Cover Story

Meet Jason Stern 2024 VNLA Board President

As VNLA begins a new growing season, our new Board President Jason Stern shares a bit about his own path in the nursery industry and how a new board and management team plan to grow into the future.

Tell us about your career in the green industry.

I own Stern Horticultural Sales. I work with liner nurseries on the West Coast right now to provide nurseries in Virginia with plants to grow on or to flip. I’ve been in the nursery industry for 20 years. I’ve worked for nurseries in Maryland and Virginia.

How recently did you start your own business?

A little over a year ago. Prior to that I spent three years working in sales in the mid-Atlantic for Bailey Nurseries. From 2010 to 2019 I was production manager at Eastern Shore Nursery of Virginia. From 2004 until 2010 I worked for Speakman Nurseries on the eastern shore of Maryland.

What made you decide to start your own business?

Owning a business has always been something I wanted to do. I went to school for agricultural business. My dreams were to own my own nursery one day; however, life pushes you in different directions as you get older. This was the next best thing. I own a business on my terms. I’m a single employee, of which there are benefits. There are trials and tribulations that come with having multiple employees or a larger operation, so in my opinion this is the best of all worlds.

What has surprised you in this first year of entrepreneurship?

This is certainly not a surprise but I have learned the most important thing is budgeting, especially in this industry which is so cyclical during the year. You have busy times and slower times; and you have to be able to manage yourself and manage your budget, mind your expenses. That’s the biggest thing I’ve focused on this year.

You’ve experienced different areas of employment –how did you manage the leap from production to the sales world?

In the mid-Atlantic, my ability to lean on my wide range of experience helps when I visit my customers. My previous production and buying experiences made the transition more smooth. I knew what I wanted from a salesperson (production tips, prompt replies and a pulse on the industry) and that is how I approach sales. It helps because I have been there, I’ve done it, and I can understand what customers are going through.

What are your goals for the business moving forward?

Slow to moderate growth as well as exploring new opportunities with existing and new customers. I want to be mindful of growing too much too fast. I want to spend time with these growers and work with them.

How does your career experience relate to your leadership role within VNLA?

A lot of my customers are VNLA members. When I visit, it’s a dual purpose. The biggest focus for VNLA is membership engagement. This year as I visit Virginia nurseries, I’m going to bring up VNLA more, encourage attendance at different events and stay vocal within the organization. We do have a lot going on this year. With the new management company and reprioritizing some new directives for VNLA, it’s a good time to have membership input.

With the management change, will the Board roles change as well?

For 2024, the Board will be more involved and in more direct contact with members. We’re very thankful for Shellie and all the work she’s done with us over the last several years. This is an opportunity to start a new chapter, take a pulse to make sure we are providing value to our members and address new objectives in the next two to five years. It’s a good re-energization for the board and members.

What does life look like outside of work for you?

My wife Susan and I have been married 17 years and we have three teenagers. The kids have events that keep us busy, but living on the shore, we also enjoy time out on the water fishing and tubing! •