Mike Zaffaroni

Early in his career, Mike Zaffaroni’s pathway took an unexpected turn. Zaffaroni graduated from Florida State University (FSU) with a degree in Hospitality Administration and landed a position with a respected hotel brand in Atlanta. Less than two months into his job, the attacks of 9/11 happened and led to changes that altered travel and the hospitality industry. The hotel brand made significant cuts, eliminating Zaffaroni’s position and others corporate wide.

“I was devastated, yet that experience helped me navigate my career path and seek opportunities where I could control my own destiny.” said Zaffaroni, owner of Liberty Landscape Supply, one of the leading landscape supply businesses in the Southeast.

Zaffaroni has grown the company from a small local operation with one employee into a business with six locations across Northeast Florida and a team of 190 employees. The company’s customers are homeowners and landscaping industry contractors. Liberty Landscape Supply has earned national recognition as one of the Top 100 Garden Centers in North America by Garden Center Magazine, recently ranking #34.

“I’m proud of the number of jobs that we have created,” Zaffaroni said. “I enjoy being in a business where I can see the fruits of my labor.”

The pathway to owning and operating a landscape supply company demonstrates Zaffaroni’s entrepreneurial mindset and perseverance. After losing his hospitality position, he worked as a pharmaceutical sales representative for five years. Zaffaroni was not satisfied with his job and, with the guidance of a mentor, found a small business to purchase. In 2007, he purchased a business called Fernandina Mulch and Stone. Although he didn’t have landscape industry experience and hadn’t envisioned himself running a landscaping business, Zaffaroni, who has a strong work ethic and enjoys learning, is glad he took the risk. From the beginning, he faced challenges including the 2007-09 Great Recession.

“I learned a great lesson – how to run a business lean – during a changing business environment,” Zaffaroni said.

Zaffaroni also purchased other businesses including a sign company and a used car dealership. By 2015, he decided that he wanted to put all his effort into one business – Liberty Landscape Supply – and take it to the next level. Zaffaroni focused on growing the business and got involved in business leadership programs including the JAX Chamber and its JAX Bridges entrepreneurial growth program.

“The focus that JAX Bridges helped me with has been a significant contributing factor to our success,” Zaffaroni said. “The lessons on value proposition and how your business model differentiates you from your competitors provided the framework for things we’re still doing today.”

Zaffaroni is actively involved in civic and business organizations. He has received several honors, including the JAX Chamber Small Business Leader of the Year and the Florida Small Businessperson of the Year award.

“The recognition provides credibility, which is important when you’re building a business,” Zaffaroni said.

Zaffaroni enjoys the rewards of being an entrepreneur but acknowledges that it also can involve financial risks, long hours, and many challenges.

“You have to be willing to do whatever it takes and fight through the tough times,” Zaffaroni said.