NaturaLawn of America
Growing a Family Legacy through OrganicBased Lawn Care

NaturaLawn of America was built on a simple belief. Effective lawn care should not compromise the wellbeing of families, pets or the technicians applying the products. That principle has guided the company since it was founded nearly four decades ago as a family business.

Founder Phil Catron witnessed the impact of traditional lawn care as technicians using traditional chemical applications were becoming sick and customers questioned whether treatments were safe for children and pets. Believing there had to be a better approach to lawn care without putting people, pets or the environment at unnecessary risk, he developed an alternative program centered on safer products. His company did not accept the program, and after he was fired, Catron decided to start his own business. He established NaturaLawn of America to bring that vision to life.

Today, as the second generation prepares to take over the business, that purpose remains unchanged. The same long-term perspective is reflected across the franchise network, with many franchise owners joining the company to build businesses they hope to pass on to future generations.

“Our goal from the get-go was always to have safer products that were going to still provide a good quality product for the homeowner,” says Theresa Smith, Senior Vice President.

A Safer Approach to Lawn Care

Rather than describing its approach as simply organic, NaturaLawn of America uses the term organic-based because lawn care is not always black and white. Although the company’s goal has always been to move towards fully organic products, treatments may be fully organic or organic-based depending on the condition of each lawn. Rather than making broad environmental claims, the company focuses on accurately describing the treatments used for each lawn.

At the same time, when a lawn issue requires treatment, the focus remains on choosing a safer alternative rather than relying on the hard-hitting traditional chemicals used in the industry. The organic-based approach allows the company to transition customers away from traditional materials. Instead of applying treatments across an entire lawn as a matter of routine, technicians treat every lawn as its own ecosystem and apply products only where they are needed.

Building Healthier Lawns from the Soil Up

While traditional lawn care often focuses on the surface, NaturaLawn of America believes healthier turf starts with healthier roots. Every program begins with a soil test to understand what supports grass growth and what the lawn needs.

“The health of the plant has always been in the root system. That’s the foundation of our programs,” says Jesse Catron, Senior Vice President.

Technicians are empowered to assess each property, identify the underlying cause of a problem and recommend the most appropriate course of action. They may recommend practical solutions, such as improving sunlight exposure or leveling uneven ground, before applying any treatment. When treatment is necessary, biological or biorational options provide a safer alternative based on the lawn’s specific conditions.

Years of research have also shaped the company’s proprietary fertilizers. Unlike many conventional fertilizers that contain fillers such as gravel or sawdust, NaturaLawn of America’s formulations are designed so every ingredient provides value to the plant. The company’s objective is to apply only what benefits the lawn, giving customers better value while reducing waste and unnecessary product use.

Integrated Pest Management (IPM) has been part of NaturaLawn of America’s approach since the beginning. At the request of the Federal Environmental Protection Agency (EPA), founder Phil Catron was asked in 1989 to author their chapter titled “Implementation of an IPM Program Into a Lawn Care Operation” for their “Turfgrass & Ornamentals” handbook. That philosophy continues today by empowering technicians to evaluate each lawn individually and determine the most appropriate treatment based on its specific conditions.

Education, Trust and Future Growth

NaturaLawn of America believes customer education is just as important as lawn care itself. Conversations begin before work starts so technicians can understand how homeowners view their lawns and what they hope to achieve. Those early discussions help the company explain what is realistically achievable. Because every lawn is influenced by weather and surrounding conditions, the company focuses on honest guidance rather than promising a perfectly weed-free lawn.

Education extends to employees as well. Continuous training and ongoing development empower technicians to make informed recommendations instead of relying on habit. It also helps address assumptions that environmentally responsible lawn care is more expensive, slower or less effective. The company believes technology is making safer solutions more accessible and comparable in cost over time.

Trust has become another defining part of the business. Many franchise owners have worked with the same customers for years and know them by name. These long-standing relationships help homeowners trust the recommendations being made. The company also believes it has remained ahead of changing regulations, taking a proactive approach based on its own standards rather than waiting for government requirements to dictate its direction. Protecting customers, employees and the environment has remained central to the company’s philosophy because it is the right thing to do.

Preparing for the Next Generation

Service, focus and innovation remain the company’s guiding principles. Research and development continues to improve safer and more effective products, while investments in technology and operational processes help improve efficiency and enhance the customer experience.

NaturaLawn of America has grown every year since it was founded, something its leadership does not take lightly. As responsibility passes to the second generation, the company focuses on strengthening its foundation, modernizing the business to improve the customer experience and supporting future growth. The company sees opportunities to expand geographically and broaden its services while remaining committed to the values that shaped the business. That longterm perspective continues to guide both the company’s future and the franchise owners building businesses they hope to pass on to future generations.