In this episode…

Chris sits down with Samuel Fragapane from All Green Nursery, a family-run business with a rich 45-year history in Melbourne’s west. 

Samuel shares how his grandparents’ humble beginnings selling plants from their backyard evolved into a multifaceted operation spanning retail, wholesale, garden supplies, and soil production with over 100 staff.

They dive into the lessons and challenges of balancing tradition with innovation, family dynamics in business, and the realities of succession planning. 

Samuel reflects on his recent 30-day LinkedIn posting challenge, how it helped unpack the All Green story, and why storytelling matters for business growth. They also chat about shifting market focuses, nurturing leadership within teams, the role of AI in horticulture, and what the future holds for All Green Nursery.

Key takeaways:
🌱 The power of family legacy in shaping a business
🌱 Transitioning from working in the business to working on the business
🌱 Embracing discomfort to build confidence and brand storytelling
🌱 Challenges of balancing retail and trade in a shifting market
🌱 The evolving role of leadership and succession planning in a family business
🌱 Opportunities for innovation while respecting tradition in horticulture

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👁️‍🗨️ About Samuel Fragapane

• Website: www.allgreen.com.au
• Facebook: All Green Nursery & Garden 
• Instagram: @allgreennurseryandgarden
• LinkedIn: Samuel Fragapane and All Green Nursery & Garden

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