Cross Creek Nursery and Landscape James River Nurseries
The
dog days of summer are here! Thank you to all who have renewed your 2025–2026 membership. As you take a break from the heat, read on about all the VNLA board and staff members are doing on your behalf to prepare for Field Day and more!
Field Day – We are looking forward to our 2025 Field Day, July 31, in Richmond! New this year we will be handing out VNLA swag, so make sure your www.vnla.org member profile is updated with your shirt size and VCH information. We want to recognize our sponsors who have committed as of this writing and thank Cross Creek Nursery and James River Nurseries for hosting us and all our micro-sessions, including:
• Entomology in the Greenhouse
• Entomology Update
• Equipment Demo
• Invasive Species Signage Updates
• More Than Payroll: Growing Your Business with Dominion Payroll
• Native Plant Alternatives to Some Common Invasive Plants in Virginia
• Potting Soil Science- the 101
• Soil disinfestation strategies without fumigation
• Soil Moisture Management
• Updates from the Office of Pesticides
• Using Soil-less Systems (Aquaponics and Hydroponics) for Enhanced Yields and Resource Efficiencies of Plant Production
• VCH Updates
• VSU Nourishing Bloom Buddies®: Companion planting with Edible Flowers, Herbs, and Vegetables using the VSU Foot Farming® Method
• Weed Management
• What Pollinators Really Want: Strategic Planting for Bees, Butterflies, and Beyond
We will then gather just down the road at James River Nurseries for our evening social, including federal, state and másLabor updates along with dinner and good cheer!
Field Day Tours – We also invite you to participate in our educational tours offered Friday, August 1. Thanks to industry partners for offering these great opportunities; tours will be offered at each location below from 9:00 am – 10:00 am and 10:30 am – 11:30 am!
• Colesville Nursery
• Hanover Farms
• James River Cellars
• Lewis Ginter Botanical Garden
• Maymont
• The Gardener Nursery
• TreeDiaper Factory
Maymont and Lewis Ginter Botanical Garden will also be offering tours on Friday morning. Meet at Maymont for a tour from 9:00 am to 10:00 am and then make way to Lewis Botanical Garden for a tour from 10:30 am to 11:30 am. Each tour is $10.
Education – VNLA is increasing the branding of the VCH program by offering Virginia Certified Horticulturists a VCH logo polo and nametag. You also can purchase a stamp. To qualify for a polo, you must be an active VCH holder, meaning you’re up-to-date on your VCH. You also must update your desired polo cut and size. Register and attend Field Day, July 31, and you can pick up your VCH polo and nametag!
Government Affairs – VNLA is spending the summer engaging with several workgroups on your behalf, including the invasive species working group, subcommittee on signage, Migrant Labor Camp workgroup reviewing and revising regulations, as well as preparing for the 2026 General Assembly Session. The VNLA are also monitoring federal activity which recently passed with
expanded equipment deductions, R&D expensing restored and support for workforce development through credential funding. Note the threshold for issuing 1099s has also been raised from $600 to $2,000. VNLA and other trade associations also benefited from the elimination of the nonprofit parking tax and removal of royalty income tax.
Finally, we are pleased to share the news that AmericanHort is now offering educational training in Spanish to better serve our industry’s bilingual workforce! VNLA is equally working toward offering the VCH study materials and exam in Spanish. We are committed to meeting the needs of our industry while providing professional development for all.
Thank you for your support of VNLA! Remember to visit www.vnla.org to renew your membership, update your member profile and register for Field Day! See you then!
Warner Winthrop VNLA
President
Learn, Network, and Socialize at the Virginia Nursery and Landscape AND
FIELD DAY 2025 SOCIAL
Hosted by Cross Creek Nursery and Landscape (Rockville Location) and James River Nurseries, our 2025 Field Day July 31 – August 1 is a highly anticipated two-day event that brings together industry professionals, horticulturists, landscape designers, and enthusiasts for mini-sessions, networking, hands-on demonstrations and educational tours in Central Virginia.
Both Mark McAuliffe, Cross Creek Nursery and Landscape, and Donna Burgan, James River Nurseries, play key roles in the success of the VNLA as members of the board of directors. They have contributed their expertise and leadership to furthering the association’s mission to promote and support all members of the green industry in Virginia.
Cross Creek Nursery and Landscape will open its doors July 31st to industry leaders and attendees, offering an immersive experience that includes expert speakers, vendor exhibits, live demonstrations, product showcases, and networking opportunities. Speakers, vendors, and sponsors will provide valuable insights into plant selection, soil health, landscape design techniques, and cutting-edge equipment and technologies used in the landscaping industry.
The evening of July 31st, the Social will be hosted by James River Nurseries in Ashland, Virginia, offering a relaxed environment for attendees to enjoy an evening of networking and socializing.
This special event will feature expert speakers, including federal and legislative updates, local food and drinks, and an opportunity to visit with peers and colleagues from the horticulture industry.
About Cross Creek Nursery and Landscape
With locations in Central Virginia, Cross Creek Nursery and Landscape is well respected in the world of horticulture, landscaping, and garden design. Cross Creek Nursery and Landscape offers locally grown plants, grounds management services, landscape design and build, interiorscape services, and an in-house florist. Over the years, Cross Creek has grown into a beloved fixture in the community. Its Rockville location stands out with the addition of goats for the entertainment of those young at heart.
About James River Nurseries
Located in Ashland, Virginia, James River Nurseries is a family-owned nursery that has become an integral part of the local community. The nursery offers everything from professional landscape design and installation, creative gardens, green roof systems, hardscapes, patios, patio lighting, outdoor kitchens, fire pits, entrance features, outdoor fireplaces and retaining walls to Central Virginia.
By hosting the Field Day Social, James River Nurseries continues to demonstrate its commitment to fostering relationships within the horticulture and landscape design community. Their welcoming environment offers the perfect setting for industry professionals to relax, share ideas, and enjoy good company.
REGISTER TODAY
Registration is OPEN for Field Day July 31 – August 1, an exciting and educational event hosted by Cross Creek Nursery and Landscape, as well as the Field Day Social hosted by James River Nurseries in Ashland.
Following Field Day, on Friday, August 1st, we will offer tours of local nurseries, Maymont, and Lewis Botanical Garden. Registration is required for tours with a small fee for the tours of Maymont and Lewis Botanical Garden.
All these events promise to be the opportunity to learn, network, and connect with others in the landscaping industry.
All attendees will earn 8 CEUs for attending Field Day and another 2 CEUs for attending Field Day Social. Tours will offer additional CEUs. •
Questions? Email info@vnla.org
of Cross Creek Nursery and Landscape:
of James River Nurseries:
Day Packet:
Terri Tullis
LEGISLATIVE UPDATE
This summer the VNLA has been diligently working for you in the regulatory and legislative world.
With the passing of HB1941/SB1161 Invasive Species Retail Signage, VDACS Commissioner Joe Guthrie shall designate in conjunction with the Invasive Species Working Group the format, size and content of these signs. The deadline for the completion of these signs is October 1, 2025. The Invasive Species Working Group is scheduled to meet the afternoon of September 17, 2025, 2:00 – 5:00 pm in Richmond. Public comment is welcome. Note: this legislation has an enactment clause, delaying the effectiveness of the law to January 1, 2027. This is when it becomes law.
A periodic review of the Noxious Weeds Law has also been filed. This review will determine whether this regulation should be repealed, amended, or retained in its current form. Public comment is wanted whether to understand whether the regulation (i) is necessary for the protection of public health, safety, and welfare or for the economical performance of important governmental functions; (ii) minimizes the economic impact on small businesses in a manner consistent with the stated objectives of applicable law; and (iii) is clearly written and easily understandable. Public comment is now open; the deadline is June 23, 2025
VNLA has distinct concerns with the proposed drafts Proposed Chapter 501. Rules and Regulations Governing the Construction and Maintenance of Migrant Labor Camps. The new language would be overly burdensome and costly to address the construction and maintenance of migrant labor camps by those in the horticulture industry. VNLA stresses the importance of providing a sound approach of ensuring safe, sanity conditions for all workers while considering feasibility for any business in the green industry. Meetings have been held May 6 and July 2, 2025, to review draft regulations. VNLA along with the Virginia Agribusiness Council, Virginia Farm Bureau, másLabor and others are engaged in this process. The proposed regulations are a significant departure from Virginia and federal regulations. Once the next steps are announced, we will share with you future meeting dates and draft regulations.
VNLA will continue to engage in these efforts and start the process of preparing for the 2026 General Assembly Session. With all members of the House of Delegates up for election and statewide races for Governor, Lt. Governor and Attorney General in full steam, the next few months will be full of activity.
I have a quick update for the Virginia green industry, as well as a favor to ask all of you.
First and foremost, the Virginia Cooperative Extension Horticulture Group is teaming up with the Virginia Department of Agriculture and Consumer Services, as well as some Virginia Tech faculty and Extension Agents to continue the Greenhouse and Nursery Crop School. Likely topics that will be discussed may include VDACS-OPS legal updates and economic impact of tariffs and H2A employees, rootzone management for ornamental producers, pest and disease management, as well as a nursery tour. We are also working on providing Category 91 pesticide recertification credits. Please contact Ashley Appling for further information regarding the program and updates. You may email her - ashappling@vt.edu
As for my favor, I would like to conduct a simple, yet impactful, survey across the state of Virginia for nursery growers. Nursery operations heavily rely on consistent and clean resources to produce quality crop growth and ensure production fruition. Amongst many fundamental management practices, irrigation water quality and substrate choice are perhaps the two most important pillars of nursery production; though, poor quality water or substrates can lead to sizable setbacks later in the season.
What I would like to do is:
Take soilless substrate samples from your nursery operations and analyze the physical (water and air storage, porosity, bulk density, particle size distribution) and chemical (pH and electrical conductivity) properties of your growing media. Take irrigation water samples from your reservoir pond (or if you use city water) and the water that comes out of your sprinkler heads and conduct an entire analysis of your irrigation quality. I will analyze metrics like: pH, Hardness, Conductivity, SAR, RSC, Adj SAR, pHc, RNA, Calcium, Magnesium, Potassium, Sodium, Iron, Carbonate, Bicarbonate, Chloride, Sulfur as Sulfate, Boron, Salt Concentration, and Alkalinity.
Of course, all of this would be at no cost to the nurseries. I will provide a full report of your substrate and irrigation quality data to each participating nursery; however, since I would like to publish the findings, all data would remain anonymous.
Where I need your help is for you to fill out this very brief, 10 question survey.
The survey entails your yearly soilless substrate and amendment costs. Within the survey, there will be a “yes” and “no” box if you and your nursery are interested in having your substrate and irrigation samples analyzed. The survey and tests will help me gather a strong understanding of the current substrate and water quality resources nursery operations that are employed throughout the production year. Plus, it may enlighten some inefficiencies with your growing media or problems with your irrigation that you may not know exists.
I would really appreciate your help very much. Thank you all for your time and I am looking forward to hearing from the industry soon! Please contact me, Kris Criscione, with any questions, via email: kscriscione@vt.edu
Greetings, everyone! I hope that the beautiful weather across the state of Virginia has already stimulated home gardening, landscaping, and sales this spring. Although this will be my first summer in Virginia, the temperature has been incredibly refreshing so far.
Bremo Trees www.bremotrees.com
Cam Too Camellia Nursery, Inc. www.camtoocamellia.com
D & D Agri .................................................
John Holmlund Nursery www.jhnsy.com
Leading Edge Communications www.leadingedgecommunications.com
Pender Nursery, Inc. www.pendernursery.com
Phillips & Turman Tree Farms www.PhillipsAndTurmanTreeFarms.com
New, Lower Pesticide Registration and License Fees
Virginia Department of Agriculture and Consumer Services (VDACS) announces lower certification and license fees for pesticide applicators and pesticide businesses operating within the Commonwealth. The fee change is a result of regulatory action taken by the Board of Agriculture and Consumer Services after a review of the pesticide fee structure to align current pesticide fees with VDACS’ costs to administer the pesticide program and the Virginia Pesticide Control Act. The lowering of fees will reduce the costs to pesticide applicators and pesticide businesses while allowing VDACS to continue protecting public health and the environment.
The fee structure change reduces the commercial applicator certification initial fee from $100 to $25, the registered technician certification initial fee from $50 to $25, and the annual pesticide business license fee from $150 to $75. In addition, it lowers the commercial applicator certification reexamination fees from $100 to $25, and the fee to add a commercial applicator category or subcategory from $35 to $25. The pesticide product registration fee of $225 remains unchanged. There continues to be no charge for private pesticide applicators obtaining initial and renewal certifications. The new fee structure became effective on Jan. 2, 2025. VDACS provides an online application service for applicators and businesses, where these fees are automatically calculated.
PESTICIDE FEE STRUCTURE
VDACS pesticide program activities include the certification of approximately 21,000 pesticide applicators, the licensing of approximately 2,200 pesticide businesses, the registration of approximately 15,000 pesticide products, and conducting routine inspections and investigations.
Questions regarding applicator certification, pesticide business licensing or pesticide product registration, should be directed to VDACS Office of Pesticide Services at opsclrt.vdacs@vdacs. virginia.gov or (804) 786-3798. •
THE BUSINESS BEHIND THE GREEN
How to Price Your Services for Profit
By Kristina Kelly
When it comes to running a turfgrass business, your work is rooted in results. Healthy lawns, properly installed sod, and satisfied customers are the visible signs of success. And behind every vibrant blade of grass is a business owner making daily decisions that impact their bottom line. One of the most important? Pricing.
Setting the right price for your services can feel like trying to hit a moving target. Charge too little, and you’re leaving money on the table or risking your ability to sustain operations. Charge too much, and you might struggle to stay competitive in your market. Whether you’re a seasoned professional or new to the industry, understanding how to price your services for profit is key to long-term stability and growth.
Know Your True Costs
Before setting any price, you need to understand what it actually costs to deliver your services. That means looking beyond just materials and labor. Your total cost should include direct and indirect expenses, such as:
• Labor wages, including payroll taxes and workers’ compensation
• Equipment maintenance, fuel, and depreciation
• Material costs, like sod, seed, fertilizer, and irrigation supplies
• Insurance, licenses, and permits
• Office overhead, marketing, and administrative costs
If you’re only calculating based on materials and hourly labor, you may be unintentionally operating at a loss. Developing a simple spreadsheet or using job-costing software can help you track these figures and understand your cost per service. This step lays the foundation for profitable pricing.
Factor in Your Desired Profit Margin
Once you know your costs, it’s time to add your profit margin. This isn’t greedy. It’s necessary. Profit allows you to reinvest in your business, build a financial cushion, and pay yourself a fair wage as the owner. A healthy net profit margin in service industries typically ranges from 10 to 20 percent, though it may vary based on your service mix and market.
For example, if it costs you $2,000 to complete a sod installation job, and you want a 20 percent profit margin, your price should be at least $2,500. Many business owners make the mistake of only charging enough to cover costs, which can lead to financial stress or burnout down the road.
Understand the Market (But Don’t Let It Dictate Your Value)
Knowing what competitors charge is important, but it shouldn’t be your only reference point. Pricing strictly to match or undercut the competition can turn into a race to the bottom. Instead, use market research to understand the range of prices in your area, and then position yourself based on the value you provide.
If your work is high quality, your team is reliable, and you offer responsive customer service, you don’t need to be the cheapest option. Instead, you can charge what you’re worth and attract customers who recognize and value professionalism. That might mean saying no to some price-sensitive clients, but it will help you build a stronger, more sustainable client base in the long run.
Avoid the Temptation of Flat-Rate Guesswork
It can be tempting to offer flat-rate pricing to simplify your quotes, but this approach can backfire if it’s not backed by data. Every job is different, and variables like square footage, site conditions, soil prep, and access points can dramatically affect your costs. If you rely on gut instinct or round numbers to quote jobs, you may end up underbidding without realizing it.
Instead, develop a pricing model based on per-square-foot or per-hour rates that can be customized to each job. This approach also helps you educate your clients and show transparency in your pricing.
Build in a Buffer for Risk and Rework
Not every job goes according to plan. Weather delays, equipment breakdowns, and last-minute client changes can eat into your profitability. When calculating your price, include a small buffer to account for the unexpected. This might be an extra percentage added to your labor costs or a built-in contingency fee.
Additionally, consider how you’ll handle rework or warranty issues. If you offer a guarantee on sod establishment or turf health, make sure that’s reflected in your pricing structure. It’s better to plan for these scenarios than to absorb the cost later.
Review and Adjust Regularly
Your pricing shouldn’t be static. Costs increase over time, and so should your rates. Review your pricing annually (or more frequently if you experience major changes in labor or material costs). Communicate price increases clearly and professionally with clients and reinforce the value they receive. Most customers understand that inflation and industry dynamics affect pricing, especially if they trust the quality of your work.
Regular reviews can also help you identify services that may no longer be profitable, or spot opportunities to package offerings in a way that increases revenue.
Package and Upsell Strategically
One way to boost profitability is by offering bundled services or strategic upsells. For example, if you’re installing sod, you could offer irrigation system checks, soil testing, or seasonal fertilization packages. These added services not only increase the overall value of a job, but they also help position your business as a comprehensive turf solution provider.
Clients often appreciate a “one-stop shop” approach, especially when it simplifies their to-do list and increases the success of their lawn or landscape investment.
Know When to Walk Away
Finally, remember that not every job is the right fit. If a prospective client pressures you to lower your price or match a competitor’s rate without understanding the difference in service quality, it may be best to politely walk away. Saying no to low-margin work frees up your time and resources for jobs that are actually profitable.
It takes confidence and discipline, but walking away from the wrong clients is just as important to your bottom line as securing the right ones.
Pricing Done Right
Pricing is one of the most important decisions you make as a turfgrass professional and business owner. It requires a clear understanding of your costs, an honest evaluation of your value, and the willingness to protect your profit margins. When done right, pricing becomes more than a number on a quote—it becomes a reflection of your professionalism and the foundation of a thriving business.
By taking a thoughtful, data-driven approach to pricing, you’ll not only ensure the health of your business but also earn the trust and loyalty of clients who see the value in what you do. •
