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After one trip, Ed returned with a busload of plants. This fueled his passion for horticulture that would extend into future generations. Founded in 1940, Moss Greenhouses now spans four generations, each bringing their unique touch to the cultivation of quality plants.

Some generations required more persuasion than others, however.

Despite being born where Moss Greenhouses now operates, CEO Jennifer Moss never envisioned herself joining the family business. After graduating from the University of Idaho, where she earned two bachelor’s degrees in communication studies and public relations, she worked in the hospitality industry doing restaurant management for a few years.

Jennifer’s brother Dewey (now CFO) also had his own plans. He was a very successful pro ski racer from a young age. He raced downhill competitively and attended Park City Sports School, allowing him to focus on skiing for much of the school year. He retired from competitive skiing after college, where he earned a business degree from the College of Idaho with a specialty in finance. After college, he took a job with the US snowboard team as a wax technician for the boardercross team, working with them in the winters and for Moss Greenhouses in the springs.

In 2012, Jennifer decided she wanted to work for a company that shared her values of integrity. She joined Moss Greenhouses that January, starting in retail sales and working her way up. Dewey became full-time at Moss Greenhouses in 2016 after one Olympic cycle. Today, under their leadership as CEO and CFO respectively, Moss Greenhouses continues to thrive.

While it has taken different shapes over each generation, a common thread of innovation and forward-thinking persists throughout the history of Moss Greenhouses. By 1952, Adams Floral was supplying grocery stores with potted plants and cut flowers, bringing Ed full circle. Horticultural passion and engineering precision became a further hallmark of the business when Carolyn Adams, Ed’s daughter, met and married DeWitt Moss, whose nuclear engineering expertise took them around the nation. Eventually they returned to the Magic Valley and were quickly tasked with growing more plants.

Kevin Moss, DeWitt’s son, brought another distinct wave of innovation. With a background in mechanical engineering, Kevin introduced advanced growing techniques, establishing Moss Seedlings and expanding the business significantly. Kevin and his wife Dana, the parents of Jennifer and Dewey, also oversaw the transition to an Employee Stock Ownership Plan (ESOP) in 2006, ensuring that the legacy of Moss Greenhouses was carried forward by dedicated employees.

Moss Greenhouses prides itself on producing top-quality plants suited to Idaho’s unpredictable weather. This insight, combined with a commitment to quality and reliability, sets them apart from competitors both locally and regionally. Additionally, Jennifer’s active involvement in industry associations like the American Horticulture Association and her participation in the Horticulture Research Institute’s Leadership Academy reflect the company’s industry-wide leadership and strategic vision.

Ever since that busload of plants arrived in the Magic Valley, Moss Greenhouses has been known for its perseverance and embracing modern innovations. Today that means using artificial intelligence to enhance operations, testing new plant varieties years in advance, and adopting cutting-edge technologies to stay ahead of the market.

Still, relationships matter most. Jennifer Moss emphasizes the core values that have driven Moss Greenhouses’ success over generations. “You are only as good as your word,” she says, highlighting the importance of integrity and accountability.

Jennifer’s leadership, along with her brother Dewey’s expertise as CFO, has propelled the company to new heights. Despite the challenges posed by the pandemic, Moss Greenhouses experienced a 43% growth, specifically capitalizing on the explosion of interest in gardening during that time – another testament to their resilience and adaptability.

The relationship with First Federal Bank has also been instrumental. “First Federal has stood behind us as we grew the company. Their customer service is top-notch, and they always give you a courtesy call if something’s a little off,” Jennifer shares. This partnership has provided the financial support and stability needed for Moss Greenhouses to thrive and expand.

As Moss Greenhouses continues to grow and innovate, the legacy of hard work, integrity, and community involvement remains at its core. With each generation building on the past and embracing the future, Moss Greenhouses shows what can be achieved through passion, innovation, and strong partnerships.

To learn more about Moss Greenhouses visit mossgreenhouses.com.