Grower Success Stories: Grassroots innovation at Hoffman Nursery

As part of its commitment to sustainable solutions, the company recently launched a Green Infrastructure line featuring 25 newly added perennials and 90 grasses and sedges — many already in production — chosen for their ability to manage stormwater, improve water quality and support ecosystems. 

Since its founding in 1986, Hoffman Nursery has grown significantly, now featuring a state-of-the-art greenhouse and production facility, along with more than 60 cold frames and hot houses that support its thriving operations.

IN THE BEGINNING 

(Left to right) John, Jill and David Hoffman.

John Hoffman’s passion for plants was evident from an early age. Unfazed by the hard work involved, he began a horticultural journey in landscaping. In 1981, he founded his own design and installation company, Landscapes by Hoffman. 

As his knowledge grew, so did his enthusiasm. In 1986, John and his wife Jill transitioned from landscape design to plant cultivation, establishing Hoffman Nursery on a 45-acre former tobacco farm in rural Rougemont, North Carolina. Their first crops consisted of large, finished ornamental grasses, which Hoffman personally delivered in rented box trucks. 

Soon after, the Hoffmans built their first hoop house, enabling them to refine the production of small liner plants. Despite skepticism from friends and family — who questioned the viability of specializing in grasses, equating them with turf — John and Jill remained committed. They recognized the beauty and ecological benefits of ornamental and native grasses and were determined to carve out a niche in this emerging market. 

MEET THE LEADERS 

David Hoffman, who went to school for horticulture, has been working at his family’s business for most of his life. After graduating from NC State, he moved to Germany for two years to work for a company that specialized in ornamental grasses and perennials, increasing his knowledge for the industry. 

“I came back and started working for Hoffman Nursery in 2015, starting in production. At that point, we were in the process of adding greenhouse space,” he said. “We changed some of our production lines and added a transplanter and were in the process of a lot of changes at the nursery.” 

Reynolds joined the Hoffman Nursery team four years ago, although grasses were not his original forte. He spent a dozen years as international revenue manager for Royal Caribbean Cruise Lines and the seven years prior to that at Michelin Tires. His responsibility is to improve the logistics and business operations — someone who can teach leadership to be better managers and elevate the whole team. 

CONTINUING TO EVOLVE 

“The nursery’s original site remains in Rougemont, with an 84-acre expansion added three years ago in Timberlake, North Carolina. This additional site houses our stock farm, capable of producing 218,000 stock plants, which can be anywhere from 10 to 20 splits per plant,” Reynolds said. “Last year, we began leasing another 5-acre stock farm about 15 minutes away. It includes three greenhouses that allow us to grow in a controlled indoor environment.”

Education is one of the things that has helped Hoffman Nursery to get to where it is today. 

“We have a great team here, and the people make it easier to do what we do,” Hoffman said. “We started out more as a nursery, but we’re transitioning more to a greenhouse space. With that, we straddle a lot of different areas. Grasses are not always thought of as being ornamental. Trying to teach that to someone who doesn’t understand what an ornamental grass is isn’t always easy, and that’s where the education piece comes in.” 

Reynolds noted the company has successfully done this over the years by hosting webinars and talks at trade shows, which has helped sell more plants. 

“We’ve created charts, our customers tell us we have a great website, and our team puts out a great catalog with lots of information and can be used as a resource,” he said. “Those are some of the tools that help connect our customers to us.” 

Hoffman believes that the overall creativity of those who work there, both in solving problems and identifying where opportunities lie, has been a key to success. 

“When I came back to the business, the things that we focused on were all the different parts of the pieces that go into the final product — the trays, stock plants, seeds, soils, water, etc.,” he said. “From there, having the team ready to execute and ensuring things are consistent allows us the opportunity to create better partnerships.” 

A majority of Hoffman’s customers are east of the Mississippi, though Hoffman Nursery does sell across the U.S. and into Canada. Approximately 60% goes to wholesale growers and nearly 40% to landscape contractors, though there’s also a small amount of product that goes to municipalities, IGCs and golf courses. 

Today, Hoffman Nursery is also committed to its tissue culture lab, which is important as it continues to manage its supply chain. Currently, there are 18 plants in some sort of stage of tissue culture with finished products at the nursery. This helps the company be more self-sustained and have more control of its own scheduling. 

DEDICATED TO EDUCATION AND COMMUNITY 

For example, collaborations with faculty and students at North Carolina State University across disciplines such as horticultural science, weed science, plant pathology, entomology and landscape architecture departments ensure the nursery stays connected to the latest scientific advancements. 

Additionally, Hoffman Nursery hosts tours, lectures, workdays and internships to inspire and educate the next generation of horticulturists. The company continuously strives to give back and strengthen its community ties through grass donations and consulting on landscape projects for local schools, charities, public institutions and student groups. 

From its humble beginnings with a single hoop house and two passionate individuals with a dream, to the thriving Hoffman Nursery of today, the guiding principles have remained consistent: produce premium plants, provide employees with a positive and supportive work environment, and give back to the community.

Drone shot of the Hoffman Nursery property.

STRENGTH IN MARKETPLACE 

“We really rely on quality; we have an excellent quality plant,” Hoffman said. “And we don’t just sell the plant but also educate them on what the plant can be used for. Those are huge strengths.” 

Another way the company has stayed strong is by embracing new technologies that help its team stay successful. 

“Most recently, our newest greenhouse propagation house was a big win,” Reynolds said. “We started using it at the beginning of last year, and it can hold almost 3,000 trays. That may not seem like a lot, but it’s three times the amount we were able to do before. It has cool cells in it, a wet wall, active ventilation and a Dutch bench system to help move plants around. It also has a glass roof to provide better lighting and shade.” 

When it comes to sustainability, Hoffman Nursery is always keeping things top of mind, and it works to put its plants in green infrastructure projects and nature- based solutions. 

“There are a lot of opportunities in those areas for growth in the market,” Hoffman said.

Looking ahead, Hoffman Nursery is setting itself up for the future by focusing more on its new “Green Infrastructure” collection, which Hoffman feels will be more important as more intense rain events happen across the country and world. 

“It’s something I think people will be more interested in, and there’s an opportunity for them to grow their businesses through those efforts,” Hoffman said. “We recently started selling seeds as well, partnering with Roundstone Native Seeds and North Carolina Botanical Gardens to help not just find interesting plants and seeds but also create seed mixes for meadows or other types of green infrastructure. This fits well with the rest of what we’re offering.” 

Overall, the company will continue to champion education, eco-friendly practices and a future rooted in green infrastructure.

All photos courtesy of Hoffman Nursery.