Why New Leaf Growers Is Built for the Future
July 12, 2025 
Meet the current ownership team at New Leaf Growers (Roy Den Hollander, Kristine Lonergan, and Head Grower Seweryn Uchacz). | New Leaf Growers
The best greenhouse owners are those who can think ahead, not just about the next task on their daily to-do list, but about the short- and long-term future of their business. In the case of Roy Den Hollander, partner of New Leaf Growers in Pipersville, PA, this mindset is even more impressive because it’s not about him – it’s about giving future generations of his family the keys to what he hopes will be a sustainable company built for long-term success.
In fact, the tagline of New Leaf Growers (“Helping You Grow”) perfectly encapsulates this approach.
New Leaf Turns a Corner
First established in July 2024, New Leaf Growers revitalized the former Dan Schantz greenhouse complex and farm market in Pipersville. The 60-acre facility includes 13 acres under cover. Founded by a team with years of experience, the new venture successfully introduced fall and holiday offerings. However, this spring marked its inaugural full season, with a primary focus on annuals, making up about 75% of its business — as well as a curated collection of perennials, indoor plants, vegetables, and spring bulbs.
“We are very grateful for all the support from the industry when we got started,” Den Hollander says, from both its suppliers and its Farm Credit East team. That early support was critical in enabling a short turnaround from buying the facilities to turning a spring crop.
Through this first year, Den Hollander says his vision of setting things up for the next generation never wavered.
“I have sons and a son-in-law who have grown up in this industry, and this is our opportunity to give back to them,” he says. “We’re here to support this next generation and give them the best opportunity we can to help them build a business for the future.”
Not that this next generation at New Leaf Growers lacks experience.
“I grew up in this industry and have gained valuable experience working at multiple greenhouse businesses,” says Mike Prol, General Manager of New Leaf Growers. “Now we have a chance to carve out our own niche and push ourselves to grow innovative products and continue to evolve as growers.”
Meet the next generation led by General Manager Mike Prol (second from left). | New Leaf Growers
Prol puts it another way: “We value the opportunity of growing this business together and are humbled by all the support we’ve received from our family, team members, suppliers, and customers.”
Prol says the only real adjustment so far has been shifting from his most recent role at a larger growing operation to a slightly smaller one.
“It taught all of us to be very agile, because prior to this, we had our specific departments of focus, whereas now we are cross-functional through multiple departments, meeting the needs of the business as the seasons change,” Prol says. “It’s helped us grow as a team and expand our understanding of all aspects of this business.”
Partnerships Yield Solutions
Because New Leaf Growers is a young company with deep roots — more than 100 years of combined experience within the team — its vision from the start has been to make gardening more rewarding and accessible for its customers.
“We’re focused on fostering stronger, more innovative connections across the horticultural landscape. For our suppliers, that means forging long-term, mutual relationships where both parties thrive,” says Kristine Lonergan, Sales and Marketing Director at New Leaf. “For our team, it means fostering a culture of curiosity, continuous learning, and innovation. And for our customers, it means delivering high-quality, time-saving products that make it easy to achieve a beautiful, thriving landscape.”
In today’s fast-paced world, you are often competing for your customers’ attention, which means convenience is king. That’s why New Leaf Growers developed consumer-friendly offerings like “Skip the Dig” and “Pro Pack Landscaping Made Easy,” which are designed to take the hassle out of gardening and landscaping.
The Skip the Dig program, which gives consumers a plant they can immediately place on their deck, is one example of New Leaf Growers aiming to make things easier for their customers. | New Leaf Growers
“These solutions align with our mission to help consumers succeed, whether they’re seasoned gardeners or beginners looking for results without the heavy lift,” says Lonergan. “We try to be sensitive to what happens when the product leaves the greenhouse.”
Lessons From Spring
With the launch of New Leaf Growers last summer, the company went through its first spring season as a new venture in 2025.
“We learned the importance of knowing your facility inside and out. I think one of the biggest challenges we had, especially for our growers coming from one style of greenhouse to another, was growing in microclimates they weren’t used to,” Prol says. “It reminded us that knowing your environment is critical.”
Throughout its first year, the New Leaf team also focused on being flexible.
“The live goods business is one you have to be very close to and have your finger on the pulse every minute,” says Den Hollander. “Making sure you are growing and shipping the best product available to delight the customer means understanding your market. Being nimble and adjusting for rain or cold makes a big difference for our customers. Little things like waiting an extra day or two can dramatically improve your sell-through because you know you’re providing a fresh product.”
This spring marked the inaugural full season at New Leaf Growers, with a primary focus on annuals — making up about 75% of its business. | New Leaf Growers
Perhaps the most important lesson, or at least reminder, was communication.
“Even though we all have experience in successful businesses, you can’t assume anything,” says Lonergan. “Communicating and being in tune with your customers and your team can help you avoid costly problems.”
Being a startup in a challenging economic climate has no doubt sharpened the team’s agility.
“Our team thrives on flexible decision-making and rapid adaptation — qualities that have allowed us to evolve quickly, respond to customer feedback, and seize opportunities,” Den Hollander says. “We hold ourselves to high standards of operational excellence, always seeking to improve processes, eliminate inefficiencies, and foster accountability across all levels of the organization. Every member of our team plays a role in identifying improvements and crafting solutions.”
A Future Rooted in Innovation
While the New Leaf team strives to honor the proven strategies that have brought it success so far, the most exciting part is what’s next.
“From biodegradable packaging to innovative in-store merchandising concepts and a mobile service app that simplifies the gardening experience, we’re blending time-tested methods with forward-thinking innovation,” says Prol. “These advancements are thoughtfully designed to uphold and enhance our core values.”
New Leaf is also focused on continuous collaboration with its vendors.
“We’re actively reaching out and trying to partner with our vendor partners, whether it’s tags, plastic, or breeding,” Lonergan says. “This collaboration gives us a chance to look at things differently and make changes for the better.”
Den Hollander sums it up best: “With a talented, energetic team — many of whom are bringing fresh, young perspectives to the industry — we’re energized for what lies ahead. The future is bright, and at New Leaf Growers, we’re not just here to grow plants. We’re here to grow partnerships, people, and possibilities.”
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