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North Coast Journal CALIFORNIA LANDSCAPE CONTRACTORS ASSOCIATION

TWO MAY EVENTS

● Supplier Showcase Night, Equipment Rodeo & Dinner - May 20th ● Heavy Equipment Training – May 22nd

Sponsored by

Thursday May 20, 2010 Buckeye Ranch – Petaluma $30 includes BBQ Dinner & Drinks

6:00 PM (Vendor booth fee is $25/members $50/if not)

This will be a supplier showcase with sample equipment, vehicles and supplies. Also includes an equipment rodeo!!

Saturday May 22, 2010 Buckeye Ranch – Petaluma $25 includes Heavy Equipment Training, BBQ Lunch & Drinks

8:00 AM – 2:00 PM 4 hours of training 2 hours of operation See RSVP flier inside for both events

Golf Tournament June 9th

Calendar of upcoming events May 20th ….Dinner Meeting - Supplier Showcase & Equipment Rodeo May 22nd ….Heavy Equipment Training and Operation plus Lunch June 9th …...Big Golf Tournament @ Peacock Gap in San Rafael

June 25th….Awards Banquet – Flamingo Hotel in Santa Rosa

See flier inside for details CLCA North Coast Chapter

www.clcanorthcoastchapter.org

MAY 2010


PRSRT STD U.S. Postage PAID Santa Rosa, CA Permit NO. 812

CLCA

North Coast Chapter

P.O. Box 1621 Sebastopol, CA 95473

RESPECT THE EARTH…

RECYCLE

May 2010 In this Issue PAGE 3 ……………President’s Message by Charlie Thompson PAGE 4……………..Pacific Landscapes Going Green? PAGE 6….................A Glass Half Empty PAGE 8……………..Apologizing to the Bay – Michael O’Connell PAGE 10……………Are You an “Off Season” Entrepeneur? PAGE 14……………Soiland Spotlight PAGE 16……………Make the Most of a Trade Show – Barry Elder of Ewing Irrigation PAGE 19……………Harvesting Water From Fog This Publication’s Masthead is Printed on Recycled Paper North Coast Chapter of the California Landscape Contractors Association


Page 2 NORTH COAST CHAPTER BOARD OF DIRECTORS Chairman of the Board – Past President Brigid Flagerman Bertotti Landscaping (415) 720-0065 b.flagerman@verizon.net

President Charlie Thompson Cagwin & Dorward (415) 892-7710 Charlie.Thompson@cagwin.com

CLCA 2010 State Officers

Secretary Ben Kopshever Sonoma Mountain Landscape (707) 695-2429 sonoma_mountain3@msn.com

Treasurer Lisa Stratton Cagwin & Dorward (415) 798-1753 lisa.stratton@cagwin.com

Web Guru Michael O’Connell O’Connell Landscape (707) 462-9729 ocl@oclandscape.com

Associate Member Chair Russ Clarke Park Ave Turf (707) 217-9669 rmclarke07@yahoo.com

Resource Chair Susie Dowd Markarian Susie Dowd Markarian Design (707) 546-6221 designers@bloomful.com

CLT State Committee Liaison Dave Iribarne City of Petaluma (707) 778-4591 diribarne@ci.petaluma.ca.us

Programs Co-Chairs Owen Mitchell Mitchell Landscapes (415) 717-6214 mitchland@att.net Tyler Doherty Cal West Rentals (707) 694-9108 tyler@calwestrentals.com

Legislative Chair Chris Zaim Akita Landscape (707) 486-2548 akita@aceweb.com

Education Co-Chairs Luis Lua Cagwin & Dorward

PRESIDENT William Schnetz, CLP Schnetz Landscape, Inc Phone: (760) 591-3453 bill@schnetzlandscape.com

PRESIDENT-ELECT Robert Wade, CLP,CLIA Wade Landscape Phone: (949) 494-2130 WLI2006@gmail.com

IMMEDIATE PAST PRESIDENT Heath Bedal JPH Group LLC Phone: (916) 457-5925 heath@jphonline.com

SECRETARY/TREASURER Eric Watanabe Majestic Pools & Landscape Phone: (818) 831-1390 ewooc@aol.com DIRECTOR OF CHAPTER SERVICES Andrew Simpson Quillen Enterprises (916) 721-1635 quillent@aol.com

EXECUTIVE DIRECTOR Sharon McGuire Phone: (800) 448-2522, ext. 13 FAX: (916) 446-7692 sharonmcguire@clca.org

(415) 720-6624 Will Jenkel Lampson Tractor (707) 206-2294 wjenkel@lampsontractor.com

Membership Co-Chairs Kevin Kohl Ewing Irrigation (707) 457-9530 kkohl@ewing1.com Jeff Hausman Gardenworks, Inc. (707) 974-5799 jeff@gardenworks-inc.com Salvador Ledezma Jr. Gardenworks, Inc (707) 974-5800 slj@gardenworks-inc.com

Chapter General Board Members Jeff Jones John Deere Landscapes (925) 595-6115 jjones@johndeerelandscapes.com Jason North Wheeler Zamaroni (707) 293-8353 jnorth@wzsupply.com

North Coast CLCA Executive Director Journal Editor Connie Salinas P.O. Box 1621 Sebastopol, CA 95473 Phone 707-829-5487 Fax 707-829-5487 heyconniesalinas@hotmail.com


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President’s message

by Charlie Thompson- Cagwin & Dorward

“It’s about letting the rest of the community live”. “…..For the moment all you have to know is that two fundamentally different stories are being enacted here during the lifetime of man. One began to be enacted here some two or three million years ago by the people we’ve agreed to call Leavers and is still being enacted by them today, as successfully as ever. The other began to be enacted here some ten or twelve thousand years ago by the people we’ve agreed to call Takers, and is apparently about to end in catastrophe” I’m not sure about you, but between work, family stuff and person stuff, life seems to be reaching higher and higher levels of frantic activity. I am fortunate enough to have a family that allows me to get away every early spring to spend a week or so with by dad on his farm in Kona, Hawaii. So at the end of March I got to sneak away. I usually get a lot of reading done as I wake up at 3:00 am Hawaiian time (there is a two hour difference so it’s actually 5:00 am our time….my normal wake up time). Between the early mornings, the flights, and the layovers I was able to finish three books and start a fourth. I stole the opening paragraph from one of the books that I read that has had a significant impact on me and how I frame the problems that we have with our environment these days. Ishmael was written by Daniel Quinn and is the story of how man has moved from being Leavers (like the rest of nature that lives in balance) to becoming Takers. It talks about how man has been taught (and constantly reinforced by our spoken and unspoken culture) that human evolution is the final destination, the pinnacle of evolution and is above all other natural communities. And through

this unconscious belief we have put ourselves on a course for disaster. The way out…….to become Leavers again and to understand that “the Leaver lifestyle isn’t about hunting and gathering, it’s about letting the rest of the communities live”. As a company and for me personally, becoming more sustainable has been an import journey for the sake of my children and yours. Let’s please inspire each other to continue to focus on the wonderful possibilities when we each become less of a Taker and more of a Leaver.

NEW ADVERTISER


CLCA North Coast Chapter presents the NEW:

Wednesday June 9, 2010 Peacock Gap Golf Course|333 Biscayne Drive, San Rafael Best Ball Shotgun Tournament www.clcanorthcoastchapter.org/golf

Proceeds benefit the LEAF Scholarship Fund & North Coast Chapter

Registration & Lunch start at 11:00 - 12:30 Tee-off BBQ Lunch provided by Ewing Irrigation

REGISTRATION IS LIMITED – PLEASE REPLY BY MAY 21st Sponsorships (check box)

Tournament Registration by 5/21 $110 after 5/21 $125

Includes green fee, cart, range balls, balls & marker, lunch, 1 raffle ticket and 3 drink tickets! Additional Raffle Tickets $5 – Mulligans $5 Great Prizes for the Top Placing Teams! Long Drive, Closest to Pin Competitions, and More! Total Tournament Entries @ $110 / $125

______

Hole Sponsors: with your company name at the tee box recognition in the North Coast Journal and profile in the Tournament Program. CLCA Associate Members $150 Contractor Members $150 Non-Members $200 -Awards Sponsors Discount $100 (Save $50) Sponsor Station $250 Have great visibility with a manned booth at the tee box. Includes table, chair, and enhanced signage Long Drive/Closest to Pin $150 (4 available) Gold Sponsor $500 Golf for 4 players & Hole Sponsorship Premier Sponsor $1,000 Headline sponsorship of the event, golf for up to 4 players

Total Mulligans

@ $5 each / 5 for $20 ______

Total Raffle Tickets

@ $5 each / 5 for $20 ______

Sponsorship Total

_________________________

TOTAL ENCLOSED

_________________________ Golfer Names:

12Contact Info _____________________________________ 3Phone _____________________________________ 4Name on Hole Sponsor

_________________________

Mail Registration Form & Check to: CLCA North Coast Chapter PO Box 1621 Sebastopol, CA 95473 Questions? Email: Michael O’Connell at clcawebadmin@clcanorthcoastchapter.org or call 415-720-0029


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PACIFIC LANDSCAPES GOING GREEN? It seems like everyone is talking green. Green trucks, green shirts, green stripes, green worlds …… come on green industry, get real. It is no secret that synthetic fertilizers and synthetic pesticides are contaminating our water, fouling our air and killing our soils. Then why are we doing it? Pacific Landscapes, a 10‐year‐old commercial landscape maintenance company headquartered in Sebastopol, CA, has put a focus on soil fertility. A proprietary blend of organic fertilizers, mineral supplements, biological inoculants and bio stimulants has replaced the traditional fertilizer application. “Every product in our soil fertility program is organic and we use them on every project we manage,” says Darryl Orr, co‐owner of Pacific Landscapes. In the real estate market, they tout location, location, location. In the commercial landscape management market, what we get is what we get and so often, it is turf grass growing on top of compacted clay soils. Soil testing has become a standard practice at Pacific Landscapes. In the scientific world of soil fertility, the new buzz is soil balancing: • Look at the soil’s mineral makeup • Count the populations of the different beneficial microbial organisms • Correlate the relationships and set a course for sustainability The key to opening up a heavily compacted clay soil is soil balancing. Opening up a compacted soil relieves anaerobic conditions allowing oxygen to penetrate deeper and promote healthy biology. What does this mean for the consumer? Greater root surface areas which translates to less irrigation. During a discussion about growing turf grass in our heavily compacted clay soils, Elaine R Ingham, PhD, President of Soil Foodweb, Inc. said “Once good soil biology is established, water holding capacity will increase by 300% and irrigation requirements will reduce by 70%.” “I didn’t believe her,” says Orr, “I wrote it down so I could ridicule her with my colleagues, but now, after seeing a heavily compacted clay soil become crumbly with new turf grass roots shooting down, I am a believer”. At Pacific Landscapes, over 50% of their portfolio is turf grass. NASA (National Aeronautics and Space Administration) estimates that across the nation there is 32 million acres of turf. While so many people are bad mouthing turf grass and focusing on turf removal, Pacific Landscapes is acknowledging the reality and focusing on sustainable turf grass management. “Replacing turf grass with a new ‘Bay Friendly Landscape’ may be the ultimate solution, but it is an expensive process. It’s not going to happen over night,” says Orr. In their quest to create healthy soils, Pacific Landscapes has formed a partnership with Sonoma Biologics, a Sebastopol‐based research and development company. Specializing in beneficial microorganism inoculates, Sonoma Biologics is manufacturing organic fertilizer and soil amendment products. Pacific Landscapes is Sonoma Biologics’ exclusive distributor. Along with organic fertilizers, Sonoma Biologics also manufactures specialty Actively Aerated Compost Tea (AACT) for a myriad of issues faced by the agricultural community. Continued on next page


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AACT is the next generation of sustainable agricultural practices. AACT is a technique that extracts and grows the beneficial microorganisms found in fertile soils and mature composts. A healthy tea contains aerobic representatives from all four major groups of organisms (bacteria, fungi, protozoa and nematodes) referred to as the ‘soil food web’.

“ The key to making good tea is all about the source materials and a brewing process that maintains proper aeration and sanitation.” Malcolm Morrison, Pacific Landscapes’ staff Microbiologist and owner of Sonoma Biologics “Not all teas are created equal,” says Malcolm Morrison, Pacific Landscapes’ staff Microbiologist and owner of Sonoma Biologics. Many inferior products are being produced and sold that give compost tea a bad name. The key to making good tea is all about the source materials and a brewing process that maintains proper aeration and sanitation. Malcolm reflects, “I’ve looked at over a hundred recipes (compost tea), most of them are pretty basic. I’ve brewed a lot of these recipes and scrutinized the results under the microscope. I am confident that we are producing the highest quality teas that the industry has to offer. We take great pride in our source materials and recipes. We have the lab reports to back us up.” Pacific Landscapes has compost tea available for bulk sales and contract applications. Brewing equipment, supplies and consultations are also available for contractors that want to brew their own teas and feel confidant that they are producing a consistent and quality product.

“Earth knows no desolation. She smells regeneration in the moist breath of decay.” - George Meredith


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A glass half empty UCI hydrologist Jay Famiglietti calls much-needed attention to California's dwindling groundwater supply It may have been a rainy winter, but there's still cause for concern about California's water supply. Just ask Jay Famiglietti, UC Irvine Earth system science professor and founding director of the new UC Center for Hydrologic Modeling, which aims to help the state tackle its droughtinduced water crisis. Famiglietti recently made headlines when he and NASA scientists discovered that groundwater levels in California's Central Valley and northern India are receding at an alarming rate. Because of such research, he's a sought-after expert statewide and nationally on shoring up water reserves.

Jay Famiglietti, UC Irvine Earth system science professor, measures groundwater levels in California and beyond using satellite technology.

From UCI — where last fall he organized a public forum with local water officials in Aldrich Park — to the U.S. Congress — where in January he touted new satellite technology for measuring groundwater — Famiglietti has called for more investment in hydrologic prediction, observation and research to keep the taps flowing. On Tuesday, April 6, U.S. Congresswoman Grace Napolitano (D-CA) will visit with Famiglietti and other UCI researchers to learn more about the hydrology program and how to bridge the gap between policy and science. "The need to understand the highly complex workings of the water cycle and to project its changes has never been greater," he says. But will his words be heeded in time? Here, Famiglietti discusses his work and the global implications of dwindling water supplies. Q: How worried should Californians be about running out of water? A: Our water future is highly uncertain. Right now, we're spoiled. We can turn on the tap and get a cold, refreshing glass of water. But in many parts of the world, there's a severe shortage of potable water. Because of global warming, we're looking at a huge decrease in the state's Sierra Nevada snowpack — most will be gone by the end of the century. There will be changes in precipitation patterns and higher surface-water evaporation rates. It's not pretty. We need to take action now. Q: Why did you testify earlier this year before the House Subcommittee on Water & Power? A: They're interested in our research group's work because we're monitoring groundwater changes using satellite technology called GRACE — the Gravity Recovery & Climate Experiment. Our group has shown that groundwater is being depleted at a rapid clip in the Central Valley. It's lost the equivalent of about two-thirds the volume of Lake Mead. Water has reached the crisis stage, and government officials need answers. I was asked to demonstrate how advanced technologies like GRACE could help improve water management in California and around the nation. Q: Why would a federal panel be concerned about what's happening in California? A: The Central Valley is the country's fruit and vegetable basket. It's one of the most productive agricultural regions in the world, so it's a larger issue than people realize. Because of the drought, farms have lost their primary source of water — the runoff from the Sierra Nevadas. Many growers have had to rely — in fact, over-


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rely — on groundwater to make up the difference. They've also had to cut way back on their planted acreage because their wells are drying up. They're pumping groundwater at rates that are no longer sustainable. When everyone drinks from the same cup, it runs out. Q: How did you become interested in the farmers' plight? A: I drive through the valley every summer on the way to my son's scout camp. Five years ago, I saw a sign: "Food grows where water flows." That piqued my curiosity. Now there are signs that say: "State-mandated dust bowl." The farmers need a reliable source of water to produce food for our nation — and to survive economically. They can't pay their bills or make their mortgages without income. Growers the world over face the same challenge. Q: How can GRACE aid farmers and others confronting water shortages? A: GRACE has proven highly effective at quantifying groundwater. The twin satellites orbit the globe tracking differences in water supply by measuring the gravitational pull. The message we want to get to policymakers and water managers is that we have this advanced technology that we can use to develop models to predict changes in surface and groundwater storage. This can help them make better water management and allocation decisions. Q: What's the mission of the UC Center for Hydrologic Modeling? A: We plan to build a sophisticated computer model of the state to show the past, current and projected future state of the snow-pack, surface water and groundwater. Water is being redistributed around the planet. It's migrating from the mid-latitudes, which are drying out, to the Arctic and the tropics, which will get more rainfall. We need to predict where water in California is going so that managers can move it to where people live and have enough to supply our growing population. We're way behind, and we have a lot of work to do. — Kathryn Bold, University Communications —


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Apologizing to the Bay Blog posting by Michael O'Connell - February 3rd, 2010 wwwclcanorthcoastchapter.org

After attending a recent Marin County Bay Friendly Landscaper training session, I was so thoroughly impressed with the curriculum of the Bay Friendly Program and the quality of the speakers for the training session. The Bay Friendly Landscape guidelines form a compelling framework for sustainable landscape construction and maintenance. The one area where the training could be enhanced

is with a greater emphasis on the history of the Bay and why Bay Friendly efforts are so important. For anyone who hasn’t seen the 4 part documentary “Saving the Bay,” which aired on KQED, it is an indispensable primer for the ecological, cultural, and social history of the San Francisco Bay. With this in mind, here is one landscaper’s Open Letter to the San Francisco Bay-

Dear Bay, First off, we would just like to say we are sorry. Sorry for what we did to your forests and your streams. Sorry to the Grizzly, the Prong Horned Antelope, and the rest of your creatures that roamed long ago. Sorry to Salmon, that we canned by the bargeful. Sorry to the soil, that continues to slip away- only to wait another 10,000 years to form. Sorry to the great San Francisco Bay, estuary of estuaries, harbor of harbors. We are sorry for the Baylands we filled, the marshes we drained, the streams and rivers we dammed and damned. Sorry for the pollution, the dumps, the garbage, the sewage. Sorry for our brake pads, that with every morning drive hit the road, and from the road flow to the Bay. We say that we have changed. We say that we will be your friend, or at least that we will be Friendly. You have the benefit of time and experience. You wait with a watchful eye, marking the tides of moon and man. Before we start on our new way, before we change our ways, let us acknowledge what we and our forefathers have done. See and acknowledge our mistakes, understand what we did wrong. Say we are sorry. Then we can embark on a better way.

Steve Hewett’s lovely irises


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Cocoa Mulch Risky for Pets Cocoa mulch contains theobromine, a lethal ingredient for dogs and cats. Theobromine affects the heart, central nervous system, and kidneys, causing nausea and vomiting, restlessness, diarrhea, muscle tremors, and increased urination. Other than induced vomiting, vets have no treatment or antidote for theobromine poisoning. Death can occur in 12 to 24 hours.

Cocoa mulch, a product sold in Home Depot, Foreman’s Garden Supply, and other garden supply centers, has been found to be a potential health risk for pets. Cocoa mulch contains theobromine, an ingredient that is used to make all chocolate, especially dark or baker’s chocolate, and is toxic to dogs. The mulch contains 300-1200 mg. of theobromine per ounce, making cocoa mulch one of the strongest concentrations of theobromine a pet is likely to encounter in any chocolate product. According to the American Society for the Prevention of Cruelty to Animals (ASPCA), 2 ounces of cocoa bean mulch eaten by a 50-pound dog may cause gastrointestinal upset; about 4.5 ounces, increased heart rate; about 5.3 ounces, seizures; and over 9 ounces, death. Responsible pet owners should take care in their selection of cocoa mulch brands; some might prefer to choose another form of soil enhancement for their gardens, such as cedar-based products, rather than gamble that their dogs won’t be attracted to or harmed by cocoa mulch.


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Are you an “Off Season” Entrepreneur? By Jonathan Goldhill The problem with most landscape businesses is that the owners and managers of these usually small businesses focus on the “big picture” issues in their business for only a few months in the “off season”. The fact is that these “off season” entrepreneurs are strategic business owners for only a few months of the year. When spring arrives they get so busy in their businesses they lose sight of important strategic issues necessary to focus on if they’re going to grow or improve their businesses. The remainder of the year, they get “stuck in the weeds” being busy with activity. Don’t confuse busy‐ness with business. In making this point, I have had to hit some of my landscaper clients in the back of their head with their own shovels, figuratively speaking, of course. To be successful in business, you must work “ON” your business not just “IN” your business. And, you must do this all year round! If you only focus on working “ON” your business during the off‐season how will you maintain the momentum you created while working on your business? Activities like strategic planning, tactical marketing plans, management skills training, systems improvements and developments are activities that require year‐round focus if you want to build a team that will help run the business/department for you so you can get some time back for yourself. To illustrate this point, I recommend people read Robert Kiyosaki’s book Cash Flow Quadrant: Rich Dad’s Guide to Financial Freedom. Kiyosaki, best known for his book Rich Dad, Poor Dad stresses what he calls "financial literacy" as the means to obtaining wealth. He says that life skills are often best learned through experience and that there are important lessons not taught in school. Formal education is primarily for those seeking to be employees or self‐employed individuals. In order to obtain financial freedom, according to Kiyosaki, you must be either a business owner or an investor, generating passive income. Kiyosaki speaks often of what he calls "The Cashflow Quadrant," a conceptual tool that aims to describe how all the money in the world is earned. Depicted in a diagram, this concept entails four groupings, split with two lines (one vertical and one horizontal). In each of the four groups there is a letter representing a way in which an individual may earn income. The letters are as follows. E: Employee — this person is working for someone else. S: Self‐employed or Small business owner — this person owns his own job and is his own boss. B: (Boss) Business owner — this person owns a "system" of making money, rather than a job to make money. I: Investor — this person is spending money in order to receive a larger payout in the future. In what quadrant do you reside? I have met with very few truly Investor quadrant small business owners. But, they do exist among us. Most landscapers are stuck in the “S” quadrant. Some are “B” quadrant entrepreneurs, who periodically or occasionally get pulled back into the “S” quadrant activities, while some are “B” quadrant only during the off season.

Robert Kiyoski’s CASHFLOW Quadrant

To become a “B” or “I” quadrant entrepreneur, you must have that as a vision and set goals to reach that vision. So, you will have to resist getting busy during busy times.


Page 11 We are living in scary times. Most small businesses are experiencing slow sales, and are still feeling a bit anxious, uneasy, out of control, and struggling through the uncertainty. This overall feeling of fear and uncertainty among small businesses is sending record number of clients to us over the past few years to seek help, hope and effective strategies to increase sales, profits and free time. They are simply searching for greater confidence and clarity to combat their uncertainty. Many people are unsure of what actions to take, if any. They feel vulnerable but are trying to tough it out themselves ... trying to be a lone ranger. While commendable, there is no need to suffer alone. Nothing shows real confidence and strength like being able to ask for some help, support and a different viewpoint. Nothing feels better than having real clarity, an updated game plan, and greater confidence and results. Review and update your business plan (or get one!), and try to control what you can and make positive adjustments. Stop driving yourself crazy. Stop being reactive to the daily news ... instead, plan your work and work your plan. Stop stressing yourself out over things you cannot control and focus on those things that you can control. Stop focusing on what you don't want and focus on what you do want. Finally, stop focusing so much time and energy on the problems and more time and energy on solutions that make sense for your business.

But, don't be an off-season entrepreneur! Jonathan Goldhill, The Growth Coach, is a business coach who leads webinar groups, company retreats for owners, managers and salespeople for landscape and service businesses. Jonathan can be reached at (818) 716�8826 or Jon@TheGrowthCoachLA.com. To learn more about his unique coaching programs and services, visit www.TheGrowthCoachLA.com


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Donate or Shop for Surplus New and QualityUsed Building Materials!!! Donating Materials Your contributions are welcomed and needed. Each donation helps Habitat provide decent and safe housing to our county’s low income working families as well as redirecting useable materials and supplies from the landfill!!!

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Call (707) 568-3228 Donations can include: irrigation, roofing, windows, doors, tiles, sinks, water heaters, mantles, columns, flooring, lighting, hardware, cabinets, appliances and more!


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Local Business Expands * Focus on Landscaping and Recycling Growing Business With the economy dominating news, it's great to have positive story to share with CLCA members! Soiland Company, a Sonoma County family business since 1962, is growing ... organically and sustainably.

a

Soiland owns and operates Stony Point Rock Quarry in Cotati and Soils Plus in Sonoma. For years both have been a reliable source of high quality aggregate, topsoil and specialty mixes for construction, landscape, and homeowner projects. Purchase of Grab N’ Grow Soil Products, Inc. In 2009, Soiland expanded their ability to serve the needs of CLCA members by acquiring Grab N’ Grow Soil Products. Grab N’ Grow produces a wide range of soil products, compost, and ground covers from their facility at 2759 Llano Road, in Santa Rosa, CA. Increasing Sustainability with a Focus on Recycling “Our goal is to increase the sustainable segment of our product line by increasing recyclables from 20% to 80% of total sales by 2014,” stated President Mark Soiland. “The acquisition of Grab N’ Grow Soil Products makes a significant move in the right direction for our business.” Each year Grab N’ Grow recycles over 80,000 cubic yards of organic materials, including green waste from local residents and commercial landscapers, grape and apple pomace from local farmers, and waste from local dairies and ranches. These materials are converted into mulch, compost, and topsoil sold in bulk and in bags. Mango Mulch is Grab N’ Grow’s signature product along with a variety of garden and nursery products. Soils Plus and Stony Point Rock Quarry are strategically located adjacent to landfill collection facilities and divert over 100,000 cubic yards of materials each year that would otherwise be buried or hauled out of the county. Raw materials such as concrete rubble, asphalt, and ceramics, including toilets and roofing tiles, as well as composition asphalt shingles, are crushed into Class 2 Road Base or Recycled Asphalt Products used for roadways. Randy Swegle, Site Manager of Soils Plus, also recycles organic materials to produce a variety of products, including mixes for track and field, bocce ball courts, and special soil mixtures for residential use and commercial landscape yards and nurseries. Bio-swale, organic materials, and in-field mixes can be custom designed to fit your specifications. Innovation and Improvement “We are excited about building on the success and great reputation of Grab N’ Grow and its products” said new Site Manager, Kjell Kallman. We are taking advantage of new technology, making equipment upgrades to increase product quality and consistency, reducing environmental impacts, and ensuring compliance with CARB. Other plans include changing the yard layout and remodeling the office/showroom to improve the customer experience.


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New Debris Box Service Available To save you time and money, Grab N’ Grow now offers debris boxes to collect green waste and brush from landscape businesses. Grab N’ Grow will deliver a 30 or 40 yard debris box to your yard. Each night when the crew comes in, they unload their trucks into the box rather than making a separate disposal trip. When the debris box is full, call Grab N’ Grow for pickup. Replacement boxes can be loaded with Grab N’ Grow product and delivered to your yard. Passion for Family Business Soiland is passionate about building sustainable communities and being good stewards of our natural resources. Marv Soiland, Chairman of the Board, has been active in the construction and aggregate industries since the 1950’s. In 2010 he was inducted into the Sonoma County Business Hall of Fame. His son Mark is Chief Operations Officer who oversees daily production and sales at all locations. Daughter Marlene, Chief Financial Officer, says “We are a great team. Our father brings his wisdom and many years of experience; Mark brings his operational skills and love of earth-moving machinery and I ensure our financial and human resources, accounting and legal affairs are all in order.” Call today for information on product pickup or delivery.

Serving Sonoma County’s Aggregate & Soil needs from 3 Convenient Locations Stony Point Rock Quarry * 7171 Stony Point Rd, Cotati * 795-1775 * M-F 7:00-4:30, Sat 8:00-12:00 Soils Plus * 4343 Stage Gulch Rd, Sonoma * 996-3400 * M-F 7:00-4:30, Sat by appt Grab N’ Grow * 2759 Llano Road, Santa Rosa * 575-7275 * M-Fri 7:00-4:30. Sat 8:00-4:00

Left to Right Randy Swegle, Soils Plus Site Manager

Left to Right – Randy Swegle, Soils Plus Site Manager Mark Soiland, Chief Operations Officer & Stony Point Rock Quarry Site Manager Marv Soiland, Chairman of the Board Marlene Soiland, Chief Financial Officer Kjell Kallman, Grab N’ Grow Site Manager


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Make the Most of a Trade Show By Barry Elder, Ewing Irrigation Products, LIS Committee Bright lights, oversized displays, people rubbing shoulders and giveaways galore. I am not talking about Costco on a Saturday, but the joie de vivre of a trade show. The Green Industry is home to hundreds of local, regional and national trade shows that take place every year and bring together distributors, manufacturers, municipalities, industry associations, landscape contractors and more. The 2010 Landscape Industry Show (LIS), for example, attracted nearly 270 exhibitors last year. Whether you’re an attendee or an exhibitor, a trade show provides numerous benefits and opportunities for networking. Trade shows also serve as a powerful marketing tool, exposing you and your business to a wide array of people—and potential customers. Despite the current economic conditions, trade shows are buzzing with people eager to exchange ideas and business cards. Registering, however, is only the first step. Equally important as signing up for the show is ironing out your objective. Just as with any marketing campaign, success weighs heavily on preparation. In order to get the best bang for your buck, attendees and exhibitors must formulate a plan of attack. THE VALUE OF ATTENDING Trade shows are valuable informational and networking events for attendees, but being unprepared when inundated with copious amounts of corporate messaging and new information can trigger system overload. To turn potential trade show anxiety into productivity as you pass through the entry doors, it’s best to devise a plan. Do you want to strengthen relationships with key distributors? Check out the competition? Learn about new products and technologies? With a clear objective in mind, you will be more focused and pay more attention to the events, information and booths that satisfy your objective. It’s Show Time As you walk through the entry doors into a cornucopia of booths, refer to your plan of attack, frame your objective and take into consideration the following trade show must-dos: Networking – This is often considered the bread and butter of any trade show and can happen anywhere—so be prepared! Meet the Press – If it is a larger show, media will be in attendance scouting out the latest industry information, and looking for a story and credible sources to go along with it. You can easily be one of those sources by approaching a publication’s booth and asking to speak with a member of the editorial staff covering the event. Introduce yourself and your company, present a business card, and let the editor or ad rep know that you are willing to serve as a source for a future article. Grab the Swag – Here’s one of the fun parts of attending a trade show—free stuff! Be sure to bring a bag to house all the goodies and informational brochures, but remember to be courteous. There is generally not enough for everyone, so please take one item, and move on. Hit up Association Booths…and Join! – Associations offer a high return on your investment, and offer networking events, education programs and tools to help you grow your business. They often offer discounts on classes, trade show events, and more. Associations also offer you an avenue to share your voice, and will act as an advocate for issues that are important to you. Associations will always work diligently to keep you informed of the latest issues and trends affecting your business. Acquire Some CEUs – Several trade shows offer classes, providing you opportunities to earn additional CEU credits to help you reach your certification goals.


Page 17 BENEFITS FOR EXHIBITORS Exhibiting at a trade show is an effective advertising tool not offered through other forms of marketing; it provides you the perfect opportunity to wow the industry and draw in new clients. So don’t just show up, set up, and clean up—take advantage of the opportunities available to you. You’ve been given the floor—now’s your time to shine. Ready, Set, Exhibit! If You Build It (Right), They Will Come – Banner stands, display accessories and exhibit counters are an integral part of a booth design. But keep in mind, a large, flashy display will only get you so far. Sure, you want something that will draw in the masses, but the main objective of your booth should be to engage visitors once they’re there. Product Demonstrations – A trade show is a great way to launch a new product to the public. With ads, direct mail pieces, and other forms of marketing, you have to rely on fancy words and imagery to influence customers; with a trade show booth, you can let the product do the talking. Seeing is believing, and therefore a more convincing form of advertising. Networking – With hundreds of people from your industry all under one roof, a trade show provides one of the biggest opportunities for networking. If you pass up this valuable aspect of the trade show, you can bet your competition won’t be following suit. Make sure to mingle with trade show attendees; strengthen relationships with current customers and meet new clients face-to-face. Engaging with visitors at your booth is key if you hope to turn them into customers. Information Exchange – When visitors approach your booth, they’re looking for information on your company, products and services. That being said, it is imperative that it be available to them. Make sure your booth is staffed with knowledgeable people who can represent the company. Your staff won’t be able to tend to every visitor, so it is also crucial to have promotional literature and brochures on hand. And just as visitors are learning more about you, you should be learning about them as well. Chat with your customers and find out what their needs are. This will provide your company with great insight on the types of solutions you can provide them, as well as ideas for future marketing efforts. Giveaways/Promotion Material – A great way to get visitors to stop by your booth—and keep you in mind long after the show is over—is by offering promotional giveaways. To get the most visibility out of your giveaway, choose something unique, and something that can be used back at the home or office (think nice pens, USB drives, tote bags, etc.) Whatever you choose, make sure it reflects your company image, message and branding. Scope out the Competition – A trade show is the perfect place to scope out competing products and services. Researching your competitors’ efforts will allow you to fine-tune your own marketing efforts and exhibiting strategy, and innovate yourself for future events. But don’t let your competitors consume the majority of your time and efforts. Take note and move on; don’t lose sight of the reason you’re exhibiting in the first place. After the Show - The show might be over, but it is important to make the most out of your trade show experience. Remember to share any information you have collected on the show floor or from education sessions with your staff or coworkers. Take some time to organize the information you've gathered—don’t sit on valuable information. · Send emails out to the people you interacted with, or follow up with a personal note. This will keep the connection going, so your networking won’t go to waste. · For exhibitors: Don’t neglect your data! You’ve spent the time and money to scan in attendee information; do not waste those leads, and be sure to follow up with each potential customer. Early registration and booth reservations are now available for the 36th Annual Landscape Industry Show, which will be held at the Los Angeles Convention Center on January 12 - 13, 2011. With the latest in landscape products and technology, product demonstrations, award- winning displays and educational seminars, this is the show you don’t want to miss.


Page 18

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The sustainable side to our suppliers

It was a great turnout for the “Sustainable Side to our Suppliers� night on April 20th @ Rooster Run Gold Club in Petaluma with 85 people in attendance. There were 23 vendor tables with great information for the attendees. Special thanks to Susie Dowd-Markarian and Owen Mitchell for their efforts in organizing this event!!! THE COMPANIES AT THE EXPO WERE: ACO Bay Friendy Bertotti Landscaping Buckeye Nursery CLCA Water Delta Bluegrass Eagle Sales WeatherTRAK

FX/Hunter Green Delights Nursery Habitat for Humanity- Restore Horizon John Deere Landscapes North Coast Native Nursery North Bay Paper-sheet mulch Wyatt Irrigation

Pacific Landscapes Sonoma County Water Agency Sonoma Valley Whsle Nursery Sonoma Biologics Target Specialty Products Urban Farmer Store Vista Yokayo Biofuels

Thanks to all the participants!!!!!


Page 20

The 2010 Achievement Awards “ I will survive “

Digital Image Deadline: Judging Days: Awards Banquet:

Friday May 7, 2010 5:00 PM Wed. & Thurs May 12th & 13th Friday June 25, 2010 6:30 PM


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Harvesting Water From Fog Using nets similar to those used in volleyball, residents condense fog, drip-by-drip, into drainage pipes running down the hill into tanks that store hundreds of liters of water for irrigation, bathing and cooking.

In Peru, catching fog with nets is the solution to water scarcity for people who live beyond the reach of utility lines in this sandy hillside. Lima, which along with Cairo is one of the world’s two driest capitals, gets only a few drops of rain each year. But thick fog from the Pacific Ocean blankets the coastal hills surrounding the city for eight months a year as hot tropical sun mixes with cold waters of the Humboldt current. “Pure water from fog, can you believe it?” Noe Neira, Bellavista’s community leader said, as he dipped his hand into a brick tank filled to the rim. “There was so much water in the air and we didn’t know how take advantage of it.” Lima depends almost exclusively on glacial runoff for water. The United Nations, which has called March 22 World Water Day to raise awareness about shortages, says melting caused by warming in the Andes has already cut by 12 percent flows to the country’s arid coast, where two-thirds of the population lives. That has left the government not only trying to lay more water mains to improve delivery, but also looking into installing desalination plants along the ocean or pumping water out of the Amazon basin to secure future supplies. Even after a decade of booming economic growth, about a quarter of Peru’s city dwellers and half of its rural residents still lack access to working toilets and clean drinking water.


Page 23

LANDSCAPES UNLIMITED NURSERY 4330 Bodega Avenue, Petaluma, CA 94952 Phone: (800) 371-3300 Fax: (707) 778-0633

You might be a redneck if: (quotes from or attributed to Jeff Foxworthy) •

You have a complete set of salad bowls and they all say Kool Whip on the side.

You own a home that is mobile and five cars that aren’t

You’ve ever made change in the offering plate.

Your neighbors think you're a detective because a cop always brings you home.

Your working television sits on top of your non-working television.

Your family tree does not fork.

You've ever mowed your lawn and found a car.

Your biggest tax deduction was bail money.

You have more fish on your wall than pictures.

You’ve ever shot anyone for looking at you.

You think the stock market has a fence around it.

You go to a party and the punch bowl flushes.

Your kids take a siphon hose to “show and tell.”

The most common phrase heard in your house is, “Somebody go jiggle the handle.”

You’ve ever been kicked out of the zoo for heckling the monkeys.

You’ve ever found yourself climbing a water tower with a can of spray paint to defend your sister’s honor.

You take your dog for a walk and you both use the same tree at the corner.

Your wife has ever said, “Come move this transmission so I can take a bath.”

Your grandmother has ever been asked to leave a bingo game because of her language.

You think the last four words of the National Anthem are, “Gentlemen, start you engines!”


/NorthCoastJournal_May_2010