In a world that often measures success in skyscrapers and digital empires, there is something magical about a business that started with nothing but dirt roads, roaming cows, and a little shack. This story is about one such place—a humble beginning that blossomed into a thriving plant nursery, a family business that has stood the test of time for over 65 years.
Vincent Deorio passed away on September 20th, 2024. This blog is from an interview I did with Vincent in 2014.
Humble Beginnings
"We came down here, and there was nothing here but a little shack, roaming cows, chickens, and a little old lady who owned the property," the Vincent recalls. They needed a place for their growing family and a vision for the future. That vision started with a dirt road and a small, single-story building. In those early days, they mostly grew perennials, working tirelessly to transform the property into something more.
The Shack that Became a Home
The deal came with a little house—just enough for the family. "We lived in it for five years," he said. "Four boys in one room." It wasn’t easy, but it was enough. Over time, they were able to finance a bigger house, with each of the boys helping in their own way. While all of them worked on the property at one time or another, Jeff, one of the sons, was the one who stuck with it.
“If it wasn’t for him,” his father admits, “I’d probably have had to close down. It’s too much.” Jeff Deorio became a cornerstone of the business, helping to grow and modernize the nursery while keeping it rooted in the family’s core values.
The Love of Growing
At the heart of it all is the love for growing. “I enjoy growing,” the Vincent said with pride. His passion began early, working for Mr. Reynolds at the age of 12. "Being Italian, you know, plants and family, it all works together," he says. The joy of growing has only deepened over the years, and with Jeff taking over much of the responsibility, he now has more time to focus on the part of the business he loves most—nurturing plants in their expansive greenhouses.
Their first greenhouse, once outdated and inefficient, was transformed by Jeff into a beautiful indoor planting area. “It was redwood and fiberglass—over 40 years old,” he recalls. But Jeff took it and made it something special, showing how meticulous attention to detail can create a welcoming and organized space.
The Importance of Presentation
The family’s focus on detail extends beyond the greenhouses. The father recalls a lesson learned during a merchandising and management course he took years ago. Part of the course required visiting different businesses that sold garden products. One of those businesses stuck with him. “When I first visited, the plants were beautiful. But by the time I went back at the end of the semester, the place was a mess. Broken branches, plants wilting—it looked terrible,” he said.
That experience shaped how they ran their own business. “Everything’s got to be in line, clean, and organized,” he explains. “When customers come in and see that, it says a lot.” They’ve created a space where visitors can stroll through, like a little park, discovering new areas and appreciating the beauty of well-cared-for plants."
A Family Affair
This family business has thrived because of the shared commitment of everyone involved. Raising four boys on the property wasn’t always easy, especially with their mother in charge of keeping things tidy. “That was his mother’s department,” the father laughs when asked if Jeff was as meticulous with his room as he is with the business.
But it’s clear that the values of hard work, attention to detail, and love for growing were passed down through the generations. Jeff’s dedication has kept the nursery going strong, allowing his father to continue doing what he loves.
The Legacy Continues
After 65 years, this nursery is more than just a business; it’s a testament to the power of family, perseverance, and the simple joy of growing. It began with a little shack on a dirt road and has flourished into a beautiful, organized space that continues to thrive under the care of a father and his son.
This family’s journey is a reminder that sometimes, the most rewarding successes come from working the land, growing roots—both literal and figurative—and nurturing them with love and dedication. As they look to the future, one thing is certain: this legacy is built to last.
By Cameron Bonsey
