The Plant Movement Podcast

Hosted by: Willie Rodriguez, Produced by: Eddie Gonzalez
  • 5.0 (13)
  • Entrepreneurship
  • Updated Biweekly

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. 2d ago

    Blake Pearson | Keeping Agriculture Alive | Southern Cross Agriculture & Ultimo Cigars

    Send us Fan Mail What happens when you combine agriculture, entrepreneurship, family, faith, and a commitment to doing things differently? On Episode 102 of The Plant Movement Podcast, We sit down with Blake Pearson of Southern Cross Agriculture and owner of Ultimo Cigars for a conversation that goes far beyond farming. At just 27 years old, Blake is building a life around agriculture while carrying forward lessons passed down through generations of his family farm. From growing hay and produce to raising livestock and cultivating tobacco for cigars, Blake believes in diversification, quality over quantity, and taking care of the land that takes care of us.   We talk about the future of agriculture, rising land costs, development, the generational gap in farming, supporting local producers, and what it really takes for the next generation to step up. Blake shares why he believes we need to protect our topsoil, preserve agricultural land, and build businesses that can actually withstand difficult seasons.   And throughout the conversation, one thing keeps coming back: faith. Blake opens up about what happens behind closed doors, staying strong through difficult seasons, walking by faith, and remembering where your blessings come from when things aren't going your way.  This is a conversation about building something that lasts—not just for yourself, but for the people and generations that come after you. Agriculture. Business. Faith. Family. Purpose. If you're in the green industry, agriculture, or simply trying to build something meaningful, this one is worth listening to. #ThePlantMovement #BlakePearson #SouthernCrossAgriculture #Ultimo Southern Cross Agriculture Llc 116 Pearson Drive Woodbury, GA 30293 Email: southerncrossagriculture ⁨@gmail.com⁩   Instagram: @southercrossagriculture Support the show

    Blake Pearson | Keeping Agriculture Alive | Southern Cross Agriculture & Ultimo Cigars

  2. Sep 1

    Kevin Lyden | 3 Generations, 30+ Years & Chasing the Next Big Opportunity

    Send us Fan Mail On Episode 101 of The Plant Movement Podcast, Willie Rodriguez sits down with Kevin Lyden, a third-generation plant industry professional whose career has taken him from working in his family’s nursery to managing major landscape and nursery projects across the country and internationally. Kevin shares the story behind his journey in the green industry, starting sales at just 16 years old and learning the fundamentals of business from his father: pick up the phone and keep dialing until you get an order. From there, his career took him to large-scale projects with Sandals Resorts in the Caribbean to now working at Large nursery and also focusing on growing Clean Air Foliage. The conversation goes far beyond plants and sales. Kevin opens up about losing both of his parents within six months, the lessons that came from grief, the importance of faith, mentorship, gratitude, integrity, and learning to make the most of the time we have. Willie and Kevin also dive deep into the realities facing today's nursery industry—from labor shortages and rising costs to immigration policies, pricing, client relationships, restructuring, and the pressure many businesses are facing behind the scenes. Kevin shares his experience landing a $500,000 plant order, his approach to finding and selling hard-to-find material, and why having the right client before buying inventory can make all the difference. Most importantly, Kevin leaves us with a simple philosophy: Work hard. Love people. Don't judge. Stay consistent. Make the most of today. This is a conversation about plants, business, loss, resilience, sales, faith, and the future of the green industry.  Business • Sales • Nursery Operations • Leadership • Life There is always an opportunity—you just have to be willing to pick up the phone and go after it. Support the show

    Kevin Lyden | 3 Generations, 30+ Years & Chasing the Next Big Opportunity

  3. Aug 18

    Episode 100 | One mission: Keep Moving Forward.

    Send us Fan Mail On this milestone episode, Willie Rodriguez sits down at his family’s farm to reflect on the journey behind The Plant Movement Podcast, the challenges that shaped him, and the lessons that changed the way he approaches business, leadership, faith, and life. Willie opens up about a difficult season for A’s Ornamental Nursery, including financial pressure, losing clients, changing payment structures, moving toward COD, paying vendors faster, and making the decision to step away from business practices that were no longer serving the company. He also shares the story behind A’s move to a new 20-acre property and the company’s new mindset: “We don’t just grow plants, we grow confidence.” But Episode 100 goes much deeper than business. Recorded at the family home where he grew up, Willie reflects on family, loss, surrender, faith, fasting, and what happened when he finally stopped trying to control everything himself. He shares a powerful story of needing $230,000 during a financial crisis and receiving an unexpected $282,000 grant just days later. This episode is about letting go of ego, becoming the person you're meant to be, standing on your principles, and having the courage to change what isn't working. Willie also looks ahead at the future of The Plant Movement, A’s Ornamental Nursery, and the launch of Plant Logistics as the team continues working to build a stronger future for the green industry. 100 episodes down. The mission isn't over. It's just getting started.  Business • Leadership • Faith • Family • The Green Industry   Have a topic you want Willie to discuss or want to be a guest? Reach out through Instagram or email. Listen now and be part of the movement. In Loving Memory of Lynda Rodriguez - We Love You! Support the show

    Episode 100 | One mission: Keep Moving Forward.

  4. Aug 4

    Brian Khanamirian with Harborstone Suppy & AVO Property Management | Growing Beyond Landscaping

    Send us Fan Mail On Episode 99 of The Plant Movement Podcast, we sit down with Brian Khanamirian, entrepreneur and founder of Harborstone Supply and AVO Property Management, to discuss the journey from mowing lawns as a kid to building multiple successful companies rooted in service, trust, and long-term relationships. Brian shares the defining moments that shaped his career, from losing his father at just 22 years old, growing and eventually selling his landscaping company, G&G Landscaping, and taking a year away to rediscover his purpose before serving as a deputy sheriff. That path ultimately led him back to entrepreneurship, where he launched AVO Property Management and later Harborstone Supply, providing contractors and property owners with premium stone, pavers, aggregates, and dependable service throughout South Florida. Throughout the conversation, Brian explains why customer service will always outweigh price, how one mistake can become a lifelong client if handled correctly, and why trust, delegation, and strong relationships are essential for growing any business. He also opens up about burnout, learning to prioritize family alongside work, and the importance of building a business that supports your life—not one that consumes it. In this episode, you'll learn: - How Brian built, grew, and sold his first landscaping company. - Why Harborstone Supply was created to simplify material sourcing for contractors. - The importance of customer service, communication, and owning your mistakes. - Lessons on delegation, leadership, and building trust with your team. - How to avoid entrepreneurial burnout while maintaining growth. - Why understanding your industry before entering it is critical. - Practical advice for scaling a business while protecting your personal life and mental health. Whether you're a nursery grower, landscaper, contractor, business owner, or aspiring entrepreneur, this episode is packed with real-world lessons on resilience, leadership, customer experience, and building businesses that create lasting value. 🎙️ Listen now on YouTube, Spotify, Apple Podcasts, and all major streaming platforms. Support the show

    Brian Khanamirian with Harborstone Suppy & AVO Property Management | Growing Beyond Landscaping

  5. Jul 21

    Reilly Brooks from BioSafe | Leading the Next Generation of the Green Industry

    Send us Fan Mail On Episode 98 of The Plant Movement Podcast, Willie Rodriguez sits down with Reilly Brooks, Technical Sales Representative at BioSafe Systems, FNGLA's Young Professional of the Year, and incoming President of the FNGLA Action Chapter. Together, they dive into the future of horticulture, the power of automation, and the practical solutions helping growers produce cleaner, healthier plants while reducing labor and operating costs. Reilly shares her journey from growing up in rural Central Florida and participating in 4-H to earning a Master's in Agribusiness from the University of Florida and building a career focused on serving the green industry. She discusses her experience at AgriStarts, explains the science behind tissue culture propagation, and how those early lessons shaped her passion for helping growers solve real-world challenges. The conversation takes an in-depth look at BioSafe Systems, the company's innovative chemistry, and how products like Sanidate 12, GreenClean Pro, and Xeritol are helping nurseries combat algae, bacteria, fungi, and disease without creating resistance. Willie also shares A's Ornamental Nursery's firsthand experience implementing a BioSafe injection system that automates sanitation through irrigation, reducing labor, improving plant quality, and keeping irrigation systems cleaner than ever before. Beyond products, this episode tackles some of the biggest issues facing the nursery industry today, including rising production costs, labor shortages, stagnant plant pricing, automation, and the importance of adopting new technologies to remain competitive. Reilly explains why technical support and education are just as important as the products themselves and why building relationships with growers is at the center of everything BioSafe does. The discussion also explores the critical work being done through the Florida Nursery, Growers and Landscape Association (FNGLA), including the Emerging Leaders Program, industry advocacy, leadership development, and the importance of engaging local legislators to protect Florida agriculture as development continues to expand. Whether you're a nursery owner, grower, landscaper, supplier, or simply passionate about the future of agriculture, this episode delivers practical insights on improving operations, embracing innovation, and preparing the next generation of industry leaders. In this episode, you'll learn about: Reilly Brooks' journey from AgriStarts to BioSafe SystemsHow tissue culture is changing plant productionThe science behind BioSafe's disease and algae control solutionsAutomating irrigation sanitation with Sanidate 12Reducing labor while improving plant qualityThe future of nursery automation and technologyFNGLA leadership, advocacy, and the Emerging Leaders ProgramWhy collaboration and education are essential for the future of the green industryListen now on all major podcast platforms. #ThePlantMovementPodcast #BioSafeSystems #ReillyBrooks #FNGLA #GreenIndustryStrong Support the show

    Reilly Brooks from BioSafe | Leading the Next Generation of the Green Industry

  6. Jul 7

    Tony Gonzalez, Founder & CEO of Tire Group International (TGI) | Building a Global Brand Through Culture, Service & Leadership

    Send us Fan Mail What does it take to build a global company that competes with the biggest names in the industry while never losing sight of its people? On Episode 97 of The Plant Movement Podcast, Willie Rodriguez sits down with Tony Gonzalez, Founder, CEO, and Chairman of Tire Group International (TGI), to discuss the journey of building one of the world's leading tire distribution companies from the ground up. Tony shares the remarkable story behind his family's tire business, which began in Cuba in 1942, and how he founded TGI in 1992 before launching the Cosmo Tires and Astro Tires brands. He also opens up about selling a majority stake of the company to Roger Penske's private equity group in 2011 and the incredible journey of buying the company back in 2022. This episode goes far beyond tires. It's a masterclass on leadership, company culture, customer experience, branding, and creating a business that people genuinely want to be part of. Topics include: The history of Tire Group International and the Gonzalez family's entrepreneurial journeyBuilding Cosmo Tires into a global value brand competing with premium manufacturersThe engineering, testing, and investment behind designing proprietary tire linesGrowing from an export-focused company to a dominant force in the U.S. marketChoosing business partners based on values, trust, and long-term relationshipsWhy customer experience is a competitive advantage—from no-hassle warranties to surprise swag deliveriesCreating the Tire Delivery Specialist program and redefining service in the wholesale industryHow simple ideas like "Lollipop Friday" strengthen customer relationshipsBuilding a culture where employees become owners through the TGI Owners GroupWhy honesty, transparency, and keeping your word matter more than short-term profitsTony's philosophy that money is the byproduct of doing the right things consistentlyThroughout the conversation, Tony explains how attention to detail, relentless innovation, and investing in people have allowed TGI to grow while maintaining the family culture that has defined the company for decades. Whether you're an entrepreneur, business owner, sales professional, or simply looking to build a stronger company, this episode is packed with practical lessons on leadership, branding, customer service, and creating a business that lasts. Success isn't built by chasing money, it's built by serving people, honoring your values, and doing the little things better than anyone else. 🎙 Hosted by Willie Rodriguez - Produced by Eddie Gonzalez Guest: Tony Gonzalez – Founder, CEO & Chairman, Tire Group International (TGI) Topics: Entrepreneurship • Leadership • Company Culture • Customer Experience • Branding • Wholesale Distribution • Manufacturing • Innovation • Family Business • Business Growth #ThePlantMovementPodcast #TonyGonzalez #TireGroupInternational #TGI #CosmoTires #Leadership #Entrepreneurship #BusinessGrowth #CustomerService #CompanyCulture #Manufacturing #Sales #Innovation Support the show

    Tony Gonzalez, Founder & CEO of Tire Group International (TGI) | Building a Global Brand Through Culture, Service & Leadership

  7. Jun 23

    Fighting for District 8 | Martha Vega Hero on Agriculture, Affordability, & Real Representation

    Send us Fan Mail What does it take to turn 25 years of community service into political action? On this episode, we sit down with Martha Vega Hero, candidate for Miami-Dade County Commissioner of District 8, to talk about the urgent challenges facing one of South Florida's most agriculturally rich and underserved communities. Martha shares why she's stepping into the political arena: not for personal gain, but to fight for the people and land she's spent decades serving. From the Urban Development Boundary creeping into farmland and driving acre prices to half a million dollars, to an 80% labor shortage leaving crops without workers and workers without affordable housing, the issues in District 8 are as interconnected as the ecosystem she's fighting to protect. We dig into what she calls "our safety line" — the agriculture industry — and why losing it isn't just an economic problem, it's an existential one for the entire region. Martha also gets practical: how can local schools and hospitals support farmers by buying local? How do you fix a permitting system that's made small business owners wait a decade just to open their doors? This is a conversation about governance, community, and what it means to truly show up for your constituents, including keeping the commissioner's office open 8, 10, even 12 hours a day for the people who need it most. In this episode: • The UDB crisis and its impact on South Florida agriculture • Why housing laborers is the key to solving the farm workforce shortage • Small business permitting nightmares — and real solutions • Martha's vision for a commissioner's office built around access, not appointments • How to vote: Early voting runs August 3–16; primary is August 18 Whether you grow it, sell it, eat it, or just care about the future of your community, this one's for you. Support the show

    Fighting for District 8 | Martha Vega Hero on Agriculture, Affordability, & Real Representation

  8. Jun 9

    Keith Crouse of Howard and Son Farms Returns | Nursery Operations, Scaling, Credit, and Building a Grower Mindset

    Send us Fan Mail On Episode 95 of The Plant Movement Podcast, Keith Crouse of Howard and Son Farms returns for his second appearance on the show to share a practical, no-nonsense look at what it takes to build a nursery from the ground up. Keith balances life as a firefighter while growing Howard and Son Farms, a nursery operation focused on liner production, propagation, and continuous improvement. In this episode, he pulls back the curtain on everything from greenhouse construction and irrigation management to financing growth, hiring employees, calculating plant costs, and building a nursery business that can scale. This conversation is packed with actionable advice for growers, nursery owners, landscapers, and entrepreneurs looking to understand the realities of operating a successful nursery. Topics include: 🌱 Building Howard and Son Farms from scratch 🌱 Growing and grading liners for maximum quality 🌱 Why producing extra inventory is critical for fulfilling orders 🌱 Irrigation strategies and preventing root rot 🌱 Fertilizer trials, foliar applications, and production techniques 🌱 The importance of customer feedback and continuous learning 🌱 Reinvesting profits versus paying yourself 🌱 Hiring your first employees and managing labor 🌱 Understanding W2 vs. 1099 workers 🌱 Calculating true plant production costs 🌱 Deposits, cash flow, and managing risk 🌱 Building business credit and securing financing 🌱 Farm Credit loans and credit line strategies 🌱 Scaling nursery operations without sacrificing quality 🌱 Delegation, leadership, and breaking the owner-operator mindset 🌱 How long it really takes to build a nursery brand and reputation Keith also shares lessons learned from visiting other nurseries, seeking mentorship, experimenting with new production methods, and documenting his journey publicly to accelerate growth and learning. One of the biggest takeaways from this episode is the importance of discipline and reinvestment. From living in a trailer and selling personal assets to fund infrastructure, to putting nearly every dollar back into the business, Keith demonstrates the level of commitment required to build something sustainable in the nursery industry. Whether you're just getting started with a few varieties or looking to scale your operation to the next level, this episode offers valuable insights into production, finance, operations, and long-term business development. Hosted by Willie Rodriguez Guest: Keith Crouse, Owner of Howard and Son Farms Topics: Nursery Operations • Propagation • Business Growth • Greenhouse Production • Credit & Financing • Scaling • Leadership • Horticulture Entrepreneurship #ThePlantMovementPodcast #HowardAndSonFarms #KeithCrouse #NurseryGrowers #Horticulture #PlantProduction #GreenIndustry #NurseryBusiness #Propagation #PlantMovement #GreenIndustryGangsters Support the show

    Keith Crouse of Howard and Son Farms Returns | Nursery Operations, Scaling, Credit, and Building a Grower Mindset
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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.

Information

  • Creator
    Hosted by: Willie Rodriguez, Produced by: Eddie Gonzalez
  • Years Active
    2021 - 2026
  • Episodes
    104
  • Rating
    Clean
  • Copyright
    © 2026 The Plant Movement Podcast
  • Show Website
    The Plant Movement Podcast