Washington State Nursery & Landscape Association

Name

Washington State Nursery & Landscape Association

Legal name

Washington State Nursery & Landscape Association

Website

https://wsnla.org

Company type

Private

Founded year

1937

Operating status

Operating

Ownership category

akta.pro rank

Product category

Horticulture Trade Association Services

NAICS

Business Associations (813910), Nursery and Floriculture Production (11142), Landscaping Services (561730)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Horticulture, Nursery & Greenhouse Operations (EDAOAOAB)

akta.pro secondary industry

Greenhouse, Nursery & Horticulture Labor Staffing (AFACAHAI)

Keywords

• Horticulture trade association
• Nursery industry advocacy
• Professional horticulture certification
• Sustainable landscape certification
• Industry marketing platforms

Headquarters

HQ city

Sumner

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, Others

Revenue model

1. Membership Dues: Annual membership dues constitute the primary revenue stream. Dues are tiered based on annual gross sales for regular business members (ranging from $395 for businesses $0-50K to $2,652 for businesses $5M+), with fixed rates for associate members ($555), out-of-state members ($555), affiliate members ($155), and student/retiree members ($71). First-time business members can join for the promotional rate of $382.
2. Advertising & Sponsorship: Revenue generated from advertising in B&B Magazine (quarterly publication with 4,700+ circulation), website and enewsletter advertising packages reaching 5,000+ professionals, sponsorship opportunities for PROseries webinars and industry events, and display advertising in the GardenWashington Guide publication.
3. Certification Fees: Fees for professional certification programs including Certified Professional Horticulturist (CPH) exam registration ($50 member/$100 non-member) and ecoPRO Certified Sustainable Landscape Professional training and certification. These programs require exam fees and annual renewal fees.
4. Career Center & Job Postings: Revenue from job posting fees on the WSNLA Career Center: FREE for WSNLA members, $20 for CPHs and ecoPROs, and $40 for non-members. Job postings are featured on the career center, shared via social media, and included in eNewsletter distribution.
5. PROseries Library & Educational Content: Sale of recorded webinar content from the PROseries library for continuing education credits. Pricing: $35 for WSNLA members/CPHs/ecoPROs, $55 for non-members per session. Includes topics such as pest management, fire-resistant landscapes, soil health, and plant identification.
6. Marketing Partnership Packages: Buzz-worthy Partner Package on GardenWashington.com ($500) providing homepage feature placement, social media spotlight posts, and 12-month premium visibility. Green Passport Coupon in GardenWashington Guide ($300) for member retail nurseries and landscape companies.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels10 records

Core offering

The Washington State Nursery & Landscape Association (WSNLA) is a non-profit trade association that delivers membership services to Washington's horticulture industry. It provides tiered annual memberships, two professional certification programs (Certified Professional Horticulturist and ecoPRO Certified Sustainable Landscape Professional), advocacy representation in Olympia with a paid lobbyist, marketing platforms (GardenWashington.com and FindPlantsPNW.com), the B&B Magazine quarterly publication, on-demand PROseries webinars for continuing education, and a charitable scholarship fund for horticulture students.

Product overview

WSNLA offers a comprehensive suite of products and services for Washington's nursery and landscape industry. The core offerings include two professional certification programs: the Certified Professional Horticulturist (CPH) program for horticultural expertise and the ecoPRO Certified Sustainable Landscape Professional certification for sustainable practices. Supporting these are the B&B Magazine quarterly publication, the WSNLA PROseries Library of on-demand webinars for continuing education, and the Power Up Your Pollinators webinar series. On the promotion side, WSNLA operates consumer-facing platforms including GardenWashington.com and the GardenWashington Guide print/digital publication, as well as the B2B FindPlantsPNW.com platform for wholesale plant sourcing. Additional services include a Career Center/Job Board for workforce recruitment and the WSNLA Scholarship & Research Charitable Fund supporting horticulture students.

Differentiator

Problem solved

Functional benefit

Brands

• ecoPRO Certified: Advanced certification for sustainable landscape professionals based on 200+ best management practices
• Certified Professional Horticulturist (CPH)
• B&B Magazine
• GardenWashington.com
• FindPlantsPNW.com
• PROseries
• Plant Something

Products and services

• B&B Magazine WSNLA's quarterly flagship publication delivering science-based research, industry news, and practical insights for Washington's nursery and landscape professionals in both print and digital formats. Reaches 4,700+ horticulture professionals.
• Certified Professional Horticulturist (CPH) Program Professional certification program recognizing industry professionals with demonstrated knowledge in plant identification, technical landscape applications, and horticultural best practices. Requires passing a written exam covering Plant Identification, General Knowledge, and Landscape Practices, plus 2,000 hours of work experience. Has nearly 400 certified professionals.
• ecoPRO Certified Sustainable Landscape Professional Advanced certification for landscape professionals based on 200+ sustainable best practices. Tests knowledge in sustainable landscaping covering water conservation, energy conservation, soil protection, wildlife habitat, and environmental health.
• WSNLA PROseries Library On-demand library of recorded professional development webinars covering pest management, fire-resistant landscapes, soil health, plant identification, and weed management. Offers CEU credits for professionals.
• GardenWashington.com Consumer-facing website connecting the public with trusted retail nurseries, landscape professionals, and suppliers across Washington State. Features gardening tips, pollinator resources, and a member business directory.
• FindPlantsPNW.com B2B searchable plant and supplier database connecting wholesale buyers with Washington's plant growers, suppliers, and service providers. Members receive free basic listings with premium options.
• GardenWashington Guide Annual print and digital nursery and landscape locator guide distributed at garden shows, botanic gardens, and WSU Extension offices statewide. Includes regional nursery maps, member listings, and Green Passport coupons.
• WSNLA Career Center and Job Board Job board connecting employers with qualified candidates in Washington's nursery and landscape industry. Features job postings, career resources, internship listings, and recruitment at Washington college career fairs.
• WSNLA Scholarship & Research Charitable Fund Horticulture scholarship program providing financial assistance to students pursuing careers in horticulture. Has awarded nearly $675,000 since inception, with annual average awards of $20,000-$26,000.
• Power Up Your Pollinators Series Three-part webinar series exploring practical strategies to protect pollinators, integrate biologicals, and strengthen sustainable growing practices across greenhouse, nursery, and retail environments.

Quantifiable outcome

• Average $26,000 awarded annually in scholarships to horticulture students pursuing careers in the industry
• +5 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• AmericanHortcoreStrategic or Co-development PartnerWSNLA is an AmericanHort Lighthouse Partner, amplifying member voices on national issues including H-2A labor programs, pest and disease management, and federal policy. This partnership provides WSNLA members access to national advocacy resources and connects the state association with broader horticultural industry initiatives.
• Washington State Department of Agriculture (WSDA)coreStrategic or Co-development PartnerWSNLA participates on the WSDA Nursery Advisory Committee which advises on nursery plant seller/installer inspection and licensing duties and allocates nursery research funding. The partnership supports industry-relevant scientific research and ensures member concerns are addressed in state agricultural policy.
• Washington Commission on Integrated Pest ManagementminorStrategic or Co-development PartnerThe Commission funds research projects across Washington's agricultural sectors. WSNLA has representation through a nursery/landscape commissioner to address pest management issues affecting the horticulture industry.
• Washington Community Forestry CouncilminorStrategic or Co-development PartnerThe Council advises the Washington State Department of Natural Resources on urban and community forestry programs. WSNLA representation ensures the nursery and landscape industry perspective is included in state forestry initiatives.
• WSDA Pollinator Task ForceminorStrategic or Co-development PartnerEstablished under SSB 5552 (2019) and expanded under SB 5253 (2021), the task force addresses pollinator health issues. WSNLA representation ensures nursery and landscape industry perspectives are incorporated into pollinator protection policies.
• WA Invasive Species CouncilminorStrategic or Co-development PartnerThe Council evaluates invasive species threats to Washington's environment, economy, and human health. WSNLA member representation helps ensure the horticulture industry perspective is considered in invasive species prioritization and management.
• Washington State University (WSU) Research & ExtensioncoreStrategic or Co-development PartnerWSNLA maintains partnerships with multiple WSU research centers including Mount Vernon, Puyallup, Wenatchee, Othello, Lind, Prosser, Long Beach, and Pullman. The association helped establish the WSU Dr. Gary Chastagner Research Endowment ($100,000 commitment) for plant pathology research at WSU Puyallup.
• ecoPRO Partner OrganizationscoreStrategic or Co-development PartnerecoPRO certification standards were developed with input from landscape professional leaders, horticulture educators, and local governments. The program aligns with other certifications including EnviroStars, Salmon Safe, BuiltGreen, LEED, and SITES for comprehensive sustainable landscape practices.
• WSNLA Scholarship Fund PartnersminorStrategic or Co-development PartnerPartnership with South Seattle College (Arboretum Internship), Lake Washington Institute of Technology (internships), Rhododendron Species Garden (Retail Sales Internship), and Elisabeth C. Miller Library (book purchases) to provide hands-on training and educational resources for horticulture students.
• WSDA Nursery Advisory Committee MemberscoreOthersWSNLA members serve on the WSDA Nursery Advisory Committee representing: Briggs Nursery (Dan Meier - Large Scale Wholesale), Puget Sound Plants (Roger Canfield, CPH - Nursery Grower), Sunnyside Nursery (Trevor Cameron, CPH - Retail Nursery), Raintree Nursery (Online Nursery), Buds & Blades Landscape Company (Rick Longnecker - Landscape).

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Oregon Association of Nurseries: State-level trade association serving the nursery and greenhouse industry in Oregon. Direct functional peer to WSNLA with similar membership tiers, certification programs (e.g., Oregon Certified Nursery Professional), advocacy presence in Salem, and consumer-facing marketing platforms. Operates in adjacent Pacific Northwest geography.
• Florida Nursery, Growers and Landscape Association (FNGLA): One of the largest state nursery and landscape trade associations in the U.S., serving Florida's horticulture industry. Operates with similar membership model, certification programs (FNGLA Certified Horticulture Professional), advocacy, and education programs at a substantially larger scale.
• California Association of Nurseries and Garden Centers: California state trade association for nursery and garden center businesses. Direct peer operating similar membership, advocacy, and education programs in a larger but comparable West Coast geography.
• Texas Nursery & Landscape Association (TNLA): State trade association representing the Texas nursery and landscape industry with comparable membership tiers, advocacy, certification (Texas Certified Nursery Professional), and trade show infrastructure (TNLA Expo).
• Idaho Nursery and Landscape Association: Neighbor-state horticulture trade association serving Idaho's nursery and landscape professionals. Operates with comparable state-level advocacy, education, and member services model in a similar Pacific Northwest agricultural region.
• Virginia Nursery & Landscape Association (VNLA): State-level horticulture trade association with parallel structure to WSNLA, including membership categories, certification programs (VNLA Certified Horticulturist), advocacy, and industry publications serving Virginia's green industry.

Broad incumbents

• AmericanHort: National trade association for the horticulture industry, of which WSNLA is a Lighthouse Partner. Provides federal advocacy, industry research, and the Cultivate trade show. Functions as WSNLA's national umbrella while WSNLA delivers state-level services members cannot access elsewhere.
• National Association of Landscape Professionals (NALP): National association focused specifically on the landscape services segment. Overlaps with WSNLA's landscape contractor members, particularly on ecoPRO/sustainability training, workforce development, and advocacy for landscape scope-of-work protections.

Emerging players

• Garden Centers of America: National membership organization for independent garden center retailers. Addresses a subset of WSNLA's retail nursery member segment with similar consumer marketing support and peer networking, but at national rather than state level.
• Perennial Plant Association: Industry association focused on perennial plants, with overlapping membership among WSNLA's grower and landscape professional members. Relevant peer for the technical education and plant identification components of WSNLA's CPH certification.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WSNLA
• Xx.com/WSNLA
• LinkedInlinkedin.com/company/washington-state-nursery-landscape-association

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

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 Washington State Nursery & Landscape Association