Naturalawn Of America

More than 21 years ago, the founders of NaturaLawn of America set out to create a different kind of Lawn Care Company by using an environmentally friendly approach to create green lawns quickly, more naturally and with fewer weeds. Believing in these same ideals, Jay Belt opened a NaturaLawn of America franchise in Finksburg, Maryland to service Baltimore and the surrounding areas. With a degree in Agronomics and prior experience in the lawn care industry, Jay recognized the difference a customized treatment program using natural and organic products could make to a homeowner’s lawn and the environment.

Beginning with only a few employees in 1990, including now Vice President Joe Fornaro, our location has grown to be one of the largest in country with 6,500 active customers and satellite offices in Millersville, Maryland and York, Pennsylvania respectively. While we are certainly excited about our growth as a company, we are equally excited that our nationally recognized IPM system has allowed us to continually decrease our use of pesticides, now down 90% compared to traditional lawn care companies.

While our different approach to caring for lawns is important, the real story is our people. With a management strategy focused on offering a higher level of service to our customers, we are committed to having the best and most experienced technicians. In fact, many of our technicians have been with us for over five years. Through training and a compensation structure that rewards team members as much for customer satisfaction as it does for productivity, we have maintained a cancellation rate less than half that of the industry average. As part of our effort to become even more customer centric, we recently created the NaturaLawn of America Customer Advisory Board.

As a company we feel it is important that everyone has the opportunity to advance and better themselves. This starts by empowering our lawn specialists to treat their territory as a business within a business. This not only allows our technicians to prosper in their current positions, it also equips them with the skills necessary to take the next step in their career. There is no better testament to this than our management team, which was built completely through internal advancement. We believe a commitment to promoting from within has allowed us to and will continue to allow us to attract the best people in the industry.

While we have accomplished a lot over the past 20 years, we believe the next 20 will be even better. As the leader in Organic-Based lawn care, our resolve to create a different kind of Lawn Care Company has not waned. We hope that you will continue to be a big part of this journey as we strive to build a better NaturaLawn of America.