February 2021 - 10

INDUSTRY NEWS
MONROVIA APPOINTS JONATHAN
PEDERSEN AS CEO
Monrovia Nursery Company has appointed
Jonathan Pedersen as the company's new chief
executive officer, effective Jan. 1. He succeeds
Miles Rosedale, who stepped down at the end
of 2020 to focus on his role as co-chairman of
the Board of Directors.
Pedersen joined Monrovia as vice president of
business development and Intellectual Property
in 2013. After achieving record growth in that
area, he became vice president of sales and
business Development in 2019.
" Jonathan brings a depth of experience
and a fresh perspective at an exciting time
for Monrovia. He is an ideal leader to oversee
this world-class horticultural organization
with a heritage dating back to1926 that has
never stopped innovating, " says Chris Kroes,
co-chairman of the Monrovia board of directors.
" His deep industry knowledge and institutional
tenure makes Jonathan uniquely qualified to
lead Monrovia successfully into the future. "
VAUGHAN'S ANNOUNCES SUDDEN
PASSING OF MATT WILLOUGHBY
Vaughan's Horticulture announced the sudden
passing of Matt Willoughby, 45, on Jan. 5. Matt
Pedersen's experience in the industry
also include various other roles in sales,
marketing, and operations at Bailey
Nurseries and Linder's Greenhouses.
During a unique and sometimes
challenging 2020, Monrovia provided
its beautiful plants to meet the needs of
consumers who rediscovered their homes
as a place of refuge and their landscapes
as a source of joy.
" It has been a truly challenging yet
remarkable year, " says Pedersen. " We
worked with our garden center partners
to adapt to changes quickly, while
maintaining a focus on growing the highest
quality plants and providing the best
service to our customers. Now more than
ever, homeowners want to create beautiful
outdoor living spaces, and they want to
find just the right plant for the right place, "
he says. " I'm excited to work with our
dedicated craftsmen to keep fulfilling that
promise to our customers and consumers. "
was a sales representative for the company in the
Carolinas and Tennessee, and a member of the
company's key account team.
A kind and loyal friend to many, Matt grew
up in the horticulture industry. As an Alabama
native, he learned at an early age by working in
his father's greenhouses and retail garden center.
Matt earned his bachelor's degree in Ornamental
Horticulture from Mississippi State University.
He then worked for leading industry growers like
Layman and Hines Horticulture.
" Matt will be missed by many in our industry,
both in North America and internationally, "
said Nathan Lamkey, president of Vaughan's
Horticulture and McHutchison. " His passion for
floriculture and ability to build relationships
allowed him to quickly establish a reputation
for being a creative thinker who loved to
develop new opportunities for his customers
and vendors. We have already received many
personal notes about Matt from customers,
coworkers and peers all sharing how they will
miss his guidance and friendship. "
Matt found his true calling as a broker sales
representative in 2011 at Henry F. Michell before
MANTS ONLINE BUSINESS
HUB OPEN THROUGH APRIL 8
The Mid-Atlantic Nursery Trade
Show (MANTS) concluded its firstever
online tradeshow on Jan. 8,
bringing together exhibitors and
buying companies to network,
8 FEBRUARY 2021 GPNMAG.COM
explore and discuss new products,
and engage in commerce via the
online Business Hub.
MANTS 2021 welcomed over
3,000 total registrants (including
exhibitors) to the online Business
Hub for three days of focused
joining the Vaughan's Horticulture team in 2018.
Along the way, he helped countless customers
with his out-of-the-box thinking, created personal
connections and built long-lasting friendships.
He was also an alumnus of GPN's 40 Under 40
program as a member of the Class of 2015.
A true plantsman, Matt was highly respected in
the floriculture industry for his deep knowledge
and being a trusted partner in addition to his
unwavering commitment to quality and service.
His passion for horticulture was virtually
unmatched and his relationships with breeders,
customers and vendors were all built upon his
sincere desire to help others.
Matt leaves behind his wife of 19 years, Jennifer,
and three children including his son Samuel and
his daughters Mason and Connor.
" As we mourn for a life taken too early, we need
to focus on the family that Matt has left behind, "
said Lamkey. " We have created a GoFundMe page
as a platform to raise money for the Willoughbys,
and we are asking our industry to help support
Matt's young family by making donations. "
To make a donation, go to https://bit.
ly/38Vj1hW.
connection and commerce.
This year's show provided an
opportunity for attendees from 42
states and 12 countries to interact
and engage with 550 exhibiting
companies to search, shop, learn,
connect and buy. Attendees
participated in a mix of exhibitorhosted
online education webinars
and social events and engaged with
exhibitors for one-on-one focused
conversations and connections.
" I'm extremely proud of what
MANTS was able to accomplish in
https://bit http://www.GPNMAG.COM
February 2021

Table of Contents for the Digital Edition of February 2021
