Lawn care is a challenge that features obstacles and enemies, such as pests, diseases and environmental obstacles, which conspire to make a lawn care company’s business more difficult.
Senske Lawn & Tree Care, Kennewick, Wash., however, finds itself doing battle with more than its fair share of enemies and obstacles in the five markets it serves throughout Washington and Idaho. Few companies, in fact, find themselves battling the agronomic changes confronting Senske employees, who must deal with dry, arid climates in some markets and the cool, wet conditions of Western Washington in others.
Employees of this 52-year-old firm have come to appreciate the environment of the Pacific Northwest and have committed time and energy to ensuring that the environment is protected and lawn care businesses are allowed to operate using sound practices.
An Early Start. Don’t tell any regulators, but Chris Senske got his start in lawn care early. He was 7 years old when he sprayed his first lawn (and received his first dog bite) for his father’s company, and he still has fond childhood memories today of riding atop the company’s truck from customer to customer.
After graduating high school, Senske went on to the University of Washington where he, like his father who was a chemical engineer, demonstrated a true proficiency for science and obtained a degree in chemistry.
Senske’s post-college plans didn’t necessarily include returning home to work for his father’s company, but he did so "for a year" as a favor to his father.
"Now, that year has turned into 25 years, and I don’t regret it at all," Senske noted.
While Senske’s educational background might lead people to think the company operates from a very technical perspective, that’s not necessarily the case. Although Senske is quick to point out that he wishes the industry as a whole was more technically demanding.
"There is a benefit to understanding the potential environmental impact of the products we use, how they work, how to mix them and how they break down, but I think the lawn care industry is more marketing oriented rather than technically oriented," he explained. "Automated lawn care doesn’t require a great deal of technology, and that’s unfortunate because the barrier to entry has reduced and competition has increased."
"We try to emphasize the varied qualities that customers are looking for," Senske commented, adding that his company relies heavily on years of market research into what matters to lawn care customers.
"Surveys have shown that what matters to consumers is that they can have pride in their property, they have a fun and safe place for their children to play and they have a place to entertain," Senske related.
By handling environmental concerns responsibly, Senske said the company proactively avoids any concerns customers may have, although he counters that environmental safety concerns aren’t as widespread as many people believe.
"Research we’ve seen indicates that about 5 percent of the consumer population is vitally concerned about the environment and another 30 percent could be swayed to buy one product over another due to environmental issues so long as the price of the two products is the same," he explained. "So we avoid environmental issues while building customer relationships unless the customers ask us those questions. And, in those cases, we’re as forthright and honest as possible to educate them about the facts."
Where Senske’s environmental commitment truly shines is the company’s involvement in public policy efforts.
"We can’t always have an affect on legislative affairs, but at least we try," he explained. "We’ve participated in a number of forums related to IPM in the schools so we know the industry is represented and we can make sure the right message is getting out.
"While we have a significant concern in making sure all of our natural resources remain viable, we also have to make sure that public policy is implemented in a viable way that is based on science," Senske continued. "There is a lot of rhetoric going around about problems caused by phosphates getting into streams and how these problems are all caused by lawn care, and feel that part of our responsibility it to make sure the truth gets out there."
Other programs the company is involved with include donating the use of their labor for the development of a Christmas tree recycling program and representing the lawn care industry on a state committee that developed a pesticide sensitivity registry for Washington residents.
"Trying to positively affect public policy is something every company can do," remarked Senske, comparing the passage of anti-lawn care laws to an attack on a knight’s chain mail armor. "When companies don’t participate in the regulatory process and a new law is made that makes doing our job more difficult, that’s one more notch out of the mail. Eventually, we can end up with a pretty big hole there, which jeopardizes our survival as an industry."
The author is the Editor of Lawn & Landscape magazine.
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