Helping Customers Grow: Turning Soil Knowledge into Sales
For Garden Retail
Many plant failures don’t start with the plant; they start with the soil. Yet soil is one of the most confusing topics for home gardeners, and retail staff are often expected to translate complex soil science into quick, confident advice on the sales floor. When retailers can clearly explain soil health and growing media choices, they not only help customers succeed, but they also build trust, loyalty, and stronger sales.
Learn how to translate soil science into clear, practical guidance that retail teams can use every day on the sales floor. Participants will explore how soil health concepts such as water retention, nutrient availability, and microbial activity influence plant performance and how to explain these ideas in simple, customer-friendly language.
The webinar will also highlight merchandising approaches, staff training techniques, and storytelling strategies that connect soil knowledge to customer success and increased sales.
Designed for owners, managers, and retail staff alike, this webinar provides practical tools garden centers can use to strengthen their team’s confidence, support sustainable gardening practices, and build deeper customer relationships.
Retail teams will learn how to:
- Explain soil health concepts in ways customers easily understand
- Guide customers toward the right soil or growing media for their project
- Use soil education to support sustainable gardening practices
- Train retail teams to confidently answer soil-related questions
- Use merchandising and storytelling to connect soil science to product sales
Retailers are encouraged to invite their staff to attend together or use the recording as a training resource to strengthen product knowledge, improve customer success, and build confidence in soil and growing media conversations across the sales floor.
Included with AmericanHort membership; $49 for non-members.
Our Speaker
Chad Massura
Owner & Founder
Rosy Soil
Chad Massura is the founder and CEO of Rosy Soil, the first Earth Positive soil company. Chad grew up in Chicago, where he cultivated his love for gardening with his grandma in their tiny city yard. In college, he built a food delivery company and then an impact consultancy that pushed companies to undertake ESG initiatives. That work took him to Everytable, where he helped scale the company’s efforts to make the food system more sustainable and accessible.
While at Everytable, Chad began to understand the impact that agriculture had on the environment, and set out to build a solution. After a year of R+D, he and his team developed a better-for-plants, better-for-planet soil that sequesters more CO2 than it emits. He now finds himself back in the garden, working to rebalance the carbon cycle one bag of soil at a time.