David Hoffman Bio
David Hoffman is Chief Operating Officer at Hoffman Nursery, Inc. in Rougemont, N.C. Hoffman Nursery is a wholesale nursery specializing in ornamental and native grass liners for the horticultural trade. David grew up on the nursery, which was started in 1986 by his parents, John and Jill. In 2012, David earned his horticulture degree from NC State University. After a two-year internship at Stauden Peters Nursery in Germany, David returned to Hoffman Nursery, where he applied his experience with European automation and quality control techniques. In 2022, David assumed the role of Chief Operating Officer of Hoffman Nursery. He oversees long range strategic planning and the management of operations, sales and marketing, IT, and HR. This position involves decisions and communications across all sectors of the nursery and nursery-managed properties. He is passionate about the role grasses, sedges, and other plants play in nature-based solutions for sustainable environmental management and resilience.
David is a member of the various organizations including Perennial Plant Association (PPA), International Plant Propagator’s Society (IPPS), AmericanHort, American Society of Landscape Architects (ASLA), and North Carolina Nursery and Landscape Association (NCNLA). In addition to serving on the board of the JC Raulston Arboretum, David has been honored with the Perennial Plant Association’s Young Professional Award, NC State University’s Outstanding Young Alumni Award, NCNLA’s Bill Wilder Outstanding Young Nursery Professional Award, and a 40 Under 40 Award from Greenhouse Product News. You can learn more about him by visiting his website hoffmannursery.com or their LinkedIn page Hoffman Nursery.
Show Notes
A discussion with David was the origin of the idea for The Plantastic Podcast
David's passion for plants is rooted in the family business with a childhood spent exploring gardens and nurseries eventually leading to David's current role at Hoffman Nursery
Insights from his time at NC State, including the importance of learning from failures, the power of travel, and networking during his horticulture club experiences
Learning from failures and adapting to unexpected challenges like weather events
David discusses his internship in Germany at Stauden Peters and talks about the differences in plant production and automation.
Recognition of horticulturists like Cassian Schmidt, Karl Foerster, and Piet Oudolf in increasing awareness of grasses
Observations on European growers' practices, including closer plant spacing and streamlined sizes
Returning to Hoffman Nursery, a family-owned business specializing in grasses and sedges
The nursery's focus on consistency, innovation, and adaptability
The importance of consistent improvement, asking the right questions, and embracing curiosity in the nursery business
The concept of asking five why questions to get to the root cause of issues
Teaching a class on nursery production and core principles to take away
Consistency, curiosity, and adaptability as core principles for running a successful nursery business
The importance of recognizing and addressing problems promptly to ensure plant health
A discussion on grasses as the understory of plant populations and how adaptable they are to various ecosystems worldwide
The resilience, adaptability, and ecological importance of grasses, including their role in fire-prone ecosystems
Emphasis on the importance of considering ecosystem benefits and native habitats and balancing the introduction of non-native species with preserving local ecosystems.
The distinctions between warm-season and cool-season grasses
Practical considerations for planting and dividing warm-season grasses.
The significance of green infrastructure in managing water and preserving ecology.
Challenges and common pitfalls in implementing green infrastructure projects.
Small-scale initiatives for homeowners to contribute to green infrastructure. Ideas include rain gardens, bioswales, and meadows for managing stormwater.
Exploring the broader impact of green infrastructure on wildlife habitats like wildlife highways and pollinator pathways
David shares various methods to stay up to date, including attending nursery events, trade shows, and industry-specific gatherings.
Green Roofs for Healthy Cities and Cities Alive, emphasizing community involvement in green infrastructure
Visiting Brooklyn Grange
Discussion on regional events like Beyond Our Backyard hosted by Keep Durham Beautiful, promoting collaboration among municipalities and landscape contractors.
Mention of the importance of local events in fostering community engagement and environmental stewardship.
Insights into David's diverse media consumption, including trade magazines like Grower Talks and Greenhouse Management, and e-newsletters.
Encouragement to explore information beyond horticulture, including podcasts like Farnam Street's Knowledge Project.
David discusses the challenges of maintaining a daily routine for staying updated.
Insights into the use of calendars, task lists, note-taking, and whiteboards to manage time effectively and brainstorm.
A candid discussion on David's reading habits, including attempts at journaling and exploring different book formats.
David’s favorite books like Clear Thinking by Shane Parrish, Predictably Irrational by Dan Ariely, and The Hundred-Year-Old Man Who Climbed Out the Window and Disappeared by Jonas Jonasson
Memorable encounters with grass installations, including the High Line in New York, Duke University’s Blomquist Piedmont Prairie, Lurie Garden in Chicago, and tied up grasses in the Netherlands
Visiting Appeltern Adventure Gardens in the Netherlands for inspiration
Propagating more horticulturists with an emphasis on education as a key tool for spreading plant knowledge and fostering curiosity, acknowledging of initiatives like Seed Your Future's Green Career Week, and the potential impact of job shadowing opportunities.
How to connect with David Hoffman and Hoffman Nursery via their website or LinkedIn