The Plant Movement Podcast

Hosted by: Willie Rodriguez, Produced by: Eddie Gonzalez

Welcome to The Plant Movement Podcast, the ultimate podcast for entrepreneurs, enthusiasts, and professionals in the ever growing Green Industry. The Plant Movement was founded by Willie Rodriguez and Eddie Gonzalez.  This podcast brings you engaging conversations, expert insights, and actionable strategies to navigate the challenges and seize the opportunities in your business. Whether you're a seasoned entrepreneur, landscaper, garden center or simply passionate about the green industry, this podcast is your go-to resource for inspiration, knowledge, and success stories. LET'S GROW! Directed and Produced by Eddie EVDNT Gonzalez.

  1. Holding Nothing Back | Last Episode of 2025 for The Plant Movement with Willie and Eddie

    12/31/2025

    Holding Nothing Back | Last Episode of 2025 for The Plant Movement with Willie and Eddie

    Send us a text On this Episode, host Willie Rodriguez and producer Eddie Gonzalez sit down for one of their most transparent and wide-ranging conversations yet. This episode isn’t about hype — it’s about reality. From rising costs and labor shortages to market saturation, real estate pressure, and the future of nursery ownership, Willie and Eddie openly discuss what’s happening right now in the Green Industry and what it will take to survive, adapt, and lead moving forward. The episode opens with gratitude — acknowledging A’s Ornamental Nursery, the team, and the clients who allow the podcast to exist as a platform for growth and learning. Willie also gives thanks to God for the opportunity to steward both the business and the responsibility that comes with having a voice in the industry. Willie and Eddie also extend an open invitation to nursery owners, garden centers, landscapers, and industry professionals to step up and share their stories on the podcast in 2026 — because the industry needs more voices at the table. Hard Topics That Need to Be Talked About This episode tackles conversations many avoid: Product pricing that hasn’t changed in decadesImmigration reform and its impact on laborWage increases and the real cost of doing businessRising interest rates and slowing home salesWhy only a shrinking percentage of the market still prioritizes plant qualityWillie shares perspective from his role on the FNGLA board, while Eddie brings a fresh lens as someone who didn’t grow up in the industry but understands its realities through lived experience. Economic Pressure & Market Reality Willie and Eddie break down: Why 2023–2024 slowed the industryHow middle-class spending on landscapes has declinedWhy high-end landscapers remain booked months outThe saturation problem — too much product, not enough movementThe harsh reality facing small nurseries trying to survive rising rents and shrinking marginsThey also discuss real numbers: land prices, lease contracts, annual rent increases, and how owning property may be the only path to long-term stability for nurseries. Leadership, Boundaries & Business Discipline This episode reinforces powerful lessons learned in 2025: Stop bending over backwards for people who don’t respect your businessRequest depositsProtect cash flowRespect your time, your team, and your boundariesNot everything works — and that’s okayWillie shares hard-earned wisdom on sacrifice, discipline, and what it truly takes to build something solid: 3 years to start5 years to become credible10 years to become stableSales Strategy, Risk & Transparency The hosts walk through: Slower summer months and the strategies used to survive themDiscounting excess inventory responsiblyCreative sales terms like 90-day pickupA major Clusia giveaway that cleared land, built goodwill, and sparked industry conversationThey also discuss how social media has become a portfolio, not a crutch — emphasizing transparency, quality, and trust over vanity metrics. Looking Ahead The episode closes with forward-thinking plans: Inventory management systemsA future online plant storeStronger accountability across operationsA renewed commitment to community, honesty, and collaborationWillie and Eddie wrap up with gratitude, humility, and a reminder that challenges are often the Support the show

    1h 17m
  2. Toledo Iron Works | Custom Metalwork - Forging Legacy and Luxury with Bryan Suarez

    12/02/2025

    Toledo Iron Works | Custom Metalwork - Forging Legacy and Luxury with Bryan Suarez

    Send us a text On this episode of The Plant Movement Podcast, we sit down with Bryan Suarez, fourth-generation metal artisan and owner of Toledo Iron Works, to explore how a family legacy forged in 1969 continues to shape luxury construction and design across South Florida and beyond. Bryan shares the fascinating story of how his great-grandfather and grandfather built a business that began with burglar bars and evolved into one of the region’s most respected names in custom ornamental metalwork. From hand-forged staircases and driveway gates to one-of-a-kind gazebos and trellises, Toledo Iron Works brings craftsmanship, technology, and artistry together to transform spaces into experiences. Listeners will discover:   The origins of Toledo Iron Works and how “old-school” techniques meet modern design.The behind-the-scenes process of fabricating and installing large-scale architectural metalwork.  How technology like Company Cam and innovative materials such as wood-grain aluminum elevate their craft. The challenges and rewards of leading a multigenerational family business.  How collaboration between industries — from metalwork to landscaping — creates unforgettable outdoor environments.Bryan also offers heartfelt insights for young entrepreneurs stepping into family businesses, emphasizing leadership, adaptability, and staying ahead of design trends. From tradition to innovation, this episode captures the power of passion, perseverance, and purpose in shaping both metal and mindset. Directed and Produced by Eddie EVDNT Gonzalez  Toledo Iron Works Email: info@toledoironworks.com or Bryan@toledoironworks.com IG: www.instagram.com/toledo_iron_works web: https://toledoironworks.com/ The Plant Movement Podcast Email: eddie@theplantmovementnetwork.com & willie@theplantmovementnetwork.com Call: (305) 216-5320 Web: https://www.theplantmovement.com Follow Us: IG: https://www.instagram.com/theplantmovementpodcast A's Ornamental Nursery WE GROW | WE SOURCE | WE DELIVER Call: (305) 216-5320 The Nursery Growers Call: 786-522-4942 Plant Logistics Co. (Delivering Landscape Plant Material Throughout the State of Florida) Call: (305) 912-3098 Disclaimer: The contents of this podcast/youtube video are for informational and entertainment purposes only and do not constitute financial, accounting, or legal advice. I can’t promise that the information shared on my posts is appropriate for you or anyone else. By listening to this podcast/youtube video, you agree to hold me harmless from any ramifications, financial or otherwise, that occur to you as a result of acting on information found in this podcast/youtube video. Support the show

    46 min
  3. Greenworks | Commercial Electric Power Equipment for the Green Industry with Bryan and Erin

    11/18/2025

    Greenworks | Commercial Electric Power Equipment for the Green Industry with Bryan and Erin

    Send us a text On this episode of The Plant Movement Podcast, host Willie Rodriguez sits down with Bryan Lloyd and Erin Rogers, Territory Sales Managers with Greenworks Commercial, the all-electric leader transforming outdoor power equipment. Bryan, who covers Central Florida and brings over 15 years of experience in the power equipment world, and Erin, who manages South Florida after years in the battery technology space, break down how Greenworks is changing the way landscapers think about performance, efficiency, and sustainability. The conversation dives into: - The benefits of switching to electric — from massive fuel savings to noise reduction in HOA communities. - Battery innovation — including Greenworks’ customizable energy systems, on-site charging caddies, and the revolutionary “Energy Cube.” - Smarter tech and safety — with motors that shut off on impact, ETO ports for charging tools on the go, and robotics that are reshaping how crews work. - The real ROI — see how contractors are saving up to 85% on fuel and paying off their electric mowers in under two years. - The future of the industry — from robotic mowing to smarter labor solutions, and how Greenworks is positioning itself for the next 20 years of innovation. From autonomous mowers to battery-powered UTVs, Greenworks isn’t just making equipment — they’re building a full ecosystem for the next generation of lawn and landscape professionals. Tune in to learn how you can power your business into the future with clean energy, smarter tools, and long-term savings. 🎧 Available now on all podcast platforms. 📲 Follow @ThePlantMovementPodcast and @GreenworksCommercial to stay connected with the movement. Directed and Produced by Eddie EVDNT Gonzalez  Greenworks Commercial Email: marketing@greenworkstools.com IG: www.instagram.com/greenworkscommercial web: https://www.greenworkscommercial.com/ The Plant Movement Podcast Email: eddie@theplantmovementnetwork.com & willie@theplantmovementnetwork.com Call: (305) 216-5320 Web: https://www.theplantmovement.com Follow Us: IG: https://www.instagram.com/theplantmovementpodcast A's Ornamental Nursery WE GROW | WE SOURCE | WE DELIVER Call: (305) 216-5320 The Nursery Growers Call: 786-522-4942 Plant Logistics Co. (Delivering Landscape Plant Material Throughout the State of Florida) Call: (305) 912-3098 Disclaimer: The contents of this podcast/youtube video are for informational and entertainment purposes only and do not constitute financial, accounting, or legal advice. I can’t promise that the information shared on my posts is appropriate for you or anyone else. By listening to this podcast/youtube video, you agree to hold me harmless from any ramifications, financial or otherwise, that occur to you as a result of acting on information found in this podcast/youtube video. Support the show

    53 min
  4. The Farmers Daughter | How Jacqueline Costa Turned Fashion and Foliage Into a Luxury Garden Lifestyle

    11/04/2025

    The Farmers Daughter | How Jacqueline Costa Turned Fashion and Foliage Into a Luxury Garden Lifestyle

    Send us a text On this inspiring episode of The Plant Movement Podcast, we sit down with Jacqueline Costa, founder of The Farmer’s Daughter, a luxury garden lifestyle brand redefining what it means to live beautifully, both indoors and out. Jacqueline comes from one of the most respected legacies in the Green Industry, her grandfather was the founder of Costa Farms, one of the largest horticultural growers in the world. Following in those footsteps, she has carved her own unique path, blending her family’s deep horticultural roots with her own background in fashion and design to create something truly original. After earning her degree in Fashion Merchandising from Florida State University, Jacqueline began her career as a buyer for Burdines (now Macy’s). She later joined her father, Mike Costa, at Mike Costa Foliage and Costa Farms, where she managed key accounts such as IKEA—driving millions in plant sales and honing her eye for product design and trend forecasting. Her journey took her across the globe to China, where she lived for over a decade establishing Costa’s buying office, developing planter collections, and raising her two children. When COVID brought her family back to the U.S., Jacqueline channeled her creative passion into launching The Farmer’s Daughter — a brand that fuses fashion, horticulture, and lifestyle into a single elevated experience. Today, The Farmer’s Daughter offers luxury planters, curated garden accessories, and tailored apparel designed for women who live and love the garden life.  In this episode, we explore:  - The Costa family legacy and how it shaped Jacqueline’s entrepreneurial vision.  - How The Farmer’s Daughter is elevating the Green Industry through design, storytelling, and sustainability.  - The lessons learned from living abroad and developing global products.  - The influence of her father’s “hustle and heart” philosophy — and how she’s passing it forward.  - The intersection of fashion, gardening, and modern lifestyle, and what’s next for her expanding brand. Jacqueline’s story is one of heritage, creativity, and evolution — proving that the next generation of growers can innovate while honoring their roots. Whether you’re in horticulture, design, or entrepreneurship, this episode will leave you inspired to grow your own movement. Listen now to Episode 85 of The Plant Movement Podcast, available on all platforms. Directed and Produced by Eddie EVDNT Gonzalez  The Farmers Daughter Shop: https://thefarmersdaughter1.faire.com Contact: 786-295-4600 Email: jackie@thefarmersdaughtertfd.com IG: www.instagram.com/thefarmersdaughtertfd web: https://thefarmersdaughtertfd.com/ordering-and-delivery/ The Plant Movement Podcast Email: eddie@theplantmovementnetwork.com & willie@theplantmovementnetwork.com Call: (305) 216-5320 Web: https://www.theplantmovement.com Follow Us: IG: https://www.instagram.com/theplantmovementpodcast A's Ornamental Nursery WE GROW | WE SOURCE | WE DELIVER Call: (305) 216-5320 The Nursery Growers Helping Nurseries Grow a Better Product Call: 786-522-4942 Plant Logistics Co. (Delivering Landscape Plant Material Throughout the State of Florida) Call: (305) 912-3098 Disclaimer: The contents of this podcast/youtube video are for informational and entertainment purposes only and do not constitute financial, accounting, or legal advice. I can’t promise that the information shared on my posts is appropriate for you or anyone else. By Support the show

    1h 3m
  5. Propagation Diaries | Reinventing Houseplant Accessories with Ara Flink

    10/21/2025

    Propagation Diaries | Reinventing Houseplant Accessories with Ara Flink

    Send us a text On this episode of The Plant Movement Podcast, host Willie Rodriguez sits down with Ara Flink, founder of Propagation Diaries, to explore the fast-growing world of houseplants, creativity, and innovation in plant care. Based in Atlanta, Georgia, Ara has built a thriving business around one key idea, houseplants deserve accessories that are as beautiful and functional as the plants themselves. Originally from Costa Rica, Ara’s journey took an unexpected turn from medical school to plant entrepreneurship. After noticing a lack of stylish, high-quality supports for indoor plants, she began designing her own trellises—crafted from iridescent acrylic and locally manufactured in the U.S. Her creations quickly gained popularity, leading to the launch of PropagationDiaries.com, where she now sells trellises, plant care tools, and self-watering products that combine design with purpose. In this inspiring conversation, Ara shares: - How she transformed a creative idea into a successful product line supporting the houseplant community. - Insights on scaling a small business, expanding into wholesale, and preparing for her debut at TPIE 2025. - The challenges of eco-friendly packaging, manufacturing in the U.S., and managing operations with a small team. - Why collaboration over competition could transform the plant industry. - The future of the houseplant market and how live sales, influencers, and social media are reshaping it. Ara’s story is a testament to passion, innovation, and persistence—showing how the plant community continues to evolve through creativity and connection. 📲 Explore her designs at PropagationDiaries.com  and follow her journey on Instagram @PropagationDiaries . 🌱 Connect with Ara at TPIE 2025 or reach out to collaborate and grow together. Propagation Diaries Email: ara@propagationdiaries.com Follow IG: https://www.instagram.com/propagationdiaries The Plant Movement Podcast Email: eddie@theplantmovementnetwork.com & willie@theplantmovementnetwork.com Call: (305) 216-5320 Web: https://www.theplantmovement.com Follow Us: IG: https://www.instagram.com/theplantmovementpodcast A's Ornamental Nursery WE GROW | WE SOURCE | WE DELIVER Call: (305) 216-5320 Web: https://www.asornamental.com Follow Us: IG: https://www.instagram.com/asornamentalnursery The Nursery Growers Call: 786-522-4942 Email: info@thenurserygrowers.com IG: www.instagram.com/thenurserygrowers web: www.thenurserygrowers.com Plant Logistics Co. (Delivering Landscape Plant Material Throughout the State of Florida) Call: (305) 912-3098 Web: https://www.plantlogisticsco.com Follow Us: IG: https://www.instagram.com/plantlogistics Directed and Produced by Eddie EVDNT Gonzalez  Disclaimer: The contents of this podcast/youtube video are for informational and entertainment purposes only and do not constitute financial, accounting, or legal advice. I can’t promise that the information shared on my posts is appropriate for you or anyone else. By listening to this podcast/youtube video, you agree to hold me harmless from any ramifications, financial or otherwise, that occur to you as a result of acting on information found in this podcast/youtube video. Support the show

    41 min
  6. Alex Barth’s Journey with Troy’s Tropics | Relationships Over Competition

    10/07/2025

    Alex Barth’s Journey with Troy’s Tropics | Relationships Over Competition

    Send us a text On this episode of The Plant Movement Podcast, we welcome Alex Barth of Troy’s Tropics Inc., based in Sarasota, Florida. Alex made the five-hour drive to join us in person and share his story of growth, adaptation, and resilience in the Green Industry. Alex grew up surrounded by plants thanks to his father, a terrestrial biologist focused on wetlands and conservation. That early exposure shaped his passion for horticulture and led him from planting trees as a child to launching his own business, The Plant Whisperer, before eventually joining Troy’s Tropics in 2014. What started as a landscape division soon grew into a thriving wholesale nursery serving landscapers, garden centers, and beyond. In our conversation, Alex opens up about:   Selling to garden centers and strategies for creating additional revenue streams.  The challenges of expanding from retail into wholesale while staying rooted in quality and service.  Navigating hurricanes, market shifts, and the need to adapt quickly in Florida’s fast-growing landscape.  Building strong relationships and why collaboration beats competition in the nursery world.  How social media—especially Instagram—now drives more than half of Troy’s Tropics’ sales.  The importance of educating and inspiring the next generation to keep the industry alive.From growing bougainvilleas and native plants to running propagation houses and offering full-service landscaping, Alex shares the lessons he’s learned while helping Troy’s Tropics scale from 10 employees to nearly 90. His perspective is grounded in faith, hard work, and a belief that relationships are the backbone of the Green Industry. This episode is packed with insights for growers, garden centers, landscapers, and anyone passionate about plants and business growth. Connect with Alex and see what’s happening at the nursery on Instagram: @TroysTropics Troy's Tropics Web: troystropics.com Follow IG: https://www.instagram.com/troystropicssarasota The Plant Movement Podcast Email: eddie@theplantmovementnetwork.com & willie@theplantmovementnetwork.com Call: (305) 216-5320 Web: https://www.theplantmovement.com Follow Us: IG: https://www.instagram.com/theplantmovementpodcast A's Ornamental Nursery WE GROW | WE SOURCE | WE DELIVER Call: (305) 216-5320 Web: https://www.asornamental.com Follow Us: IG: https://www.instagram.com/asornamentalnursery The Nursery Growers Call: 786-522-4942 Email: info@thenurserygrowers.com IG: www.instagram.com/thenurserygrowers web: www.thenurserygrowers.com Plant Logistics Co. (Delivering Landscape Plant Material Throughout the State of Florida) Call: (305) 912-3098 Web: https://www.plantlogisticsco.com Follow Us: IG: https://www.instagram.com/plantlogistics Directed and Produced by Eddie EVDNT Gonzalez  Disclaimer: The contents of this podcast/youtube video are for informational and entertainment purposes only and do not constitute financial, accounting, or legal advice. I can’t promise that the information shared on my posts is appropriate for you or anyone else. By listening to this podcast/youtube video, you agree to hold me harmless from any ramifications, financial or otherwise, that occur to you as a result of acting on information found in this podcast/youtube video. Support the show

    1h 1m
  7. Answering the Call with Alberti Ortiz: Faith, Leadership & The Landscape Leadership Summit 2025

    09/25/2025

    Answering the Call with Alberti Ortiz: Faith, Leadership & The Landscape Leadership Summit 2025

    Send us a text On this powerful return episode, we welcome back Alberti Ortiz of Boca Landscape Designs, who joins us fresh off the Landscape Leadership Summit 2025, his first-ever seminar that almost didn’t happen. With transparency, courage, and faith, Alberti shares how he overcame doubt, fear, and countless obstacles to create an event that impacted nearly 100 people in the Green Industry. From late nights sending emails to bartering for a venue, Alberti’s story is a raw reminder that faith without action is nothing. He opens up about surrendering distractions, learning to hear God’s voice, and the transformation that comes from accountability, prayer, and obedience. Listeners will hear about: How Alberti’s mentors pushed him to “just do it” despite fear.The unexpected support that made the event possible with speakers, plants, design, and funding all divinely provided.Why true leadership is about stewardship, testimony, and giving back, not sales.How faith acts like a muscle, growing stronger through testing.The importance of accountability in business, family, and spiritual life.With scripture, personal testimony, and raw honesty, Alberti reminds us that behind every purpose, there are people, and that the light of God can shine even through business. His journey is a call to action for entrepreneurs, leaders, and anyone seeking to live with greater purpose. The episode closes with a heartfelt prayer for strength, guidance, accountability, and for every listener to feel God’s presence in their own journey. Follow Alberti on Instagram: @bocalandscapedesigns Stay connected with us: The Plant Movement Podcast Support the show

    1h 3m
  8. Howard & Sons Farms | Starting a Nursery from Scratch with Keith Crouse

    09/09/2025

    Howard & Sons Farms | Starting a Nursery from Scratch with Keith Crouse

    Send us a text Have you ever thought about starting your own nursery but weren’t sure where to begin? In this episode of The Plant Movement Podcast, host Willie Rodriguez talks with Keith Crouse, a 23-year-old firefighter from the Keys who decided to take the leap and start a nursery in Homestead, FL. Keith didn’t grow up with a nursery, he built one from the ground up on his days off. From buying the wrong materials, struggling with irrigation, and even laying down the wrong cloth in his greenhouse, Keith has learned through trial and error what it really takes to get started. His mentality? Fail faster, learn quicker, and keep moving forward. In this episode, you’ll hear: 🌱 How Keith spotted a gap in the market and turned it into an opportunity. 🌱 Why failing early is part of the process when launching a nursery. 🌱 The importance of finding your niche and mastering it. 🌱 How to build trust and relationships that last longer than a paycheck. 🌱 The role of faith, family, and perseverance when things get tough. Whether you’re dreaming of starting your own nursery or already growing and looking for encouragement, Keith’s story will show you that you don’t need to have it all figured out—you just need to start. Tune in, get inspired, and take that first step toward building your own nursery. Howard and Son Farms Call: (305) 878-1902 Email: howardnsonfarms@gmail.com Follow IG: https://www.instagram.com/howardnsonfarms The Plant Movement Podcast Email: eddie@theplantmovementnetwork.com & willie@theplantmovementnetwork.com Call: (305) 216-5320 Web: https://www.theplantmovement.com Follow Us: IG: https://www.instagram.com/theplantmovementpodcast A's Ornamental Nursery WE GROW | WE SOURCE | WE DELIVER Call: (305) 216-5320 Web: https://www.asornamental.com Follow Us: IG: https://www.instagram.com/asornamentalnursery The Nursery Growers Call: 786-522-4942 Email: info@thenurserygrowers.com IG: www.instagram.com/thenurserygrowers web: www.thenurserygrowers.com Plant Logistics Co. (Delivering Landscape Plant Material Throughout the State of Florida) Call: (305) 912-3098 Web: https://www.plantlogisticsco.com Follow Us: IG: https://www.instagram.com/plantlogistics Directed and Produced by Eddie EVDNT Gonzalez  Disclaimer: The contents of this podcast/youtube video are for informational and entertainment purposes only and do not constitute financial, accounting, or legal advice. I can’t promise that the information shared on my posts is appropriate for you or anyone else. By listening to this podcast/youtube video, you agree to hold me harmless from any ramifications, financial or otherwise, that occur to you as a result of acting on information found in this podcast/youtube video. Support the show

    1h 38m
5
out of 5
13 Ratings

About

Welcome to The Plant Movement Podcast, the ultimate podcast for entrepreneurs, enthusiasts, and professionals in the ever growing Green Industry. The Plant Movement was founded by Willie Rodriguez and Eddie Gonzalez.  This podcast brings you engaging conversations, expert insights, and actionable strategies to navigate the challenges and seize the opportunities in your business. Whether you're a seasoned entrepreneur, landscaper, garden center or simply passionate about the green industry, this podcast is your go-to resource for inspiration, knowledge, and success stories. LET'S GROW! Directed and Produced by Eddie EVDNT Gonzalez.