“Who will protect what I built?” is the question owners must ask when they reach the point where they’re ready to retire or simply take a step back from the business.
In response to this, Jennifer Jorge and other industry leaders have collaborated to launch Legacy Lawns, a new national lawn care platform, which unites five regional brands under the shared belief that people, culture, and trust matter more than scale alone.
“We didn’t start Legacy Lawns because the industry needed another platform,” says Jennifer Jorge, co-founder and CEO. “We started it because too many great companies disappear the moment the founder steps away. That shouldn’t be the ending of a good story.”
Legacy Lawns is comprised of King Green, based in Gainesville, Georgia; Georgia Lawngrowers, based in Suwanee, Georgia; Purple Care, based in Fort Worth, Texas; Coastal Turf, based in Myrtle Beach, South Carolina and Perm-O-Green, based in Wichita Falls, Texas.
Each of these brands will retain their name, leadership and local reputation. What will change is behind the scenes, such as improved employee benefits and enhanced technology, marketing, finance and agronomic support.
“We’re not in the business of erasing legacies,” said Benjamin Allen, co-founder and chief systems & implementation officer. “We’re in the business of honoring them. Owners pass us the torch knowing their people, their customers, and their reputation are in good hands.”
All employees remain with their respective companies, bringing Legacy Lawns’ workforce to more than 200 team members nationwide. Purple Care’s founder, Justin Berg, has joined Legacy Lawns as the vice president of the Southwest region, leading expansion while continuing to invest in people and culture.
“This partnership wasn’t about selling a business,” Berg says. “It was about protecting the people who helped build it.”
The vision for Legacy Lawns was born from a collaboration on industry leaders and King Green, which was founded by Charlie King in 1987 and passed into Jorge’s leadership in 2024.
“King Green is our foundation,” Jorge says. “It’s where I learned that success isn’t just revenue — it’s how your people feel coming to work, and how customers feel when they see your trucks pull up.”
Rather than selling, stripping down or rebranding, the founders wanted to create a platform that would preserve company identities, protect employees and extend the life of great businesses.
“King Green has always been about people — our customers, our employees, and the communities we serve,” says Charlie King, founder of King Green. “I am grateful to have stumbled into lawn care at a young age, to have raised my family in this industry and to have seen the industry grow and expand into something greater than anything I could have imagined. Now it’s time for the next generation of leadership to take it into the next chapter – that is Legacy Lawns. Alongside my daughter, there are incredible leaders from this industry, growing and scaling Legacy Lawns the right way, and having fun while doing it.”
Headquartered in Gainesville, Georgia, Legacy Lawns supports its partner brands with a growing central team. Instead of growing at the expense of culture, Legacy Lawns is focused on having happy employees who create happy customers.
“Our goal isn’t to be the biggest,” Jorge said. “It’s to be the place owners trust with their life’s work, and where employees can build a future they’re proud of.”
Additional partnerships with Legacy Lawns are forthcoming.
