Originally appeared in Jan. 2005 issue of Greenhouse Grower
First Lady Of Foliage
Denise Godfrey left behind a career in physics to join the family foliage business.
by KERSTIN OUELLET
Even though she was “born” into it, the green industry was never a sure bet for Denise Godfrey.
Daughter of Tony Godfrey, owner and operator of Olive Hill Greenhouses in Fallbrook, Calif., Denise literally grew up around plants. As a child, she would often tag along with her father on deliveries. “When our regular driver was on vacation I would help swamp (unload) the plants with my dad,” Denise says. “I was always excited about going with him to visit customers or go to conventions.”
Despite her early enthusiasm, Denise decided to pursue an altogether different career – optics. She completed undergraduate work and went on to pursue a Master’s degree in physics at San Diego State University. But her plant roots were never very far behind. “I was in school when I decided that I would rather participate in the family business than work in a dark optics lab,” Denise says. “That summer I got married, joined the family business and moved closer to Olive Hill. My life has been excellent ever since.”
That was in 2000. Denise is now part of the sales team, running half of the sales side of Olive Hill Greenhouses and employing the same diligence and tenacity she used successfully in her graduate work. But now, she has added “passion” to her list of job benefits.
In the Beginning
Tony Godfrey started Olive Hill Greenhouses in 1973 as a part-time venture, with 3,000 square feet of greenhouse space on 2 rented acres. The all-foliage line of plants quickly became known for its high quality, and Olive Hill for its high standards. The operation grew quickly, requiring more space for growing.
Tony added bromeliads to the product line in 1988 and orchids in 1999. Its lineup of plants now features flowering bromeliads and orchids in 4-inch and 6-inch pots, as well as a wide assortment of foliage plants including pothos, aglaonema, croton, hedera, dieffenbachia, nepthytis, philodendron, spathiphyllum, homalomena and Kimberly queen ferns. Today, Olive Hill has two production facilities, both in Fallbrook, totaling 760,000 square feet. It is widely recognized as one of the largest foliage producers in California. “We set our quality standards high,” Denise says. “We simply strive to grow great plants and give the customer great quality and value.”
As the word of that quality spreads, Olive Hill’s shipping area gets larger and larger. Its own fleet of trucks delivers product throughout Southern California and Phoenix, Ariz. “When we first started, all of our customers were local,” Denise says. “Now we sell one third of our plants outside of California.”
Olive Hill sells to retail locations, brokerage firms and other nurseries, but its largest buyers are wholesale distributors. “Part of our success is taking good care of our customers – that’s what truly sets us apart,” Denise says. “We strive to exceed a customer’s expectations, even changing varieties to meet customer needs. We are very service- and quality-oriented.”
Environmental Impact
Something that pushes both Tony and Denise, as well as their employees, to continue to set and meet high standards of quality for their product is that they believe they offer more than a mere product. Both Godfreys are active in Plants at Work, a national information campaign that works in conjunction with the industry to inform professionals and the public about the numerous benefits of interior plants.
Denise stresses that plants in the workplace offer more than aesthetic value. Studies show that plants help reduce stress, enhance employee attitudes, increase productivity and improve air quality.
Orchids and bromeliads purify the air at night, while other foliage plants clean the daytime air. The Olive Hill Web site, www.olivehill.net, touts the positive environmental impact of its plants, with links to the Plants at Work Web site, a citation of a NASA study that proves the air purifying capabilities of orchids and bromeliads, and a tag line on its home page that reads, “Pollution fighting live plants for a healthier home and office.”
Olive Hill has also been progressive in its implementation and use of technology and streamlined processes to reduce waste, save money and protect the environment. Located on Olive Hill Road, on a picturesque hillside that overlooks northern San Diego County, the greenhouse operation is neighbor to an agricultural and residential area.
The operation employs reverse osmosis for its bromeliad and orchid production, improving water quality to the plants and eliminating drainage. Drainage water is held in a 2-acre holding pond on the premises and used for landscape irrigation.
Olive Hill’s modern, double poly, gutter connected greenhouses, utilize a computer-controlled environment, irrigation and mist propagation. More than half of its growing tables are rolling, to reduce aisle space in each greenhouse. Computer-controlled shade curtains are used in place of whitewash. Exterior walls are galvanized steel sheets with insulation inside to effect a 15 percent heat loss reduction. Plants are moved within and between facilities on trailers built in house. Many custom designed hand carts are also used.
“We believe in building the business for the long term, and part of that is a commitment to technology,” Denise says. “New equipment and processes are good for the plants, good for business and good for the environment.”
Industry Advocate
While Denise is passionate about her work as a sales representative at Olive Hill, she is not content with this responsibility alone. With unbounded energy and tireless enthusiasm, Denise has dedicated herself to several industry organizations. In addition to her advocacy for Plants at Work, Denise is first vice president of the board of the San Diego County Flower and Plant Association. The association consists of a group of approximately 250 commercial flower and potted plant growers, and their allied trade companies. Through social get-togethers, educational programs, training, directories, scholarships and more, the San Diego County Flower and Plant Association’s mission is to strengthen, advance and support the floriculture industry in Southern California.
“San Diego boasts one of the world’s largest concentrations of commercial flowers growers and is the number one horticulture county in the United States,” Denise says. “The association serves an important role in promoting our trade, keeping members informed and providing representation for the common goals of the industry. I’m honored to serve on its board.”
One of the local events promoted through the San Diego County Flower and Plant Association is Southern California Plant Tour Days. Now in its sixth year, Plant Tour Days is a unique gathering of regional growers and buyers from around the country. A three-day event, running from Feb. 23-25 in 2005, it takes hundreds of hours of coordination, planning and promotion, and Denise is the event’s committee chair. “Plant Tour Days enables us to solidify our regional identity as a desirable source of quality plants and flowers,” Denise says. “Our goal is to showcase the best of Southern California growers and suppliers to attract more and better buyers from across the country.”
Plant Tour Days kicks off with a one-day plant showcase, a tradeshow-style forum featuring a cross section of nurseries and hardgoods suppliers representing a diverse group of growers. With booth space for more than 60 exhibitors, attendees get a preview of the products they will see during the open house tours.
The two-day open house and self-guided tour follows, allowing buyers to visit host nurseries and see first-hand the quality and commitment behind the product.
The Future Looks Green
Denise is committed to her ever-expanding role at Olive Hill and in the horticulture industry in Southern California and beyond. As Olive Hill works with estate planners to map out the future of the business, Denise is sure to play a prominent role. And now with her own young daughter, Emma, the green gene is sure to be passed on. GG
About the author: Kerstin Ouellet is president of Pen and Petal, Inc. 23 Leon Way, Fallbrook, CA 92029; info@penandpetal.com.
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