What does it take to build a global company that competes with the biggest names in the industry while never losing sight of its people? On Episode 97 of The Plant Movement Podcast, Willie Rodriguez sits down with Tony Gonzalez, Founder, CEO, and Chairman of Tire Group International (TGI), to discuss the journey of building one of the world's leading tire distribution companies from the ground up. Tony shares the remarkable story behind his family's tire business, which began in Cuba in 1942, and how he founded TGI in 1992 before launching the Cosmo Tires and Astro Tires brands. He also opens up about selling a majority stake of the company to Roger Penske's private equity group in 2011 and the incredible journey of buying the company back in 2022. This episode goes far beyond tires. It's a masterclass on leadership, company culture, customer experience, branding, and creating a business that people genuinely want to be part of. Topics include: The history of Tire Group International and the Gonzalez family's entrepreneurial journey Building Cosmo Tires into a global value brand competing with premium manufacturers The engineering, testing, and investment behind designing proprietary tire lines Growing from an export-focused company to a dominant force in the U.S. market Choosing business partners based on values, trust, and long-term relationships Why customer experience is a competitive advantage—from no-hassle warranties to surprise swag deliveries Creating the Tire Delivery Specialist program and redefining service in the wholesale industry How simple ideas like "Lollipop Friday" strengthen customer relationships Building a culture where employees become owners through the TGI Owners Group Why honesty, transparency, and keeping your word matter more than short-term profits Tony's philosophy that money is the byproduct of doing the right things consistently Throughout the conversation, Tony explains how attention to detail, relentless innovation, and investing in people have allowed TGI to grow while maintaining the family culture that has defined the company for decades. Whether you're an entrepreneur, business owner, sales professional, or simply looking to build a stronger company, this episode is packed with practical lessons on leadership, branding, customer service, and creating a business that lasts. Success isn't built by chasing money, it's built by serving people, honoring your values, and doing the little things better than anyone else. 🎙 Hosted by Willie Rodriguez - Produced by Eddie Gonzalez Guest: Tony Gonzalez – Founder, CEO & Chairman, Tire Group International (TGI) Topics: Entrepreneurship • Leadership • Company Culture • Customer Experience • Branding • Wholesale Distribution • Manufacturing • Innovation • Family Business • Business Growth #ThePlantMovementPodcast #TonyGonzalez #TireGroupInternational #TGI #CosmoTires #Leadership #Entrepreneurship #BusinessGrowth #CustomerService #CompanyCulture #Manufacturing #Sales #Innovation

What does it take to turn 25 years of community service into political action? On this episode, we sit down with Martha Vega Hero, candidate for Miami-Dade County Commissioner of District 8, to talk about the urgent challenges facing one of South Florida's most agriculturally rich and underserved communities. Martha shares why she's stepping into the political arena: not for personal gain, but to fight for the people and land she's spent decades serving. From the Urban Development Boundary creeping into farmland and driving acre prices to half a million dollars, to an 80% labor shortage leaving crops without workers and workers without affordable housing, the issues in District 8 are as interconnected as the ecosystem she's fighting to protect. We dig into what she calls "our safety line" — the agriculture industry — and why losing it isn't just an economic problem, it's an existential one for the entire region. Martha also gets practical: how can local schools and hospitals support farmers by buying local? How do you fix a permitting system that's made small business owners wait a decade just to open their doors? This is a conversation about governance, community, and what it means to truly show up for your constituents — including keeping the commissioner's office open 8, 10, even 12 hours a day for the people who need it most. In this episode: • The UDB crisis and its impact on South Florida agriculture • Why housing laborers is the key to solving the farm workforce shortage • Small business permitting nightmares — and real solutions • Martha's vision for a commissioner's office built around access, not appointments • How to vote: Early voting runs August 3–16; primary is August 18 Whether you grow it, sell it, eat it, or just care about the future of your community, this one's for you.

On Episode 95 of The Plant Movement Podcast, Keith Crouse of Howard and Son Farms returns for his second appearance on the show to share a practical, no-nonsense look at what it takes to build a nursery from the ground up. Keith balances life as a firefighter while growing Howard and Son Farms, a nursery operation focused on liner production, propagation, and continuous improvement. In this episode, he pulls back the curtain on everything from greenhouse construction and irrigation management to financing growth, hiring employees, calculating plant costs, and building a nursery business that can scale. This conversation is packed with actionable advice for growers, nursery owners, landscapers, and entrepreneurs looking to understand the realities of operating a successful nursery. Topics include: 🌱 Building Howard and Son Farms from scratch 🌱 Growing and grading liners for maximum quality 🌱 Why producing extra inventory is critical for fulfilling orders 🌱 Irrigation strategies and preventing root rot 🌱 Fertilizer trials, foliar applications, and production techniques 🌱 The importance of customer feedback and continuous learning 🌱 Reinvesting profits versus paying yourself 🌱 Hiring your first employees and managing labor 🌱 Understanding W2 vs. 1099 workers 🌱 Calculating true plant production costs 🌱 Deposits, cash flow, and managing risk 🌱 Building business credit and securing financing 🌱 Farm Credit loans and credit line strategies 🌱 Scaling nursery operations without sacrificing quality 🌱 Delegation, leadership, and breaking the owner-operator mindset 🌱 How long it really takes to build a nursery brand and reputation Keith also shares lessons learned from visiting other nurseries, seeking mentorship, experimenting with new production methods, and documenting his journey publicly to accelerate growth and learning. One of the biggest takeaways from this episode is the importance of discipline and reinvestment. From living in a trailer and selling personal assets to fund infrastructure, to putting nearly every dollar back into the business, Keith demonstrates the level of commitment required to build something sustainable in the nursery industry. Whether you're just getting started with a few varieties or looking to scale your operation to the next level, this episode offers valuable insights into production, finance, operations, and long-term business development. Hosted by Willie Rodriguez Guest: Keith Crouse, Owner of Howard and Son Farms Topics: Nursery Operations • Propagation • Business Growth • Greenhouse Production • Credit & Financing • Scaling • Leadership • Horticulture Entrepreneurship #ThePlantMovementPodcast #HowardAndSonFarms #KeithCrouse #NurseryGrowers #Horticulture #PlantProduction #GreenIndustry #NurseryBusiness #Propagation #PlantMovement #GreenIndustryGangsters

On this Episode of The Plant Movement Podcast features Shane Leder, owner of Real Landscape Inc. and Real Landscape Nursery, for one of the deepest and most powerful conversations ever shared on the podcast. What begins as a conversation about landscaping, growing unique plant material, and building a vertically integrated nursery operation quickly transforms into a raw discussion about addiction, faith, fear, leadership, marriage, burnout, loneliness, money, and purpose within the green industry. Shane shares the incredible story behind Real Landscape — from starting his business in 2004 to purchasing a horse farm in 2017 and transforming it into Real Landscape Nursery in Boynton Beach, Florida. Known for growing unique, mature material instead of “cookie cutter plants,” Shane explains how he built a nursery focused on quality, patience, and vision while teaching himself the business through books, trial, error, and relentless work ethic. But this episode goes far beyond plants. Shane opens up about growing up on a dairy farm in western New York, battling alcoholism from a young age, going through rehab, relapsing after the loss of his sister, and eventually finding sobriety on October 15, 2003. He speaks candidly about how addiction, insecurity, fear, anxiety, and emotional isolation affect so many people in the landscaping and nursery world, even the ones who appear successful on the outside. Together, Willie Rodriguez, Eddie Gonzalez and Shane Leder discuss: • Substance abuse and addiction in the green industry • Faith, prayer, and following God’s purpose • The loneliness many owners and foremen silently experience • Fear of losing money, clients, and control • Marriage, relationships, and having a supportive partner • Burnout, stress, surgeries, chronic pain, and exhaustion • Leadership, mentorship, and building genuine community • The importance of helping others and serving with purpose • Financial discipline, investing, and business growth • Why many people in the industry are afraid to share knowledge • The hidden emotional toll behind success Shane also shares powerful lessons about sobriety, forgiveness, investing in people, listening to the Holy Spirit, and learning how to operate from faith instead of fear. This episode is honest, emotional, inspiring, and deeply relatable for anyone in the landscaping, nursery, or horticulture industry who has ever felt exhausted, isolated, overwhelmed, or misunderstood while trying to build something meaningful. Core message from the episode: “We built businesses, but many of us are secretly exhausted, isolated, addicted, hurting physically, disconnected spiritually, and starving for real brotherhood. I believe Jesus Christ and genuine community can help heal that.” If you’ve ever struggled with pressure, anxiety, addiction, burnout, fear, or purpose while building a business, this conversation is for you. Need plants, logistics, or nursery support in Florida? We’ve got you covered, tap in with our network partners. Real Landscape Design, Installation & Maintenance Shane Leder Owner Email: real.books@outlook.com IG: www.instagram.com/reallandscape1 Call: 561-644-7507 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 www.asornamental.com The Nursery Growers Call: 786-522-4942 Plant Logistics Co. (Delivering Landscape Plant Material Throughout the State of Florida) Call: (305) 912-3098 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.

On this episode of The Plant Movement Podcast, host Willie Rodriguez sits down with South Florida native and tech-turned-operator Israel Perez-Siam to dive into the evolving world of sustainable aquatic solutions, service businesses, and the future of technology in horticulture. Israel brings over 20 years of experience in healthcare tech and private equity-backed software—but made the leap into hands-on lake management and consulting. Together, they unpack what it really looks like to transition from AI and software into boots-on-the-ground work, and why execution, relationships, and real-world problem solving still matter more than ever. What you’ll learn in this episode: How mechanical lake and pond management is restoring ecosystems and reducing chemical dependency The hidden impact of fertilizer runoff, debris, and algae blooms on South Florida waterways Why service-based businesses can outperform software models—and how to scale them The role of AI in horticulture and field service, and where it’s helping (and hurting) the industry How Pond Guru is innovating with subscription-based aeration systems and sustainable practices The importance of education, community relationships, and hands-on experience in building a lasting business From tackling invasive overgrowth and restoring wildlife habitats to optimizing operations with field service tech, this episode blends environmental awareness with real business strategy. ⚡ Israel also shares his perspective on: The future workforce and why trades are making a comeback The dangers of over-relying on AI and social media Why the “handshake still matters” in a digital world If you’re in the plant, landscaping, or water management industry—or just care about sustainability and smart business—this episode is packed with insight you don’t want to miss. Want to be featured on the podcast? Reach out at eddie@theplantmovementnetwork.com or DM @theplantmovementpodcast Need plants, logistics, or nursery support in Florida? We’ve got you covered—tap in with our network partners. Pond Guru Email: israel@pondguru.com IG: www.instagram.com/pondgurumiami web: https://pondguru.com/ 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 www.asornamental.com The Nursery Growers Call: 786-522-4942 Plant Logistics Co. (Delivering Landscape Plant Material Throughout the State of Florida) Call: (305) 912-3098 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.

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.