D.S. Cole Growers in Loudon, New Hampshire is a leading provider of vegetative annual plants and an industry leader in sustainable production.
The Society of American Florists’ membership includes all segments of the industry — and that community is the heart of SAF. This bi-weekly feature will spotlight SAF members sharing inspirational stories, professional insights, and the opportunity to form new industry connections.
Doug Cole and his wife, Jane Iarussi, started their wholesale business, D.S. Cole Growers in Loudon, New Hampshire, more than 30 years ago. Today it is a leading provider of vegetative annual plants and an industry leader in sustainable production. They also own Cole Gardens, a garden retail center in Concord, New Hampshire, which Jane operates, and their son, Charlie Cole, manages.
What Excites Him
Doug’s favorite part of his job is that the business’s products can be reinvented. For example, he can take a plant that hasn’t been popular for years and bring it back into the market, which is what’s happening with house plants right now.
“The excitement is either to find new plant products or to bring an older product back to market,” Doug says.
Focus on Sustainability
D.S. Cole Growers was the first U.S. grower to enroll in the international More Profitable Sustainability (MPS) certification program. Doug traveled often to visit European suppliers and saw the MPS certification was used to document progress in reducing pesticides, fuel, fertilizer and more. When MPS wanted to enter the US market, Doug volunteered to run the pilot program. Being part of the program has helped the business reduce waste, Doug says.
“The best part is that due to the recordkeeping procedures and the official audits, our staff has been enthusiastic about doing better each year,” Doug says. “You must have staff buy-in for the program to be successful.”
Best Business Advice
Doug says the best advice he’s received is to “treat everyone around you with respect, including customers, vendors, and employees,” and to “try to never burn bridges.”
Biggest Challenge
Like most growers, Doug’s biggest challenge is having enough labor. To tackle the problem, he has engaged local immigrants who have arrived from many different countries as refugees. He has found that the refugees show a great work ethic, and one is now in charge of daily operations for the wholesale greenhouse and staff.
Why SAF?
In the 1990s Paul Ecke Jr. suggested Doug join SAF. It didn’t take much arm twisting to convince Doug, he says, since Ecke was so well known in the industry. Doug appreciates that SAF is the industry’s watchdog in Washington.
“We know that SAF will represent us in Washington, D.C.,” he says.
Doug was recently featured on SAF’s Facebook and Instagram accounts.
Do you know a member who should have a chance in the spotlight? Email Stephanie Brady, project manager for SAF.
Stephanie Brady is the project manager for the Society of American Florists.
