January 12_002houston 12/15/11 6:07 PM Page 52
002 profile with greg scheinman
Photography by Jack Potts
Greg Scheinman is an Associate at Insgroup Inc., the 4th largest independent insurance agency in Houston. Greg also plays host to some of Houston’s most influential CEOs, entrepreneurs and risk-takers on his PBS television talk show, Profile with Greg Scheinman, which airs Thursdays at 10:30pm on Houston PBS Ch.8 (gscheinman@insgroup.net).
kyler fields THE GROUND UP
K
YLER FIELDS HAS BUILT THE GROUND UP FROM…WELL, LITERALLY, THE GROUND UP. A COMPANY WHERE “SUSTAINABILITY” ISN’T SIMPLY A CATCHPHRASE, THE GROUND UP IS COMPRISED OF PEOPLE WHO ARE PASSIONATE ABOUT SOIL, ROCKS AND PROTECTING THE EARTH BY KEEPING IT NATURAL. BASED UPON A “GREEN IS GOOD” VALUE SYSTEM THE GROUND UP PRODUCES ONLY THE HIGHEST-QUALITY, HEALTHY SOIL STRUCTURE THAT ENCOURAGE YEAR-ROUND BARE-FOOT BEHAVIOR. PROFILE WITH GREG SCHEINMAN SAT DOWN WITH THE ECO-ENTREPRENEUR BEHIND THE GROUND UP TO LEARN MORE ABOUT THIS HOUSTON - BASED BUSINESS THAT IS DOING A LOT MORE THAN JUST KEEPING YARDS GREEN.
HOW DID YOU FIRST GET THE IDEA FOR THE GROUND UP? I went to UT with a goal to do international business and felt early on that I was an entrepreneur, got MBA at RICE in 2000. I then got involved in the HR integration business and it took me to Europe where I got to learn a lot about conservation. Energy is very expensive there, people live in smaller homes, and they care about their foods being local and fresh. It was eye-opening compared to American culture and I embraced it, the whole notion of organic. I met my now wife in Spain, and she was running an organic spa. So when we moved back to Houston I had the idea for what is now The Ground Up. HOW DID YOU TAKE THE GROUND UP FROM IDEA TO EXECUTION? This came together in a crazy fashion. There was a company that was operating on a great piece of land, had the equipment and the ability to do what I envisioned. However, it needed re-training and an investment into making the high-quality products we wanted to make. I compare it to a chef wanting to open a restaurant and he finds a space with a kitchen. It may not be the best space initially but with renovations, vision and great execution it becomes a top restaurant. That’s essentially what we’ve done. I saw something in this space, was able to make a deal and we’ve run with it. WHAT MOTIVATES YOU? I’m motivated by a combination of heart and opportunity. One of the best parts of this job is that I’m able to be outside. Talk about being “down to earth,” this job is that to a “T” and I get to do that every day. The connection with the earth is amazing; once you allow that to happen and embrace it, it’s very special. When you do things that can help benefit society, then that by nature will be an area of growth from a business standpoint and long-term economically and socially, it’s the right move. WHY DID YOU BELIEVE THIS WAS GOING TO WORK? There wasn’t a company that was creating really high-quality soils. Soil is not “sexy,” but it’s incredibly important. I felt strongly that thru effective and impactful branding and marketing, I could make The Ground Up successful. Education is everything and that’s what I work on now more than anything. Beneficial microbes are what feed your plants. High-quality soil is alive. If you have that then you don’t need fertilizers and harmful elements in your soil; the water holding capacity goes thru the roof. In terms of having a beautiful city or yard, conserving water, it starts with healthy soils and compost. Once people hear the real story then they realize how much value our products have in their lives.
52. january 12 | www.002mag.com