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Theresa Smith and Jesse, Senior Vice PresidentsFounder Phil Catron witnessed the impact of traditional lawn care as technicians using traditional chemical applications were becoming sick and customers questioned whether treatments were safe for children and pets. Believing there had to be a better approach to lawn care without putting people, pets or the environment at unnecessary risk, he developed an alternative program centered on safer products. His company did not accept the program, and after he was fired, Catron decided to start his own business. He established NaturaLawn of America to bring that vision to life.
Today, as the second generation prepares to take over the business, that purpose remains unchanged. The same long-term perspective is reflected across the franchise network, with many franchise owners joining the company to build businesses they hope to pass on to future generations.
“Our goal from the get-go was always to have safer products that were going to still provide a good quality product for the homeowner,” says Theresa Smith, Senior Vice President.
A Safer Approach to Lawn Care
Rather than describing its approach as simply organic, NaturaLawn of America uses the term organic-based because lawn care is not always black and white. Although the company’s goal has always been to move towards fully organic products, treatments may be fully organic or organic-based depending on the condition of each lawn. Rather than making broad environmental claims, the company focuses on accurately describing the treatments used for each lawn.
Our goal from the get-go was always to have safer products that were going to still provide a good quality product for the homeowner.
Building Healthier Lawns from the Soil Up
While traditional lawn care often focuses on the surface, NaturaLawn of America believes healthier turf starts with healthier roots. Every program begins with a soil test to understand what supports grass growth and what the lawn needs.
“The health of the plant has always been in the root system. That’s the foundation of our programs,” says Jesse Catron, Senior Vice President.
Technicians are empowered to assess each property, identify the underlying cause of a problem and recommend the most appropriate course of action. They may recommend practical solutions, such as improving sunlight exposure or leveling uneven ground, before applying any treatment. When treatment is necessary, biological or biorational options provide a safer alternative based on the lawn’s specific conditions.
Years of research have also shaped the company’s proprietary fertilizers. Unlike many conventional fertilizers that contain fillers such as gravel or sawdust, NaturaLawn of America’s formulations are designed so every ingredient provides value to the plant. The company’s objective is to apply only what benefits the lawn, giving customers better value while reducing waste and unnecessary product use.Integrated Pest Management (IPM) has been part of NaturaLawn of America’s approach since the beginning. At the request of the Federal Environmental Protection Agency (EPA), founder Phil Catron was asked in 1989 to author their chapter titled “Implementation of an IPM Program Into a Lawn Care Operation” for their “Turfgrass & Ornamentals” handbook. That philosophy continues today by empowering technicians to evaluate each lawn individually and determine the most appropriate treatment based on its specific conditions.
Education, Trust and Future Growth
NaturaLawn of America believes customer education is just as important as lawn care itself. Conversations begin before work starts so technicians can understand how homeowners view their lawns and what they hope to achieve. Those early discussions help the company explain what is realistically achievable. Because every lawn is influenced by weather and surrounding conditions, the company focuses on honest guidance rather than promising a perfectly weed-free lawn.
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The health of the plant has always been in the root system. That's the foundation of our programs.
Education extends to employees as well. Continuous training and ongoing development empower technicians to make informed recommendations instead of relying on habit. It also helps address assumptions that environmentally responsible lawn care is more expensive, slower or less effective. The company believes technology is making safer solutions more accessible and comparable in cost over time.
Trust has become another defining part of the business. Many franchise owners have worked with the same customers for years and know them by name. These long-standing relationships help homeowners trust the recommendations being made. The company also believes it has remained ahead of changing regulations, taking a proactive approach based on its own standards rather than waiting for government requirements to dictate its direction. Protecting customers, employees and the environment has remained central to the company’s philosophy because it is the right thing to do.
Preparing for the Next Generation
Service, focus and innovation remain the company’s guiding principles. Research and development continues to improve safer and more effective products, while investments in technology and operational processes help improve efficiency and enhance the customer experience.
NaturaLawn of America has grown every year since it was founded, something its leadership does not take lightly. As responsibility passes to the second generation, the company focuses on strengthening its foundation, modernizing the business to improve the customer experience and supporting future growth. The company sees opportunities to expand geographically and broaden its services while remaining committed to the values that shaped the business. That long-term perspective continues to guide both the company’s future and the franchise owners building businesses they hope to pass on to future generations.
Choosing Organic-Based Lawn Care with Discipline
A lawn can look acceptable for one season while repeated blanket treatments leave the soil dependent on constant correction. For executives managing campuses and other properties, appearance is only part of the equation. The bigger question is whether a provider can maintain healthy turf without applying more material than necessary or creating unnecessary exposure for occupants. Repeated corrective treatments can also push long-term service costs beyond what was initially proposed.
The phrase “organic-based” also deserves a closer look. It should reflect the approach behind a treatment, not simply serve as a broad environmental label. Organic inputs may work in some situations, but severe weed or pest pressure may require targeted control. Providers should explain that distinction before work begins, including when a traditional input may be necessary. The response should remain proportionate to the problem. Claims of being natural or green offer little assurance if application decisions stay the same.
Soil testing can help distinguish a tailored lawn care program from routine product application. Without it, a fertilizer schedule may promote visible growth while overlooking problems such as imbalanced pH or weak root development. A better approach starts with understanding the soil and tailoring the program to its condition. Buyers should also find out whether those results actually influence what materials are used and when they are applied, rather than simply being included in a standard report.
Treatment discipline matters just as much. Blanket spraying may be convenient for the provider, but it makes little sense when a problem is limited to one small area. Spot treatments and nonchemical options can reduce unnecessary applications, provided technicians know when to use them. This makes proper training important. Field staff should be able to identify whether the issue is actual pest pressure or the result of site conditions, such as poor grading or limited sunlight, and address what is causing the problem.
Product composition matters too. A lower-impact label does not mean much if the fertilizer contains material the turf cannot use or needs to be applied often to keep up a temporary appearance. Procurement teams should ask how much of each formulation is actually available to the plant and whether each soil input has a clear purpose. They should also ask whether the program helps reduce waste over time. Pricing should be weighed against how often applications are needed and how much corrective work may follow, not just the quoted visit rate.
“NaturaLawn of America’s approach starts with soil testing and uses proprietary fertilizers made with natural minerals and beneficial soil inputs.”
Expectations need to be clear from the beginning. A lawn changes with the weather and how the property is used, so promising it will always look the same can create problems later. Providers should agree on what the buyer considers acceptable and explain how the lawn may change through the seasons. Any changes to the property should be noted before more treatment is recommended. Honest advice can help avoid unnecessary applications and disagreements about the results.
NaturaLawn of America is a strong choice for buyers looking for an organic-based program focused on measured intervention instead of routine chemical use. The approach starts with soil testing and uses proprietary fertilizers made with natural minerals and beneficial soil inputs. Integrated pest management relies on trained technicians, with controls chosen for each situation. Biological and biorational options are used when appropriate. This gives buyers a practical way to maintain healthier turf while addressing serious pest problems, without making unrealistic claims about what organic lawn care can deliver.
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Organic-Based Lawn Care Services Info
Q1
What Are Organic-Based Lawn Care Services?
Organic-Based Lawn Care Services focus on improving lawn health while reducing reliance on conventional chemical treatments. Rather than following a fixed application schedule, the approach considers soil conditions, root health and the specific issues affecting each lawn. The goal is to support healthier turf through treatments that are selected according to actual conditions instead of applying products broadly as a routine.
Q2
How Does NaturaLawn of America Approach Organic-Based Lawn Care Services?
NaturaLawn of America approaches Organic-Based Lawn Care Services by treating each lawn as its own ecosystem. Its programs begin with a soil test to identify what the lawn needs and what may be affecting healthy grass growth. Technicians can also recommend practical changes, such as improving sunlight exposure or correcting uneven ground, before treatment is considered. When products are needed, the company uses biological or biorational options based on the lawn's specific condition.
Q3
Why Is Soil Health Important in Organic Lawn Programs?
Healthy soil provides the foundation for stronger roots and more resilient grass. Organic-Based Lawn Care Services therefore look beyond surface appearance and consider the conditions supporting plant growth below ground. Soil testing can help identify what is missing or contributing to a problem, allowing treatments to be better matched to the lawn. A soil-focused program can also help avoid applying products that do not address the underlying issue.
Q4
What Should Customers Look for When Evaluating Lawn Care Treatments?
Customers evaluating Organic-Based Lawn Care Services should look at how a provider determines what a lawn actually needs. Important considerations include whether the service begins with an assessment, whether treatments are tailored to individual conditions and whether unnecessary applications are avoided. It is also important to understand the products being used and the expected results. Honest guidance matters because weather and surrounding conditions can affect how a lawn responds over time.
Q5
How Does NaturaLawn of America Reduce Unnecessary Product Use?
NaturaLawn of America uses Organic-Based Lawn Care Services to move away from routine, whole-lawn applications when they are not needed. Its technicians are trained to assess individual properties, identify underlying problems and determine an appropriate response. The company's proprietary fertilizer formulations are also designed so the ingredients contribute value to the plant rather than serving as unnecessary filler. Integrated Pest Management has remained part of its approach since the company's early years.
Q6
Can Organic-Based Lawn Care Services Still Address Weeds and Pest Problems?
Organic-Based Lawn Care Services are not simply about leaving lawn problems untreated. When weeds, insects or other issues require attention, the service model can focus on identifying the cause and selecting an appropriate treatment for the conditions involved. Targeted biological or biorational options may provide an alternative to broad, routine chemical applications. The effectiveness of the program ultimately depends on matching treatment decisions to the specific lawn rather than assuming every property requires the same solution.
Company
NaturaLawn of America
Management
Theresa Smith and Jesse, Senior Vice Presidents
Description
NaturaLawn of America provides organic-based lawn care solutions focused on healthier lawns through customized treatments, soil-focused programs, safer fertilization, and pest management. The company supports residential and commercial properties through environmentally responsible practices designed to improve lawn health while reducing unnecessary chemical use.
