Building the Bridge

Floral display installed in Flat Rock, North Carolina

Building the Bridge

Developing a Connection Between Diversity and Equality

Frederick Maxwell, Sales Director for Snow Creek Landscaping

Diversity can be found in all aspects of the landscape industry through things like clients, jobs and equipment. There are countless ways for landscape companies to prioritize diversity in their workflow and use it to improve their business. When it comes to people, though, diversity isn’t always enough. There is another aspect that is connected to the idea, and it is arguably more important: equality.

Frederick Maxwell is a creative sales director with Snow Creek Landscaping in Arden, North Carolina. He has more than 20 years experience in the green industry, working with companies across the southeast. During that time, Frederick has gone through hundreds of interactions, both positive and negative, that have taught him what it means to prioritize equality among landscapers.

“Equality is a deep one,” he says. “It is challenging and tough and takes time to reach that in the industry."

There are major roadblocks, but we can overcome them together

He details two major roadblocks that he believes would create great strides toward workforce equality in the landscape industry.

Recognition

“As a black man sitting at leadership tables in this industry, I see this often ... There's a lack of recognition. From an idea standpoint, from a respect standpoint. So, often a minority’s accomplishments, craftsmanship, workmanship and knowledge are all overlooked. We need to understand when a person is in a position, they are there for a reason. Then, we should recognize and appreciate them for that. Throughout my career I’ve been subjected to a lot of harsh things. Many stem from the fact that, as a black man, I have to prove myself over and over and over again. I have had to give my all each day to my job, with little recognition for my efforts. It isn’t always like that for my counterparts. For example, I’ve been told before I didn’t have the skills or the critical thinking ability to be in management. This, despite leading teams for years and helping build brands from the bottom up. I have, however, a very different experience with Snow Creek Landscaping. It is very important to find the right teams and companies who prioritize recognition and respect."

Representation

“Many problems develop without fair representation. We are a very diverse community, we have a lot of minorities that work with us. It blows my mind that they aren’t better represented among the leadership of our industry. I’ve heard people give dozens of different reasons why; the most common is that they’re unqualified. Really, though, I believe that some people in higher roles are uncomfortable with people who don’t look like them, speak like them or act like them. This fear puts a lot of companies in a box. Once they start thinking outside the box, they are better suited for success. A leadership team should reflect what the workforce looks like, because a lack of diversity brings a lack of understanding for different cultures. Not only do you get different viewpoints, but your crew sees a future and purpose in their jobs. They think ‘Hey I can do that one day.’ Young black men and women look at me and know that they have opportunity in this industry. Some tell me that my story inspires them. I came from a rough part of Atlanta, and I started in this industry at the ground level. I moved from grunt work to sales, then to lawn care service, then production and installations and kept working up the ladder. I’ve seen the inequities firsthand, and I think what has helped me excel is my ability to relate to everyone I work with. I’ve been there, and I can represent them. Take notice during the next industry event. There are few black people there. That isn’t a reflection of the people in the workforce but is a reflection of the people in leadership roles.

Frederick believes addressing these two major milestones will drastically improve the levels of equality within the industry. His biggest piece of advice, though, is to stay positive.

Snowcreek Landscaping owners Tim and Mindy Boone

“Always positive. Always do the right thing because it prevails. If you have an idea that you believe in, stand by it. Have confidence in yourself and stand by your morals. For me, conservation and preservation is the bottom line of landscaping. What I leave behind is very important to me. That is why I chose where I work, what I do and how I do it. Everyone needs to find what they believe and stay the course."

I'm living proof of how good this industry can be and how great the opportunities are

Alissa Hall, CFO

About: Frederick Maxwell

His career began in landscaping sales in Atlanta, Georgia. Serving in this capacity has afforded me the ability to gain exposure to many facets within the landscaping industry and led to my current role of creative outdoor solutions director and leadership team committee member with Snow Creek Landscaping in Asheville, North Carolina.

His growth allows him to work towards and achieve personal success in the implementation of a safety and training culture/program in the Southeast region, focusing specifically on Atlanta, Greenville and Asheville.

Frederick is motivated and passionate in the introduction and development of individuals into leadership roles, both within and outside of the industry. He values the lasting relationships that he has made, and welcomes those that are to come, with colleagues, clients and vendors.

In his personal time he takes great honor and pleasure in raising his children, coaching youth sports, walking his dog (Ivy), observing his marine aquarium and taking an active role of being in service to others.