Get to Know Hoffman Nursery’s New Operations Manager
September 23, 2021 
Craig Reynolds, Hoffman Nursery
This past June, Hoffman Nursery, Inc. named Craig Reynolds as its Operations Manager. Reynolds works closely with David Hoffman, Senior Director of Sales and Operations at Hoffman Nursery, to oversee daily operations and manage production, growing, and logistics.
Hoffman Nursery is facing the same challenges as many others in the industry. Supply chain disruptions, labor shortages, and new safety protocols require enormous investments of time and energy. The senior management team realized there was a role that needed to be filled.
Reynolds has held marketing, revenue, and operation positions with several Fortune 500 companies, spearheading improvements in internal processes and customer satisfaction within each. At Hoffman Nursery, he has already implemented numerous initiatives to increase productivity and improve the customer experience.
“Craig is focusing on efficiency in our operations and is helping coordinate across our supply chain. He’s successfully managed large, international teams with complex operations, and he’s applying those organizing principles here,” says David Hoffman.
All departments in the nursery operations are getting a thorough review to analyze and upgrade their practices. With Reynolds on board, the nursery recently signed a contract to utilize the H-2A program, which will give it a more stable, reliable workforce in the future. Improvements in processes will keep the company focused on its core values and fulfilling customers’ needs.
Prior to joining Hoffman Nursery, Reynolds traveled the world while employed by Royal Caribbean Cruise Lines as Marketing and Revenue Manager. In his free time, he enjoys gardening, reading, and is an avid diver. His bucket list includes taking an African Safari someday. Meanwhile, he’s enjoying exploring the nursery world and getting to know a new team.
Greenhouse Grower recently caught up with Reynolds to learn more about what he brings to the Hoffman team.
Greenhouse Grower (GG): How did your previous experience prepare you for this role?
Craig Reynolds: For several years, I worked within Lean Operations and Lean Logistics for Fortune 500 companies. In discussions with the Hoffmans, we all felt my experience outside the green industry would bring a fresh perspective. I’ve worked with large teams and have been successful at unifying them and improving processes. The underlying principles apply to any workplace, and that’s where my experience can shed new light on our processes. A commitment to our employees and customers is one in the same, and we will continue to strengthen that.
GG: What are the biggest challenges this industry is currently facing? Conversely, what are some of the biggest opportunities on the horizon?
Reynolds: Coming into this industry, I see many of the same issues I’ve dealt with in other organizations. The supply chain and labor availability, coupled with uncertainty around the pandemic, are draining businesses. And while this industry isn’t the only one affected by extreme weather events, it is one of the most vulnerable to it. That’s why we’re looking to build more resilient processes and bolster our team. The opportunities come out of some of those challenges. As people spend more time outside, we get a big bump in the industry. Our nursery’s focus on green infrastructure fits a future where the public demands more green space and cities and towns look for ways to make it happen.
GG: Looking ahead, what role can you play in moving Hoffman Nursery forward?
Reynolds: At the nursery, we are working together to re-examine what we do and build resiliency for the future. That means looking at every aspect of our operations. From my first impression to now, I see a great organization with outstanding individuals. My current focus is opening all the processes used within the organization and implementing improvements. Over time, I’ll continue to work with David Hoffman, our Senior Director of Sales and Operations, to manage those processes and keep us focused. The goal is to take what John and Jill Hoffman successfully built and make it more robust for years to come.
GG: If you weren’t in this profession, what would you be doing?
Reynolds: I love the mountains, but I also love the sea. That’s where I spent 11 years venturing the world. I consider myself a water person, so I would most likely be back at sea seeking out new adventures.
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