Mcelroy & Associates, Inc.

What Mcelroy & Associates, Inc. does

Mcelroy & Associates, Inc., operating as Green Fields Nursery, is a privately held retail garden center and landscaping services firm headquartered at 5424 Falls Road in Baltimore, Maryland. Founded in 1923 by August Dubbert as a small-scale grower of rare and unusual plants, the business relocated to its current Falls Road site in the 1940s and expanded into residential and commercial landscaping under Lou Dubbert. The company was acquired in 1986 by Jim McElroy and Jerry Dobbyn, with the McElroy family remaining in active operations roles today.

The business operates two physical retail touchpoints: a year-round flagship nursery on Falls Road (with two showrooms added in 2005 to enable year-round operations and a dedicated Christmas shop) and a seasonal Towson location opened in 2024 for the holiday season. Green Fields sells plants (trees, shrubs, annuals, perennials, houseplants), garden supplies (pottery, tools, seeds, bulbs, mulches, soils, fertilizers, amendments), firewood, and seasonal Christmas merchandise, and runs a landscaping division offering design consultation, professional installation, and ongoing maintenance for residential and commercial clients. The technology stack is minimal: a Squarespace-hosted website and a Clover-powered e-commerce channel limited to digital gift cards.

Revenue is generated through point-of-sale retail transactions, project-based landscaping service contracts, and ancillary sales of firewood, seasonal merchandise, and gift cards. The primary customer segment is individual homeowners and residential property owners in the Baltimore metro area, with a secondary commercial and institutional landscaping segment. The company is family-controlled, employs 1–10 people, and has not disclosed any external funding events.

Name

Mcelroy & Associates, Inc.

Legal name

Green Fields Nursery

Website

https://greenfieldsnursery.com

Company type

Private

Founded year

1923

Operating status

Operating

Headcount range

1–10 employees

Short description

Green Fields Nursery is a Baltimore-based, family-owned retail garden center and landscaping services firm, founded in 1923, serving residential and commercial customers with plants, garden supplies, seasonal merchandise, and full-service landscape design and installation.

Ownership category

akta.pro rank

Product category

Retail Garden Center & Landscaping Services

NAICS

Nursery, Garden Center, and Farm Supply Retailers (44424), Landscaping Services (561730), Nursery and Floriculture Production (11142)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200), Agricultural Services (700), Agricultural Production-Crops (100)

akta.pro primary industry

Plants, Seeds & Nursery Retail (Garden Centers) (CRAIAIAB)

akta.pro secondary industries

Garden Bed Installation & Planting (Annuals, Perennials, Shrubs) (HSAIAFAB), Seasonal Color & Flower Rotation (Spring/Fall Plantings) (HSAIAFAE)

Keywords

• Retail garden center
• Landscaping services
• Plant nursery
• Garden supplies
• Landscape design

Headquarters

HQ city

Baltimore

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Retail Plant & Garden Material Sales: Sale of plants including trees, shrubs, annuals, perennials, houseplants, as well as garden essentials such as pottery, tools, seeds, bulbs, mulches, soils, fertilizers, and amendments. Revenue is generated through point-of-sale transactions at the retail nursery.
2. Landscaping Services: Full-service residential and commercial landscaping including design consultation, professional installation, and ongoing landscape maintenance. Revenue generated through project-based service contracts.
3. Christmas / Seasonal Retail: Seasonal sales of cut Christmas trees, live trees, poinsettias, wreaths, garland, ornaments, holiday decorations, and tree delivery/setup services. Operated at both the Falls Road main location and a seasonal second location in Towson.
4. Firewood Sales: Sale of premium seasoned hardwood firewood (oak, cherry, and other hardwoods) in quarter cords, half cords, wrapped bundles, and stacks of 25 pieces, available for pickup or home delivery.
5. Gift Cards: Sale of physical and digital gift cards redeemable for all in-store plants, garden supplies, and landscaping services. Physical cards available at the nursery; digital cards sold online through Clover.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Green Fields Nursery operates a retail garden center selling plants (trees, shrubs, annuals, perennials, houseplants), garden supplies (pottery, tools, seeds, bulbs, mulches, soils, fertilizers), premium seasoned firewood, and seasonal Christmas products (cut trees, wreaths, garland, ornaments). The company also runs a full-service landscaping division providing professional landscape design, installation, and ongoing maintenance for residential and commercial properties.

Differentiator

Problem solved

Functional benefit

Products and services

• Retail Garden Center (Plants and Garden Supplies) Retail sale of plants (trees, shrubs, annuals, perennials, houseplants) and garden essentials (pottery, tools, seeds, bulbs, mulches, soils, fertilizers, amendments) at the Falls Road nursery, serving home gardeners and residential property owners in the Baltimore area.
• Landscaping Services Full-service residential and commercial landscaping including design consultation, professional installation by experienced horticulture crews, and ongoing landscape maintenance. Services are quoted on a per-project basis with at-home estimates.
• Firewood Sales Sale of premium seasoned hardwood firewood (oak, cherry, and other hardwoods) available in quarter cords, half cords, small wrapped bundles, and stacks of 25 pieces. Available for pickup at the nursery or with home delivery and stacking services.
• Christmas and Seasonal Retail (Trees, Wreaths, Garlands, Holiday Decor) Seasonal retail of cut Christmas trees, live trees, poinsettias, wreaths, garland, ornaments, and holiday decorations, along with tree delivery and in-home setup services. Operated at the Falls Road main location and a seasonal second location in Towson during the Christmas holiday season.
• Gift Cards (Physical and Digital) Sale of physical and digital gift cards redeemable for all in-store plants, garden supplies, firewood, seasonal items, and landscaping services. Digital gift cards are delivered via email or text through the Clover platform.

Quantifiable outcome

• Over 100 years in business, serving Baltimore community since 1923

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered minor and core.

• FoxFarmminorChannel Partner/ Reseller/ DistributorGreen Fields Nursery is an authorized retailer of FoxFarm potting soils, fertilizers, and soil amendments including Ocean Forest, Happy Frog, and other FoxFarm products sold at the nursery.
• Dr. EarthminorChannel Partner/ Reseller/ DistributorRetailer of Dr. Earth organic potting mixes and fertilizers at the nursery.
• EspomaminorChannel Partner/ Reseller/ DistributorRetailer of Espoma organic fertilizer products including the full line of Espoma fertilizers at the nursery.
• EspomaminorChannel Partner/ Reseller/ DistributorCarries bagged soils, mulches, amendments, and gravel from Espoma and other suppliers.
• BarebonesminorChannel Partner/ Reseller/ DistributorCarries Barebones specialty hand tools as part of the nursery's tool and supplies assortment.
• Burgon and BallminorChannel Partner/ Reseller/ DistributorCarries Burgon and Ball specialty hand tools as part of the nursery's tool and supplies assortment.
• CoronaminorChannel Partner/ Reseller/ DistributorCarries Corona brand specialty hand tools as part of the nursery's tool and supplies assortment.
• FelcominorChannel Partner/ Reseller/ DistributorCarries Felco specialty hand tools as part of the nursery's tool and supplies assortment.
• Woodstock ChimesminorChannel Partner/ Reseller/ DistributorCarries Woodstock Chimes products as part of the 'Gifts for the Gardener' product line.
• Botanical InterestsminorChannel Partner/ Reseller/ DistributorAuthorized retailer of Botanical Interests premium seed selection including vegetables, herbs, flower seeds, and native/pollinator-friendly seeds.
• Lake Valley SeedminorChannel Partner/ Reseller/ DistributorAuthorized retailer of Lake Valley Seed premium seed selection.
• Hudson Valley Seed CompanyminorChannel Partner/ Reseller/ DistributorAuthorized retailer of Hudson Valley Seed Company premium seed selection.
• Netherland Bulb CompanyminorChannel Partner/ Reseller/ DistributorAuthorized retailer of Netherland Bulb Company top-quality bulbs including spring-flowering bulbs (daffodils, tulips, crocuses, hyacinths), summer/fall-flowering bulbs (lilies, dahlias, gladiolus, alliums), and perennial bulbs.
• ClovercoreTechnology or IntegrationDigital gift cards are sold through the Clover online ordering platform, with automated self-checkout and immediate email/text delivery to recipients. This is the primary e-commerce platform for the nursery.
• LeafgrominorChannel Partner/ Reseller/ DistributorLeafgro soil amendment is recommended and sold as part of planting and soil preparation products. Referenced in dogwood planting guide as a soil supplement.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Bachman's: Family-owned Minneapolis-area garden center, florist, and landscaping business founded in 1885. Closely mirrors Green Fields' 100+ year heritage, family ownership, and integrated retail/floral/landscaping model.
• Calloway's Nursery: Texas-based chain of independent garden centers with plants, garden supplies, landscaping, and seasonal retail. Comparable family- and customer-focused independent garden center model operating multiple locations in a defined regional market.
• Homestead Gardens: Large independent garden center and landscape services provider based in Davidsonville, MD, serving the greater Baltimore/Annapolis/Washington corridor. Comparable dual retail-plus-landscaping model targeting similar affluent suburban customers.
• Armstrong Garden Centers: California-based chain of independent garden centers offering premium plants, landscaping services, and seasonal categories. Directly comparable product/service mix to Green Fields, with a parallel emphasis on expert staff and curated premium brands.
• Valley View Farms: Long-established independent garden center in Cockeysville, MD (northern Baltimore County), offering plants, garden supplies, and seasonal goods to the same Baltimore-area homeowner base as Green Fields. Direct competitor for both retail and seasonal Christmas business.
• Green Acres Nursery & Supply: Northern California family-owned chain of garden centers with plants, garden supplies, and landscaping services. Comparable independent, multi-location, retail-plus-services model with similar customer demographic.
• Behnke Nurseries (historic): Historic Maryland/DC-area independent garden center (Beltsville, MD) with a similar model of premium plants, landscaping services, and a long-tenured customer base in the Mid-Atlantic. Long-standing comparable for the Green Fields positioning and regional customer demographic.
• Pike Nurseries: Multi-location independent garden center chain headquartered in the Atlanta metro area, offering plants, garden supplies, landscaping services, and seasonal categories. Comparable full-service retail-plus-landscaping model at slightly larger scale.

Broad incumbents

• BrightView Holdings: Largest U.S. commercial landscaping services provider, serving the same commercial/institutional landscaping segment Green Fields addresses at local scale. Relevant comparable for the commercial landscaping division and as a benchmark for professional service scale.
• The Home Depot: National big-box retailer with a substantial Garden Center category (plants, soils, tools, mulch, seasonal goods) that competes with Green Fields on commodity SKUs and increasingly on live plants. Defines the competitive ceiling and pricing baseline for an independent garden center.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/greenfieldsnursery
• Facebookfacebook.com/greenfieldsnursery
• LinkedInlinkedin.com/company/green-fields-nursery-landscaping

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Mcelroy & Associates, Inc.