This interview is with Tammy Sons, Founder/CEO at TN Nursery.

Tammy Sons, Founder/CEO, TN Nursery

Your experience as an online plant nursery owner is very impressive. How did you get started in this specific area of horticulture, and what have been some key learning experiences along the way?

My journey into the online side of horticulture actually began from a desire to share our family’s passion for plants with a much wider audience. Growing up in a nursery family in Altamont, I always loved the hands-on aspect of gardening and the deep connection we had with the land. When the Internet started opening up new avenues for small businesses, I saw it as the perfect opportunity to extend our legacy beyond our local community. Taking our family nursery online was both exciting and challenging. In the early days, I dove headfirst into learning about e-commerce, digital marketing, and the logistics of shipping live plants. It was a steep learning curve—figuring out how to package delicate plants for safe delivery, building an engaging website, and connecting with customers who were eager to learn about sustainable gardening practices. One of the key lessons was realizing that transparency and storytelling are vital in the digital world. Customers don’t just want to buy a plant; they want to know the story behind it, the care that goes into growing it, and how it can transform their own spaces. Over time, we’ve refined our online operations by embracing new technologies and listening closely to customer feedback. I learned that integrating digital tools, like data analytics and social media engagement, can really help tailor our offerings to meet the evolving needs of gardeners nationwide. Every challenge—from adapting to seasonal shifts in demand to ensuring that every plant reaches its new home in perfect condition—has been an opportunity to grow, both as a business and as a horticulturist. Ultimately, my transition to an online plant nursery has allowed me to combine traditional horticultural values with modern innovation. It’s been a journey of continuous learning, where the principles of sustainability and quality remain at the heart of everything we do.

You mentioned emphasizing a unique company culture and growth opportunities to attract talent. Could you elaborate on how you cultivate this culture within your online plant nursery?

At TN Nursery, our company culture is deeply rooted in the values of family, passion for horticulture, and a commitment to both personal and professional growth. We believe that every team member is a vital part of our extended family. This means creating an environment where open communication, mutual respect, and shared enthusiasm for plants and sustainability are not just encouraged—they’re expected.

One of the key ways we cultivate this culture is by investing in our people. We offer regular training sessions that blend hands-on horticultural techniques with modern digital strategies. This ensures that everyone—from our seasoned plant experts to our new digital-marketing team members—feels confident in their role and excited about the future. We also run mentorship programs where experienced staff guide newer employees, sharing the rich history of our family business along with innovative practices that keep us ahead of the curve.

Additionally, we prioritize team-building activities that bring everyone together, whether it’s on-site workshops at the nursery or virtual brainstorming sessions. These gatherings allow us to celebrate our successes, tackle challenges as a united front, and continuously learn from one another. By fostering a culture that values both tradition and innovation, we create an environment where talent can flourish and every employee feels empowered to contribute to our shared vision of sustainable success.

One of your time management tips involved scheduling social media posts in advance. What other strategies do you use to stay organized and manage your time effectively while running your online business?

I've found that a combination of digital tools, structured planning, and clear communication is key to managing my time effectively. Beyond scheduling social media posts in advance, here are a few strategies I rely on:

Digital Task Management - I use project management tools like Trello and Asana to organize daily tasks, set deadlines, and track progress on both small projects and larger initiatives. This system helps me break down goals into manageable pieces and keep everything in one place.

Time Blocking - I dedicate specific blocks of time on my calendar for focused work—whether it's content creation, strategy planning, or handling customer inquiries. By setting aside uninterrupted time for each activity, I ensure that I'm giving each task the attention it deserves without distraction.

Prioritization - Each day, I identify the most impactful tasks and tackle those first. This means starting my day with the activities that drive our business forward, rather than getting bogged down in less-critical details.

Regular Team Check-Ins - Weekly planning sessions and daily brief check-ins with my team help us stay aligned. These meetings allow us to address any issues quickly and adjust our strategies as needed, keeping everyone on the same page.

By integrating these methods, I can keep our online operations running smoothly and stay agile in the fast-paced world of horticulture.

You highlighted the success of your online community for gardening enthusiasts. How do you maintain engagement and encourage meaningful interactions within this community?

Maintaining a thriving online community is all about fostering a genuine sense of belonging and continuously offering value. We make a concerted effort to share informative and inspiring content—whether it’s seasonal gardening tips, behind-the-scenes glimpses into our nursery, or expert advice on plant care—that resonates with our audience. We host regular live Q&A sessions and webinars, which give community members a chance to ask questions directly and engage in real-time conversations. These sessions not only help demystify some of the challenges of gardening but also create a shared space for learning and connection. In addition, we run fun photo contests and spotlight customer success stories on our social media channels, encouraging members to share their own experiences and achievements. Another key element is active and authentic communication. I make it a priority to personally respond to comments and questions, and our team is always ready to offer support or simply thank members for contributing. We also listen closely to our community through social media and regular surveys, which helps us understand the topics and content that matter most to them. By tailoring our posts to their interests, we ensure that our community remains engaged and informed. Ultimately, by creating an environment where every gardening enthusiast feels heard and supported, we nurture meaningful interactions that keep our community vibrant and connected.

Many readers struggle with extending their growing seasons. Beyond mulching, what other techniques can help protect plants and encourage growth during transitional periods?

Extending your growing season is all about creating a microclimate that shields your plants from unexpected cold snaps while capturing as much warmth as possible. One of the first techniques I recommend is using row covers or frost cloths. These lightweight fabrics can be draped over your plants, acting as a barrier against frost while still allowing light and moisture to reach the foliage. They’re especially handy during those unpredictable nights when temperatures dip unexpectedly. Another great strategy is investing in a cold frame or even a small greenhouse. These structures work by trapping solar energy during the day and releasing it slowly at night, effectively boosting the ambient temperature around your plants. For smaller or more delicate species, cloches—which are essentially mini-greenhouses for individual plants—can provide the targeted protection needed to help them thrive during transitional periods. Additionally, I always suggest considering the benefits of raised beds. When positioned near a south-facing wall or in a particularly sunny spot, raised beds can take advantage of residual heat. The wall not only reflects sunlight but also radiates stored warmth during cooler evenings, giving your plants a little extra boost. Adjusting your watering schedule can also make a difference. Moist soil tends to retain heat better than dry soil, so making sure your beds are adequately watered before a frost can help prevent the roots from freezing. Just be careful not to overwater, as excess moisture can lead to other issues like fungal diseases. For those looking for a more temporary solution, hoop houses are a fantastic option. These are structures made from a series of hoops covered with a clear plastic sheet, which you can easily set up or take down as the weather changes. They’re particularly useful during shoulder seasons when the weather is in flux and provide a versatile, movable layer of protection for your garden. In my experience, the key is to blend these techniques to suit your unique garden conditions. Experimenting with a combination of row covers, cold frames, cloches, raised beds, and even hoop houses can create multiple layers of defense against the cold. This not only protects your plants from frost damage but also encourages more consistent growth during those transitional periods when every bit of warmth counts.

You mentioned focusing on 'in-season' plants during cold calls. How do you stay updated on current gardening trends and incorporate them into your business strategies?

Staying current on gardening trends is essential in keeping our business agile and meeting our customers’ evolving needs. I make it a priority to stay engaged with a mix of traditional resources and modern digital tools. For instance, I regularly read industry magazines and trade journals and follow leading horticulture blogs that provide insights into emerging trends. These resources offer valuable information on everything from new plant varieties to innovative growing techniques that can help extend the growing season. I also lean heavily on digital analytics and social media platforms to gauge what gardeners are excited about right now. Tools like Google Trends and social media monitoring allow me to see which plants and gardening practices are gaining traction. I participate in online forums and groups where gardening enthusiasts share their experiences and tips, which often gives me real-time insights into what’s popular in various regions. Additionally, I attend industry conferences and local gardening events whenever possible. These gatherings are fantastic opportunities to connect with other experts, learn about the latest research, and see new products in action. All of this information feeds into our business strategies. For example, when planning our seasonal product lines or even crafting a cold-call pitch, I ensure that our focus aligns with what’s in demand—like highlighting in-season plants that customers are already talking about. By integrating these trends into our marketing and product development efforts, we not only meet current market demands but also position TN Nursery as a forward-thinking leader in sustainable horticulture.

For individuals just starting in horticulture, what common mistakes should they avoid, and what advice would you give them based on your own experiences?

One of the biggest mistakes I see newcomers make is trying to do too much too soon. It's tempting to invest in every new trend or variety, but in horticulture, patience is key. Start small, focus on understanding your local climate and soil, and gradually expand as you learn what works best for your garden.

Another common pitfall is over-watering and over-fertilizing. When you're just starting, it can be hard to gauge a plant’s actual needs. Many beginners tend to think that more water or nutrients will speed up growth, but in reality, too much can stress plants or even lead to root rot. I learned early on that it’s better to water consistently rather than excessively and to always follow recommended fertilizer guidelines.

Choosing the wrong plants for your region is also a frequent issue. It’s important to select species that are native or well-adapted to your local environment. Native plants are generally more resilient—they’re accustomed to your area’s temperature fluctuations and soil conditions, which means they require less maintenance and fewer interventions to thrive.

I’d also advise newcomers to be cautious with chemical interventions. While pesticides and herbicides can sometimes be necessary, I recommend exploring organic and sustainable options first. In my experience, these methods not only protect the environment but also foster a healthier ecosystem in your garden.

Finally, don’t underestimate the value of continuous learning and community engagement. Join local gardening clubs, follow reputable horticulture blogs, or even take a workshop. Horticulture is as much about sharing knowledge as it is about growing plants. Ask questions, observe other experienced gardeners, and don’t be afraid to make mistakes—each one is a learning opportunity that will help you grow as a gardener.

In essence, the key is to be patient, observant, and adaptable. By starting small, choosing the right plants, and gradually building your knowledge, you'll create a thriving garden and a strong foundation for your horticultural journey.

Looking ahead, what are you most excited about in the world of horticulture, and what trends do you see shaping the future of gardening?

I'm incredibly excited about the convergence of technology and sustainable practices in horticulture. We're witnessing innovations that are truly transforming how we grow and care for plants. For example, smart gardening tools—like precision-irrigation systems, advanced soil sensors, and climate-adaptive technologies—are helping us optimize water use and provide exactly the care each plant needs. This isn't just about efficiency; it's about making gardening more resilient in the face of changing climate conditions.

Another trend that has me thrilled is the renewed focus on native and organic gardening. There's a growing recognition that native plants, which are naturally adapted to our local environments, require less water and fewer chemicals while also supporting local ecosystems and biodiversity. This shift is not only better for our gardens but also for our planet. I see a future where more gardeners are embracing organic practices and choosing plants that contribute to a balanced ecosystem.

Urban horticulture is also a fascinating frontier. As cities continue to grow, innovations like vertical gardens, rooftop farms, and community gardens are making it possible for even those with limited space to cultivate green, productive environments. This urban shift is helping to reconnect people with nature, promote local food production, and even mitigate urban heat islands.

Lastly, the digital revolution is playing a huge role. Social media, virtual workshops, and online communities have made it easier than ever to share knowledge, exchange ideas, and inspire each other. This global network of gardening enthusiasts is fostering a collaborative spirit that's driving new trends and making gardening more accessible to everyone.

Overall, I'm excited about a future where technology and nature work hand in hand—creating greener, more sustainable communities and ensuring that horticulture continues to flourish even in our rapidly changing world.

Thanks for sharing your knowledge and expertise. Is there anything else you'd like to add?

I appreciate the opportunity to share my journey and insights with you all. Gardening is more than a passion—it's a way to nurture our communities and the environment. I encourage everyone to keep exploring, learning, and experimenting in their gardens. Every small step toward sustainable practices contributes to a greener, healthier future. Thank you again for having me, and I look forward to continuing this conversation with fellow enthusiasts and aspiring gardeners alike.