100 years of ‘Growing Beautifully’
As Monrovia Nursery Co. prepares to celebrate its 100th birthday in 2026, it’s demonstrating how a legacy of craftsmanship can power growth and innovation for the future. Like many businesses in this industry, Monrovia began with the passion and dream of one individual. But it has grown and evolved through the decades because of leaders and craftsmen who seized opportunities and developed new techniques to maintain quality standards.
Founder Harry E. Rosedale Sr. came to America in 1923 with a background in the nursery business and a dream of one day owning his own nursery. After several years working in propagation for Armstrong Growers, Rosedale started his own small nursery with a partner in 1926. They named it after the city in Southern California where it was located. When the partnership dissolved three years later, Rosedale became the sole owner, and the true Monrovia Nursery Co. was born.
Monrovia’s location gave it a great start. The heart of Southern California provided perfect growing conditions, not only for plants but for Rosedale’s imagination and drive to improve quality and seek the best new plants to grow. It also provided lessons in perseverance and the need for innovation. In 1938, flooding completely wiped out the nursery stock. But Rosedale persevered, purchasing another 10 acres and starting again.
Rosedale believed that growing plants was a true craft. He created a culture of excellence and a pride of craftsmanship that still exists today. It’s one of the company’s bedrock values. From plant selection to growing techniques, his goal was to provide customers with the most beautiful and best grown varieties he could find.
He is quoted in early company literature saying, “We are always looking for new and improved varieties so you can have that ‘something special’ to attract your customer’s attention.”
The company made a bold move in 1952 when Rosedale purchased an 80-acre growing site in Azusa, California. With the perfect climate and plenty of water, this location ignited more growth. The plan to create a world-class nursery that could supply plants to the entire country was underway.
Leaders who have followed have held true to Rosedale’s vision. Martin Usrey joined the company in 1931 as a water boy for the summer. With passion and determination, he worked his way up, and in 1974 became company president and chairman of the board. Under his leadership Monrovia grew to become a nationally recognized leader in the industry.
Investments in plant research, soil improvements and plant health created breakthroughs that changed the horticulture industry. Focusing on techniques based in nature brought benefits for growers beyond Monrovia.
“We have openly shared with the industry our many methods of growing quality plants,” Usrey was quoted as saying. “We have no secrets. … We believe the industry will benefit, as well as ourselves, by sharing technical advances.”
That philosophy continues today, where customers and competitors alike are invited to tour the nursery and observe all processes, including the company’s recent adoption of automation techniques to complement its hands-on touches.
The 1980s brought unprecedented expansion to the company. Under the guidance of Miles Rosedale and Bruce Usrey, the second generation of family leadership developed the now flagship nursery in Oregon and acquired Wight’s nursery in Georgia. The new facilities allowed Monrovia to expand its plant offerings and made shipping to every corner of the country even easier.
A population boom in the 1990s fueled the transition of many acres of commercial nurseries and citrus groves into housing in Southern California. Monrovia chose to move its California growing fields to the Central Valley during this period. By 2005, the entire California nursery was relocated to Visalia.
A History of Firsts – Innovations that Changed the Industry
Throughout its growth, Monrovia has nurtured a culture for improving, not only plants but the process of bringing them to market. This focus on craftsmanship has brought about many innovations that redefined the industry.
Monrovia was the first to introduce container-grown landscape plants. The goal was to make shipping easier and has since evolved to creating optimal environments for individual plant growth. As pioneers of specialized soil, the company now grows plants in more than 40 different soil mixes customized to help plants establish more quickly once planted. Monrovia added mycorrhizae to its soil to encourage root development and better transplanting in the landscape.
Ahead of the trends, Monrovia was an early pioneer in water conservation. The nurseries were among the first to develop a water recycling system to capture, purify and reuse runoff water.
Monrovia was the first nursery to patent hundreds of plant varieties beyond roses. In the 100 years of its history, Monrovia has introduced more exceptional new plants than any other nursery in the United States. During its centennial celebrations, the company will highlight 100 plants that introduced industry breakthroughs and changed horticulture history.
The company was also the first nursery to adopt a set shipping schedule to garden center customers, and the first to ship nationwide. Monrovia also pioneered consumer education, developing the first plant finder system to help home gardeners select the perfect plant, and introducing informational plant labels with photos and plant care details.
Today, the third generation of family members are board members and serve as active shareholders. Staying true to Harry Rosedale’s dreams is a driving force as the company focuses on the future.
“We are balancing the art and science of growing the highest-quality plants,” said Jonathan Pedersen, CEO and president. “It is a partnership between nature and human craftsmanship.”
Pedersen, who began leading the company in 2021, is expanding the plant categories and varieties Monrovia grows. He is also overseeing new innovations and expanding automation.
“Our goal isn’t just to grow plants,” he said. “It’s to grow customer confidence.”
Photos courtesy of Monrovia.
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