I Dig Your Story

What happens when a landscape architect realizes the plants—not the plans—are the real passion? In this episode of I Dig Your Story, Ellen Wells talks with David Bache of Garden Industries in Loxahatchee, Florida, about finding your path in horticulture, growing what others won’t, and creating a nursery experience that inspires. David shares how trying different roles—from landscape design to floral importing—ultimately led him back to what he was meant to do. Today at Garden Industries, he grows unique and heirloom plants, breeds new varieties, and believes every customer visit should feel like an experience—not just a transaction. Ellen and David also dig into how the nursery industry has evolved, why social media matters more than ever, and what continues to inspire him after decades in the business.   In this episode, you’ll hear: Why trying different jobs can lead you to the right one How growing uncommon plants sets a business apart How plant trends rise, fall—and come back around again Why knowing your plants is still the most important skill What continues to inspire a lifelong plant person   Connect with David & Garden Industries: Facebook: https://www.facebook.com/GardenIndustries Instagram: www.instagram.com/mr_plant_man/?hl=en YouTube: https://www.youtube.com/@Mr_Plant_Man-b5w Garden Industries Newsletter Sign-Up: https://mailchi.mp/2fc4ca0532a0/newsletter-signup Garden Industries Website: www.gardenind.com  

Melinda Knuth didn’t set out to become an academic—but a series of questions, opportunities and one pivotal experience at Disney World led her there. In this episode of I Dig Your Story, Melinda shares how her early goal of building a wholesale floral business evolved into a career focused on understanding how—and why—people connect with plants. From her upbringing in agriculture to her graduate work in consumer behavior, her story is a reminder that career paths rarely move in straight lines. We talk about the moment that shifted her thinking, her passion for engaging consumers, and what the horticulture industry still gets wrong about communicating plant benefits. Melinda also shares insights from her research—like how online pre-researching is shaping plant purchases—and why simplifying our messaging may be the key to reaching more people. At the heart of it all is a deep belief in helping others discover their passion for plants. In this episode, you’ll learn: How one unexpected experience reshaped Melinda’s career path Why simplifying plant messaging matters more than ever How consumers are researching plants before they buy The role collaboration plays in horticultural business success Why “points of adversity” can also be moments for innovation Find Melinda: NC State Horticultural Department: https://cals.ncsu.edu/horticultural-science/people/mjknuth/ Cognitive Behavioral Lab: https://cognitivebehaviorallab.cals.ncsu.edu/ LinkedIn: https://www.linkedin.com/in/mknuth/ CBS News Sunday Morning segment “The Pride and Perils of Plant Parenthood” on YouTube:  https://www.youtube.com/watch?v=vO-61q69PUw  

Gail Cash, owner of Flori-Design in Eustis, Florida, has built a horticulture career shaped by resilience, focus and creativity. In this episode of I Dig Your Story, Gail shares her journey from FFA and Virginia Tech to launching her own business, including how she found a niche in carnivorous plants and built memorable products like “Little Pot of Horrors.” She also talks about expanding into dish gardens and terrariums, designing standout products, and what it took to survive the Great Recession. Along the way, Gail shares the lesson that continues to guide her business today: “I really learned during the Great Recession that you need to stick with what you do best and just try to do a better job of it.” We also discuss leadership, team retention, and how treating people well has helped her build a loyal workforce. 🎧 Listen in for a conversation about plants, business, and staying grounded through change. Where to Find Gail: Website: https://www.flori-design.com/ Little Pot of Horrors: https://littlepotofhorrors.com/ Instagram: @flori_design_inc Facebook: Flori-Design Nursery

What does it mean to truly grow through every season of life? In this deeply moving conversation, Gladys Opiyo shares a story that spans continents, hardship, discovery and purpose. From her early years as a refugee to her journey through agriculture in Uganda, Costa Rica and the United States, Gladys reveals how her path was shaped by resilience, faith and her discovery of and appreciation for floral beauty. Her connection to plants runs far deeper than a career—it’s rooted in survival, shaped by necessity, and elevated by curiosity. Today, as a Director of Sales at Profile Products, Gladys brings a unique perspective shaped by hands-on growing experience, global education and a heartfelt commitment to supporting her grower customers. This is a story about more than plants. It’s about perspective, perseverance and finding purpose in the unexpected turns of life. Find Gladys on LinkedIn.

What if the thing you loved as a kid could grow into a career that reaches millions? In this episode of I Dig Your Story, Justin Hancock shares how a simple fascination with plants turned into a role helping gardeners everywhere feel more confident, capable, and inspired. From early curiosity to industry influencer, Justin’s story is about following what pulls you in—and figuring it out along the way. In this episode, we dig into: Where his love of plants really began (and how early it started) The twists, turns and pivotal moments that shaped his career Why making gardening approachable matters more than ever His "Disney movie moment" in is Miami back yard Exactly how different gardening is in Minnesota compared to Miami—and the lessons he learned along the way. If you’ve ever wondered “could this actually go somewhere, career-wise?”—this conversation is for you.   SHOVEL READY: Garvinea Garden Gerberas - https://garvinea.com/ Variegated Kaempferia - https://costafarms.com/products/variegated-kaempferia-medium   Where to Find Justin: Costa Farms: costafarms.com Podcast: Plant Prescription Reddit: GardeningJustin LinkedIn: https://www.linkedin.com/in/justin-hancock-6304127/

We are introducing a new show spinoff: Fifth Tuesdays. Wanting to keep to just four Tuesday interviews each month, host Ellen Wells decided to use this “fifth Tuesday” as a quarterly bonus. For each month that has a Fifth Tuesday, she will answer your questions and update you on any I Dig Your Story happenings.   In this episode, Ellen answers: Why horticulture? What makes a good interview? How do you stay curious? What’s been surprising about the podcast so far?   Ellen also answers a few lightning round questions, too—you’ll want to hear what plant she struggles with the most (hint: it’s not actually a plant).   SHOVEL READY: I Dig Your Story is now open for sponsorships and partnerships! Watch for an I Dig Your Story newsletter coming your way soon. Questions: [email protected]

Host Ellen Wells chats with former Walt Disney World Director of Horticulture Katy Moss Warner and former Florida Nursery, Growers, and Landscape Association (FNGLA) COO Linda Adams to share the story of the Bloom & Grow Garden Society in Winter Garden, Florida. The conversation is proof that a passionate garden club can literally reshape a community.    Together Linda and Katy reveal how Bloom & Grow: - Helped turn Winter Garden’s blighted downtown into a lush linear park  - Planted 1,000 bald cypress trees at Tucker Ranch and has become known as "the folks who do trees well."  - Helped establish Winter Garden’s official flowering tree (Pink Trumpet Tree) and the Heritage Tree Walk  - Maintains multiple public gardens that support both pollinators and the people who live in and visit downtown Winter Garden. - Run multiple programs that serve as models for other community-focused garden clubs throughout the nation.     You’ll hear practical inspiration for starting or reimagining a garden club, engaging local leaders, partnering with industry and using plants to build community, connection and long-term legacy.   And the next time you see Katy, ask her about her Aspidistra collection.   SHOVEL READY: Bloom & Grow Garden Society’s Spring Fever in the Garden: https://www.springfeverinthegarden.org/ America In Bloom: https://americainbloom.org/

On this episode of I Dig Your Story, Ellen talks with Kathy Jentz — journalist, podcaster and founding editor and publisher of Washington Gardener Magazine. Kathy shares how a lifelong love of reading and telling stories led her to study journalism in college, but it wasn’t until she bought a small house with a big garden that gardening truly became a passion. Eventually, noticing the lack of reliable regional information for Mid-Atlantic gardeners, she launched her own publication — and later the GardenDC podcast — to connect gardeners with trustworthy, local expertise. Ellen and Kathy talk about how garden media has evolved from printed newsletters and magazines to blogs, podcasts, and social media — and what that shift means for today’s home gardeners. With so much information circulating online, Kathy explains why finding credible, regionally relevant advice is more important than ever, especially as AI-generated content, misleading graphics, and viral gardening “hacks” spread across the internet. In this conversation, they dig into: Kathy’s path from feature writer and association communicator to magazine founder and podcaster How gardening trends have shifted from primarily ornamental plants to growing interest in edibles and native plants The pandemic-era gardening boom and what has stuck with new gardeners Why Kathy says “all gardening is local” and how gardeners can find reliable advice in their own region Viral gardening trends — like snail-spiral seed starting and banana peel fertilizer water — and whether they actually work   Learn about Kathy’s most reliable tools and how she protects them, why roses do not have to be scary, and her believe that we should all grow what we love and tackle garden projects in small, manageable pieces. If you’ve ever wondered how someone builds a career telling gardeners’ stories — or how to separate helpful gardening advice from online noise — this episode is full of insights and practical wisdom.   Where to Find Kathy Instagram/X/BlueSky/Threads: @WDCgardener LinkedIn: Kathy Jentz Facebook: Kathy Jentz and Washington Gardener Magazine Website: www.washingtongardener.com Blog: www.washingtongardener.blogspot.com Podcast: GardenDC available on YouTube, Apple Podcasts, Spotify and other major platforms  

In this episode of I Dig Your Story, Ellen sits down with Maria Rodale—author, organic advocate, and co-chair of the Rodale Institute board—to explore a lifetime spent growing alongside plants and the organic movement.    Maria shares what it was like growing up on the pioneering Rodale family farm, where Organic Gardening and Prevention magazines were born and where her father’s research helped prove that organic systems can outperform chemical agriculture while regenerating soil.    She explains the difference between organic and regenerative organic, why eliminating toxins is still the heart of the work, and how “regeneration” became part of the movement’s vocabulary.    With guest co-host Mike Betterly from Organic Mechanics Soil Company, the conversation turns to:  Why growing your own food—whether in a backyard, container, or windowsill—is empowering  Easy entry points for new gardeners  The joy of heirloom and culturally important seeds  Learning to see weeds, groundhogs and imperfections as part of a living ecosystem  And, maybe best of all, Maria gives us permission to not weed!  Find Maria Rodale on: Substack @Life.Unfiltered  

On this episode of I Dig Your Story, host Ellen Wells chats with Frank and Pamela Arnosky, founders and owners of Arnosky Family Farm and Market — known as Texas’ premier cut flower farm and garden. Ellen first interviewed Frank and Pam for a 2025 FloraCulture International article and immediately knew their story deserved a deeper dig. The couple reveal that what started as a shared childhood love of plants separately grew into a thriving specialty cut flower operation as they came together.  The Arnoskys' journey began with a small bedding plant business and a bold opportunity. When Whole Foods Market asked if they could supply “all you can grow,” the Arnoskys dove deep into specialty cut flowers. That eventually led to the creation of Texas Specialty Cut Flowers and the Blue Barn Market, beloved by flower lovers near and far. In this episode, listen for: How marigolds changed everything. A single crop dramatically shifted their production focus and opened new retail doors. How COVID nearly flipped their business model 180 degrees. When wholesale demand stalled, retail  sales surged. How polka music altered the course of their lives. Sometimes destiny arrives with an accordion. Frank and Pam share honest insights about taking chances, resilience, sticking to their mission, and staying rooted in purpose. Through every season, they’ve remained grounded in one simple belief: Every home should have flowers every day. If you’ve ever wondered what it takes to build a highly respected cut flower brand beloved throughout the Lone Star State — or how love, partnership, and a little polka can shape a life in horticulture — this episode is for you.   Where to Find the Arnoskys: Instagram: https://www.instagram.com/arnoskyfamilyfarms Website: https://www.texascolor.com/  

In this episode, host Ellen Wells zooms with Chuck Pavlich, Director of New Product Development at Terra Nova Nurseries in Oregon. Find out how a farm-raised boy’s obsession with dinosaurs and rocks evolved into a passion for all things plants. After working in retail horticulture in various positions for 30 years, Chuck is now exploring the world in search of new plants to breed, develop and bring to gardens worldwide. Learn what it takes to hike a 15,000 ft. high mountain, how to find the gem in a trial garden and how a misdialed number led to Chuck’s short-lived but quite excellent film and television career. It’s all true! Where to find Chuck: Terra Nova Nurseries YouTube channel

In this episode of I Dig Your Story, host Ellen Wells sits down with Charlotte, NC-based garden designer Jay Sifford to explore how he turns ordinary spaces into immersive, story-rich landscapes. Jay shares his winding path from ministry and sales to aquariums and, finally, to garden design, and explains why he treats plants like an artist treats paint, using color, form, and mood to compose gardens that feel magical, personal, and deeply memorable.   Find out about Jay’s love of slag glass, his hot takes on designing with natives and how Mary Poppins changed the trajectory of his garden design career. It's a great conversation—you're gonna love it!   Where to Find Jay Sifford  Website: SiffordGardenDesign.com  Instagram: @siffordgardendesign  Facebook: Sifford Garden Design  Writing: Regular contributor to *Fine Gardening* magazine  Video Features: Appearing in garden tours on Jim Putnam’s HortTube YouTube channel 

On this episode of I Dig Your Story, host Ellen Wells is joined by Helen Lawson, Retail Marketing Partnership Coach for Monrovia, a California-based nursery with nationwide operations. Helen is one of those people I’ve had minimal but excellent interactions with, and that was more than enough to know she had a story worth digging into. Helen shares how a childhood love of the outdoors led her to writing and photography, how writing led her into marketing, and how a Garden Writers Association event helped her discover a passion for horticultural marketing. Her journey is a reminder that careers don’t have to follow a straight path to be meaningful. At the core of Helen’s story is a simple but powerful philosophy: “Just show up.” Got an interest? A dream? Show up for it. Stick around for the lightning round to find out if Helen loves disco—and which marketing trend she’s soooo totally over.   Shovel Ready: Vivid Bright Lights Dianthus: www.monrovia.com/viviid-bright-light-dianthus.html   From the Convo: Centennial Ruby Hydrangea: www.monrovia.com/centennial-ruby-hydrangea.html GardenComm/Garden Writers Association: info.gardencomm.org/   Helen on Socials: LinkedIn: www.linkedin.com/in/helennewlinglawson/ Instagram: www.instagram.com/helen_gardenspotting

On this episode of I Dig Your Story, I’m joined by Kate Ferguson and Lila Sullivan, the co-founders of Flourish Plant—and proof that a shared love of plants and nature can turn into something much bigger. Long before they were business partners, Kate and Lila were science fair competitors, both already deeply curious about how plants work and what they need to thrive. In our conversation, we trace their path from early science geekdom and parallel nature-obsessed lives to launching Flourish Plant together. Kate and Lila share what it’s really like to start a plant care company from absolute scratch, how they navigated the complexities of the fertilizer market, and why creating sustainable, high-quality products has always been a non-negotiable for them.   We also talk about friendship in business, what excites them most about expanding their product line, and how their passion for plants continues to shape their vision for the future of Flourish Plant.   Find Flourish Plant products at more than 500 Whole Foods and independent plant shops and garden centers nationwide and also on Amazon. For more information on Kate, Lila and Flourish Plant, visit: www.flourishplant.com  www.instagram.com/flourishplant www.tiktok.com/@flourishplant    

Joining me on the I Dig Your Story podcast today is landscape designer Jan Johnsen. Grab your popcorn my friends because this lady has some stories! Like what? We talk about growing “monster seeds," winning the NY Citywide science fair with a plant experiment, living in 1970s Japan how she became a sort-after landscape designer in Westchester County, New York.  We also lament the fact that the world is out of touch with green spaces and how important it is to inform the next generations that yes indeed plants can be a career choice.  It's a fun time with Jan! And seriously, we may need to have a Part II.    Connect with Jan:  Instagram: Johnsen Design Substack: Gardentopia LinkedIn: Jan Johnsen Website: Johnsen Landscapes      

Host Ellen Wells chats with Katie Jensen of Katie Casey Designs—a plant shop, garden center, and landscape design studio all rolled into one—in Clear Lake, Iowa. Even while recovering from a flu-like bug, Ellen wasn’t about to miss the chance to catch up with Katie, who truly “does it all.” Ellen has known Katie long before she opened her own shop—back when Katie was writing for Better Homes and Gardens. From those early days as a garden writer to becoming a business owner and designer, Katie’s career has taken some impressive and unexpected turns. In this conversation, Katie shares: Where her love of plants first began How and why she walked away from her original career path What led her to create Katie Casey Designs What’s ahead for her and her business in the coming year And fair warning, Kelly Norris—Katie may be paying you a visit soon. Tune in to hear how passion, creativity, and a little boldness can grow into a life rooted in plants and possibility. Find Katie IRL at Katie Casey Designs in Clear Lake, Iowa, and online at katiecaseydesigns.com. 

Welcome to I Dig Your Story, a podcast where we unearth the personal stories behind the plants, people, gardens, and green spaces that shape our lives. I’m your host, Ellen Wells, and today’s guest is someone I’ve known for nearly 18 years—Marta Maria Garcia, Head of Product Management and Marketing for Dümmen Orange in North America. Marta Maria and I have been friends and industry colleagues for a long time, but even after all these years, I realized I didn’t really know how she first found her way into the plant world. In this episode, Marta Maria shares the surprising path that led her from marketing Bacardi in Puerto Rico to building a career in the plant industry in South Florida. We talk about how her background in marketing shaped her approach, the twists and turns of her career, and what drew her to horticulture in the first place. Stick around to find out: What “legacy plant” is growing in her backyard Her favorite flavor from Jeni’s Splendid Ice Cream And what she plans to do when she wins that massive Powerball jackpot (and yes, I’m definitely going with her) This one is full of stories, good laughs, and a reminder that everyone in this industry has a unique path worth digging into.

On this episode of I Dig Your Story, I’m joined by Cheri Ruane, Chief Development Officer at Weston & Sampson—and a longtime friend, although exactly how long we’ve known each other is still up for debate. Like many friendships, I realized I didn’t exactly know what Cheri does for a living, but I knew it had something to do with landscape architecture. And honestly—do we ever really know what our friends do all day? In this episode, we break down what a Chief Development Officer at an engineering firm actually does and how a girl from New Jersey made her way to the C-suite of a Boston-based company, with an important stop working in her cousin’s landscape contracting business along the way. We also talk about how Cheri learns about new plants, why plant selection matters in public spaces, and the one type of plant she hopes breeders will start producing in abundance for public parks everywhere. Learn more about Cheri:  @work - https://www.westonandsampson.com/ Fun stuff - just Google Cheri Ruane ; )   

In this special installment of I Dig Your Story, Ellen answers a few questions you didn't even know you had about her podcast. Such as, who is this Ellen? And what's the whole show anyway? 

In this very first episode of I Dig Your Story we chat with Diane Blazek of National Garden Bureau and All-America Selections. Learn about little Diane, how she found her way into the world of horticulture, and what it takes to keep these two vital industry non-profits running smoothly. Spoiler alert—she and I both want more hours in the day.