The Impetus
Since that first day when my parents decided to make a go of farming, there have been three things that influenced our decisions: family, business and community. It’s always been that way and that’s never going to change.
Family
- The greenhouse has always been a family endeavour, which means it’s been personal.
- When people care, investments and returns take on a different meaning. It becomes about making decisions because they are right—not expedient. It also means nurturing those choices.
- When family and business become one, you can’t help but think to the next generation, whether it’s the business you leave behind or the world you leave behind.
Community
Most people who recognize our family name usually know the story of how our greenhouse developed. What they don’t know, however, is that our belief in community and in the importance of giving back developed right alongside the business.
- Lois Hole was a tireless advocate for public education, libraries and social justice issues. She served as a school trustee for 23 years, was Chancellor of the University of Alberta, and Alberta’s 14th Lieutenant Governor.
- Jim Hole has followed in his mother’s footsteps as an active alumnus of the University of Alberta, serving currently as the Alumni Association’s president and as the honorary co-chair for the university’s centenary year of celebration.
- Bill Hole oversees the more than 1000 yearly requests for donations that Hole’s receives from charitable groups, arts organizations and schools.
- Valerie Hole served many years on school councils and now oversees floral, plant and financial contributions.
Business
My mother used to say that no matter how perfect your little corner of earth, finding the right use for it takes a certain amount of trial and error.
Traditional farming
- My parents tried growing grain, but at 200 acres, our farm wasn’t nearly big enough for that. They tried chickens and found they didn’t have the right facilities. They tried pigs, tried turkeys, tried cattle—nothing seemed to work out.
- Then, thanks to a moment of serendipity, Dad discovered how to make a living doing what he loved when a passerby spotted Mom’s garden from the road and asked to buy some vegetables. From that seed, grew the family’s “accidental” market garden.
The “accidental” market garden
- It was at this time that my parents gained a clear vision for what they could turn the business into.
- We made a livelihood out of vegetable gardening for 20 years. Along the way, each of us carved out roles that played to our strengths. Dad handled the planning and day-to-day concerns. Mom honed her people skills in sales and marketing. My brother, Jim, discovered a passion for science and growing, and I, one for business.
- Eventually, the market changed and it was time for us to follow.
Hole’s Greenhouses & Gardens
- Jim and I had grown up alongside the business, and it was becoming clear we were also its future. I was eager to apply my business theories, and Jim wanted to try his hand at progressive growing methods.
- In 1977, our parents passed the management on to me and Hole’s Greenhouses & Gardens was born.
- Hole’s grew to include floral design, mail order and e-commerce, as well as a publishing and media department
Now we’re poised to change again.
