Agri Business Review: Specials Magazine

Every breakthrough begins with resistance. A lesson NaturaLawn of America’s Founder and President Philip Catron embraced early in his career. In the late 1970s, while working in the lawn care industry, he proposed a safer, organic-based alternative to chemical-heavy practices, and met rejection at every turn. At the time, the industry depended entirely on pesticides and synthetic fertilizers. The mindset was to use more chemicals to achieve greener lawns. But the results came at a cost. Pets were being poisoned, lawn care workers consistently fell ill and homeowners were told to stay off their grass after treatments. When the companies he worked for dismissed his calls for an organic-based alternative, he launched NaturaLawn of America, built on the belief that lawns could be both healthy and safe. Using a franchise model to expand its reach, the company has since grown into the nation’s leading organic-based lawn care provider and the third-largest lawn care company in the country. Catron adopted the idea of building soil health rather than masking problems with chemicals. He developed fertilizers enriched with more than 80 species of beneficial microbes and combined them with biological controls for weeds, insects and diseases. These microbes improved the soil itself, breaking down organic matter into nutrients, outcompeting harmful pathogens and activating the turf’s natural defenses, so lawns could thrive without the need for synthetic treatments at all. The impact is seen in customer experience. Across the industry, about half of clients typically call back with complaints or service requests after an application. At NaturaLawn, that number is less than three percent. Renewal rates tell the same story, averaging above 85 percent. Such results are possible because NaturaLawn rejects the industry’s one-size-fits-all chemical programs and builds its service model around customization. Each relationship begins with a soil test that examines composition, pH balance, nutrient levels, drainage and sunlight. From there, a tailored plan is created, applying the right mix of microbes and treatments to match the lawn’s specific needs.

More yields, bigger harvests.” This had been the unchallenged truth of agriculture for too long. Productivity came first, often at the expense of safety, sustainability, and transparency. Harmful chemicals quietly became the norm, and few raised any questions. Today, the old way of farming no longer suffices. It is time to break free from the status quo and embrace bold, new approaches. That is how modern technologies come to fruition, enabling healthier food production through environmentally responsible and sustainable practices. Recover Ag' rel='nofollow' target='_blank' style='color:blue !important'>ExcelAg is leading this transformation, driving a shift toward smarter, safer agriculture. It delivers real-world breakthroughs that matter thanks to its four core pillars: 1. Innovation 2. Technology 3. Healthy Food 4. Sustainability ExcelAg offers eco-friendly agricultural solutions focused on organic, sustainable products that boost productivity and enhance both crop and user safety. Above all, its work is grounded in safe practices that support long-term agricultural success and protect the environment for future generations.