Jack Moore spent three decades in corporate America before he realized it wasn’t what he loved. After many years cooped up in a boardroom and flying on airplanes, Moore relished the idea of a career that would get him outside. In 2017, after looking seriously at 100 different companies in different industries, Moore and his wife acquired Grassperson Lawn Care & Landscape in Lewisville, Texas. In some ways it was a full-circle moment as—like many in the industry—Moore’s first-ever job was cutting grass for neighbors. He also says he has always had a personal passion for horticulture and has taught himself a lot about landscaping. But he also knew he had much to learn, which was why his first task (before the business sale was even official) was to join NALP.
We recently caught up with Moore to find out how the last two and a half years in the landscape industry have impacted him.
Grassperson Lawn Care & Landscape
Headquarters: Lewisville, Texas
Year Founded: 1999 (purchased by Moore and his wife in 2017)
Client Mix: 70% residential; 30% commercial
Service Mix: 70% maintenance; 30% lawn care
What is your proudest moment at Grassperson?
Two and a half years into it, the proudest moment I have is the fact that two of our sons have decided to join our business. They are married adults but were attracted to the idea of working in a family business. On a daily basis I’m blessed by being surrounded by a big portion of family; my wife is also part owner of Grassperson. We have three sons and the third is married and successful in his own right but doesn’t live here. Even though he also thought about joining the business, it didn’t make sense for him. It’s exciting being able to envision our sons being the future of this company.
What is your biggest business challenge?
I know it’s a broken record at this point, but like every other landscape business, labor is my biggest challenge. It’s a big concern, but it also energizes me because I see it as a problem that can be solved. We are in the process of defining our employee/employer value proposition. I believe the best thing we can do is make our company one where people want to come work. We’re always looking at ways we can make our employee experience better. I’m getting ready to attend the NALP Field Trip to tour LandCare, which is known as a truly employee-first company. That’s what I want out of our company in our local market so I’m excited for that event.
What motivates you on a Monday morning?
I have worked with global companies and held corporate positions. Even though those were great jobs, I never really loved what I was doing. Now, I’m so passionate about it. I’m not saying it’s easy—landscaping is tough—but I absolutely love the industry. I love this company and its people and that’s all I really need to be motivated. I’m an early morning guy. I roll in here at 5 a.m. every day and am energized and ready to go. I wake up before my alarm because I like what I’m doing, and I want to be here. I’m so excited about the prospects of what we can do with Grassperson.
Who is your business mentor or idol?
My father, who I am lucky enough to still have with me at 86 years old, is my business mentor. He was always the town banker at the small-town community bank. Growing up, I would see how all of the people in our town would come to him for advice. He always lived by moral, legal and ethical standards. When I think of the type of person I want to be, he’s exactly who comes to mind. His strong work ethic has always been on display for me to model.
What is your favorite business book?
I have many but the one that has been most impactful is “The 7 Habits of Highly Effective People” by Stephen Covey. I have been to Covey’s training programs and have sent hundreds of people who worked under me to those events. Those seven habits they teach are timeless and something you can use every day—both in business and in personal life.
What does it mean to you to be a landscape professional?
It’s meaningful work because we are doing things that make an impact on peoples’ lives. You’re also doing work where you can visually see the difference you’re making and you can be proud of the work you do.
What does it mean to you to be a member of NALP?
I became an NALP member before we officially acquired Grassperson. I knew we were doing this—and things were in the works. But I saw that the company was not affiliated with any professional associations. So, two of the first things I did was to join NALP and the Texas Nursery and Landscape Association (TNLA). What I realized right away was that NALP is a treasure trove of information. It has become a place for me to learn and I rely heavily on NALP for resources. We buy books from NALP, attend webinars and, of course, attend events. One thing we haven’t done yet is to obtain certifications but that is something we’ve also started working toward.
In five years, where do you see your business going? Where will you be?
I see the business continuing to grow double digits. I also see the business continuing to refine its strategy around very specific strategy goals. Previously, we were just a ship in the sea and went with the tide. Now we have an official strategy in writing that is continuing to develop and evolve.
I see myself continuing to work here but being more focused on developing the leaders in the company versus managing day-to-day operational tasks. Even though I like to do that, it’s more important for me to start developing the leadership team to the point where they can run the business on their own and I’m just there to support them.