Big Grower January 2019 - 3

COVER STORY
Improving Tomorrow
from the Ground Up
Virginia-based American Color is
succeeding by leading the industry
not only in innovation but also
in sustainable production that
penetrates from the farm all the
way to the consumer.
By Jasmina Dolce
A
merican Color is a relatively young company but with amazingly
deep family roots in the greenhouse business. Owner Ed Van Hoven
built his first greenhouse growing transplants for vegetable starts just
20 years ago in 1998, but his operation has quickly expanded to one of the
largest flower growers in the country.
Today the company has 30 acres of greenhouse space and 10 acres
of outdoor production. They have managed to carve out a niche in
the market and within their region that has given them a successful
partnership with retailers like Costco and the new Lidl. Pair that with their
contract business, and American Color is supplying a good portion of a
900-mile radius.
A SIMPLE, YET DIVERSE, BUSINESS PLAN
American Color has a fairly unique customer base, which has provided
the opportunity to remain narrow and deep in their product line.
From big box retailer Costco to up-and-coming grocery chain Lidl to
contract growing for customers like Metrolina Greenhouses, the 30-acre
greenhouse is busy year-round with a full range of product from bedding
plant packs to combination baskets to mums and poinsettias.
According to Tom Costamagna, director of growing at American Color,
being located in north central Virginia has been very beneficial not only
from a climate standpoint but also geographically when it comes time to
ship to various customers.
AMERICAN COLOR
AT A GLANCE
Year Founded:
1998
Location:
Orange, Virginia
Production size:
30 acres indoors, 10 acres outdoors
Key Management:
Ed Van Hoven, owner/president;
Brandon Van Hoven, vice president; Tom Costamagna,
director of growing; Reese Boyd, director of sales
Number of Employees:
100 full time, between 200 and 250 during peak season
Customer Base:
Costco, grocery chains, contract growing for other large growers
BIGGROWER.COM * JANUARY 2019 3

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Big Grower January 2019

Table of Contents for the Digital Edition of Big Grower January 2019

Big Grower January 2019 - 1
Big Grower January 2019 - 2
Big Grower January 2019 - 3
Big Grower January 2019 - 4
Big Grower January 2019 - 5
Big Grower January 2019 - 6
Big Grower January 2019 - 7
Big Grower January 2019 - 8
Big Grower January 2019 - 9
Big Grower January 2019 - 10
Big Grower January 2019 - 11
Big Grower January 2019 - 12
https://www.nxtbook.com/greatamericanmediaservices/GPN/new-varieties-digital-guide-2025
https://www.nxtbook.com/greatamericanmediaservices/GPN/september-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/august-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/july-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/june-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/may-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/april-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/march-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/february-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/january-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/2024-guide-to-cannabis-production
https://www.nxtbook.com/greatamericanmediaservices/GPN/november-december-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/october-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/new-varieties-digital-guide-2024
https://www.nxtbook.com/greatamericanmediaservices/GPN/september-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/august-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/july-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-july-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/june-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/may-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/april-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-april-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/2023-guide-to-hemp-production
https://www.nxtbook.com/greatamericanmediaservices/GPN/march-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/february-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-january-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/january-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/2023-guide-to-cannabis-production
https://www.nxtbook.com/greatamericanmediaservices/GPN/november-december-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-october-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/october-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/gpn-new-varieties-digital-guide-2023
https://www.nxtbook.com/greatamericanmediaservices/GPN/september-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/august-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-july-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/july-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/june-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/may-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-april-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/april-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/march-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/february-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/cannabisguide-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/hempguide-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/newvarieties-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-january-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/january-2022
https://www.nxtbook.com/greatamericanmediaservices/GPN/december-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-november-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/november-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/october-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-september-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/september-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/august-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-july-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/july-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/june-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/may-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/april-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-march-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/march-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/february-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/cannabisguide-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/hempguide-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/newvarieties-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-january-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/january-2021
https://www.nxtbook.com/greatamericanmediaservices/GPN/december-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-november-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/november-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/october-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-september-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/september-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/august-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-july-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/july-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/june-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/may-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/april-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/californiaspringtrials-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-march-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/march-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/february-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/cannabisguide-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/hempguide-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-january-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/january-2020
https://www.nxtbook.com/greatamericanmediaservices/GPN/december-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-november-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/november-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/october-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-september-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/september-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/august-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-july-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/july-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/june-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/may-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/april-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/californiaspringtrials-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-march-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/march-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/february-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/undercontrol-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/big-grower-january-2019
https://www.nxtbook.com/greatamericanmediaservices/GPN/january-2019
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