A Fresh Perspective on Sustainable Landscaping

Customer Spotlight on Fresh Roots

Fresh Roots, a flourishing business in southeast Wisconsin, began its journey in 2017. Founded by Alec LePoidevin, the company is driven by a passion for health, nutrition, and the joy of growing food. Alec’s transformation, which involved losing 100 pounds and embracing a healthier lifestyle, inspired him to help others experience the benefits of organic food through edible landscaping.

“How do I bring this to more people?” Alec pondered, reflecting on his journey. This question laid the foundation for Fresh Roots Landscaping, which now offers organic landscaping and gardening services focused on sustainability.

The Beginnings: A Passion for Health and Nutrition

Alec’s background in landscaping, coupled with his newfound interest in health and nutrition, propelled him into the edible landscaping industry. His passion for nutrient-dense, organically grown food became the cornerstone of his business. This unique blend of interests set the stage for Fresh Roots Landscaping, a company dedicated to transforming ordinary gardens into thriving, sustainable food sources.

“My passion for health and nutrition was the driving force behind starting Fresh Roots,” Alec shared. “I wanted to help people grow their own food and live healthier lives.”

The inception of Fresh Roots Landscaping was not a straightforward path. Alec’s journey into edible landscaping was born out of his personal health transformation. As he delved into health and nutrition podcasts, he began to implement the knowledge he gained into his lifestyle. The changes were profound—losing 100 pounds and gaining a significant boost in energy.

This personal journey sparked an idea: combining his landscaping skills with his passion for health to help others achieve similar benefits. Encouraged by a friend’s suggestion, Alec explored the edible landscaping industry, particularly its success on the West Coast. He saw a unique opportunity to bring this concept to Wisconsin, aligning his love for physical labor, creating beautiful landscapes, and promoting healthy living.

“I saw the changes in my life and thought, how can I help more people experience this? I’m not a nutrition coach, but I knew I could use my skills to build gardens for people,” Alec explained. “The idea of helping people grow their own food at home, improving their health and the land, resonated with me.”

Building the Business: From Concept to Reality

Starting Fresh Roots required a leap of faith. Alec began with just a vehicle and some tools, building raised beds for clients. His hands-on approach and dedication quickly paid off as word spread about his unique services. From those humble beginnings, the business has grown, now employing a team of four and serving a broad geographic area in southeast Wisconsin, including Waukesha and Milwaukee counties.

“Starting with just a vehicle and some tools, I began building raised beds,” Alec recalled. “From there, it just expanded as more people became interested in growing their own food.”

The growth of Fresh Roots Landscaping reflects a broader trend of increasing interest in organic food and sustainable living. Alec and his team have tapped into this market by offering a comprehensive service that goes beyond traditional landscaping. Their focus on edible gardens, native plants, and sustainable practices has set them apart from conventional landscaping companies.

“Our team has grown to four people now, allowing us to tackle more projects and reach more clients,” Alec said. “The interest in edible landscaping is really taking off, and we see more expansion in the future.”

Design and Installation Process

Fresh Roots follows a comprehensive process from initial consultation to garden completion. It all begins with a conversation to understand the customer’s needs and property specifics. Alec and his team visit the site, assess the space, and design a garden plan tailored to the client’s goals.

“We check for the best sun exposure, water resources, and access points from the home,” Alec explained. “These components are crucial for a successful garden.”

Once the design is finalized, the team begins the installation process, which includes building structures, preparing the soil, planting, and providing education on garden maintenance. This thorough approach ensures that clients are set up for success from the start.

“Starting with a detailed consultation, we understand the client’s needs and the specifics of their property,” Alec said. “This helps us design a garden that’s not only productive but also fits seamlessly into their lifestyle.”

The consultation phase is crucial, as it lays the foundation for the entire project. Alec’s expertise in assessing the best location for the garden—considering sun exposure, water resources, and access points—ensures that each garden is positioned for optimal growth and convenience.

“We always start with a conversation to get some ideas of what the client is looking for,” Alec explained. “Then we visit the property, assess the space, and design a plan that meets their needs and goals.”

The design process is collaborative, with Alec providing recommendations based on his extensive knowledge of edible plants and sustainable gardening practices. Clients are involved in deciding the scope of the project, whether they want to start small and expand over time or go all out from the beginning.

“Some clients want to start small and expand gradually, while others are ready to dive in fully,” Alec said. “We design the garden to accommodate their vision and ensure everything is in the right place for future growth.”

Installation and Cultivation

Once the design is approved, the installation process begins. This phase includes building the garden structures, preparing the soil, and planting. Fresh Roots Landscaping takes care of every detail, from selecting the right materials to ensuring the soil is rich and fertile.

“The installation process can be tricky, depending on the time of year and the project’s scope,” Alec noted. “We might do it in phases or all at once, but we always make sure the garden is set up for success.”

A key aspect of Fresh Roots’ approach is the emphasis on high-quality soil. Alec has spent considerable time researching and sourcing the best garden soil, ensuring that every raised bed and garden plot has the optimal conditions for plant growth.

“Good quality soil is essential,” Alec emphasized. “It’s the foundation of a healthy garden. We’ve found a mix that works exceptionally well, and our clients often comment on how productive their gardens are with it.”

Education is also a vital part of the process. Alec and his team provide clients with information on planting, maintenance, and seasonal gardening techniques. This includes advice on winter gardening, succession planting, and selecting the right plants for each season.

“We offer a lot of education on different gardening methods and seasonal techniques,” Alec said. “It’s important for clients to understand how to maintain their gardens and get the most out of them year-round.”

Customer Experience and Expertise

Fresh Roots distinguishes itself through its expertise in edible plants and organic gardening practices. Most customers come with little to no gardening experience, relying on Alec and his team for guidance.

“Our knowledge of soil requirements and edible plant needs sets us apart,” Alec said. “We ensure our clients have the right soil mix and techniques to cultivate a thriving garden.”

The company’s focus on education and sustainability further enhances the customer experience. Alec and his team provide ongoing support and resources to help clients grow their gardens and enjoy the fruits of their labor.

“Most of our clients are new to gardening,” Alec explained. “They want to grow their own food but don’t know where to start. We meet them where they’re at and provide the support they need.”

This support includes everything from initial garden setup to ongoing maintenance and troubleshooting. Fresh Roots Landscaping is committed to ensuring that clients feel confident and capable in their gardening endeavors.

“We’re there every step of the way,” Alec said. “Whether it’s answering questions, providing tips, or helping with maintenance, we make sure our clients are successful.”

A Unique Business Model

Fresh Roots operates with a unique business model that emphasizes sustainability and organic practices. The team avoids using chemicals, opting for natural alternatives like hand-pulling weeds and using a torch for weed control. They also use cedar lumber for garden structures, ensuring longevity without chemical risks.

“Our environmental approach differentiates us from other landscaping companies,” Alec noted. “We prioritize the health of the land and our clients.”

This commitment to sustainability extends to every aspect of the business. Fresh Roots Landscaping uses cardboard instead of landscape fabric to suppress weeds, as it breaks down naturally and enriches the soil. They also prioritize the use of native plants and materials that are environmentally friendly.

“We avoid chemicals and use natural methods to control weeds and pests,” Alec said. “It’s more work, but it’s worth it to keep our clients’ gardens healthy and safe.”

Notable Projects

One standout project for Fresh Roots involved transforming a backyard in Menomonee Falls, Wisconsin into a food forest. The team created pathways, planted fruit trees, berry bushes, and various herbs, vegetables, and flowers, resulting in a vibrant, sustainable garden space.

“This project exemplifies our values,” Alec said. “It’s a beautiful, productive space that attracts wildlife and produces food.”

This project, which began as a small garden, expanded to cover the entire backyard. It includes a variety of plants that provide food, support local wildlife, and create a serene, park-like environment.

“We started with a small garden space and eventually transformed the entire backyard,” Alec explained. “It’s now a thriving food forest with fruit trees, berry bushes, herbs, vegetables, and flowers. It’s a great example of what we can do.”

The Menomonee Falls project is featured prominently on Fresh Roots Landscaping’s website, showcasing the potential of edible landscaping. It serves as an inspiration for clients looking to create their own sustainable garden spaces.

“It’s a showcase project that demonstrates the possibilities of edible landscaping,” Alec said. “Clients often refer to it when discussing their own projects.”

Vision for the Future

Looking ahead, Alec envisions expanding Fresh Roots to include an eco-tourism property with tiny home Airbnbs, educational workshops, and permaculture demonstrations. He also aims to develop soil amendment products in collaboration with a biological company.

“I want to create a space where people can learn and experience the benefits of sustainable gardening,” Alec shared. “It’s about inspiring others to grow their own food and live healthier lives.”

This vision includes a large property that serves as both a working farm and an educational center. Visitors could stay in tiny homes, participate in workshops, and see firsthand how sustainable gardening practices can transform a landscape.

“My dream is to have a property where people can stay, learn, and be inspired,” Alec said. “It’s about creating a community centered around sustainable living.”

In addition to the eco-tourism property, Alec is exploring partnerships with biological companies to develop products that enhance soil health. These products would be used in Fresh Roots projects and made available to clients and the broader community.

“We’re looking into developing soil amendments and other products that can benefit our clients and others,” Alec explained. “It’s another way to promote healthy, sustainable gardening practices.”

The Impact of a Layerly Website

Alec’s journey with Layerly began through a recommendation from a business coach. Needing a professional website for his growing business, Alec found Layerly to be the perfect fit.

“The process was straightforward and easy,” Alec recalled. “Layerly delivered a professional website that increased my visibility and credibility.”

Since launching the new website, Fresh Roots has seen an uptick in messages and visitors, demonstrating the positive impact of a well-designed online presence.

“Since the new website went live, I’ve noticed a significant increase in messages and visitors,” Alec said. “It’s easier for people to navigate and get in touch with us.”

The collaboration with Layerly was smooth and efficient, with Alec appreciating the straightforward communication and quick resolution of any issues. The new website not only looks professional but also functions effectively to attract and engage potential clients.

“Working with Layerly was a great experience,” Alec said. “They understood our needs and delivered a website that truly represents our brand.”

Recommendations for New Business Owners

Alec emphasizes the importance of having a memorable name, logo, and a strong online presence for new businesses. He also highlights the value of networking and seeking advice from other business owners.

“Connecting with others in your industry and beyond is crucial,” Alec advised. “Learning from their experiences can help you avoid common pitfalls and grow your business.”

For those starting a business, Alec recommends focusing on branding and establishing a strong online presence. Social media platforms like Facebook and Instagram are essential for reaching potential clients and building a community.

“Get your name and logo down, create social media pages, and build a website,” Alec advised. “These are the foundations of your online presence and will help you reach more people.”

Networking is another crucial aspect. Alec encourages new business owners to connect with others in their industry and beyond, learning from their experiences and building a supportive network.

“Talking to other business owners and learning from their mistakes and successes is invaluable,” Alec said. “It can provide insights and support that you might not get otherwise.”

Conclusion

Fresh Roots is more than just a landscaping company; it’s a testament to the power of passion and the importance of sustainable living. Alec LePoidevin’s journey from health enthusiast to business owner has inspired many to embrace the benefits of organic gardening. As Fresh Roots Landscaping continues to grow, its mission to promote health, sustainability, and the joy of growing food remains at its core.