Born in the landscape industry consolidation wave of fifteen years ago, TruGreen LandCare has changed its name and rebranded as simply LandCare. TruGreen LandCare was acquired from Servicemaster by Aurora Capital Group in 2011. Although it was a significant company in the industry, TruGreen LandCare has not been seen as a strong growing company. In late 2014, it named Mike Bogan, a former Brickman executive as its new CEO who has focused in restructuring the company to position it for its next phase of growth and development. We expect to see LandCare reemerge as a major player in the industry.
Here is the text of the press release announcing the rebranding.
Ijamsville, MD – TruGreen LandCare announces a name change and a refreshed brand. The company will now operate as LandCare.
The brand was developed with input from branch teams, who participated in an intensive discovery process aimed at uncovering the core values that drive success across the company. In a series of branch visits, new CEO, Mike Bogan, met with several hundred team members across all 50 branches, who collectively articulated a set of core values that are at the heart of the new brand.
“It was important to me to understand what drives our team members and what makes them want to come to work every day,” commented Bogan. “The result is a brand that honestly reflects the spirit of the company and one that I know everyone on our team can stand behind.”
LandCare was spun off from ServiceMaster in 2011, and immediately focused on building infrastructure to support a stand-alone business. With near 30 years in the landscape industry, Bogan took the helm in 2014, and is leading the company into the next phase of growth and development, guided by the newly articulated core values.
“Though our team has always been focused on quality and service,” continues Bogan, “having a set of shared values will provide a touchstone to help us strengthen our culture, and continue making the right choices in the best interest of our people and our customers.”
With restructuring complete and a stronger culture emerging, LandCare continues on a trajectory to be a trusted partner to its customers, and a premier place to grow as a professional.
The new brand includes the tag line, ‘Your Land. Our Care.’ This highlights the essential promise made by every professional on the LandCare team: Care — for our customers, for our team members, and for our community.