Greenhouse Product News

Big Grower January 2019

The business magazine for commercial growers

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BIGGROWER.COM • JANUARY 2019 3 COVER STO RY A merican Color is a relatively young company but with amazingly deep family roots in the greenhouse business. Owner Ed Van Hoven built his first greenhouse growing transplants for vegetable starts just 20 years ago in 1998, but his operation has quickly expanded to one of the largest flower growers in the country. Today the company has 30 acres of greenhouse space and 10 acres of outdoor production. They have managed to carve out a niche in the market and within their region that has given them a successful partnership with retailers like Costco and the new Lidl. Pair that with their contract business, and American Color is supplying a good portion of a 900-mile radius. A SIMPLE, YET DIVERSE, BUSINESS PLAN American Color has a fairly unique customer base, which has provided the opportunity to remain narrow and deep in their product line. From big box retailer Costco to up-and-coming grocery chain Lidl to contract growing for customers like Metrolina Greenhouses, the 30-acre greenhouse is busy year-round with a full range of product from bedding plant packs to combination baskets to mums and poinsettias. According to Tom Costamagna, director of growing at American Color, being located in north central Virginia has been very beneficial not only from a climate standpoint but also geographically when it comes time to ship to various customers. Virginia-based American Color is succeeding by leading the industry not only in innovation but also in sustainable production that penetrates from the farm all the way to the consumer. By Jasmina Dolce Improving Tomorrow from the Ground Up COVER STO RY Year Founded: 1998 Location: Orange, Virginia Production size: 30 acres indoors, 10 acres outdoors Key Management: Ed Van Hoven, owner/president; Brandon Van Hoven, vice president; Tom Costamagna, director of growing; Reese Boyd, director of sales Number of Employees: 100 full time, between 200 and 250 during peak season Customer Base: Costco, grocery chains, contract growing for other large growers AMERICAN COLOR AT A GLANCE

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