What happens when the hustle of Miami meets the mountains of Puerto Rico? In this episode, we sit down with Tito, a Miami-based entrepreneur who just came off working one of the biggest EDM events in the world, Ultra Music Festival, managing a team of 45 hawkers and eight beverage stations serving tens of thousands of people across three days. But behind the grind is a bigger vision: helping his family plant roots, literally, in the coffee mountains of Puerto Rico. Tito opens up about his parents dream to leave Florida behind and start a coffee farm in the highlands of Puerto Rico, and how that dream sparked something in him too. We talk about the 5-acre property his family acquired near one of Puerto Rico's most recognized coffee producers, the forest that still needs clearing, the two water sources on the land, and the long road ahead to turn raw terrain into something that creates a real family legacy. This conversation goes deep on what it actually takes to build in agriculture, the patience, the passion, the risk management, the hurricanes, and the reality that farming is a 5 to 20-year play, not a get-rich-quick scheme. We also explore the bigger vision for the property: think coffee production, hospitality, Airbnb-style accommodations, and a complementary venture to the local restaurant scene, not competing with it, but adding to it. Tito also reflects on his background in landscaping, what COVID taught him about plants and irrigation, and how simply taking action on the right information can open doors that passive consumption never will. If you're someone building something from the ground up, chasing a purpose, or thinking about what it means to create something that lasts, this episode is for you.

En este poderoso y revelador episodio, el anfitrión Willie Rodriguez conversa con el Dr. Robert Cubria de Tecnafert para abordar una de las crisis más urgentes—y menos discutidas—de la agricultura moderna: la degradación del suelo y las consecuencias ocultas del uso convencional de fertilizantes. Con más de 17 años de investigación provenientes de un innovador proyecto universitario en España, el Dr. Cubria explica cómo el uso excesivo de fertilizantes químicos desde principios del siglo XX ha provocado suelos empobrecidos, contaminación de fuentes de agua e incluso posibles vínculos con problemas de salud humana como enfermedades renales. Pero esta conversación no se queda en el problema—se enfoca en soluciones reales. El Dr. Cubria profundiza en la ciencia de la nutrición vegetal, revelando por qué los fertilizantes tradicionales son ineficientes (con menos del 7% de absorción en muchos casos) y cómo la tecnología revolucionaria de Tecnafert está cambiando las reglas del juego. Mediante la ingeniería de moléculas a escala nanométrica y el uso de enlaces avanzados, su equipo ha logrado más del 95% de bioasimilación y una metabolización completa—utilizando hasta un 90% menos producto. En este episodio descubrirás: La verdadera razón por la cual los fertilizantes fallan en distintos suelos y climas Cómo el tamaño molecular y la biología de la planta (como los plasmodesmos) limitan la absorción de nutrientes La evolución de fertilizantes químicos a compuestos quelatados—y más allá Una molécula “inteligente” que responde a señales de la planta para liberar nutrientes en el momento adecuado Por qué el sistema agrícola actual prioriza las ventas sobre las soluciones El papel de la inteligencia artificial y la agricultura de precisión en el futuro Los desafíos del suelo en el sur de Florida y recomendaciones prácticas para productores en zonas como Homestead Cómo alianzas en Estados Unidos están trabajando para regenerar suelos y apoyar a los productores con datos en tiempo real La importancia de la educación, el cambio generacional y el acceso a mejores herramientas El Dr. Cubria también cuestiona las ideas tradicionales sobre la agricultura “orgánica”, proponiendo en su lugar un modelo de agricultura saludable, eficiente y escalable que garantice tanto la rentabilidad como la seguridad alimentaria global—especialmente ante una población que alcanzará los 10 mil millones de personas para el año 2050. Conclusión clave: Es momento de replantear cómo nutrimos a las plantas y enfocarnos en la precisión, la eficiencia y la sostenibilidad a largo plazo. ¿Tienes un reto en tu operación? Contáctanos—este episodio es solo el comienzo de una conversación mucho más grande. Escúchalo ahora y sé parte del movimiento. bio@tecnafert.com

In this powerful and eye-opening episode of The Plant Movement Podcast, host Willie Rodriguez sits down with Dr. Robert Cubria of Tecnafert to unpack one of the most urgent—and overlooked—crises in modern agriculture: soil degradation and the hidden consequences of conventional fertilization. With over 17 years of research rooted in a groundbreaking university project from Spain, Dr. Cubria shares how the overuse of chemical fertilizers since the early 20th century has led to nutrient-depleted soils, water contamination, and even links to human health issues like kidney disease. But this conversation goes far beyond the problem—it’s about solutions. Dr. Cubria dives deep into the science behind plant nutrition, revealing why traditional fertilizers are inefficient (with less than 7% absorption in many cases) and how Tecnafert’s revolutionary technology is changing the game. By engineering molecules at the nanoscale and using advanced bonding techniques, his team has achieved over 95% bioassimilation and full metabolization—while using up to 90% less product. This episode explores: The real reason fertilizers fail across different soils and climates How molecule size and plant biology (like plasmodesmata) limit nutrient uptake The evolution from chemical fertilizers to chelated compounds—and beyond A breakthrough “smart molecule” that responds to plant signals to release nutrients at the right time Why current agricultural systems prioritize sales over solutions The role of AI and precision agriculture in the future of farming Soil challenges in South Florida and practical insights for growers in regions like Homestead How partnerships in the U.S. are working to rebuild soil health and support growers with real-time data The importance of education, generational change, and empowering farmers with better tools Dr. Cubria also challenges conventional thinking around “organic” agriculture, advocating instead for a model of healthy, efficient, and scalable farming that ensures both profitability and global food security—especially as we approach a population of 10 billion by 2050. Whether you're a grower, nursery operator, ag professional, or simply passionate about the future of food, this episode is packed with cutting-edge insights and practical takeaways. Key Takeaway: It’s time to rethink how we feed plants—and start focusing on precision, efficiency, and long-term sustainability. Have a challenge in your operation? Reach out—this episode is just the beginning of a bigger conversation. Listen now and join the movement. Contact: bio@tecnafert.com

On Episode 90 of The Plant Movement Podcast, Willie Rodriguez sits down with Max and Dawson, the founders of Floratrack AI, to discuss how artificial intelligence and AR smart glasses are transforming scouting, IPM, and plant tracking inside modern greenhouses. What started six years ago as a pest identification app has evolved into a full-scale platform built “for growers, by growers.” Floratrack now helps operations track thousands of plants, log pest pressure in real time, standardize reporting, and integrate directly with systems like Plantiful through API connections. The game-changing innovation? Hands-free AR glasses that allow growers to: • Log pests and crop issues while walking • Analyze sticky cards • Identify rows and fields instantly • Access reports without stopping workflow No more clipboards. No more lost notes. No more relying on word-of-mouth. We also dive into: • Data-driven decision making • Standardization and accountability in the next 5–10 years • Reducing unnecessary spraying • Integration with future platforms • Data privacy and ownership Floratrack offers user-based pricing and pilot programs for both the platform and glasses, helping growers test the system before fully committing. If you’re serious about modernizing your greenhouse operation, this episode gives you a clear look at where the industry is heading. Innovation isn’t optional anymore — it’s the standard. FloraTrack Ai Email: dawson@floratrack.ca Call: (250) 882-5229 Web: https://floratrack.ca/ai-smart-glasses The Plant Movement Podcast Email: eddie@theplantmovementnetwork.com & willie@theplantmovementnetwork.com Call: (305) 216-5320 Web: https://www.theplantmovement.com Follow Us: IG: https://www.instagram.com/theplantmovementpodcast A's Ornamental Nursery WE GROW | WE SOURCE | WE DELIVER Call: (305) 216-5320 Web: https://www.asornamental.com Follow Us: IG: https://www.instagram.com/asornamentalnursery The Nursery Growers Call: 786-522-4942 Email: info@thenurserygrowers.com IG: www.instagram.com/thenurserygrowers web: www.thenurserygrowers.com Plant Logistics Co. (Delivering Landscape Plant Material Throughout the State of Florida) Call: (305) 912-3098 Web: https://www.plantlogisticsco.com Follow Us: IG: https://www.instagram.com/plantlogistics Directed and Produced by Eddie EVDNT Gonzalez Disclaimer: The contents of this podcast/youtube video are for informational and entertainment purposes only and do not constitute financial, accounting, or legal advice. I can’t promise that the information shared on my posts is appropriate for you or anyone else. By listening to this podcast/youtube video, you agree to hold me harmless from any ramifications, financial or otherwise, that occur to you as a result of acting on information found in this podcast/youtube video.

In this powerful and unfiltered episode, Willie Rodriguez sits down with Paul Capote owner of PGL better known as the "Miami Landscaper," for a real conversation about debt, discipline, faith, leadership, and the future of the green industry. Paul has been in the industry for 17 years, and he’s still growing, still learning, and still refining. From surviving the COVID boom, to navigating heavy debt, vendor credit, and high-interest loans — this episode pulls back the curtain on what it really takes to build a landscaping company in today’s Florida market. What We Cover: The Hard Years & The Reset2023–2024 were tough. Cash flow pressure. Equipment debt. Vendor balances.2025 became the year of repair — clearing trucks, stepping away from vendor credit, tightening operations, and building a stronger foundation. Debt & Financial Accountability– Why high-interest loans should only be used strategically– The danger of promising too much– Why knowing your numbers protects your business– The truth about vendor debt in the industry. Locking in Product & Managing RiskWith Florida freezes, volatile pricing, and supply chain uncertainty, Paul breaks down what it actually means to guarantee pricing in today’s environment.To lock in product means tying up capital, space, manpower, and deposits — sometimes increasing costs 25–40%. But for contractors who understand long-term vision?That $100K tied up today could unlock $4–6 million in opportunity tomorrow. Trust, Documentation & ProfessionalismHandshakes aren’t enough anymore.Quotes must be documented.Verbal agreements create chaos. We talk about: – Why eye contact matters – Why documentation protects everyone – Why accountability scares people – How shadiness is hurting the industry Raising the Standard of Blue-Collar WorkPaul speaks passionately about elevating tradesmen:– Remove the word “laborer”– Use titles like Landscape Design Tech– Create pride in the craft– Implement SOPs and production bonuses– Build structure with AI systems like Lana Quality matters. Mulch glue matters. Details matter.“Put your name on it and make it perfect.” Faith, Growth & Breaking Generational CursesThis episode goes deeper than business. Paul opens up about: – Becoming a father – Bringing back his podcast “We the Tradesman” – Leading men’s groups – Prioritizing faith over fear – Losing a $100K client and not being shaken – Choosing peace over money “Money is just money. Opportunity to do God’s will is more powerful.” This is a conversation about becoming the kind of man — and business owner — who can handle what’s coming next. 🌱 The Bigger Picture We are the present and the future of this industry. The older generation is retiring. The decisions we make today will pioneer tomorrow. If you're a landscaper, grower, nursery owner, or tradesman trying to build something sustainable — this episode will challenge you to operate with clarity, discipline, and conviction. Hosted by Willie Rodriguez Produced by Eddie Gonzalez Follow Paul: @miamilandscaper Follow the show & watch clips on Instagram 🚀 Interested in being a guest or sponsoring an episode? Reach out. Every episode is about growth. Every conversation is about raising the standard. Welcome to Episode 89.

Come walk TPIE 2026 with us at The Plant Movement Podcast as we hit the show floor, connect with the community of the green industry, and interview some of the most innovative businesses shaping our future. #gardencenter #plantnursery #landscaper #tpie2026 #wholesaleplants

Come walk TPIE 2026 with us at The Plant Movement Podcast as we hit the show floor, connect with the community of the green industry, and interview some of the most innovative businesses shaping our future. We caught up with Billy Deal, one of the show organizers, who shared how TPIE brings together nurseries, landscapers, garden centers, pot sellers, and vendors from both interior and exterior plant worlds—all in one place. Here’s who we met along the way: 👓 Floratrack – Augmented reality glasses for greenhouse scouting. Hands-free IPM tracking, real-time pest counts from sticky cards, voice notes for issues, and integration with inventory systems. 📈 Sunrise Marketing – 32 years helping independent garden centers. Their loyalty app added 15,000 users in two months, 10,000 emails, and increased average tickets by $25. 🤖 Burro Technology – Autonomous electric tractor for towing, spraying, mowing, and equipment transport. Paired with the Weed.It precision sprayer that cuts chemical use by 75%. 🪴 Naked Root – Air root pruning containers designed to eliminate root rot and circling roots. A 6" pot performing like a 20" pot. 🌱 Propagation Diaries – Modern acrylic trellises, clear clips, colorful plant tags, and retail-ready products for plant stores and garden centers. 🌴 Redland Nursery & Jeff Damont – Export specialists, FNGLA leadership, and supporters of Botanical Auctions that fund scholarships and research through the seed bank. 🧘‍♀️ Jacqueline – The Farmer’s Daughter – Award-winning brand blending plants with wellness, home sanctuary design, and innovative retail displays like the Stem Studio and new retail rack systems. This is more than a trade show recap, it’s a look at where the industry is heading. Join us as we walk, talk, and learn from the people moving the green industry forward. Watch, learn, and be part of The Plant Movement. If you would like you and your business to be featured on The Plant Movement Podcast, please email eddie@theplantmovementnetwork.com #greenindustrystrong #tpie2026 #letsgrow #Wholesaleplants #gardencenter #landscaper #landscaping #grower

The episode opens with gratitude — acknowledging A’s Ornamental Nursery, the team, and the clients who allow the podcast to exist as a platform for growth and learning. Willie also gives thanks to God for the opportunity to steward both the business and the responsibility that comes with having a voice in the industry. Industry Partners & Shoutouts The conversation highlights key partners helping move the industry forward:     •    Plant Logistics, offering real-time, Uber-style shipment tracking across Florida     •    The Nursery Growers, founded in 2023, placing experienced growers directly inside nurseries to improve accountability, confidence, and scalability     •    Plant Finder and Plant Ant, trusted tools for plant sourcing, advertising, and market visibility     •    Plantiful, with plans underway to implement full inventory management systems by 2026 Willie and Eddie also extend an open invitation to nursery owners, garden centers, landscapers, and industry professionals to step up and share their stories on the podcast in 2026 — because the industry needs more voices at the table. Hard Topics That Need to Be Talked About This episode tackles conversations many avoid:     •    Product pricing that hasn’t changed in decades     •    Immigration reform and its impact on labor     •    Wage increases and the real cost of doing business     •    Rising interest rates and slowing home sales     •    Why only a shrinking percentage of the market still prioritizes plant quality Willie shares perspective from his role on the FNGLA board, while Eddie brings a fresh lens as someone who didn’t grow up in the industry but understands its realities through lived experience. This and much more on our most transparent Episode yet!

On Episode 88 of The Plant Movement Podcast, host Willie Rodriguez and producer Eddie Gonzalez sit down for one of their most transparent and wide-ranging conversations yet. This episode isn’t about hype, it’s about reality. From rising costs and labor shortages to market saturation, real estate pressure, and the future of nursery ownership, Willie and Eddie openly discuss what’s happening right now in the Green Industry and what it will take to survive, adapt, and lead moving forward. The episode opens with gratitude — acknowledging A’s Ornamental Nursery, the team, and the clients who allow the podcast to exist as a platform for growth and learning. Willie also gives thanks to God for the opportunity to steward both the business and the responsibility that comes with having a voice in the industry. Industry Partners & Shoutouts The conversation highlights key partners helping move the industry forward: Plant Logistics, offering real-time, Uber-style shipment tracking across Florida. The Nursery Growers, founded in 2023, placing experienced growers directly inside nurseries to improve accountability, confidence, and scalability Plant Finder and Plant Ant, trusted tools for plant sourcing, advertising, and market visibility Plantiful, with plans underway to implement full inventory management systems by 2026 Willie and Eddie also extend an open invitation to nursery owners, garden centers, landscapers, and industry professionals to step up and share their stories on the podcast in 2026 — because the industry needs more voices at the table. Hard Topics That Need to Be Talked About This episode tackles conversations many avoid: Product pricing that hasn’t changed in decades Immigration reform and its impact on labor Wage increases and the real cost of doing business Rising interest rates and slowing home sales Why only a shrinking percentage of the market still prioritizes plant quality Willie shares perspective from his role on the FNGLA board, while Eddie brings a fresh lens as someone who didn’t grow up in the industry but understands its realities through lived experience. Economic Pressure & Market Reality Willie and Eddie break down: Why 2023–2024 slowed the industry How middle-class spending on landscapes has declined Why high-end landscapers remain booked months out The saturation problem — too much product, not enough movement The harsh reality facing small nurseries trying to survive rising rents and shrinking margins They also discuss real numbers: land prices, lease contracts, annual rent increases, and how owning property may be the only path to long-term stability for nurseries. Leadership, Boundaries & Business Discipline This episode reinforces powerful lessons learned in 2025: Stop bending over backwards for people who don’t respect your business Request deposits Protect cash flow Respect your time, your team, and your boundaries Not everything works — and that’s okay Willie shares hard-earned wisdom on sacrifice, discipline, and what it truly takes to build something solid: 3 years to start 5 years to become credible 10 years to become stable Sales Strategy, Risk & Transparency The hosts walk through: Slower summer months and the strategies used to survive them Discounting excess inventory responsibly Creative sales terms like 90-day pickup A major Clusia giveaway that cleared land, built goodwill, and sparked industry conversation They also discuss how social media has become a portfolio, not a crutch — emphasizing transparency, quality, and trust over vanity metrics. Looking Ahead The episode closes with forward-thinking plans: Inventory management systems A future online plant store Stronger accountability across operations A renewed commitment to community, honesty, and collaboration Willie and Eddie wrap up with gratitude, humility, and a reminder that challenges are often the very thing that prepares us for what’s next. If you’re a nursery owner, landscaper, garden center, supplier, or anyone trying to build something meaningful in the Green Industry, this episode is required listening.