Environmental Leadership Awards 1999: Michael Kernaghan

Once you agree to get into the lawn care industry, you have to be an ambassador to the environment," stressed Michael Kernaghan, vice president of Turf Management Systems/Weed Man International, Mississauga, Ontario.

After a love of golf got Kernaghan started in the lawn care industry, he became a true steward of the environment It’s not everyday that one hears of a lawn care company that has adopted peregrine eggs in Canada. Kernaghan, along with The Weed Man, has donated money to ensure the preservation of these endangered falcons.

Programs like this one make Kernaghan standout among lawn care professionals as someone who not only cares about this industry but also about the environment.

On the Green. With an interest in golfing, Kernaghan’s early jobs included caddying and working in the pro shop at a golf course. "Eventually, I went outside and starting working on the actual course," Kernaghan explained. "I enjoyed the hands-on working with trees and turf."

Believing that this was his calling, Kernaghan attended a community college and began to take courses in golf course construction and design. Michael soon realized that this wasn’t exactly what he wanted to do with his life.

So while the popular classes related to golf courses, Kernaghan enrolled at the University of Guelph in Ontario, Canada and began taking horticultural business classes. From there, he became interested in lawn care.

"During my college days, I would appear as a regular guest on a talk-radio show about lawn care," Kernaghan mentioned. "People would call in and I would answer their questions."

This radio show and Kernaghan’s expertise on lawn care at a fairly young age, caught the attention of The Weed Man. Before he even knew what happened, Kernaghan was offered a job.

"So, 14 years ago, when I finished college, I started as a technical representative at The Weed Man," Kernaghan commented. "I learned a lot about the business and franchising. I was able to build on my technical knowledge when I started. I don’t do too much of the hands-on work anymore, but I do still influence the agronomic policies in the franchises."

Today, Kernaghan’s work at The Weed Man is becoming a family affair. His wife, Alison, works in the accounting department at a different Weed Man location. They have two children together, Shannon and Evan.

Environmental Understanding. While Kernaghan considers himself lucky for having his family, the lawn care industry should consider itself lucky for having leaders like Kernaghan who are environmentally conscious.

"I think the environment is priority No. 1," Kernaghan stressed. "You have to be true to yourself and the environment. We have to be enthusiastic about our products and we have to have the ability to make a difference."

Kernaghan believes that this attitude should permeate the entire industry. He said that each person – not just a company – has a responsibility to the environment.

This responsibility can be a double-edged sword, Kernaghan added, when the company is the largest in Canada, because it makes the organization more susceptible to attention. The Weed Man, according to Kernaghan, is always expected to be an ambassador to the environment.

"We never compromise the environment, our products or our price," Kernaghan remarked. "One thing we will never be accused of is being an environmental opportunist. Our environmental work is reflective of our employees."

A Company Commitment. Kernaghan credits these employees as being a key to the company’s success.

"We are a big, little company," He remarked. "The strength is our people. We have ex-lawyers, ex-teachers, ex-nurses and ex-pilots, just to name a few. Their credentials are staggering, but they wanted to have a different lifestyle. People with great credentials translates into professionalism."

Besides employee strength, another priority for Kernaghan is to treat each and every customer carefully and consciously.

Kernaghan wants the customer to think of The Weed Man as a resource. "We are careful not to over-promise and under-deliver," he pointed out. "Once we know the client’s expectations, then we make a program for them. We have to be pro-active with the customers’ properties."

Next year will mark The Weed Man’s 30^th year in business and Kernaghan believes they already have recognition, exposure and maturity. For the future, he plans to surround himself with good employees and possibly expand in additional countries.

"We want to continue to penetrate markets," he mentioned. "We are franchising in the U.S. now and we have explored possibilities in the Australian market."

As for Kernaghan’s personal success, he credits hard work.

"I think the harder I work, the luckier I get," he noted. "I remain true to myself and I see opportunities everywhere. I give back to the industry what it has given me. You know how some people say TGIF for thank goodness it’s Friday. Well, I say TGIT – for thank goodness it’s today. You have to approach each day as a new opportunity."