Lauren Ritch, general manager of Canopy Lawn Care in Raleigh, N.C., happened upon the green industry by chance.
She had served in customer-facing roles her entire professional life, and when an account manager opportunity opened up at Canopy Lawn Care in 2018, she was intrigued.
She researched the company, read articles quoting Canopy’s CEO and founder Hunt Davis and ultimately decided that Canopy represented a fresh company with an upward trajectory and promising concept and model.
Rising through the ranks with humility, dedication and an unshakable work ethic, Ritch “does not lead with authority alone but rather with inspiration—carrying a banner that others willingly follow, rather than wielding a whip,” according to Benjamin Wright, president at Canopy Lawn Care.
Ritch's journey from customer service to general manager—always upholding a leadership style rooted in servitude and empowerment—is what earned her the overall Unsung Hero category winner in this year's Women In The Green Industry award.
“It’s an incredible honor — to be recognized not only validates the hard work and passion I’ve poured into this field, but it also represents progress for all women in the green industry,” Ritch says. “It’s a reminder that visibility matters, and I hope it encourages others to pursue leadership and technical roles with confidence.”
Putting in the Work
Since becoming part of Canopy Lawn Care, Ritch has been instrumental in implementing positive change with Canopy’s program, adhering to the company’s “soil-first” philosophy and even embarking on franchise location openings.
“It's been very exciting to see the growth and how we can make a difference in the industry with a more eco-friendly approach than traditional lawn care,” Ritch says.
The positive changes at Canopy didn’t simply happen overnight, and they didn’t happen by chance.
A lifelong learner, Ritch has worn various hats at Canopy, enabling her to learn new skills, hone her existing ones and gain insight into each different facet of the company’s operation. She currently handles all sales, customer service and oversight of company operations and has had her hand in efforts related to marketing, sales, HR, admin, operations and financials.
“I've always been drawn to learning as much as I could about whatever I was doing and using that knowledge to work upward,” Ritch says. “[Learning different roles] meant we got out in the field at times, and it was fun to get my hands dirty with planting flowers, spreading mulch and getting some time out in nature.”
Another part of learning the industry involved crafting service templates, responses to frequently asked questions, information on plants and services and more.
“[I did] everything that I could to help me gain and retain what others already knew,” Ritch says, adding that she still has the document, and it’s grown to 130 pages. “When I want a good chuckle, I'll go to the very beginning to remind myself of the things that I once had to work to memorize.”
She says what she loves most is the science behind it all: Just like in the human body, everything in the soil works in balance: nutrients, microbes, moisture levels and structure all play a role in overall health.
“Understanding that interconnectedness has deepened my appreciation for how all living systems—from a single blade of grass to the entire planet—are intricately connected,” Ritch says. “It’s both humbling and inspiring to realize that the work we do in the green industry is part of a much larger ecological picture. That makes it so much more important to be mindful about what we're putting out there.”
Coming full circle, the student has become the teacher, as Ritch uses her attained knowledge to train new employees.
“I'm grateful to have been a part of that growth and learn more about soil, turfgrass, plants and products,” Ritch says. “It's great to be able to now train folks in the same things that others helped me with years ago.”
It should come as no surprise that in her spare time, Ritch’s hobbies align with her work and learner mentality: She loves to read and be outside, in addition to exercising and spending time with her family.
“I have always loved walking in the woods and following streams wherever they go,” Ritch says. “Growing up spending a lot of time outdoors really drove my love of nature.”
Overcoming Obstacles
One of Ritch’s main challenges, she says, has been overcoming assumptions, most typically from customers.
“Most companies in this industry have a woman as the receptionist or office manager, and when people call in, they usually assume that I don't know anything and can't answer their questions,” Ritch says.
While she notes that early in her career, she didn’t have all of the knowledge and know-how, building up a stockpile of knowledge, leaning on the support of others and undergoing Canopy’s training program helped her through those challenges.
“Regardless of what the hurdle is, staying focused, continually building knowledge and letting results speak for themselves is a key to success for anyone,” Ritch says. “And, of course, the importance of support from mentors and allies in the industry cannot be underscored.”
Ritch also points to the people at Canopy as one of her main inspirations.
“The people that I’ve worked with at Canopy (and continue to work with) are hands down some of the best people out there,” Ritch says. “Even in difficult times, it’s the people here that have kept me here. Company culture is important to us, and I’m lucky to have such a great team around me.”
For other women within the industry, she encourages them to remember that their voice matters.
“You are not here by accident—you’re part of a much bigger picture. Find your strengths, keep learning and trust your instincts,” Ritch says.
She says that in workplaces like in nature, it takes all kinds of organisms working together to build something strong and sustainable.
“Don’t be afraid to ask questions, challenge norms and pave your own path,” Ritch says. “You belong here, and the industry needs what you bring.”
Outside of her role at Canopy, Ritch embodies this mindset, attending various networking events for women in the green industry and partaking in her local chapter of Business Network International.
Moving Forward
Looking ahead, Ritch says she’d like to see more people challenging decades-old traditions and products within the industry.
“Whether it's adopting sustainable practices, mentoring new professionals or building inclusive teams, the green industry thrives when we recognize that no part of it exists in isolation,” Ritch says. “I’d also love to see continued investment in science and education, especially around soil health and environmental impact. When we understand the whole system, we make better decisions.”
