Page 10 • Thursday, July 12, 2018
Jacksonville Daily Record/Jacksonville Record & Observer
Zaffaroni: Boosting revenue, workforce CONTINUED FROM PAGE 1
Zaffaroni had no experience in the landscape industry, but he had several connections that put him in touch with Cannon and the sale was completed. Zaffaroni set out to put all his effort into expanding his new company. “We made a couple of good decisions, such as adding plants and trees,” Zaffaroni said. “We originally just sold mulch and stone.” Deciding to add flora was another learning curve. “I had some people on staff who certainly knew what they were talking about. They (plants and trees) now make up close to 48 percent of the revenue,” Zaffaroni said. His customers include contractors and homeowners. Liberty Landscape Supply has about 2,000 items in its inventory. The grounds of the North Main Street location are dotted with palm trees, stacks of rocks, plants growing under the shaded shelter of an awning and piles of mulch and pine straw. With increased revenue came an increase in his workforce, recently topping three dozen. Zaffaroni also has added a farm in Hilliard where he grows small plants that he’d otherwise buy from another supplier. He foresees expansion and the addition of another location, most likely further south into Jacksonville. “We’re busting at the seams,” Zaffaroni said. “We will have space issues here.” He hasn’t earmarked a location. “There are areas of Jacksonville where there’s not a business like this one and we would probably target those areas first,” he said. In a sign of his inclination to lean south in Jacksonville, Zaffaroni moved into a house with his wife, Christi, in Springfield a few blocks off Main Street. Zaffaroni’s 22-year-old stepson, Tharin Hessenauer, works with him at Liberty Landscape. WHAT OTHERS SAY
Jacksonville City Council member Reggie Gaffney, who represents the North Main Street area, said he was more than willing to guide Zaffaroni through the city’s rezoning process to grow the business. Gaffney said Zaffaroni is a prime example of how business could expand in that area. Gaffney said Zaffaroni is “doing a tremendous job,” “It tells you that Jacksonville is growing,
Photo by Drew Dixon
Mike Zaffaroni, owner of Liberty Landscape Supply, has about 2,000 items in his inventory and is looking to expand.
especially on the Northside of town,” Gaffney said. Gaffney said when businesses come to town, “we often hear that they’re all going to the Southside.” “I can tell you that new businesses are also going to the Northside. You can see the boom in small businesses in the likes of Mike and others,” Gaffney said. Gaffney credited Zaffaroni’s personality for the success. “The enthusiasm that he has and he’s just so assured of what he’s doing,” Gaffney said. “He’s genuine and hardworking.” Carlton Robinson, vice president of entrepreneurial growth for JAX Chamber, said Zaffaroni took a traditional business and expanded it. Zaffaroni hasn’t relied on new technology or an emerging market to make his success. “While a lot of us push toward higher-growth companies that are in the tech or health care fields, Mike is an example of how to execute specific strategies and
achieve growth,” Robinson said. “He really had a good perspective in terms of what his business was, in terms of its assets. He was really big on finding the right people,” Robinson said. Zaffaroni participated in the JAX Bridges program through the chamber that focused on business and revenue models for small business entrepreneurs. Robinson said Zaffaroni absorbed the techniques and was a model of turning those theories into practical and tangible success. “I think Liberty Landscape demonstrates the ways entrepreneurs can have an impact in terms of jobs, in terms of overall growth. Most importantly, it doesn’t have to be a business in a high-growth area in order to achieve high growth,” Robinson said. He said Zaffaroni’s strategy can be replicated across the region. PRUNING THE PATH
Zaffaroni, 38, said his career path has taken an unexpected
turn or two and he admitted he didn’t see himself in the landscaping business. But as his company continues to grow, he’s glad he took the risk and bought the business. “I passionately love what I do for a living,” Zaffaroni said. He said he branched out into different businesses since buying the landscaping firm. In 2009 he bought a sign business and sold it at a profit. He lost money when in 2012 he bought a car dealership and it went under. He intends to keep his roots in landscaping. “In the different businesses that I’ve been in, this is by far and away my favorite. I see tremendous growth potential,” he said. Zaffaroni said his motivation is “watching this business grow and just the challenge behind it.” “I started with basically one employee and now I have 37, that’s the single thing I’m most proud of,” he said. “In some respects, I wish I
MIKE ZAFFARONI Age: 37 Business: Liberty Landscape Supply Award: JAX Chamber Small Business Leader of the Year Quote: “In the different businesses that I’ve been in, this is by far and away my favorite. I see tremendous growth potential.”
would have gotten into it earlier. I was 27 when I bought it. I don’t know exactly what to make of it, yet,” Zaffaroni said. While he’s proud of the progress, he knows “there’s so much more to do.”
Council: Pittman ready to ‘showcase my experience’ CONTINUED FROM PAGE 1
the Rules Committee. Freeman will join the Neighborhoods, Community Services, Public Health and Safety Committee and the Transportation, Energy and Utilities Committee. Scott formally announced the appointments Tuesday morning after the Daily Record confirmed the selections Monday evening. RESIDENCY CONCERNS
Freeman is a former council aide to Bowman, and is currently a regional director for the Ygrene Energy Fund Jacksonville office. As of Tuesday morning, he also was a resident of the Mandarin area, which is in District 6
in southeast Jacksonville. His residency triggered questions about his eligibility to represent District 10, which comprises an area in northwest Jacksonville. According to the city’s Office of General Counsel, Freeman is required to live in the district before being sworn in, and not at the time of Scott’s announcement. Freeman secured residency in the district Tuesday night and by doing so, he also now has an opportunity to run for the seat in 2019. The city charter requires candidates to be residents in the district they want to represent 183 days before the election qualifying period, which is Jan. 7 through Jan. 11. Freeman could not be reached
as of Wednesday. PITTMAN SEES OPPORTUNITY
Pittman had no such issues establishing residency as she has two homes in District 8. She is the CEO and president on the nonprofit Clara White Mission. Tuesday, she expressed gratitude in being able to serve on council – a position that’s eluded her more than once. Most recently, in 2015 she lost in a race against At-Large Group 5 representative Sam Newby. “This is an opportunity for me to showcase my experience and my knowledge of the district and the needs of the residents,” said Pittman.
“I live in the district and I think I can bring new leadership and new ideas for the constituents,” she said. Pittman said she wants to focus on jobs and programs for youth in the predominantly AfricanAmerican district which covers most of Northwest Jacksonville. “I want to be the voice for them on council, and to do that, I need to get other council members involved so we can create solutions,” she said. She said the issues and disparities in the area “didn’t happen overnight,” and that residents should understand that “solutions aren’t going to happen overnight either.” “But that doesn’t mean we’re
not going to get to work,” she said. Pittman declined to comment on Katrina Brown’s and Reginald Brown’s federal indictments, other than to say it was a sad situation. “I’m sorry the situation happened, but I’m not one to judge anyone,” she said. “It needs to play out.” Pittman also is hoping the next year provides momentum for a run for the permanent seat in 2019. “I’m all in,” she said. “I’m ready to go.” DCAWTON@ JAXDAILYRECORD.COM @DAVIDCAWTON (904) 356-2466