Rooted in Quality, Growing in Innovation
May 16, 2025
By Gretchen Westdal Centers
In 1980, Mike and Rachel Gooder, graduates of Iowa State University, purchased the Cresco Greenhouse. The greenhouse, which began operations in 1880, was not small by any means — it had a 10,500-square-foot glass-enclosed working area that produced cut flowers and garden plants, as well as a full-service retail store. That might have seemed like enough to take on, but not for Mike and Rachel.
Like the plants and flowers in their care, they tended to the business. It grew. And it grew some more. Today, Plantpeddler, still located in Cresco, operates at more than 600,000 square feet of capacity and focuses on three primary areas of business.
1. The original Cresco Greenhouse stands, welcoming visitors to the retail and garden center operation.
2. Plantpeddler Wholesale — which began four years after the Gooders originally purchased the Cresco Greenhouse — serves the middle and traditional growing markets with retail-ready products.
3. Plantpeddler Young Plants focuses on producing plant varieties developed using vegetative genetics from leading and emerging breeders, which yield propagated Annuals.
The dynamic enterprise serves more than 3,000 growers across all 50 states, with products reaching both national retailers and local garden centers. Despite this growth, Plantpeddler has remained grounded in its agricultural roots and community values.
“We're probably the closest thing to a hybrid of manufacturing and farming,” says Mike. “Many of our team members grew up on farms or have agriculture in their blood. That connection to the land and the discipline that comes with ag life — that’s a big part of what makes us special.”
The team’s personal roots in agriculture help shape Plantpeddler’s success. Mike notes that it takes people who understand the intricacies of farming and ag-based work to adapt to the fast-paced environment required to produce at the level they do. The adaptability of farming is a cornerstone of being able to produce at the level of Plantpeddler.
High-Tech Horticulture
What sets Plantpeddler apart isn’t just its scale or ag-based roots; it’s the detailed, technology-driven method to producing plants. Their operation runs year-round in a meticulously managed greenhouse environment. Mike and his team apply similar principles to those of other farming operations to what they do in the greenhouses.
“It’s about consistency, efficiency, and ecology,” explains Mike. “We farm in a very controlled environment at a very fast pace, so we’re really good at confinement. Like hog and poultry confinement, we apply the same protocols: disease management, environmental reduction of stress — all those things go into livestock confinement production are very true to what we do in plant production confinement.”
From robotic planters to automated watering systems that minimize runoff, the numerous details of running a greenhouse are optimized for sustainability and precision. They even use “water-by-weight” systems for hanging baskets, so each plant gets the exact amount of water it needs to thrive. This not only conserves resources but also improves plant health and reduces disease risk.
“We’ve found that infrastructure and automation don’t just increase productivity — they make us more environmentally responsible,” says Stacy Bryant, sales and marketing manager who’s been with the company for 25 years. “We’re always looking for new ways to minimize waste and maximize plant quality.”
One example of how Plantpeddler maximizes plant quality while being environmentally friendly is the use of beneficial fungi and bacteria to supplement a portion of traditional chemistry. Known as a biorational approach, this method reduces the need for synthetic interventions and promotes the development of strong root systems, resulting in more resilient plants.
Cross-Cultural Connections
Though based in northwest Iowa, in a town of less than 4,000, Plantpeddler’s reach is global. The company has established strong partnerships with breeders and farms worldwide. Connections extend to Europe, Central America, Africa, Asia, and beyond, supplying a diverse range of horticultural offerings.
When talking about the vast international community he works with, Mike notes the shared love of plants. “They’re farmers just like us,” Mike says. “We might be in different parts of the world, but we share the same passion for growing.”
This international collaboration is the catalyst for one of Plantpeddler’s biggest strengths: providing growers and retailers with access to the most innovative plant genetics on the market. And it’s not just large operations that benefit.
“I really love working with new growers,” Mike adds. “There was a time when we were just learning, as well. Helping those just starting out — that’s incredibly satisfying.”
Whether a large supplier or small startup, Plantpeddler offers help and solutions to those who share a passion for growing beautiful plants.
Cultivating Community and Education
Plantpeddler also takes pride in engaging the local community and broader industry through a series of events that celebrate and educate. Their annual Variety Day showcases more than 1,500 trial varieties in Midwest growing conditions. This helps customers make informed decisions and ensures gardeners find success.
By offering events onsite, Plantpeddler also cultivates opportunities for the grower community to improve their performance. They now root over three million Poinsettias each year, making them a national leader in young plant production. They grow one of the largest Poinsettia trials in the world and host Poinsettia Vartiety Day, for the benefit of breeders, brokers, growers, retailers, and consumers.
“I grew my first crop of Poinsettias in 1980,” remarks Mike. “And they weren’t the prettiest Poinsettias. It’s a really challenging crop.”
Despite their challenges, Mike and Plantpeddler now offer more than 185 varieties of Poinsettias, which is a testament to their commitment to learning and cultivating a crop.
Perhaps most inspiring is their Educate the Educators program, a biannual workshop for Future Farmers of America advisors and ag educators. The one-day event, in cooperation with Iowa State University Extension and Iowa Department of Agriculture and Land Stewardship, trains teachers on greenhouse management and growing for fundraisers, equipping the next generation of ag leaders with hands-on skills.
“Giving back is a core part of who we are,” says Stacy. “We want students and teachers to feel empowered and excited about what’s possible in horticulture.”
Looking Ahead
With a new retail facility in the works and ongoing investments in automation, robotics and sustainable growing practices, Plantpeddler shows no signs of slowing down. “People ask if I’m going to retire,” Mike laughs. “But why would I quit when I’m doing what I dreamed of 45 years ago?”
From the early days of navigating the persnickety Poinsettias to becoming a worldwide leader in plant production technology, Plantpeddler continues to cultivate new opportunities and beautiful products for its community and customers.
Photo credits: Plantpeddler