Virginia Nursery & Landscape Association

What Virginia Nursery & Landscape Association does

The Virginia Nursery & Landscape Association (VNLA) is a 501(c)(6) nonprofit state trade association founded in 1932, headquartered in Richmond, Virginia. It serves as the unified industry body for Virginia's green industry, representing nursery growers, garden centers, landscape designers, installation and maintenance contractors, greenhouses, and green industry suppliers. The association's mission is to enhance, promote, and advocate for the state's nursery and landscape professionals through legislative advocacy, professional certification, continuing education, networking events, and industry research.

VNLA's core product is the Virginia Certified Horticulturist (VCH) professional certification program, which qualifies holders to stamp and approve plant-related plans and is now required by most Virginia municipality planning boards. Supporting products include a 600+ page VCH Study Manual (member $152 / non-member $200), an official VCH stamp ($45–$60), and a CEU Online Portal that tracks the 30 continuing education units required every three years for recertification. The underlying technology stack is built on the Wild Apricot membership management platform, which powers the website, member portal, event registration, and online store. Certification exams are administered year-round through Pearson Vue Testing Centers with remote proctoring, and online study materials are co-developed with Virginia Tech.

VNLA's revenue model is diversified across recurring membership dues, transaction-based event registration and sponsorships, one-time certification fees, and regional chapter partnerships. Membership is tiered by type: Student/Educator $25/year, Individual $65/year, Out-of-State $295/year, and Company memberships scaled by gross sales from $95 (under $100K) to $495 (over $1M). Go-to-market is community-led, acquiring members through industry events (Field Day, MANTS), advocacy programs, certification offerings, and regional chapter collaborations with CVNLA and NVNLA. Annual signature events include Field Day, the Membership Breakfast during MANTS, and Legislative Day.

Name

Virginia Nursery & Landscape Association

Legal name

Virginia Nursery & Landscape Association

Website

https://vnla.org

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Virginia Nursery & Landscape Association is a 501(c)(6) state trade association serving Virginia's green industry. It provides the Virginia Certified Horticulturist (VCH) certification, advocacy, continuing education, and networking for nursery growers, garden centers, landscape designers, and contractors.

Ownership category

akta.pro rank

Headquarters

HQ city

Christiansburg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Membership Dues: Annual membership fees from multiple tiers including individual, student/educator, out-of-state, allied, and company memberships based on gross sales revenue
2. Event Registration and Sponsorships: Revenue from Field Day events, annual membership breakfasts, legislative days, and associated sponsorship packages at various levels
3. VCH Certification and Products: Fees for certification exams, VCH study manuals ($152-200), and professional stamps ($45-60) for certified horticulturists
4. Regional Chapter Partnerships: Review classes organized and hosted by regional associations (CVNLA, NVNLA) for VCH exam preparation

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Virginia Nursery & Landscape Association (VNLA) is a 501c6 state trade association founded in 1932 that serves Virginia's green industry. It provides tiered membership programs, the Virginia Certified Horticulturist (VCH) professional certification with exam administration and study materials, continuing education (CEU) tracking, legislative advocacy, and signature industry events such as the annual Field Day.

Product overview

Virginia Nursery & Landscape Association is a state trade association operating as a membership-based organization powered by Wild Apricot membership software. The association offers a unified portfolio centered on professional certification (Virginia Certified Horticulturist program with exam, study materials, and stamps) and membership services (various tiers for individuals, companies, and allied members). Additional offerings include CEU recording for re-certification, an online store for manuals and merchandise, and signature Field Day events with sponsorship opportunities. The product ecosystem connects certification, education, and community for Virginia's green industry professionals.

Differentiator

Problem solved

Functional benefit

Products and services

• VNLA Membership Tiers

Quantifiable outcome

• VCH credential recognized statewide by Virginia municipalities for plan approval
• +2 more outcomes

Named customers14 records

Segments8 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Virginia Tech (VA Tech)coreStrategic or Co-development PartnerPartnership with Virginia Tech to develop and provide VCH online study materials exclusively for VNLA members. Includes learning objectives, practice quizzes, plant identification photos, and names of approximately 155 plants.
• Pearson Vue Testing CenterscoreTechnology or IntegrationPartnership to administer VCH certification exams year-round at Pearson Vue Testing Centers or via remote proctoring, providing convenient scheduling for candidates.
• Strasz Assessment SystemscoreTechnology or IntegrationTechnology partner that facilitated transition of VCH exam to Pearson Vue Testing Centers, enabling year-round exam availability.
• Central Virginia Nursery & Landscape Association (CVNLA)coreChannel Partner/ Reseller/ DistributorRegional chapter partner that organizes and hosts VCH review classes to help candidates prepare for certification exams.
• Northern Virginia Nursery & Landscape Association (NVNLA)coreChannel Partner/ Reseller/ DistributorRegional chapter partner that organizes and hosts VCH review classes for candidates in the Northern Virginia area.
• Hampton Roads Agricultural Research and Extension Center (AREC)minorStrategic or Co-development PartnerHost site for VNLA Field Day 2024 and Mid-Atlantic Nursery Workshop; provides research and educational resources for the green industry.
• Cross Creek NurseryminorStrategic or Co-development PartnerHosted VNLA Field Day 2025 at their West End location in Rockville, VA.
• James River NurseriesminorStrategic or Co-development PartnerCo-host of Legislative Update and Social event during Field Day 2025 in Ashland, VA.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• AmericanHort: National trade association for the horticulture industry, formed from the merger of ANLA and OFA. Operates at the federal level with broader scope than VNLA; comparable as a parent umbrella organization serving overlapping member segments.
• National Association of Landscape Professionals (NALP): National association serving landscape contractors and professionals with certification, education, and advocacy. Broader national scope but overlaps VNLA's landscape contractor member base and certification/education model.

Direct peers

• Tennessee Nursery & Landscape Association (TNLA): Tennessee state trade association for the green industry with comparable membership structure, certification programs, and annual trade events like VNLA's Field Day. Functions as a direct state-level peer.
• Pennsylvania Landscape & Nursery Association (PLNA): Pennsylvania-based state trade association for nursery and landscape professionals offering membership, certification, and industry events. Comparable to VNLA in operating scope and member services within a neighboring state.
• North Carolina Nursery & Landscape Association (NCNLA): State trade association serving North Carolina's green industry with similar membership tiers, professional certification (NC Certified Plant Professional), and advocacy programs. Closely parallel to VNLA in mission, structure, and revenue model.
• Maryland Nursery, Landscape & Greenhouse Association (MNLGA): State trade association for Maryland's nursery, landscape, and greenhouse industry. Directly comparable to VNLA as a neighboring Mid-Atlantic state association with similar membership model, certification programs, and advocacy focus for green industry professionals.

Regional players

• Virginia Agribusiness Council: Virginia-based industry association representing the broader agribusiness sector. Comparable as a Virginia-headquartered trade association with legislative advocacy and member engagement functions overlapping VNLA's mission.
• Virginia Farm Bureau Federation: Virginia's largest general agriculture membership organization with similar advocacy, member benefits, and policy engagement structure. Adjacent comparable as a Virginia-headquartered state association model with overlapping agribusiness interests.
• Central Virginia Nursery & Landscape Association (CVNLA): Regional chapter partner of VNLA serving Central Virginia, hosting VCH review classes. Comparable as a sub-state chapter within VNLA's network, offering insight into regional vs. state trade association dynamics.

Others

• Virginia Tech - School of Plant and Environmental Sciences: Academic partner of VNLA for VCH study content and research. Adjacent rather than competitive — provides the horticultural research, talent pipeline, and content foundation that underpins VNLA's certification program.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/VNLA1932

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Virginia Nursery & Landscape Association