Grow Like a Rock Star: Jessie Hawkins of Uncle John’s Plant Farm
In the world of horticulture, some names stand out, and Jessie Hawkins of Uncle John’s Plant Farm is one of those rock stars. As the farm celebrates its 50th anniversary, we’re pulling back the curtain and giving you an exclusive backstage pass to discover how Jessie, the force behind its next chapter, is leading the charge to rock the industry with fresh ideas and relentless passion.
From Backstage to Spotlight
Jessie’s story begins like many great rock stars: backstage, long before the spotlight. “My two sisters and I grew up playing in the greenhouses, riding along on truck deliveries with my dad, and later helping my mom in our retail store,” Jessie recalls. “It was a magical childhood, surrounded by the beauty of plants.” But Jessie didn’t immediately step into her frontwoman role. She pursued a career in architecture, thinking her future would be in blueprints, not blooms, before returning to the farm when her dad needed help in the office.
“I didn’t realize at first that maybe plants were in my blood after all,” Jessie reflects. Like any true performer after a hiatus, Jessie quickly found her calling back in the greenhouse. She has since embraced her role in shaping Uncle John’s future, leading with the same passion and energy as a headliner on tour.
Finding the Rhythm: The Rise of Uncle John’s Plant Farm
Founded in 1976, Uncle John’s Plant Farm has roots in the early 20th century. The property was originally part of a large network of greenhouses that supplied produce to markets and restaurants from New York to Chicago. Built in 1925 as a tomato and vegetable range, the greenhouses played a critical role in feeding America before the energy crises of the 1970s caused widespread economic hardship. With the rising fuel costs, the vegetable industry became less viable, and many greenhouses in the area shut down, marking the end of Cleveland’s reign as the greenhouse capital of the world.
In 1976, Jessie’s grandparents took the stage, purchasing the property and starting a new act. With bold vision and determination, Jessie’s dad and grandfather made the decision to shift the farm’s focus from vegetables to ornamentals, which would define the future of Uncle John’s. By the 1980s, Uncle John’s was specializing in flowering annuals and houseplants just as the market began to favor these products.
Since then, Uncle John’s has expanded significantly, adapting to the ever-changing demands of the horticulture industry. The farm’s growth milestones include the addition of a shipping barn in 1982, the expansion of the retail shopping area in 1997, and the opening of a new production barn in 2021. Throughout these changes, Uncle John’s has remained grounded in its core values: family, community, and a deep connection with the land. Today, as it celebrates 50 years of operation, Uncle John’s stands as a testament to resilience and innovation in the face of adversity.
The Vision of the Next Generation
Jessie is carrying forward a legacy of growth, but she’s also thinking ahead. “Our dream is not simply to maintain a business, but to continue to be a place of respite, to provide a future for those we employ, to encourage growth, and to inspire character,” she says. While embracing the use of technology, such as AI, Jessie is equally passionate about fostering a connection with nature and people.
“Despite all the advancements, our industry’s value lies in cultivating community and connecting people with nature,” Jessie explains. These intangible experiences, which have a therapeutic effect on people’s mental and emotional well-being, are something Jessie believes are more important than ever.
Harmony in Multi-Generational Leadership
Jessie’s journey into a leadership role at Uncle John’s has been shaped by her father’s leadership. “I admire the humility and generosity that is evidenced in the way my dad has chosen to lead here at Uncle John’s Plant Farm,” she says. As she steps into the spotlight herself, Jessie values the balance her parents have instilled in the business: a balance of hard work, faith, and a commitment to improving every aspect of the farm, from the crops to the people.
However, it hasn’t always been easy. “The biggest challenge has been balancing life as a single mom with the unpredictable hours required in the greenhouse business,” Jessie admits. But through it all, her dedication and her family’s support have been key to overcoming obstacles and maintaining the farm’s success.
Building a Stage for Growth: Blending Aesthetics with Functionality
Interestingly, Jessie’s background in architecture has brought a fresh perspective to greenhouse management. With a Master’s in landscape architecture, she’s incorporated principles of biophilic design, integrating nature into the built environment, into the farm’s new production barn. This includes features such as southern-facing windows that allow natural light to flow in, improving not just energy efficiency but the overall well-being of the employees.
Her architectural approach is about more than just aesthetics. “Design drives growth and structure elevates experience,” she says. In the retail space, Jessie introduced the Plant Bar and Plant Pharmacy, a unique concept where customers can craft custom plantings or receive advice on plant health. It’s a VIP experience where beauty, functionality, and creativity collide.
A High Note: PRO-MIX® MPX AGTIV® REACH™
For Jessie, choosing PRO-MIX® MPX AGTIV® REACH™ was a decision to streamline the production process and make every performance count. With the 135 cubic ft. compressed mega bales, Uncle John’s saw a reduction in downtime and labor costs, allowing the team to focus on what matters most: delivering a top-quality product every time. “PRO-MIX® has enhanced the performance of our finished product,” Jessie explains.
One of the biggest improvements came with the addition of mycorrhizae into the growing media. Mycorrhizae, beneficial fungi that form symbiotic relationships with plant roots, have proven to be a game-changer for Uncle John’s growing operation. The incorporation of mycorrhizae has resulted in stronger root systems, improved plant health, and less disease, allowing the farm to reduce its reliance on fungicides. “We’ve seen fewer diseases, better root systems, and overall higher quality crops,” Jessie shares. PRO-MIX®’s increased water retention also ensures plants stay hydrated and healthy, even during dry spells, keeping the show going no matter what.
Another advantage Jessie appreciates is the behind-the-scenes support from the PRO-MIX® team. "The entire team has been wonderful to work with, attentive to our needs, and always supporting us in a variety of ways," she says. Like a dedicated road crew, the PRO-MIX® team ensures that every part of the operation runs smoothly, providing soil testing, quality control, and tailored advice. Their hands-on approach has been key in building a strong, long-term partnership that keeps Uncle John’s performing at its best.
A Front Woman with Strength and Purpose
As a female leader in a traditionally male-dominated industry, Jessie has faced her own set of challenges. “I’ve had several stereotypical exchanges over the years,” she shares, recalling moments when customers would assume she wasn’t the right person to speak to. But rather than let these biases hold her back, Jessie has turned them into opportunities to prove that leadership is about merit, not gender.
Her advice to other women entering horticulture is simple: “Try not to let others’ negative perspectives or biases affect your performance. Striving for excellence ensures there is no question about your abilities having any correlation to your gender!” Jessie’s mantra? “Don’t complain and don’t explain.” In other words, keep your focus on results, and let your actions be your greatest encore.
Looking to the Future
As Uncle John’s moves into its next 50 years, Jessie is ready to take the stage and lead with confidence. “I hope to see Uncle John’s continue operating under efficient and sustainable practices, helping to cultivate a love for nature and innovation throughout our community,” she says. “I hope we continue to inspire the incorporation of plants in public spaces and spark innovation with efficient growing methods. Ultimately, I hope that through plants we are instrumental in creating solutions for pressing issues the scientific community faces today such as public health, food security and climate change.”
Jessie knows the road ahead will have its challenges, but she’s ready to face them head-on. As a true rock star, she’s not just making noise—she’s making waves and inspiring others to follow suit.
If you’re ever near Cleveland, Jessie invites you to visit Uncle John’s Plant Farm and see the magic in person. “We promise, it’s worth the trip!” she says with the kind of enthusiasm and conviction that makes you want to grab your front-row seat to the next great show.
For more information, you can visit their website at unclejohnsplants.com.
