NaturaLawn of America: Leading the Way in Eco-Friendly Lawn Care

Founded in 1987 by Phil Catron, NaturaLawn of America has built its reputation as a trailblazer in organic-based lawn care services. Operating from its headquarters in Frederick, Maryland, the brand has expanded its presence nationwide, offering franchise opportunities to entrepreneurs across the United States.

NaturaLawn delivers a range of services that include eco-friendly fertilization, weed control, and pest management, all centered around organic principles.

A key differentiator for the franchise is its Integrated Pest Management (IPM) strategy, which reduces chemical pesticide use by more than 85%. This dedication to environmentally responsible practices positions NaturaLawn as a standout choice in the lawn care industry, appealing to customers seeking safer, sustainable lawn care solutions.

Training

The NaturaLawn of America franchise offers a detailed and multi-stage training program to ensure franchisees are fully prepared to operate their business. Here’s a clear explanation of the training programs provided:

1. Initial Owner Training: This program is mandatory for the franchisee and one manager or principal owner. It consists of one week of classroom training at the company’s headquarters in Frederick, Maryland, covering topics such as weed, insect, and disease identification, safe use of materials, and business management. This is followed by two additional weeks of hands-on training at a designated company location before the business opens to the public.
2. Employee Training: Turf technicians and other key employees receive practical training at the franchisee’s business location or at other designated sites. This training ensures that employees gain the specialized skills required for lawn care operations, with topics including safety procedures and service techniques.
3. Ongoing and Annual Training: Franchisees are required to attend at least one franchise owner training meeting each year, which focuses on updates in marketing, sales, and technical operations. There may also be periodic mandatory meetings and refresher training sessions to cover new procedures, techniques, and industry developments.
4. Additional and Remedial Training: If operational deficiencies are found or new systems are introduced, the franchisor may require additional training. Franchisees can also request supplemental training as needed, with costs typically covering travel and lodging expenses.

Territory Protection

The NaturaLawn of America franchise grants its franchisees a Licensed Territory, which is typically determined based on demographics and generally includes at least 40,000 single-family households.

This territory is exclusive in the sense that the franchisor agrees not to establish or authorize another NaturaLawn of America business within that area, provided the franchisee remains in compliance with the agreement. The Licensed Territory is established before signing the Franchise Agreement and cannot be relocated during the license term.

However, while franchisees receive exclusivity for direct service operations, the franchisor and its affiliates retain significant rights within and outside the Licensed Territory.