I, again, really appreciate you being here.

Scott McHenry: Yeah. My pleasure, Matt. Thanks a lot for having me. It’s always, always fun to chat with you and appreciate the invitation. 

Matt Foreman: Yeah, absolutely. All right. Thanks everyone. Thanks for listening. Feel free to subscribe to the podcast on whatever channel that you’re listening to this on, and we will be back for more episodes at a later date.

All right. Peace out y’all.


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