August 2023 - 16

INNOVATOR OF THE YEAR
Broccolo
Garden Center
Penfield and Fairport, New York
broccolotreeandlawn.com
Year founded:
Broccolo Tree and Lawn Care was founded in 1990; the
garden center was purchased in 2011.
What is your garden center known for, and how
did your history shape this?
Natives, friendly service and displays.
Broccolo is a small garden center that was originally started
to support the landscape design, installation and maintenance
services. Our specialty is native plants and, due to the lack of
availability, we had to grow most of our perennials.
Merchandising of plants is with meandering gardens
intermixed with trees and shrubs appropriate for shade,
sun and rain gardens. Perennials are separated into displays
of shade or sunny native perennials suitable for wet or dry
environments. Non-invasive, non-native plants are also
included, especially with deer-resistant qualities.
The garden center is located on an old dairy farm with a
renovated barn built in 1900; the farmhouse office was built
in the early 1900s. We love to host small workshops and
offer tours or rentals for charitable groups.
What is the Broccolo Entrepreneurship program?
Community involvement and setting the standards for
environmental sustainability and cultural diversity in the
green industry is our pride and success. The lack of labor in
our industry has always been a challenge and, as a womanowned
business, I personally recruited women into this
field through women organizations promoting careers in
non-traditional occupations.
The more I worked in community projects, the more
interactions with diverse cultures gave us the opportunity
to expand our recruiting efforts to people of color. This gave
opportunities for lower-income earners to seek a career
that they could make a living wage. The more role models,
the easier it is to recruit.
As we grew, we needed to rely on subcontractors to help
us through the busy season. We teach small owner operators
who mow and snowplow to expand their own business
offerings, yet get paid for spring and fall cleanups, mulching
and summer pruning during their seasons when lawns require
less mowing. This has become very successful, and many of
our subcontractors are now reducing their low-pay mowing
services to expand into higher-skilled and higher-pay services.
What is your Goodness Grows program?
Goodness Grows became a way to filter and qualify the
many requests for donations. We decided we would not
donate any more services without a commitment from
the organization asking for handouts. This has created
an ongoing relationship with organizations that are
aligned with our goals of diversity in the environment and
diversity in the workforce through promoting careers in
the green industry.
When they participate in selling baskets or hosting a day
of purchase at our garden center, they ultimately make more
than getting a donation, with little effort, and they are now
vested in both of our successes. We often match what they
purchase for big projects such as pocket parks in the city.
" Community involvement
and setting the standards for
environmental sustainability and
cultural diversity in the green
industry is our pride and success. "
16 | LAWN & GARDEN RETAILER | AUGUST 2023
16 |
Photo courtesy of Broccolo Garden Center.
http://www.broccolotreeandlawn.com

August 2023

Table of Contents for the Digital Edition of August 2023

Editors' Letter
Table of Contents
Headlines
Calendar
Editors' Picks
Innovator of the Year: Meet the Lawn & Garden Retailer Innovators of the Year!
Special Advertising Section
Technology: Open-to-Buy Inventory Management Key for Retailers
Green Goods: Trial-Proven Produce
Product Focus: Garden Pharmacy
Marketplace
Ad Index
5 Minutes With ...: Ken Lain
August 2023 - 1
August 2023 - 2
August 2023 - 3
August 2023 - Editors' Letter
August 2023 - 5
August 2023 - Table of Contents
August 2023 - 7
August 2023 - Headlines
August 2023 - 9
August 2023 - 10
August 2023 - Calendar
August 2023 - Editors' Picks
August 2023 - 13
August 2023 - Innovator of the Year: Meet the Lawn & Garden Retailer Innovators of the Year!
August 2023 - 15
August 2023 - 16
August 2023 - 17
August 2023 - 18
August 2023 - 19
August 2023 - 20
August 2023 - 21
August 2023 - 22
August 2023 - 23
August 2023 - 24
August 2023 - 25
August 2023 - 26
August 2023 - 27
August 2023 - 28
August 2023 - 29
August 2023 - Special Advertising Section
August 2023 - 31
August 2023 - Technology: Open-to-Buy Inventory Management Key for Retailers
August 2023 - 33
August 2023 - Green Goods: Trial-Proven Produce
August 2023 - 35
August 2023 - 36
August 2023 - 37
August 2023 - 38
August 2023 - 39
August 2023 - 40
August 2023 - 41
August 2023 - Product Focus: Garden Pharmacy
August 2023 - 43
August 2023 - Marketplace
August 2023 - 45
August 2023 - 46
August 2023 - 47
August 2023 - Ad Index
August 2023 - 49
August 2023 - 5 Minutes With ...: Ken Lain
August 2023 - 51
August 2023 - 52
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