FosterPlants in the NEWS We're proud to
report that
Interiorscape magazine, chose to profile Fosterplants in their
May/June 2004 issue. Interiorscape is our industry's oldest and very
respected trade paper. Thanks Interiorscape!
Dream team.
(From left) Maggie Neto, Daniel
Olivera, Richard Lopez, Robert Martin, Steve Foster, Phil
Nicholas, Carlos Vinas and Harlene Martin.
(Photo: Tim Wagoner/OneclickMedia.com)
(You may click on each front row Team-member to see their Bio)
FosterPlants of Miami, began in
1982, but Co-owner Steve Foster was into horticulture long before
that. In fact, you might say Foster was born into it. You
see, he was born in Jamaica, "mon" and lived there until he
moved to Florida in 1976.
While talking with Foster, I just couldn't get over my fascination
with meeting someone who was actually born in Jamaica. And not
only was he born there, but his parents were as well. Even though
he's a second generation Jamaican, he can't imagine living
anywhere but in South Florida.
Just out of college, Foster managed several retail
plant stores for his brother. He then worked for a plant rental
company in the same area. This particular company had a "no
residential account" policy, and as Foster would service the
office accounts, he'd often be asked if he could do someone's
home.
Foster checked with his boss at the plant rental company and
he told him to "go for it." And, go for it, he did. In 1985, Phil
Nicholas, Co-Owner of FosterPlants, joined Foster and ever since
then the company has serviced high-end residential and hotel
accounts.
If there is one thing Foster could do for his business, it
would be purchase a facility in the Miami Design District. The
location would allow the company to be physically positioned
closer to the design and business community.
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INTERIORSCAPE May/June 2004
However, with Miami property
values soaring, the thought is still on FosterPlants' waiting
list.
The Miami/Fl. Lauderdale market is unique, in that it has
allowed the company to develop its market niche in ultra high-end
residential projects. FosterPlants' location has allowed it to be
selective about the commercial clients with which it
develops relationships.
Foster has two
concerns that top his list of business frustrations. "My absolute
greatest would be low-ballers. (can I say that?) For the life of
me, I can't comprehend why anyone would want to work so hard and
then give it away," he says. A close runner-up, he says, are
prospects who never call back with feedback on submitted proposals
when they selected another interior plantscaper for a project.
In the 19 years that FosterPlants has been in business, one
customer stands out as its most amusing. To begin with, she had a
fit because a tech had one foot in her atrium planter and the
other foot out.
"Apparently, her 'rule book' stated that one either had to have
both feet in the planter, or both feet out of the planter," Foster
says, "Then again, she also had a rule that one couldn't walk
through the kitchen, and one couldn't drive on the driveway. We
managed to keep her happy for seven years, and then she canned us
because we installed a replacement plant without her personally
checking it for lizards first. She had forgotten
to fax us that new rule when it
went into effect! Oh, I almost forgot the 'don't step on the
doormat' rule."
But the common
industry headaches don't avert Foster from enjoying his job. His
favorite project is a recent terrace-scape installation. The
private terrace lies atop a 17-story building in Miami Beach. "We
used a giant crane to hoist the plants and containers up and over
the building, since nothing would fit in the elevators," he says.
"The months of planning and coordinating were well worth the
effort, and the installation went off without any major glitches."
In-house, the company has just as much fun. FosterPlants' Richard
Lopez, Vice President of Design, and Maggie Neto, Client Services
Manager, have an ongoing competition to see who can clear the
company warehouse of ugly or unused items. The most unsightly
items in its inventory according to Lopez and Neto, are a couple
of whitewashed baskets that they keep trying to donate to charity.
"I'm kind of fond of them, though, so they are still here," Foster
says.
CONTINUE
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Web design is another of Foster's interests, and
the company's
Interiorplantscaper.com division is helping him move in that
direction. However, Foster says, " I really couldn't imagine
myself not being involved with the interiorscape industry,
though."
If he could invent one thing, it would be a simple, easy-to-apply,
non-toxic solution for the dreaded mealybug and fungus gnat.
Second runner up would be a simple-to-apply topdressing that would
achieve the look of Mexican beach pebbles, without any of the
downside.
Foster says he has six plants in his home: one 17-inch Ming aralia
specimen, two 14" Sansieveria Laurentii, a Dracaena 'Lisa" cane
and a couple of orchids. His favorite plant is the Ming aralia. "I
love the sculptural, yet lacy, effect that a Ming brings to a
space." he says.
FosterPlants' greatest resource is its employees. "We have been
fortunate to have assembled a group of very professional team
members, who have become not only our employees, but also our
friends," Foster says.
"The network of industry friends
that I have amassed has also been instrumental in growing our
business. There's always someone we can call up and ask, 'How do
we do this and that?' And they have the answers, it's amazing."
Harlene Martin, Manager of Horticultural Services, has been with
the company almost 15 years. Foster says she's a master at
developing client relationships and has been instrumental in
maintaining high client- retention numbers.
So far, FosterPlants has experienced three turning points. The
first was 20 years ago, when Nicholas joined Foster aboard his
yellow Pinto station wagon, and the duo officially became a "real"
business. "Then again, when Harlene joined us about 15 years ago,
she helped take us to the next level," Foster says. "More
recently, when Richard joined us in 1995, his design and
landscaping background really rounded out our team. Each of them
has been instrumental in taking us to the next level."
So far, FosterPlants hasn't gotten into holiday, other than
poinsettias. But because one of its target growth sectors is
hospitality accounts, Foster thinks the company will push into
holiday any time now.
Foster has a few
words of advice to newer companies. "Maintain high standards.
Always project an image of professionalism in how you
promote your company. Attend seminars and trade shows as much as
you can afford to. And learn how to cost your product and service
for profit."
"There will always be customers who appreciate quality and value,"
so why waste your time and resources on those who don't? Work on
building and developing client relationships, and do everything in
your power to keep them happy. They will feed you a stream of
referrals, if you do. Also, equip and treat your employees
royally. You'll be glad you did."
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FosterPlants, Inc. No part of this website may be
duplicated without prior written consent. FosterPlants
is an interior plantscape/landscape design company that provides plant design,
sales, and leasing of live plants for home, office, lobbies ond hotels with guaranteed plant care services. We service
the Miami to Palm Beach area of South Florida and nationwide through our
Interiorplantscaper.com network. We also provide decorative
containers, preserved and
artificial plants, sculptures, waterfalls and ponds,
site furnishings,
contract floral arrangements and consulting services. Give us a call, we'll care
for your plants.