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In this powerful and unfiltered episode, Willie Rodriguez sits down with Paul Capote owner of PGL, better known as the "Miami Landscaper", for a real conversation about debt, discipline, faith, leadership, and the future of the green industry.

Paul has been in the industry for 17 years, and he’s still growing, still learning, and still refining. From surviving the COVID boom, to navigating heavy debt, vendor credit, and high-interest loans — this episode pulls back the curtain on what it really takes to build a landscaping company in today’s Florida market.

What We Cover:
The Hard Years & The Reset 2023–2024 were tough. Cash flow pressure. Equipment debt. Vendor balances.2025 became the year of repair — clearing trucks, stepping away from vendor credit, tightening operations, and building a stronger foundation.

Debt & Financial Accountability– Why high-interest loans should only be used strategically– The danger of promising too much– Why knowing your numbers protects your business– The truth about vendor debt in the industry (yes… SiteOne comes up)– Why Paul is officially “anti-check” and moving fully to ACH

Locking in Product & Managing RiskWith Florida freezes, volatile pricing, and supply chain uncertainty, Paul breaks down what it actually means to guarantee pricing in today’s environment.To lock in product means tying up capital, space, manpower, and deposits — sometimes increasing costs 25–40%.

But for contractors who understand long-term vision?That $100K tied up today could unlock $4–6 million in opportunity tomorrow.

The Silver Saw Palmetto example alone is worth the listen.

Trust, Documentation & ProfessionalismHandshakes aren’t enough anymore.Quotes must be documented.Verbal agreements create chaos.

We talk about:
– Why eye contact matters
– Why documentation protects everyone
– Why accountability scares people
– How shadiness is hurting the industry

Raising the Standard of Blue-Collar WorkPaul speaks passionately about elevating tradesmen:– Remove the word “laborer”– Use titles like Landscape Design Tech– Create pride in the craft– Implement SOPs and production bonuses– Build structure with AI systems like Lana

Quality matters. Mulch glue matters. Details matter.“Put your name on it and make it perfect.”

Faith, Growth & Breaking Generational CursesThis episode goes deeper than business.
Paul opens up about:
– Becoming a father
– Bringing back his podcast “We the Tradesman”
– Leading men’s groups
– Prioritizing faith over fear
– Losing a $100K client and not being shaken
– Choosing peace over money
“Money is just money. Opportunity to do God’s will is more powerful.”

This is a conversation about becoming the kind of man — and business owner — who can handle what’s coming next.

🌱 The Bigger Picture
We are the present and the future of this industry.
The older generation is retiring.
The decisions we make today will pioneer tomorrow.

If you're a landscaper, grower, nursery owner, or tradesman trying to build something sustainable — this episode will challenge you to operate with clarity, discipline, and conviction.

Hosted by Willie Rodriguez
Produced by Eddie Gonzalez
Follow Paul: @miamilandscaper
Follow the show & watch clips on Instagram
🚀 Interested in being a guest or sponsoring an episode? Reach out.

Every episode is about growth.
Every conversation is about raising the standard.

Welcome to Episode 89.

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On this Episode, host Willie Rodriguez and producer Eddie Gonzalez sit down for one of their most transparent and wide-ranging conversations yet. This episode isn’t about hype — it’s about reality.

From rising costs and labor shortages to market saturation, real estate pressure, and the future of nursery ownership, Willie and Eddie openly discuss what’s happening right now in the Green Industry and what it will take to survive, adapt, and lead moving forward.

The episode opens with gratitude — acknowledging A’s Ornamental Nursery, the team, and the clients who allow the podcast to exist as a platform for growth and learning. Willie also gives thanks to God for the opportunity to steward both the business and the responsibility that comes with having a voice in the industry.

Willie and Eddie also extend an open invitation to nursery owners, garden centers, landscapers, and industry professionals to step up and share their stories on the podcast in 2026 — because the industry needs more voices at the table.

Hard Topics That Need to Be Talked About

This episode tackles conversations many avoid:

• Product pricing that hasn’t changed in decades
• Immigration reform and its impact on labor
• Wage increases and the real cost of doing business
• Rising interest rates and slowing home sales
• Why only a shrinking percentage of the market still prioritizes plant quality

Willie shares perspective from his role on the FNGLA board, while Eddie brings a fresh lens as someone who didn’t grow up in the industry but understands its realities through lived experience.

Economic Pressure & Market Reality

Willie and Eddie break down:

• Why 2023–2024 slowed the industry
• How middle-class spending on landscapes has declined
• Why high-end landscapers remain booked months out
• The saturation problem — too much product, not enough movement
• The harsh reality facing small nurseries trying to survive rising rents and shrinking margins

They also discuss real numbers: land prices, lease contracts, annual rent increases, and how owning property may be the only path to long-term stability for nurseries.

Leadership, Boundaries & Business Discipline

This episode reinforces powerful lessons learned in 2025:

• Stop bending over backwards for people who don’t respect your business
• Request deposits
• Protect cash flow
• Respect your time, your team, and your boundaries
• Not everything works — and that’s okay

Willie shares hard-earned wisdom on sacrifice, discipline, and what it truly takes to build something solid:

• 3 years to start
• 5 years to become credible
• 10 years to become stable

Sales Strategy, Risk & Transparency

The hosts walk through:

• Slower summer months and the strategies used to survive them
• Discounting excess inventory responsibly
• Creative sales terms like 90-day pickup
• A major Clusia giveaway that cleared land, built goodwill, and sparked industry conversation

They also discuss how social media has become a portfolio, not a crutch — emphasizing transparency, quality, and trust over vanity metrics.

Looking Ahead

The episode closes with forward-thinking plans:

• Inventory management systems
• A future online plant store
• Stronger accountability across operations
• A renewed commitment to community, honesty, and collaboration

Willie and Eddie wrap up with gratitude, humility, and a reminder that challenges are often the

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On this episode of The Plant Movement Podcast, we sit down with Bryan Suarez, fourth-generation metal artisan and owner of Toledo Iron Works, to explore how a family legacy forged in 1969 continues to shape luxury construction and design across South Florida and beyond.

Bryan shares the fascinating story of how his great-grandfather and grandfather built a business that began with burglar bars and evolved into one of the region’s most respected names in custom ornamental metalwork. From hand-forged staircases and driveway gates to one-of-a-kind gazebos and trellises, Toledo Iron Works brings craftsmanship, technology, and artistry together to transform spaces into experiences.

Listeners will discover:

• The origins of Toledo Iron Works and how “old-school” techniques meet modern design.
• The behind-the-scenes process of fabricating and installing large-scale architectural metalwork.
• How technology like Company Cam and innovative materials such as wood-grain aluminum elevate their craft.
• The challenges and rewards of leading a multigenerational family business.
• How collaboration between industries — from metalwork to landscaping — creates unforgettable outdoor environments.

Bryan also offers heartfelt insights for young entrepreneurs stepping into family businesses, emphasizing leadership, adaptability, and staying ahead of design trends.

From tradition to innovation, this episode captures the power of passion, perseverance, and purpose in shaping both metal and mindset.

Directed and Produced by Eddie EVDNT Gonzalez

Toledo Iron Works
Email: info@toledoironworks.com or Bryan@toledoironworks.com
IG: www.instagram.com/toledo_iron_works
web: https://toledoironworks.com/

The Plant Movement Podcast
Email: eddie@theplantmovementnetwork.com & willie@theplantmovementnetwork.com
Call: (305) 216-5320
Web: https://www.theplantmovement.com
Follow Us: IG: https://www.instagram.com/theplantmovementpodcast


A's Ornamental Nursery
WE GROW | WE SOURCE | WE DELIVER
Call: (305) 216-5320

The Nursery Growers
Call: 786-522-4942

Plant Logistics Co.
(Delivering Landscape Plant Material Throughout the State of Florida)
Call: (305) 912-3098

Disclaimer: The contents of this podcast/youtube video are for informational and entertainment purposes only and do not constitute financial, accounting, or legal advice. I can’t promise that the information shared on my posts is appropriate for you or anyone else. By listening to this podcast/youtube video, you agree to hold me harmless from any ramifications, financial or otherwise, that occur to you as a result of acting on information found in this podcast/youtube video.

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