Profiles: Ron Vanderhoff

Roger’s Gardens’ high retail standards are famous throughout the industry. This past year, Roger’s, in Orange County, Calif., has successfully converted to a fully organic garden center without slackening its pace as a high-end garden retailer. Ron Vanderhoff, a passionate leader at Roger’s, keeps his eye on all aspects of business to ensure that Roger’s continues its sustained goals.

For more: Roger’s Gardens, (949) 721-2100; www.rogersgardens.com.

Q. Is the Internet important to your business?

A. Yes, critical. For 10 or 15 years now, Roger’s Gardens has had a significant Internet presence, including e-commerce. Our shoppers are connected and the Internet, as well as e-mail, is an essential way that they get information and communicate. We use the Internet to re-enforce our brand as well as to deliver event and seminar information, present our products, talk about community efforts and much, much more.

Q. What is the most demanding customer order you’ve ever received?

A. We seem to have a new story every week, but not long ago we shipped an extensive order to Japan. It was several thousand dollars, and the logistics of international shipping is a challenge. The merchandise was all unique, fragile and irreplaceable, but our guest wanted it. Our service policy here is to do whatever it takes, wherever, whenever, whoever -- we did it.

Q. Do you have a favorite business writer or speaker?

A. I’m still a fan of Tom Peters. Ever since “In Search of Excellence” and “Thriving on Chaos,” as well as his message of continual improvement and change, I’ve been a follower. More recently, I think “Good to Great” by Jim Collins is excellent.

Q. How successful are you at balancing work and home life?

A. I would like to get better. However, what I am good at is keeping the two separate. When I get home, I don’t talk work and it doesn’t take me hours to unwind. The same is true at work; I don’t bring my home issues with me to the job. I can focus very well wherever I am and give my full attention and passion to whatever I am doing. At the end of the day, when I put my key in the car door, I’m done with work.

Q. What does your home garden look like?

A. It was terrific six months ago before I bought a new home. I’m starting completely over in my new garden. I am a rather serious plant collector and have several hundred pots and extensive collections of a few specific types of plants. I have one of the biggest collections in the world of a certain plant, but I’ll keep you in mystery about what genus that is. I’m pretty anal about my collection; all maintained on professional benching, all cataloged and labeled with collection numbers, etc. At the moment my actual “garden” is more like a botanical collection. Ask me again in another year.

Q. If you were to recommend one area to visit garden centers, where would that be?

A. In the U.S., I think the Northwest is amazing. The fanaticism about plants and gardening is very strong from Portland, through Seattle and well into British Columbia. I also think some of the best garden centers are in England, especially between Birmingham and Liverpool. I hope to get to South Africa in the next couple of years. I’m hearing great reports.

Q. Do you have someone in the store who heads up sustainable efforts?

A. Not one person. We actually take this very seriously and have made significant investments in our own store facility as well as our educational efforts. For instance, we are a 100 percent organic retailer. We no longer recommend, stock or sell synthetic foods or pesticides. We are now moving away from paper shopping bags. We are recycling extensively and much more. We operate a Green Committee at the store and any staff member can participate. We are serious about being a leader in this arena.

Q. What is your best-attended customer seminar?

A. We have such an extensive seminar program that I couldn’t pull out one example. Every Saturday, and often on Sunday, we fill up our outdoor amphitheater with 100 to 200 guests for a professionally presented seminar. Our seminars and events are a huge part of the Roger’s experience and we are very proud of our programming.

Q. What is your favorite small retailer?

A. There is a small family-owned bagel store that I visit every chance I get. I have gotten to know the people, the bagels are the best anywhere and it feels almost like I’m invited into their home when I visit their store. I can sit, drink my coffee and read the newspaper with complete relaxation.

Q. Which skill is the most important for a manager to possess?

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A. Passion. If you do what you love, you will love what you do. Others will follow and your enthusiasm and genuineness will encourage others.

July 2008