Welcome to The Plant Movement Podcast, the ultimate podcast for entrepreneurs, enthusiasts, and professionals in the ever growing Green Industry. The Plant Movement was founded by Willie Rodriguez and Eddie Gonzalez. This podcast brings you engaging conversations, expert insights, and actionable strategies to navigate the challenges and seize the opportunities in your business. Whether you're a seasoned entrepreneur, landscaper, garden center or simply passionate about the green industry, this podcast is your go-to resource for inspiration, knowledge, and success stories. LET'S GROW! Directed and Produced by Eddie EVDNT Gonzalez.
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August 18, 2026Episode 10029 min
Episode 100 | One mission: Keep Moving Forward.
Send us Fan Mail On this milestone episode, Willie Rodriguez sits down at his family’s farm to reflect on the journey behind The Plant Movement Podcast , the challenges that shaped him, and the lessons that changed the way he approaches business, leadership, faith, and life. Willie opens up about a difficult season for A’s Ornamental Nursery, including financial pressure, losing clients, changing payment structures, moving toward COD, paying vendors faster, and making the decision to step away from business practices that were no longer serving the company. He also shares the story behind A’s move to a new 20-acre property and the company’s new mindset: “We don’t just grow plants, we grow confidence.” But Episode 100 goes much deeper than business. Recorded at the family home where he grew up, Willie reflects on family, loss, surrender, faith, fasting, and what happened when he finally stopped trying to control everything himself. He shares a powerful story of needing $230,000 during a financial crisis and receiving an unexpected $282,000 grant just days later. This episode is about letting go of ego, becoming the person you're meant to be, standing on your principles, and having the courage to change what isn't working. Willie also looks ahead at the future of The Plant Movement, A’s Ornamental Nursery, and the launch of Plant Logistics as the team continues working to build a stronger future for the green industry. 100 episodes down. The mission isn't over. It's just getting started. Business • Leadership • Faith • Family • The Green Industry Have a topic you want Willie to discuss or want to be a guest? Reach out through Instagram or email. Listen now and be part of the movement. In Loving Memory of Lynda Rodriguez - We Love You! Support the show
August 4, 2026Episode 991 hr 1 min
Brian Khanamirian with Harborstone Suppy & AVO Property Management | Growing Beyond Landscaping
Send us Fan Mail On Episode 99 of The Plant Movement Podcast, we sit down with Brian Khanamirian, entrepreneur and founder of Harborstone Supply and AVO Property Management, to discuss the journey from mowing lawns as a kid to building multiple successful companies rooted in service, trust, and long-term relationships. Brian shares the defining moments that shaped his career, from losing his father at just 22 years old, growing and eventually selling his landscaping company, G&G Landscaping, and taking a year away to rediscover his purpose before serving as a deputy sheriff. That path ultimately led him back to entrepreneurship, where he launched AVO Property Management and later Harborstone Supply, providing contractors and property owners with premium stone, pavers, aggregates, and dependable service throughout South Florida. Throughout the conversation, Brian explains why customer service will always outweigh price, how one mistake can become a lifelong client if handled correctly, and why trust, delegation, and strong relationships are essential for growing any business. He also opens up about burnout, learning to prioritize family alongside work, and the importance of building a business that supports your life—not one that consumes it. In this episode, you'll learn: - How Brian built, grew, and sold his first landscaping company. - Why Harborstone Supply was created to simplify material sourcing for contractors. - The importance of customer service, communication, and owning your mistakes. - Lessons on delegation, leadership, and building trust with your team. - How to avoid entrepreneurial burnout while maintaining growth. - Why understanding your industry before entering it is critical. - Practical advice for scaling a business while protecting your personal life and mental health. Whether you're a nursery grower, landscaper, contractor, business owner, or aspiring entrepreneur, this episode is packed with real-world lessons on resilience, leadership, customer experience, and building businesses that create lasting value. 🎙️ Listen now on YouTube, Spotify, Apple Podcasts, and all major streaming platforms. Support the show
July 21, 2026Episode 9858 min
Reilly Brooks from BioSafe | Leading the Next Generation of the Green Industry
Send us Fan Mail On Episode 98 of The Plant Movement Podcast , Willie Rodriguez sits down with Reilly Brooks , Technical Sales Representative at BioSafe Systems , FNGLA's Young Professional of the Year , and incoming President of the FNGLA Action Chapter. Together, they dive into the future of horticulture, the power of automation, and the practical solutions helping growers produce cleaner, healthier plants while reducing labor and operating costs. Reilly shares her journey from growing up in rural Central Florida and participating in 4-H to earning a Master's in Agribusiness from the University of Florida and building a career focused on serving the green industry. She discusses her experience at AgriStarts, explains the science behind tissue culture propagation, and how those early lessons shaped her passion for helping growers solve real-world challenges. The conversation takes an in-depth look at BioSafe Systems , the company's innovative chemistry, and how products like Sanidate 12 , GreenClean Pro , and Xeritol are helping nurseries combat algae, bacteria, fungi, and disease without creating resistance. Willie also shares A's Ornamental Nursery's firsthand experience implementing a BioSafe injection system that automates sanitation through irrigation, reducing labor, improving plant quality, and keeping irrigation systems cleaner than ever before. Beyond products, this episode tackles some of the biggest issues facing the nursery industry today, including rising production costs, labor shortages, stagnant plant pricing, automation, and the importance of adopting new technologies to remain competitive. Reilly explains why technical support and education are just as important as the products themselves and why building relationships with growers is at the center of everything BioSafe does. The discussion also explores the critical work being done through the Florida Nursery, Growers and Landscape Association (FNGLA) , including the Emerging Leaders Program, industry advocacy, leadership development, and the importance of engaging local legislators to protect Florida agriculture as development continues to expand. Whether you're a nursery owner, grower, landscaper, supplier, or simply passionate about the future of agriculture, this episode delivers practical insights on improving operations, embracing innovation, and preparing the next generation of industry leaders. In this episode, you'll learn about: Reilly Brooks' journey from AgriStarts to BioSafe Systems How tissue culture is changing plant production The science behind BioSafe's disease and algae control solutions Automating irrigation sanitation with Sanidate 12 Reducing labor while improving plant quality The future of nursery automation and technology FNGLA leadership, advocacy, and the Emerging Leaders Program Why collaboration and education are essential for the future of the green industry Listen now on all major podcast platforms. #ThePlantMovementPodcast #BioSafeSystems #ReillyBrooks #FNGLA #GreenIndustryStrong Support the show
July 7, 2026Episode 971 hr 15 min
Tony Gonzalez, Founder & CEO of Tire Group International (TGI) | Building a Global Brand Through Culture, Service & Leadership
Send us Fan Mail What does it take to build a global company that competes with the biggest names in the industry while never losing sight of its people? On Episode 97 of The Plant Movement Podcast , Willie Rodriguez sits down with Tony Gonzalez , Founder, CEO, and Chairman of Tire Group International (TGI) , to discuss the journey of building one of the world's leading tire distribution companies from the ground up. Tony shares the remarkable story behind his family's tire business, which began in Cuba in 1942, and how he founded TGI in 1992 before launching the Cosmo Tires and Astro Tires brands. He also opens up about selling a majority stake of the company to Roger Penske's private equity group in 2011 and the incredible journey of buying the company back in 2022. This episode goes far beyond tires. It's a masterclass on leadership, company culture, customer experience, branding, and creating a business that people genuinely want to be part of. Topics include: The history of Tire Group International and the Gonzalez family's entrepreneurial journey Building Cosmo Tires into a global value brand competing with premium manufacturers The engineering, testing, and investment behind designing proprietary tire lines Growing from an export-focused company to a dominant force in the U.S. market Choosing business partners based on values, trust, and long-term relationships Why customer experience is a competitive advantage—from no-hassle warranties to surprise swag deliveries Creating the Tire Delivery Specialist program and redefining service in the wholesale industry How simple ideas like "Lollipop Friday" strengthen customer relationships Building a culture where employees become owners through the TGI Owners Group Why honesty, transparency, and keeping your word matter more than short-term profits Tony's philosophy that money is the byproduct of doing the right things consistently Throughout the conversation, Tony explains how attention to detail, relentless innovation, and investing in people have allowed TGI to grow while maintaining the family culture that has defined the company for decades. Whether you're an entrepreneur, business owner, sales professional, or simply looking to build a stronger company, this episode is packed with practical lessons on leadership, branding, customer service, and creating a business that lasts. Success isn't built by chasing money, it's built by serving people, honoring your values, and doing the little things better than anyone else. 🎙 Hosted by Willie Rodriguez - Produced by Eddie Gonzalez Guest: Tony Gonzalez – Founder, CEO & Chairman, Tire Group International (TGI) Topics: Entrepreneurship • Leadership • Company Culture • Customer Experience • Branding • Wholesale Distribution • Manufacturing • Innovation • Family Business • Business Growth #ThePlantMovementPodcast #TonyGonzalez #TireGroupInternational #TGI #CosmoTires #Leadership #Entrepreneurship #BusinessGrowth #CustomerService #CompanyCulture #Manufacturing #Sales #Innovation Support the show
June 23, 2026Episode 961 hr 0 min
Fighting for District 8 | Martha Vega Hero on Agriculture, Affordability, & Real Representation
Send us Fan Mail What does it take to turn 25 years of community service into political action? On this episode, we sit down with Martha Vega Hero, candidate for Miami-Dade County Commissioner of District 8, to talk about the urgent challenges facing one of South Florida's most agriculturally rich and underserved communities. Martha shares why she's stepping into the political arena: not for personal gain, but to fight for the people and land she's spent decades serving. From the Urban Development Boundary creeping into farmland and driving acre prices to half a million dollars, to an 80% labor shortage leaving crops without workers and workers without affordable housing, the issues in District 8 are as interconnected as the ecosystem she's fighting to protect. We dig into what she calls "our safety line" — the agriculture industry — and why losing it isn't just an economic problem, it's an existential one for the entire region. Martha also gets practical: how can local schools and hospitals support farmers by buying local? How do you fix a permitting system that's made small business owners wait a decade just to open their doors? This is a conversation about governance, community, and what it means to truly show up for your constituents, including keeping the commissioner's office open 8, 10, even 12 hours a day for the people who need it most. In this episode: • The UDB crisis and its impact on South Florida agriculture • Why housing laborers is the key to solving the farm workforce shortage • Small business permitting nightmares — and real solutions • Martha's vision for a commissioner's office built around access, not appointments • How to vote: Early voting runs August 3–16; primary is August 18 Whether you grow it, sell it, eat it, or just care about the future of your community, this one's for you. Support the show
June 9, 2026Episode 951 hr 31 min
Keith Crouse of Howard and Son Farms Returns | Nursery Operations, Scaling, Credit, and Building a Grower Mindset
Send us Fan Mail On Episode 95 of The Plant Movement Podcast, Keith Crouse of Howard and Son Farms returns for his second appearance on the show to share a practical, no-nonsense look at what it takes to build a nursery from the ground up. Keith balances life as a firefighter while growing Howard and Son Farms, a nursery operation focused on liner production, propagation, and continuous improvement. In this episode, he pulls back the curtain on everything from greenhouse construction and irrigation management to financing growth, hiring employees, calculating plant costs, and building a nursery business that can scale. This conversation is packed with actionable advice for growers, nursery owners, landscapers, and entrepreneurs looking to understand the realities of operating a successful nursery. Topics include: 🌱 Building Howard and Son Farms from scratch 🌱 Growing and grading liners for maximum quality 🌱 Why producing extra inventory is critical for fulfilling orders 🌱 Irrigation strategies and preventing root rot 🌱 Fertilizer trials, foliar applications, and production techniques 🌱 The importance of customer feedback and continuous learning 🌱 Reinvesting profits versus paying yourself 🌱 Hiring your first employees and managing labor 🌱 Understanding W2 vs. 1099 workers 🌱 Calculating true plant production costs 🌱 Deposits, cash flow, and managing risk 🌱 Building business credit and securing financing 🌱 Farm Credit loans and credit line strategies 🌱 Scaling nursery operations without sacrificing quality 🌱 Delegation, leadership, and breaking the owner-operator mindset 🌱 How long it really takes to build a nursery brand and reputation Keith also shares lessons learned from visiting other nurseries, seeking mentorship, experimenting with new production methods, and documenting his journey publicly to accelerate growth and learning. One of the biggest takeaways from this episode is the importance of discipline and reinvestment. From living in a trailer and selling personal assets to fund infrastructure, to putting nearly every dollar back into the business, Keith demonstrates the level of commitment required to build something sustainable in the nursery industry. Whether you're just getting started with a few varieties or looking to scale your operation to the next level, this episode offers valuable insights into production, finance, operations, and long-term business development. Hosted by Willie Rodriguez Guest: Keith Crouse, Owner of Howard and Son Farms Topics: Nursery Operations • Propagation • Business Growth • Greenhouse Production • Credit & Financing • Scaling • Leadership • Horticulture Entrepreneurship #ThePlantMovementPodcast #HowardAndSonFarms #KeithCrouse #NurseryGrowers #Horticulture #PlantProduction #GreenIndustry #NurseryBusiness #Propagation #PlantMovement #GreenIndustryGangsters Support the show
May 26, 2026Episode 942 hr 41 min
Real Landscape | Shane Leder On Faith, Addiction, Fear & Building Real Landscape Through Purpose
Send us Fan Mail On this Episode of The Plant Movement Podcast features Shane Leder, owner of Real Landscape Inc. and Real Landscape Nursery, for one of the deepest and most powerful conversations ever shared on the podcast. What begins as a conversation about landscaping, growing unique plant material, and building a vertically integrated nursery operation quickly transforms into a raw discussion about addiction, faith, fear, leadership, marriage, burnout, loneliness, money, and purpose within the green industry. Shane shares the incredible story behind Real Landscape — from starting his business in 2004 to purchasing a horse farm in 2017 and transforming it into Real Landscape Nursery in Boynton Beach, Florida. Known for growing unique, mature material instead of “cookie cutter plants,” Shane explains how he built a nursery focused on quality, patience, and vision while teaching himself the business through books, trial, error, and relentless work ethic. But this episode goes far beyond plants. Shane opens up about growing up on a dairy farm in western New York, battling alcoholism from a young age, going through rehab, relapsing after the loss of his sister, and eventually finding sobriety on October 15, 2003. He speaks candidly about how addiction, insecurity, fear, anxiety, and emotional isolation affect so many people in the landscaping and nursery world, even the ones who appear successful on the outside. Together, Willie Rodriguez, Eddie Gonzalez and Shane Leder discuss: • Substance abuse and addiction in the green industry • Faith, prayer, and following God’s purpose • The loneliness many owners and foremen silently experience • Fear of losing money, clients, and control • Marriage, relationships, and having a supportive partner • Burnout, stress, surgeries, chronic pain, and exhaustion • Leadership, mentorship, and building genuine community • The importance of helping others and serving with purpose • Financial discipline, investing, and business growth • Why many people in the industry are afraid to share knowledge • The hidden emotional toll behind success Shane also shares powerful lessons about sobriety, forgiveness, investing in people, listening to the Holy Spirit, and learning how to operate from faith instead of fear. This episode is honest, emotional, inspiring, and deeply relatable for anyone in the landscaping, nursery, or horticulture industry who has ever felt exhausted, isolated, overwhelmed, or misunderstood while trying to build something meaningful. Core message from the episode: “We built businesses, but many of us are secretly exhausted, isolated, addicted, hurting physically, disconnected spiritually, and starving for real brotherhood. I believe Jesus Christ and genuine community can help heal that.” If you’ve ever struggled with pressure, anxiety, addiction, burnout, fear, or purpose while building a business, this conversation is for you. Need plants, logistics, or nursery support in Florida? We’ve got you covered, tap in with our network partners. Real Landscape Design, Installation & Maintenance Shane Leder Owner Email: real.books@outlook.com IG: www.instagram.com/reallandscape1 Call: 561-644-7507 The Plant Movement Podcast Email: eddie@theplantmovementnetwork.com & willie@theplantmovementnetwork.com Call: (305) 216-5320 Web: https://www.theplantmovement.com Follow Us: IG: https://www.instagram.com/theplantmovementpodcast A's Ornamental Nursery WE GROW | WE SOURCE | WE DELIVER Call: (305) 216-5320 www.asornamental.com The Nursery Growers Call: 786-522-4942 Plant Logistics Co. (Delivering Landscape Plant Material Throughout the State of Florida) Call: (305) 912-3098 Disclaimer: The contents of this podcast/youtube video are for informational and entertainment purposes only and do not constitute financial, accounting, or legal advice. I can’t promise that the information shared on my posts is appropriate for you or anyone else. By listening to this podcast/youtube video, you agree to hold me harmless from any ramifications, financial or otherwise, that occur to you as a result of acting on information found in this podcast/youtube video. Support the show
April 28, 2026Episode 931 hr 11 min
Pond Guru | Hands-On Over Hype: Why Real Work Still Wins in the AI Era with Israel Perez-Siam
Send us Fan Mail On this episode of The Plant Movement Podcast , host Willie Rodriguez sits down with South Florida native and tech-turned-operator Israel Perez-Siam to dive into the evolving world of sustainable aquatic solutions, service businesses, and the future of technology in horticulture . Israel brings over 20 years of experience in healthcare tech and private equity-backed software—but made the leap into hands-on lake management and consulting. Together, they unpack what it really looks like to transition from AI and software into boots-on-the-ground work, and why execution, relationships, and real-world problem solving still matter more than ever. What you’ll learn in this episode: How mechanical lake and pond management is restoring ecosystems and reducing chemical dependency The hidden impact of fertilizer runoff, debris, and algae blooms on South Florida waterways Why service-based businesses can outperform software models—and how to scale them The role of AI in horticulture and field service , and where it’s helping (and hurting) the industry How Pond Guru is innovating with subscription-based aeration systems and sustainable practices The importance of education, community relationships, and hands-on experience in building a lasting business From tackling invasive overgrowth and restoring wildlife habitats to optimizing operations with field service tech, this episode blends environmental awareness with real business strategy . ⚡ Israel also shares his perspective on: The future workforce and why trades are making a comeback The dangers of over-relying on AI and social media Why the “handshake still matters” in a digital world If you’re in the plant, landscaping, or water management industry—or just care about sustainability and smart business—this episode is packed with insight you don’t want to miss. Want to be featured on the podcast? Reach out at eddie@theplantmovementnetwork.com or DM @theplantmovementpodcast Need plants, logistics, or nursery support in Florida? We’ve got you covered—tap in with our network partners. Pond Guru Email: israel@pondguru.com IG: www.instagram.com/pondgurumiami web: https://pondguru.com/ The Plant Movement Podcast Email: eddie@theplantmovementnetwork.com & willie@theplantmovementnetwork.com Call: (305) 216-5320 Web: https://www.theplantmovement.com Follow Us: IG: https://www.instagram.com/theplantmovementpodcast A's Ornamental Nursery WE GROW | WE SOURCE | WE DELIVER Call: (305) 216-5320 www.asornamental.com The Nursery Growers Call: 786-522-4942 Plant Logistics Co. (Delivering Landscape Plant Material Throughout the State of Florida) Call: (305) 912-3098 Disclaimer: The contents of this podcast/youtube video are for informational and entertainment purposes only and do not constitute financial, accounting, or legal advice. I can’t promise that the information shared on my posts is appropriate for you or anyone else. By listening to this podcast/youtube video, you agree to hold me harmless from any ramifications, financial or otherwise, that occur to you as a result of acting on information found in this podcast/youtube video. Support the show
April 14, 2026Episode 9242 min
From Ultra to the Mountains of Puerto Rico: Building a Coffee Legacy with Tito Mitil
Send us Fan Mail What happens when the hustle of Miami meets the mountains of Puerto Rico? In this episode, we sit down with Tito, a Miami-based entrepreneur who just came off working one of the biggest EDM events in the world, Ultra Music Festival, managing a team of 45 hawkers and eight beverage stations serving tens of thousands of people across three days. But behind the grind is a bigger vision: helping his family plant roots, literally, in the coffee mountains of Puerto Rico. Tito opens up about his parents dream to leave Florida behind and start a coffee farm in the highlands of Puerto Rico, and how that dream sparked something in him too. We talk about the 5-acre property his family acquired near one of Puerto Rico's most recognized coffee producers, the forest that still needs clearing, the two water sources on the land, and the long road ahead to turn raw terrain into something that creates a real family legacy. This conversation goes deep on what it actually takes to build in agriculture — the patience, the passion, the risk management, the hurricanes, and the reality that farming is a 5 to 20-year play, not a get-rich-quick scheme. We also explore the bigger vision for the property: think coffee production, hospitality, Airbnb-style accommodations, and a complementary venture to the local restaurant scene — not competing with it, but adding to it. Tito also reflects on his background in landscaping, what COVID taught him about plants and irrigation, and how simply taking action on the right information can open doors that passive consumption never will. If you're someone building something from the ground up, chasing a purpose, or thinking about what it means to create something that lasts, this episode is for you. Support the show
April 2, 2026Episode 911 hr 14 min
Alimentando las plantas de forma más inteligente: el avance del 95% de absorción que está cambiando la agricultura con Dr. Robert Cubria de Tecnafert
Send us Fan Mail En este poderoso y revelador episodio, el anfitrión Willie Rodriguez conversa con el Dr. Robert Cubria de Tecnafert para abordar una de las crisis más urgentes—y menos discutidas—de la agricultura moderna: la degradación del suelo y las consecuencias ocultas del uso convencional de fertilizantes. Con más de 17 años de investigación provenientes de un innovador proyecto universitario en España, el Dr. Cubria explica cómo el uso excesivo de fertilizantes químicos desde principios del siglo XX ha provocado suelos empobrecidos, contaminación de fuentes de agua e incluso posibles vínculos con problemas de salud humana como enfermedades renales. Pero esta conversación no se queda en el problema—se enfoca en soluciones reales. El Dr. Cubria profundiza en la ciencia de la nutrición vegetal, revelando por qué los fertilizantes tradicionales son ineficientes (con menos del 7% de absorción en muchos casos) y cómo la tecnología revolucionaria de Tecnafert está cambiando las reglas del juego. Mediante la ingeniería de moléculas a escala nanométrica y el uso de enlaces avanzados, su equipo ha logrado más del 95% de bioasimilación y una metabolización completa—utilizando hasta un 90% menos producto. En este episodio descubrirás: La verdadera razón por la cual los fertilizantes fallan en distintos suelos y climas Cómo el tamaño molecular y la biología de la planta (como los plasmodesmos) limitan la absorción de nutrientes La evolución de fertilizantes químicos a compuestos quelatados—y más allá Una molécula “inteligente” que responde a señales de la planta para liberar nutrientes en el momento adecuado Por qué el sistema agrícola actual prioriza las ventas sobre las soluciones El papel de la inteligencia artificial y la agricultura de precisión en el futuro Los desafíos del suelo en el sur de Florida y recomendaciones prácticas para productores en zonas como Homestead Cómo alianzas en Estados Unidos están trabajando para regenerar suelos y apoyar a los productores con datos en tiempo real La importancia de la educación, el cambio generacional y el acceso a mejores herramientas El Dr. Cubria también cuestiona las ideas tradicionales sobre la agricultura “orgánica”, proponiendo en su lugar un modelo de agricultura saludable, eficiente y escalable que garantice tanto la rentabilidad como la seguridad alimentaria global—especialmente ante una población que alcanzará los 10 mil millones de personas para el año 2050. Conclusión clave: Es momento de replantear cómo nutrimos a las plantas y enfocarnos en la precisión, la eficiencia y la sostenibilidad a largo plazo. ¿Tienes un reto en tu operación? Contáctanos—este episodio es solo el comienzo de una conversación mucho más grande. Escúchalo ahora y sé parte del movimiento. Contacto: bio@tecnafert.com Support the show
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