Massachusetts Nursery and Landscape Association

What Massachusetts Nursery and Landscape Association does

The Massachusetts Nursery and Landscape Association (MNLA), legally Massachusetts Nursery and Landscape Association, Inc., is a nonprofit statewide trade association headquartered in Palmer, Massachusetts, established in 1910 to advance the interests of green industry professionals across the Commonwealth. It serves nursery operators, landscape contractors, fine gardeners, designers, land managers, tree-care professionals, and turf pros — a constituency that together generates $5.2 billion in total economic impact and employs over 68,000 people in Massachusetts per cited industry data. MNLA's core offerings center on a tiered membership program, the Massachusetts Certified Horticulturist (MCH) professional certification, the Pro Grow News publication, an annual Winter Forum conference, a Down to Earth Summer Conference & Trade Show, and Plant Geek Day field education, all delivered through the mnla.com website and a member portal.

The association's product surface extends into consumer-facing and conservation programming through two sub-brands: Plant Something Massachusetts, a consumer education initiative connecting homeowners with member professionals, and Growing Wild, a pollinator and biodiversity campaign operated jointly with the Massachusetts Department of Conservation & Recreation and the Department of Agricultural Resources. MNLA also operates a Youth Initiative for high school career pipeline development, an MNLA Foundation scholarship program, and exclusive member benefits including a Service First Processing credit card and ACH processing partnership that delivers a 10% annual rebate to members on net processing revenue. Distribution is direct via the website, member directory, and event registration channels, with no disclosed resellers, channel partners, or geographic reach beyond Massachusetts. Revenue mechanics comprise membership dues (subscription), event registration fees (transaction), publication advertising, and affiliate referral rebates from the Service First Processing partnership; specific pricing and revenue figures are not publicly disclosed.

Name

Massachusetts Nursery and Landscape Association

Legal name

Massachusetts Nursery and Landscape Association, Inc.

Website

https://mnla.com

Company type

Private

Founded year

1910

Operating status

Operating

Short description

Massachusetts Nursery and Landscape Association is a 1910-founded nonprofit trade association headquartered in Palmer, MA, providing membership, MCH certification, events, publications, and consumer-facing programs to green industry professionals across all 14 Massachusetts counties.

Ownership category

akta.pro rank

Product category

Horticulture Trade Association Services

NAICS

Nursery and Floriculture Production (11142), Nursery and Tree Production (111421), Landscaping Services (561730)

SIC

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

akta.pro primary industry

Nursery Production (Woody Ornamentals: Trees, Shrubs, Roses) (AFAGAHAF)

akta.pro secondary industries

Landscape Installation (Plants, Sod & Soil) (HSAIABAB), Seasonal Color & Flower Rotation (Spring/Fall Plantings) (HSAIAFAE), Nursery, Sod & Landscape Supply (Installation Support) (IMAIAIAJ)

Keywords

• Nursery trade association
• Horticulture certification programs
• Landscape industry education
• Green industry membership
• Professional development events

Headquarters

HQ city

Palmer

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, Others

Revenue model

1. Membership Dues: MNLA generates revenue through annual membership dues from nursery and landscape businesses, landscape contractors, garden centers, and individual green industry professionals.
2. Service First Processing Partnership: MNLA partners with Service First Processing to offer credit card processing services to members, generating revenue through a 10% annual rebate on net processing revenue from member accounts.
3. Pro Grow News Advertising: The association publishes Pro Grow News, a member publication that contains advertising from sponsors and member businesses.
4. Events and Conferences: Revenue generated from event registration fees for conferences including Winter Forum, Down to Earth Summer Conference, and Plant Geek Day. MCH credits available at events provide additional professional development value.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Massachusetts Nursery and Landscape Association is a nonprofit trade association that provides an annual membership program, the Massachusetts Certified Horticulturist (MCH) professional certification, the Pro Grow News industry publication, and recurring educational conferences and trade shows (Winter Forum, Down to Earth Summer Conference, Plant Geek Day) for nursery, landscape, garden center, tree care, and turf professionals in Massachusetts. Members gain access to legislative representation, business development resources, networking, and exclusive benefits such as the Service First Processing credit card processing program with an annual rebate.

Product overview

MNLA operates as a nonprofit statewide association offering a unified membership-based service platform centered on professional development and certification for the green industry. The core offerings include the MNLA Membership program, the Massachusetts Certified Horticulturist (MCH) certification program, Pro Grow News publication, and the Plant Something Massachusetts consumer education initiative. Additional services include the Growing Wild conservation program, annual conferences (Winter Forum and Down to Earth Summer Conference), Plant Geek Day educational events, youth workforce development initiatives, scholarship programs, and member benefits such as Service First Processing for payment services. MNLA serves as the primary business development vehicle for Massachusetts' nursery and landscape industry with a $5.2 billion economic impact.

Differentiator

Problem solved

Functional benefit

Brands

• Plant Something Massachusetts: A project of MNLA which includes professional environmental horticulturists—people who grow, care for, design and install plantings and landscapes in your community.
• Growing Wild

Products and services

• MNLA Membership

Quantifiable outcome

• The Green Industry keeps Massachusetts growing green with a total economic impact of $5.2 billion
• +3 more outcomes

Named customers12 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• Massachusetts Department of Conservation & RecreationcoreStrategic or Co-development PartnerMNLA partners with the Massachusetts Department of Conservation & Recreation for the Growing Wild campaign, which helps reverse the loss of biological diversity, foster protection of endangered species, and add to the natural beauty of the Commonwealth.
• Massachusetts Department of Agricultural ResourcescoreStrategic or Co-development PartnerMNLA partners with the Massachusetts Department of Agricultural Resources for the Growing Wild campaign and receives regulatory guidance on prohibited plant lists and pesticide label changes affecting the green industry.
• Service First ProcessingcoreGTM or Marketing PartnerService First Processing provides credit card and ACH processing services to MNLA members through an exclusive members-only program. Members receive a 10% annual rebate on net processing revenue, free loaner equipment, free enhanced online reporting, and a dedicated member help line.
• Massachusetts Flower Growers' AssociationminorStrategic or Co-development PartnerPlant Something Massachusetts was originally established in partnership with Massachusetts Flower Growers' Association as a joint consumer education initiative.
• Mary May Binney Wakefield ArboretumminorStrategic or Co-development PartnerMNLA hosts Plant Geek Day events at the Mary May Binney Wakefield Arboretum in Milton, Massachusetts.
• UMass ExtensionminorStrategic or Co-development PartnerMNLA collaborates with UMass Extension for professional development resources, tick management education, soil testing referrals, and diagnostic services for landscape professionals.
• Bigelow Nurseries, Inc.minorChannel Partner/ Reseller/ DistributorMNLA member and host location for MCH Exam events. One of the largest wholesale/retail nurseries in Massachusetts with 600 acres.
• SiteOne Landscape SupplyminorChannel Partner/ Reseller/ DistributorNational landscape supply distributor and MNLA event sponsor supporting the green industry.

Scale indicators6 records

Recent moves3 records

Expansion highlights5 records

Broad incumbents

• AmericanHort: The national trade association for the U.S. green industry, covering growers, retailers, landscapers, and suppliers. It is the most direct national-level analog to MNLA's role at the state level.
• National Association of Landscape Professionals: National trade group representing landscape contractors and lawn care professionals with certification, education, and advocacy programs. Comparable to MNLA's landscape contractor membership segment.

Direct peers

• Oregon Association of Nurseries: State trade association representing Oregon's nursery and greenhouse industry, known for the Farwest Show. A benchmark state-level peer with a stronger events franchise than MNLA.
• Virginia Nursery & Landscape Association: State trade association serving the Virginia green industry with education, certification, and an annual trade show. Comparable scope, structure, and member categories to MNLA.
• California Landscape Contractors Association: California state association for licensed landscape contractors, focused on training, certification, and legislative advocacy. Strong parallel in the contractor-side segment of MNLA's membership.
• Ohio Nursery & Landscape Association: Ohio-based trade association for nursery, landscape, and garden center businesses, offering certification (CGLP, CLT), events, and advocacy. Mirrors MNLA's certification-and-events model.
• Pennsylvania Landscape & Nursery Association: Statewide association for landscape and nursery professionals in Pennsylvania, offering events, certification, and advocacy. Closest Mid-Atlantic parallel to MNLA's structure and member mix.
• Connecticut Nursery & Landscape Association: Connecticut-based trade association for nursery, landscape, and garden center professionals. Directly comparable as a small New England state association with overlapping membership categories.
• New York State Nursery and Landscape Association: State-level trade association serving nursery, landscape, and garden center businesses across New York. Operates the same member-driven model for an adjacent Northeast state with similar horticultural profile.

Others

• Garden Center Magazine / Garden Center Association: Industry media and event platform serving independent garden centers, a key MNLA member segment. Provides advertising, content, and conferences that overlap with Pro Grow News and MNLA's events.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/massdcr
• Facebookfacebook.com/mnlaoffice
• LinkedInlinkedin.com/company/massachusetts-nursery-and-landscape-association
• Instagraminstagram.com/mnlagreen

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 Massachusetts Nursery and Landscape Association