VG

Virginia Green

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Overview



Virginia Green is a prominent lawn care service provider headquartered in Richmond, Virginia, with operations extending across the Mid-Atlantic region, including Richmond, Midlothian, Williamsburg, and Charlottesville. Established in 2004, the company is recognized for its comprehensive lawn care and pest control solutions tailored for both residential and commercial clients. Through its extensive workforce of over 300 associates, Virginia Green has positioned itself as Virginia's largest lawn care service provider.

Key Services



Virginia Green offers a diversified portfolio of services:
  • Lawn Care Programs: Tailored to ensure the health of lawns by eradicating weeds and promoting lush landscapes.

  • Pest Control: Comprehensive pest management solutions, including mosquito, flea, and tick control, aimed at protecting residential and commercial properties.

  • Tree & Shrub Care: Services dedicated to maintaining and preserving vital landscape assets.

  • Supplemental Services: Customized offerings to address specific lawn challenges, thereby enhancing outdoor aesthetics.


Leadership Team



The executive leadership at Virginia Green is instrumental in steering the company towards continued success:
  • Gil Grattan: President and CEO, recognized for leadership that has garnered accolades such as the "2024 Agribusiness of the Year."

  • David Hanny: Chief Operating Officer, bringing a wealth of experience in sales, management, and operations.

  • Angela Cornish: Vice President of Corporate Administration, pivotal in developing organizational administrative protocols.

  • Brian Redden: Vice President of Sales & Marketing, renowned for strategy execution and team development.

  • Jeff Hemp: Vice President of Finance, responsible for strategic financial planning and management.

  • John Richardson: IT Director, with over 20 years in IT management, enhancing logistical and security frameworks.

  • Jesse Moon: Facilities Director, aligning operational planning with compliance to achieve business objectives.


Market Position and Performance



Virginia Green solidifies its market presence through adherence to scientific and research-backed methods, ensuring service reliability and quality. Membership in lawn care associations further cements its commitment to industry best practices. With a retention rate exceeding 87%, supported by strategic partnerships such as one with Golden Gate Capital, Virginia Green is poised for growth and superior service delivery.

Financial Performance



Virginia Green reports an estimated annual revenue of approximately $42 million, standing out for its financial health and strategic expansion initiatives.

Strategic Initiatives



The company's mantra, "Going Beyond and Growing Beyond," reflects its pledge to exceed customer expectations through specialized knowledge of Virginia's environmental conditions. This customer-centric approach emphasizes expertise in local turf, soil, and climate conditions to sustain its reputation as a trusted lawn care provider.

Competitor Profile



Key Competitors



1. Mighty Green Lawn Care:
  • Operating primarily in Alabama, with over 35 years in the industry.

  • Offers weed control, fertilization, and pest control.

  • Maintains a reputation for reliability and a customer-first approach.

  • Leadership: Randy Spruiell as President.


2. LawnStarter:
  • A tech-driven marketplace headquartered in Austin, Texas, operational since 2013.

  • Offers streamlined outdoor home service management, supporting over 3,000 cities across the U.S.

  • Funded with over $35 million, indicating investor confidence.


3. Absolute Exterminating:
  • Based in Apache Junction, Arizona, specializing in pest control since 1989.

  • Offers termite treatments and weed management to both residential and business clients.


4. TruGreen:
  • Known as a nationwide leader and strategic partner, like the PGA TOUR lawn care provider.

  • Largest market share in the U.S. professional lawn care sector based on 2021 data.

  • Offers tailored services with a satisfaction guarantee.


5. Project Green:
  • Initially an independent competitor acquired by Virginia Green.

  • Known for sustainability-focused organic lawn care services.


Market Position and Opportunities



Virginia Green, as a locally owned provider, can capitalize on personalized customer interactions and expand its presence further in the Richmond area. To maintain its competitive edge, the company can embrace digital innovations akin to LawnStarter and further diversify its service offerings, aligning with industry leaders such as TruGreen.

Contact Information




  • Phone: (804) 285-6200